Good morning. In the spirit of a fresh start for spring, we’re debuting a brand new website and design for Publish. It includes a slick ticker tape graphic, better search, and more. Keep scrolling for details.

P.S. We had some tech trouble with Monday’s send. If it ended up in your spam folder, you can 1) make sure we’re moved into your primary inbox and 2) read the full edition here.

— Hannah Doyle & Syd Cohen

Mythical has built a robust DTC business selling clothing, hair pomade, water bottles, and accessories to an audience of 33+ million. Now, Mythical is headed to a mall near you in its first retail partnership with Zumiez.

The why: to broaden Mythical’s appeal to new audiences, tapping into IRL spaces that might be more difficult for a digitally native brand to break into, President of Mythical Entertainment Brian Flanagan told us.

“Zumiez is an operator with a huge track record of working with cool brands, can market to a scale that we haven’t experienced yet, and I think they have a strong ecommerce presence,” Flanagan said.

Context: Mythical joins creator brands like Donut and Danny Duncan in running Zumiez-exclusive partnerships. Duncan was a top seller for the retailer in 2020 and sold over 400,000 units of his Virginity Rocks merch. Donut currently has 50 products and does content collaborations with Zumiez.

For its first line with Zumiez, Mythical’s Chief Creative Officer Stevie Wynne Levine and SVP of Design Matthew Dwyer led a team in creating a limited run of tees available for purchase on Zumiez’s website and at select stores across the US. Flanagan said that both Zumiez and Mythical have been pleased with audience reception.

Zoom out: Flanagan said retail distribution reframes Mythical’s apparel in the same way that its expansion into 24/7 FAST channels reframed its shows—by shifting the perception of audiences who don’t see YouTube as television. 

“Looking like TV to some audiences is a huge game-changer in terms of what Mythical does both as an entertainment company and a business,” Flanagan said. “It helps redefine us in the eyes of Hollywood and the audience.”

TikTok has until Friday to find a US buyer or face a nationwide ban. With the prohibition just days away, President Trump is holding a meeting today with aides about potential investors.

TikTok could be facing another extension, a deal ending in a sale, or a permanent ban.

Here’s what creators have to say:

Sponsored by Teachable

When creator Jack Appleby considered launching an online course, he hesitated. Would it feel off-brand? Too salesy? Too much?

That’s when he came to Teachable and realized he might be starting in the wrong place.

A course wasn’t just a new revenue stream—it was a way to engage deeper with his audience. By pre-selling his course he was able to ask his community what they really wanted to learn, offering early access, bonus content, and actual value. The result? $45K in 30 days through real relationship building.

No cringe. Just community.

Read Jack’s full story and learn the exact strategy he used to break through the mental barriers and launch with confidence.

…April Fools. You can’t get rid of us that easily. In the spirit of yesterday’s madness, here’s a roundup of some creators who joined in on the fun →

The Publish Press has a brand new website, designed with our readers in mind. It’s an accurate representation of who we are as a publication…and it’s a lot easier for you, our readers, to navigate. 

None of this would be possible without our amazing partners, Rare Days and beehiiv, who helped us bring this project to life. Check it out right here.

On Monday, we cited Joseph Blaze’s retouched thumbnail as an example of art run through ChatGPT 4o. He revealed on X that the post was “entirely fabricated.” Although ChatGPT 4o is capable of creating thumbnails, this attempt was created by Blaze himself. Sorry about that.