Good morning and Happy Thanksgiving week. We’re taking off Friday to celebrate, but we’ll see you back on Sunday for a post-meal palate cleanser.

I’ll be spending those extra days catching up on longform creators like Jenny Nicholson—I'm halfway through her 90-minute video on the cinematic universe of church plays and it's a delight.

–Hannah Doyle

Emma Chamberlain Cozies Up to Spotify

Emma Chamberlain’s Anything Goes podcast is moving exclusively to Spotify starting early next year.

What’s changing:

• On Spotify, Chamberlain’s typical solo act podcast will feature guests.

• Select episodes will also run as video podcasts, which Spotify said will take Chamberlain back to her “vlogging roots.”

• Chamberlain will double her output to release episodes twice weekly.

So why Spotify? It’s artist-first, according to Ali Berman, Chamberlain’s rep and Head of Digital Talent at United Talent Agency.

“When I say artist-first, you know the platform really believes in you and implicitly trusts that you know how to connect with your audience the best,” Berman said. “It’s really evident that Spotify has done that for other artists, so we’re excited for her to be able to get that from them as well.”

FYI: Chamberlain joins Dax Shepard, Alex Cooper, and Joe Rogan, all of whom have signed exclusive Spotify deals in the last two years. Collectively, Spotify has reportedly spent north of $300 million on exclusive content deals.

“[Chamberlain] has such a passion for music and it’s such a pillar of her relationship with her dad, too—listening to music and sharing new artists—and that was always done through Spotify,” Berman said. “It was a natural no-brainer yes.”

Context: Chamberlain, who rose to fame as a vlogger, took a step back from YouTube earlier this year to focus on her podcast and Chamberlain Coffee, two ventures she said she could manage without burning out. As of June, Chamberlain is back on YouTube (with a new approach), but it’s clear she’s diversifying to give her career more flexibility and longevity.

Our Take

While Emma Chamberlain the YouTuber is still being defined, Emma Chamberlain the business is starting to take shape. A podcast deal engineered for consistency, a blossoming coffee company, and brand deals with everyone from Cartier to Levi’s position her as a cultural tastemaker. We expect this podcast to be a biweekly reminder of just how valuable that tastemaker status is.

Twitter Takes a Turn

…But whether it’s for the better or worse depends on who you ask.

It’s been a wild week for Twitter:

• Elon Musk reinstated multiple banned Twitter users including Jordan Peterson, Andrew Tate, Kanye West, and Donald Trump. Musk said Alex Jones is a “no.”

• Musk also called for employees (at least those who are left) to commit to “hardcore Twitter” or leave the company.

It’s chaos at Twitter HQ right now, so we rounded up our favorite takes on what Twitter 2.0 might look like for creators:

“The only other place where [Musk] seems more focused on growing the business rather than cutting the business is on creators. He’s said a couple times that he wants to find ways to attract creators to the platform from YouTube, TikTok, and Instagram, and I'm curious if that’s part of the verification plan or if that’s a separate push where he’s gonna start paying creators like on other platforms.”

—Evan Luzzato, chairman of the digital agency Socialyte, on the Colin and Samir podcast

“Any advertiser still funding Twitter should immediately pause all advertising now.”

—Derrick Johnson, president of the NAACP

“A lot of people don’t realize how important Twitter is to smaller content creators. Any collaboration I’ve done has been because of communication through Twitter, and that all may go away soon.”

—Th3Vale, comedy YouTuber

Our Take

Our advice re: Twitter stays the same—screenshot those important DMs. Twitter's days could be numbered.

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🎄Mark your (content) calendars...

The holidays are just around the corner. That means now's the right time to ramp up your posts and take advantage of those higher CPMs.

But what should you post? And when? If you’re feeling stuck, here are a few ideas:

• Product Roundups: Showcase products you know and love.

• Behind the Scenes: Foster deeper connection with your audience by highlighting your holiday traditions.

• Crafts, Recipes, and DIYs: For example, share ingredients to your grandma’s pumpkin pie or show how you decorate your home for the holidays.

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Then check out this article from Jellysmack. It has ideas for creators of all sizes to create great content this holiday season. You’ll even find actual examples of ideas that perform well during this time of year.

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OnlyFans Goes Shoppable

The subscription platform recently partnered with merch company Spring to offer storefronts for creators. And crucially, OnlyFans isn’t taking a cut from the transactions.

How it works: Products are previewed on a creator’s OnlyFans page. When subscribers click through, they’re redirected to the creator’s Spring page for purchase.

What creators make depends on Spring’s cost of production, according to TechCrunch. For example, if it costs $31.95 to print a hoodie and a creator sells it for $50, they will make $18.05 from the sale.

Our Take

Though OnlyFans isn’t taking a cut, this integration incentivises creators to deepen their ties with the platform as another means of easy monetization.

👀 Creator Moves

• Tejas Hullur is looking for a producer to help with ideation, research, and getting into YouTube longform. Email [email protected] to apply.

• Elliot Choy is hiring a Shorts editor based in NYC. DM for info.

• The Best One Yet podcast is looking for a freelance social media manager to strategize podcast and original content distribution.

🔥 Press Worthy

• Ludwig raises $300,000 for charity during his subathon.

• MKBHD appears on Sesame Street.

• Teachable is having their biggest sale of the year. Sign up for an annual plan by Thursday to get up to 35% and start building your education business.*

• YouTube gets a new startup sound.

• Jaiden enters her sixth day of live streaming.

• Charli D’Amelio wins Dancing With The Stars.

*This is sponsored advertising content.