Good morning. TikTok traffic is almost back to pre-ban levels in the US despite still not being available in app stores, according to CNBC. We’ve been apprehensive of getting back into our FYP routine in case it disappears again. What about you: back to hours upon hours of scrolling, or staying cautious?

— Hannah Doyle 

Creators Take On Sundance

Sundance Film Festival, one of the most celebrated moviemaking events in independent cinema, featured a handful of creators for its first “Creator Day” this year. 

Rhett and Link, Michelle Khare, Kinigra Deon, Sean Evans, and our own Colin Rosenblum all spoke at Sundance about YouTube and the future of creators in Hollywood.

Here are the biggest takeaways →

Creators and filmmakers aren’t all that different. Though traditional filmmakers typically work with longer lead times and bigger budgets, docuseries creator Tejas Hullur told us he was encouraged by production similarities he saw on display at Sundance, from storytelling to sequencing.

“I went into Sundance with this idea to see how these [filmmakers] are doing things differently, but I actually came back with ‘oh we’re actually doing things a lot more similar,’” Hullur told us. “It was really affirming that we’re on the right track with the way we’re thinking about process and story.”

Institutional recognition still matters. Rhett and Link told The Ankler that major entertainment accolades like an Emmy nom or presence at a festival as notable as Sundance are big unlocks for advertising.

• “Because the people who are making those decisions at those companies are still looking to those traditional institutions like the Emmys to be like, ‘Okay, where are we supposed to put our money?’” Rhett said.

• “We want to be in the middle of that conversation so they can be like, ‘Oh, okay, this is a safe investment. This is an audience that we should be connecting with.’”

Plus: Industry events like Sundance are a good place for creators to network with brands that can help extend their careers, POV Agency COO and managing partner Pilaar Terry told CampaignUS. 

“The wider community is absolutely embracing bringing creators into the fold,” Terry said. “For creators, it’s about career longevity and thinking, ‘How can I make this sustainable?’ Creators need to be in these rooms to be part of those conversations.”

Lilly Singh Returns to YouTube

Three years ago, comedy creator Lilly Singh took a break from uploading consistently on YouTube to explore projects in film and television. Now, she’s back on the platform that made her a household name.

How she got here →

• Singh got her start making comedy sketches on YouTube in 2010, inspired by creators including Jenna Marbles and FLuffeeTalks.

• Her YouTube channel grew to over 14 million subscribers, and Singh leveraged that success to become the first woman and person of color to host a major network late night show in 2019.

• She’s since made TV shows, written books, and premiered her feature film, Doin’ It, at SXSW.

What to expect from here: Singh will use her main channel to vlog her experience pursuing Hollywood projects. She’s also starting a longform show, Shameless With Lilly Singh, featuring interviews with Indian celebrities.

“I have grown so much since the last time we genuinely connected [...] I’m learning what my fears are, tendencies are, and how to address them,” Singh said in the announcement video. “I know what you’re thinking—none of those things sounds entertaining. However, a lot of it sounds like you’re going to get the best version of me, and I’m going to get the best version of me.”

Live From the Grammys: Kai Cenat

Twitch’s most-subscribed-to streamer, Kai Cenat, brought 200K concurrent livestream viewers to the Grammys last night.

Context: Cenat has grown increasingly influential in music. He’s promoted songs from Kanye West and Drake (he’s even referenced in a Drake lawsuit against Kendrick Lamar’s record label) and songs he features on his streams often go viral.

Zoom out: Grammys viewership has been increasing in recent years. Partnering with Cenat reads like a strategy to keep the trend going.

👀 Creator Moves

• Sports journalist Joon Lee is hiring an animator and video editor for his forthcoming YouTube channel.

• Coloring creator Sarah Renae Clark is looking for a marketing specialist to manage paid social media strategies across platforms.

• Complexly is hiring a graphic designer to work on thumbnails and promotional assets.

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

🔥 Press Worthy

• Logan and Jake Paul are launching a reality show, Paul American, on Max.

• Substack expands legal protections to creators in Canada and the UK.

• Sports reporter and creator Katie Feeney signs with CAA.

• YouTube launches new features for Premium users, including the ability to watch a video up to 4x speed.

• Sabrina Brier's audiobook is being developed into a series by Awesomeness TV.

• Midnight Society, the gaming studio cofounded by DrDisRespect, is shutting down.