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— Hannah Doyle & Syd Cohen

Gaming creator Ludwig Ahgren hosted his second annual Streamer Games in LA this weekend, with 40 creators competing in teams of five. Acting as emcee for the two-day event, Ahgren pulled in AT&T and Red Bull as sponsors, plus over 2 million views across platforms. 

Here’s what else we saw on the ground →

This year’s Streamer Games featured familiar faces, including Jack “NiceWigg” Martin, who was a part of the winning team last year. 

“A lot of people just want to watch you have fun and I think this is a version of that where they get to see streamers act organically without playing video games at a desk,” Martin told us.

…and newcomers like Sunny, who joined 100Thieves last month after three years of streaming. 

“I’d never go out and do tug-of-war on my own stream, but if Ludwig is asking me to, I'm doing it. So I think this event brings out a completely different side and a different community and set of eyes,” she said.

Not to mention hundreds of fans—some of whom flew cross-country to attend. “[Their livestreams] help me destress, so my way of supporting is going to the events that I can,” fan Anjellica Salina told us.

Vibe check: Although there was an air of competition, the general energy at the event was lighthearted and uplifting. During the pre-game warmup on the field, creators were practicing their skills (like free throws and inflatable jousting) and giving tips to each other. Team Vanilla was dubbed the biggest underdog by fans, shooting from 7th to 2nd place on day two of competition.

Worth noting: This year, each team brought their own film crews to stream the games on their own channels (continuing the trend of IRL streams during major industry moments we saw with Kai Cenat’s Streamer University). Aside from Ahgren’s, the most-viewed streams came from Agent00, Extra Emily, and VanillaMace with 913K, 752K, and 539K, respectively.

Creator live events are a booming business—ticket sales are way up this year as major creators take their shows on the road. But smaller creators are proving you don’t have to be Dude Perfect or Alex Cooper (or even go on tour) to host a successful event series.

We spoke to three NYC creators who are bringing IRL events to art, literature, and film.

Here’s how events are impacting their businesses → 

On building depth: Lifestyle creator Lydia Keating hosts Good Story run club and open mic, where participants run four miles and share a story. 

“I think there’s something about running producing endorphins that softens peoples egos and makes them more open to being vulnerable for telling a story,” Keating told us. “One of my friends said they didn’t have a thought to pull out their phone once, which I think in our current world is really amazing.” 

On tapping into funding: Storytelling creator Colleen Yu hosts creative hackathons called Let’s Ripple, where attendees write a short story or make a video together as a group. Yu has kept her events profitable by partnering with brands like Notion, Epidemic Sound, and BetterHelp.

“It’s working with the right partners who see the softer values in events while delivering [...] millions of people in reach because we invite different sized creators,” Yu told us.

On prioritizing accessibility: Mixed media artist Anya “Karo” Karolyn is opening up her NYC gallery later this year for in-person art workshops. She’s keeping tickets under $50/each. 

“It’s a very approachable environment where everyone that comes is a stranger, you’re all on the same playing field, it’s not clique-y,” Anya said. “People are getting along, booking trips together after. That feels like the point of the brand to me.”

How often does your favorite comedian release a special on streaming? Once a year? Every other year? 

Comedy creator Josh Johnson releases a 30-45-minute standup special every week to his 1.9 million YouTube subscribers, he said on The Colin and Samir Show. 

How? Johnson uploads every Tuesday at 9am ET—spending half of the week researching and looking for the topic he plans to cover and the other half writing. He performs in clubs on Saturday and Sunday nights, picking the best set between the two for his Tuesday upload.

Why? As a comedian who mainly talks about current events, Johnson self-distributes at such a quick pace to keep up with the news cycle. And weekly releases keep Johnson front of mind for the audience—which he hopes will bring them to his live shows.

Check out the rest of Johnson’s conversation with Colin and Samir here.