Good morning. Yesterday, we tried MrBeast’s Feastables collab with Liquid Death: a sparkling water flavored like a chocolate peanut butter cup.
Though we likely won’t reach for it over a lemon Spindrift, it’s nice to know there are options for consumers with a more Wonka-esque palate.
Today’s lineup:
If you give a mouse a TikTok…
Creators give a 90s classroom staple new life
Nami matcha partners with a $2B beauty brand
TikTok Strikes Short-Form Partnership with Disney+
Disney+ and TikTok launch a creator ambassador program / Illustration by Moy Zhong
The Walt Disney Company just announced the Disney Creator Ambassador Program—a partnership with TikTok that will bring creator-made short-form content to Disney+.
It’s the first time we’ve seen a streaming service integrate user-generated content (UGC) into its platform, but Disney has been signaling the move for months.
The timeline:
In May, Disney+ launched a Verts feed, introducing short-form clips of original content to its mobile app.
In June, Disney+ acquired the streaming rights to kids creator Gracie’s Corner, bringing over 180 short-form videos to the platform, alongside a development deal for future projects.
Earlier this week, IRL streamer Extra Emily became the first creator to adapt her vlogs into a long-form show with Hulu and Disney+.
Worth noting: Before OpenAI announced the shutdown of its video generator Sora in March, Disney had struck a deal to license over 200 characters in the Sora app, with select generated videos slated to appear on Disney+.
Under Disney’s new program, TikTok creators will get access to exclusive asset libraries with Disney licensed IP. A curated selection of those TikToks will be available to stream on Disney+.
How we see it: At first glance, this looks like Disney loosening its grip on one of the world's most valuable IP libraries. We think it's the opposite. Just like the Sora deal, Disney is creating a controlled environment where creators can experiment with its IP while the streaming platform tests how far it trusts UGC.
Prop on the Rise: Overhead Projectors
Alec Flynn (left) and Dave Jorgenson (right) employ overhead projectors in their content / Alec Flynn, Dave Jorgenson
Cue nostalgia: In the last week we’ve seen multiple creators use overhead projectors in their videos including Dave Jorgenson, Speeed, and TMG Studios. The display tool, which was used by teachers in the 90s and early 2000s, has mostly been replaced in classrooms by smart boards and iPads. Now they run for $150-500 on eBay—and are gaining mileage on YouTube.
We called up TMG and Jorgenson to ask: why?
The appeal: “I love any visual that punches up a topic without being distracting,” Jorgenson said. “On top of that, it’s a genuinely useful tool and the nostalgic factor draws people in.” His recent video “annotating” a White House social post used the projector to make it more visually interesting.
TMG studios founder Noel Miller and comedian Alec Flynn told us the projector will be used in every episode of their new podcast, Bad Ideas. “I think with a lot of video essays on YouTube, people aren’t retaining the information and there’s something really interactive about the projector,” Flynn said. “I can circle, underline, and just have fun with it.”
Why it’s effective: Nostalgia has always been a core part of culture, but is currently being driven by Gen Z. 67% of Gen Z viewers say nostalgia has a strong influence on the content they watch, according to a VEVO study. Other early 2000s devices like digital cameras and CD players are regaining popularity for their lofi vibe and contrast to AI and smartphones.
Big picture: Clarity is always more important than gimmick. Before you drop $500 on a projector because your feed says to, we recommend running it through three questions:
Does it make a boring topic legible? For example, turning a White House social post into an engaging visual.
Can it recur and build identity? Casey Neistat and Tom Sach’s use of white-out and gaffer tape are synonymous with them as creators—a great prop can become shorthand for you, recognizable even when your face isn't in frame.
Would you still use it if it weren't trending? If not, it may be more of a costume than a tool.
Got an underrated prop you want us to uncover? Hit reply and let us know.
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Nami Matcha Collabs with Fenty Beauty
TK
This week lifestyle creator Ashley Alexander's matcha brand, Nami, released its first collaboration with Rihanna’s Fenty Beauty—a set featuring a Nami matcha-making kit, Fenty lip gloss, and keychain.
Context:
Since launching two years ago, Nami has expanded to five matcha varieties and generated $2.8M in revenue in its first year. To date, the brand hasn’t taken on any paid marketing.
At Press Publish NYC, Alexander told us that 90% of her time is spent on the business, and 10% on her 2M-subscriber YouTube channel.
Why the partnership works: “[This is] a different approach to influencer partnerships than what we usually do—two communities with more in common than people might expect, and space for Ashley to bring her own vision to life rather than retrofitting into ours,” Nanette Wong, Fenty’s VP of marketing, said on LinkedIn.
Zoom out: Brands are increasingly tapping creators in niche markets in efforts to reach a more engaged audience—see Gap featuring newsletter writer Hunter Harris in its fragrance relaunch and Sony working with film creator Danny Gevirtz for its new camera release.
🔥 Press Worthy
IShowSpeed and Kai Cenat host a Minecraft streaming marathon.
Podcast creator Joe Budden is making a true crime podcast with the producers of Law and Order.
Good Good is rebooting reality show The Big Break on the Golf Channel.
Spotify surpassed 300M paid users. Netflix is the only other streaming platform to reach that milestone.
Advertising news creators Breaking and Entering rebrand its flagship podcast.
📚 Thank You for Pressing Publish
The content we’re looking forward to reading, watching, and listening to this weekend.
Read: Writer Rivka Galchen visits a vision scientist and shares what it’s like to see a new color in The New Yorker.
Watch: Curry Barker directs Weezer’s new music video, which also stars creators Dax Flame and Jay “Chit” Renshaw.
Listen: As a continuation of our AI conversation this week, Syd joins Colin, Samir, and new team members Conor and Kish to unpack how creators should use AI and disclose its use.
