Live From the Mythical Kitchen 🧑‍🍳

Inside the cooking brand’s first ticketed livestream

Author

Hannah Doyle
24 Feb

Good morning. Are you watching Severance on Apple TV? Even if you aren’t, you can still appreciate its A+ marketing strategy. Last month, Apple released eight chapters of The You You Are, the fictional self-help book featured in the show. And over the weekend, Apple debuted its version of Lofi Girl: an eight-hour YouTube video with music “to refine to.” Our innies (and outies) are loving it.

— Hannah Doyle 

Mythical Kitchen to Host First Ticketed Livestream

The cast of Mythical Kitchen (right photo, left to right) — Vianai Austin, Lily Cousins, Josh Scherer, Nicole Enayati, and Trevor Evarts — will compete live on April 3 (left) / Mythical Kitchen, Nicole Enayati

Over the last five years, cooking YouTube channel Mythical Kitchen has built an impressive brand: 3.6 million subscribers, 1 billion views, food interview shows, and a NYT bestselling cookbook.

Here’s what’s next: Mythical Kitchen is kicking off sales for its first ticketed livestream, Survive the Mythical Kitchen, starting today. 

  • Chef and channel mainstay Josh Scherer will host the cooking challenge event on the evening of April 3.

  • Mythical personalities like Nicole Enayati and Trevor Evarts will compete in cooking challenges at the Mythical Kitchen. Tickets start at $17.99, with a 15% discount for Mythical Society members.

Preparing for a live show requires a different strategy than the typical Mythical Kitchen video—more improvising and more coordination. “When you are doing a live show, you often need time to tear down a set to set up another set piece,” Scherer told us. “When that happens we're going to make sure there’s nonstop entertainment throughout the livestream.” That means pre-taped cutaways and Scherer hustling to other set locations to entertain the virtual crowd.

Zoom out: Ticketed livestreams have become a successful format for Mythical Kitchen’s parent brand—its four-year-running virtual live show Good Mythical Evening sells over 70,000 tickets a year. 

“Good Mythical Evening and the Good Mythical Live tour has given me such confidence for the Mythical Kitchen live event because 1) we know how to produce and execute these things very well and 2) we know this is something that our audience not only has an appetite for but is actively asking for,” Scherer said. “We know it’s a great way to foster a deeper connection.”

A Snapshot of the Creator Industry, by the Numbers

The American Influencer Council reports that 94% of “middle class creators” say their main revenue comes from brand deals / Photography by cottonbro studio/Pexels

One-off brand deals still serve as the backbone of many creators’ businesses, but subscriptions are growing rapidly. That’s according to recent reports from creator brands and financial institutions Patreon, the American Influencer Council (AIC), and Intuit. 

Here are our top takeaways from these firms’ recent reports:

94% → The share of creators who said brand deals are their main revenue stream, according to the AIC in its poll of 34 members of the so-called “creator middle class” with up to 500,000 followers each.

Nearly half of those creators said that one-off partnerships were the standard for their businesses.

64% → The percentage of Gen Z that says the financial advice they received from an influencer on social media made a positive impact on their lives, according to Intuit. Worth keeping in mind: 39% say they will never take financial advice from social media or online ever again after getting bad advice from a financial creator.

67% → The increase over the last five years of creators who are earning income via subscriptions, according to Patreon’s 2025 State of Create report. 

78% → The share of creators who told Patreon that the algorithm dictates their content decisions. 

Do these numbers resonate with you? Hit reply and let us know.

Creator Water Cooler: Second Channel Pivot + a $1 Million Loan

Aprilynne Alter starts a second channel (left), Matt Dennison continues his channel solo after a host departure (middle), and Pat Cc builds a recording studio (right) / Aprilynne’s Alt, Mahalo my Dude, Pat Cc:

Here’s your Monday roundup of creator business (and creativity) pivots → 

YouTube education creator Aprilynne Alter started a second channel for lower-lift, unscripted content that shows more of her personality and creative side. 

Mountain biking creators Mahalo My Dude downsized. After cofounder Jason Lucas left the channel two months ago, cofounder Matt Dennison took the reins as the lead creator. Dennison closed down the channel’s office space while he plans the future of the brand. 

Music creator Pat Cc took out a $1 million loan to start a record label complete with a studio, in-house marketing team, and artist network called Ivy Collective in Oklahoma City.

“I miss making music, I miss collaborating with people, I miss making new friends and I miss helping out upcoming artists,” Pat Cc said in a video. “So once I got my finances in order I came up with the most over-the-top, risky plan […] and purchased this property.”

đź‘€ Creator Moves

  • Engineering creator Engineezy is looking for a video editor to lead packaging, video editing, and new project ideas. 

  • Gaming creator mainbeach is hiring a longform video editor to work on Smash Bros. content.

  • Entrepreneurship creator Silicon Valley Girl is looking for a YouTube producer to develop video ideas and research interview subjects.

Looking to bring on new team members? You can post opportunities on our (free) job board here.

🔥 Press Worthy