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Jesser's Creator Business Playbook š
The sports creator sits down with Colin and Samir
Howdy. Good news for tote enthusiasts: Trader Joeās is restocking its mini tote bags that were released in February, went viral on TikTok, then sold out. Right now the 13ā bags ($2.99 retail) are selling for upwards of $500 on the secondary market. Ā
P.S. Weāll be at The Information Summit in LA tomorrow. If youāll be there, say hi!
ā Hannah DoyleĀ &Ā Nate Graber-Lipperman
Jesser shares lessons of balancing sports leagues and creator business with Colin and Samir / Photography by Jesse Leon
Sports creator Jesse Riedel (aka Jesser) appeared on The Colin and Samir Show today to share insights from his journey to 18 million subscribers, his hiring strategy, and the lessons professional sports leagues can learn from creatorsā success.
Three key takeaways from their conversation ā
Create with other people. Though Riedel began making enough money to go full-time on YouTube as a teenager, he credits collaborating with friends (even moving into a content house at one point) as his motivation to keep pressing publish.Ā
āHave fun with it [and] make videos with your homiesā¦you gotta fall in love with it,ā he said.
Different stages of growth require different skillsets. On his path to building a seven-figure business, Riedel felt confident finding his initial team members (such as videographers) through his personal network.
But scaling requires new specialties. Riedel said bringing on former Spotify exec Zach Miller as president has helped his business with everything from developing an internal org chart to networking with major players in sports media.
To reach young fans, pro sports leagues should help players become creators. Riedel pointed to NBA athletes Matisse Thybulle and JaVale McGee, both of whom uploadedĀ vlogs from the NBAās 2020 Covid quarantine āBubble,ā as examples of pros-turned-creators driving massive interest from viewers eager for behind-the-scenes stories.
āThe NBA canāt tell players to do that, players have to want to do itā¦[but the league should find] ways to empower [them] because at the end of the day, people watch for the players,ā Riedel said.
UMG Expands Spotify Partnership Amid TikTok Battle
Universal Music Group and Spotify announce a new āmusic discovery and social interactionā experience / Illustration by Moy Zhong
Nearly two months after Universal Music Group (UMG) pulled its music catalog from TikTok, the music label is expanding its partnership with Spotify. The new deal will let US Spotify users watch music videos from UMG artists on the platform.
Closer look: UMG and Spotify also announced new features that will focus on āmusic discovery and social interactionā to enhance fan experience.
FYI, Spotify recently updated its home feed to mimic TikTokās video scrollāa change thatās been met withĀ frustration from users who prefer a simple interface.Ā
Between the lines: UMG pulled its music from TikTok earlier this year after the two parties failed to meet a licensing agreement. It appears UMG is now deepening its partnership with Spotify to fill a TikTok-shaped hole in its artist discovery strategy (and to allow musicians to promote their work on an algorithmic feed that isnāt TikTok).
Spotify CEO Daniel Ek said in a statement that the new features will help artists ābetter monetize their art,ā though Spotify hasnāt said exactly how. Currently, artists have reported making less than one cent per stream on Spotify.
Sponsored by Shopify
The Many Lives of a Self-Taught YouTube Chef
Wil Yeung has reinvented himself many times. Violin flipper, wedding photographer, coconut milk makerāthe list goes on and on.
His current life? Heās the creator behind Yeung Man Cooking, a YouTube cooking channel focused on plant-based recipes.
With close to 100 million views, Wilās built not just an engaged audience, but one thatās eager to purchase his products. For example, heās written a series of cookbooks he sells directly on his Shopify-powered store.
How did someone whoās tried (and failed) so many different paths find his way as a creator? Read Shopifyās Founder Story about Wilās non-linear journey to find out.
Keith Lee Embarks on āRedemption Tourā
Keith Lee will revisit cities from last year's food tour, reviewing new restaurants under an updated rating system / Keith Lee
TikTok food reviewer Keith Lee is going on a Redemption Tour, revisiting some of the cities in which he gave food reviews last year. First up: Atlanta.
Context: When Lee visited Atlanta last year, his reviews caused a commotionārestaurant lines out the door, fights, and death threats that sparked a city-wide conversation on Atlantaās restaurant culture.
This time around, Lee is visiting new restaurants and rating them based on different rules and categories. And heās bringing his own security.
āWe come in peace, that said we will be protected,ā Lee said on TikTok. āMe and my family are getting home safe. We just come to eat food, meet the people weāre supposed to meet, and do what weāre supposed to do.ā
Dhar Mann is hiring a content associate to capture and edit videos for vertical platforms.
TBNR Productions is hiring a head of production to manage content schedules and budgeting.
Electronic Arts is hiring a creator partnerships manager to help build an affiliate business to market its video game catalog.
The NBA is hiring a part-time Snapchat creator to produce engaging content that highlights the best moments from games.
Looking to grow your creator biz? Post an opportunity on our job board.
š½ļøĀ From the Studio
Weāre working on a special project, releasing this summer, that will highlight some of our readers. For a chance to be included, answer the poll below:
The biggest challenge facing creators is... |
š„Ā Press Worthy
JaidenAnimations joins PokĆ©mon to attend their World Championships in Japan.Ā
Graham Stephan is scaling back on YouTube.
AnimationEpic releases the second season of its show Inanimate Insanity after a four-year hiatus.
Political commentator Olayemi Olurin fact-checks her interview with NYC Mayor Eric Adams.
Ninja shares an update on his health.
Baseball creator Eric Sim challenges MLB star Fernando Tatis Jr. to a series of challenges.
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