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Why a Spotify Exec Joined This Creator's Team đ
Jesser hires a president for his Bucketsquad brand
Good morning. Five Nights at Freddyâs smashed box office expectations over the weekend, grossing $131 million to become the third-biggest horror movie opening of all time.
As we wrote on Friday, gaming creators played a significant part in the franchiseâs success over the years, and their decade of popular FNaF content seems to be paying offâone moviegoer tweeted that her entire theater applauded when Matthew âMatPatâ Fitzpatrick appeared during a scene in the film.
Jesser Hires Ex-Spotify Exec as President for His Bucketsquad Brand
Sport creator Jesse Riedel (left) hires former Spotify executive Zach Miller (right) as president for his media and sportswear company, Bucketsquad / Bucketsquad
YouTube sports creator Jesse âJesserâ Riedel has been growing his Bucketsquad media and sportswear company at a rapid clip over the past year, from launching a sneaker line to partnering with the NBA. His latest recruit: the former head of content strategy and business development at Spotify Zach Miller, whoâs joining Bucketsquad as president.
Why hire a president? âCreating content is the thing I love the most and bringing Zach onboard to run and grow Bucketsquad will allow me to double down on making videos,â Riedel said in a press release.
Context: Jesser has a following of over 21 million across platforms. His team has tallied millions of monthly views on basketball challenge videosâjust last month, Jesserâs YouTube channel pulled in over 168 million views, more than double the official NBA YouTube channel.
How Miller is helping Bucketsquad tackle top creator problems: 1) diversifying content streams and 2) mitigating the risks that come with a creator-led media company.
âDiversifying revenue streams helps you move away from the key man risk associated with an individual creator,â Miller told us, aka the risk that the creator at the center of the business either canât perform for some reason or bows out entirely.
Miller said heâll focus on capitalizing on opportunities that make the most of Jesserâs talents while also engineering a more sustainable company better insulated from risk.
What that might look like? Potentially content subscriptions and retail opportunities for Bucketsquad, Miller said.
Zoom out: Creator media businesses have attracted more and more talent lately, especially as brands like Netflix decrease their content spend. âThere seems to be an uncapped advertising revenue potential on YouTube and thus an uncapped monetization potential for creators,â Miller said. âSo it wonât be long before YouTube is the No. 1 funder of creative peopleâs content in aggregate.â
Kick Signs Nelk in Strategic Shift
Members of creator group Nelk (including Salim Sirur, Stephen Deleonardis, Kyle Forgeard, and Aaron Steinberg) pose with their podcast guest and former president Donald Trump / Kick
Upstart streaming platform Kick signed YouTube creator group Nelk to an exclusive deal last week, signaling a shift in the companyâs strategy. For the first time, it appears to be pursuing major deals with creators who havenât established themselves as streamersâŠyet.
Context: Kick has grabbed headlines this year by signing top streamers including xQc and Amouranth to massive contracts.
Still, most of Kickâs talent has remained nonexclusive given their higher viewership on other platforms.
For example, xQc has continued streaming several times per week on Twitch, where his audience (11.9 million followers) dwarfs his Kick equivalent (569,000 followers).
But with Nelk, things are different. The group has capitalized on its YouTube success by launching a thriving podcast and alcohol brand, though theyâve yet to build a meaningful streaming presence. It appears that Kick will be where they try: Nelk encouraged their 8 million YouTube subscribers to tune into a âlive prankâ and party content on the alternative platform over the weekend.
FYI: Kick has dealt with its fair share of controversies this year. So too has Nelk, which has had multiple run-ins with police and YouTube itself in the past.
Keep in mind: Twitch CEO Dan Clancy recently said that most streaming platformsâ strategy of million-dollar content deals had created a âbidding warâ that isnât a âsustainable business.â With that, the major seven- and eight-figure exclusive agreements have slowed.
U.S. Census Bureau Doesnât Recognize the Creator Economy
While the U.S. Census recognizes many careers, it doesnât count âcreatorsâ / Illustration by Moy Zhong
The U.S. Census Bureau counts jobs across 22,607 American industries, but it doesnât count âcreatorâ (or related jobs like âthumbnail artistâ) as career choices, according to the Washington Post.
The creator economy, by the numbersâŠ
50 million: The number of people who work as creators globally
72%: The share of Americans between 18â29 who follow at least one creator
$250 billion: The industryâs total addressable market in 2023, expected to jump to $480 billion by 2027
Why it matters: The Post noted that without government support (or even official recognition), creators have struggled to bargain for better pay or working conditions from platforms including YouTube and TikTok.
đ Creator Moves
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Go here to browse more roles or post your own.
đ„ Press Worthy
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