Good morning. Last night Emma Chamberlain interviewed guests like Hailey Bieber and Jack Harlow for Vogue on the Met Gala red carpet. It’s good to see her (and her new hair) on YouTube again, even if we don’t get a personal vlog about it.

–Hannah Doyle

Rhett and Link’s Inside Eats Debuts on TV

Last week the YouTubers made their return to TV for the first time in over a decade—their last effort being a 2011 comedy series, Commercial Kings that aired on IFC.

On Inside Eats, Rhett and Link go behind-the-scenes at different food brands like Coolhaus and Chipotle, learn the production process and sample their creations.

“The condition for saying yes to something like this was ‘we will do this if we can be executive producers of the show and Mythical can be a production entity of the show,’” Rhett said on Mythical’s Ear Biscuits podcast. “In other words, if we can make it our show instead of just being plugged in as hosts.”

On the podcast, they explained that they wanted production to be short—only requiring one day per episode—and for the content to be in line with the Mythical brand: both comedy and curiosity-forward. “We asked ‘what if there was an off-the-wall question we wanted to ask, and can we craft an episode around that question,” Rhett said. For example, exploring if Chipotle’s folded chips were a “beautiful mistake” or on purpose.

The show’s first season is four episodes, and airs on the Food Network and Discovery+ on Sundays at 10:30pm ET.

Our Take

Rhett and Link are returning to traditional media with a different perspective this time around. Now that they’ve spent the last decade building their own media empire in Mythical, a TV show is not the end game; rather, it’s another extension of the ever-growing Mythical media brand—the brand and business that they own and operate, which allows them to come into opportunities like this where they retain the editorial vision and control the content they produce.

Plus, by returning to traditional entertainment, they’re reaching older demos and finding new audiences to join their community on YouTube.

Colin and Samir Host YouTube NewFronts Show

Yesterday, the platform kicked off the 14th annual NewFronts, the digital equivalent of the TV industry’s UpFronts. It’s where brands present their upcoming content to advertisers to determine how ads can be integrated into media in an authentic way.

This year, our very own Colin and Samir hosted the NewFronts Morning Show. Here are some highlights from their conversations with Cassie Ho from fitness channel, Blogilates, and challenge creator, Collins Key:

How brand partnerships improve content: “Our fans know that when we collaborate with a brand, we put more into that video than we normally would with our regular videos,” Collins Key said. “So they know it's going to be an elevated experience.”

On the importance of mission: “In long-term brand partnerships, your audience gets to understand why you're partnered with a brand, especially if you're mission-aligned,” Samir said. “If your why is aligned with the brand's why, it's an authentic story to tell.”

The challenge long-term creators face: “Our content needs to be dependable, not predictable,” Colin said.

Colin and Samir also heard from the chief marketing officer of the NBA and the media and advertising reporter at Reuters, learning stats such as the creator economy has generated $18 billion so far this year and is on track to cross $100 billion by year end.

Our Take

While there is and always will be room for improvement, YouTube remains at the heart of the creator economy because of the way the platform shares revenue with creators. When YouTube grows, creators grow—it's that unique bond that keeps YouTube at the center of the industry, and is why brands are so eager to partner with creators on the platform.

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The Bramfam Starts a Reality Show

The YouTube channel with 2.7 million subscribers has been making lifestyle vlogs and challenge videos as a family for six years. Last week, they announced they’re pivoting content by filming an eight-episode reality show, which debuts on their channel next Sunday May 8th.

In a preview for The Other Side, they say the show won’t have their point-of-view storytelling like their vlogs, but will put the storytelling and editing in the hands of a camera crew, showing their lives in a more “real and raw” way.

Our Take

When you create vlogs in the same format for 6 years, it can become harder to tap into creativity and the content can start to feel stale.

Sometimes, reality show content can put more distance between the creators and their audience, but if the Bramfam can find a way to change their format while keeping a deep connection with their audience, they’ll land on a sustainable format that scales over years to come.

🔥 Press Worthy

• Kim Kardashian starts a TikTok.

• Dissect podcast delves into Bo Burnam’s Inside.

• Victoria Garrick releases podcast merch.

• Spreadshop takes the hassle out of creating your own merch brand.*

• UTA signs 25 esports creators.

• Snap unveils a selfie drone called Pixy.

• Amelia Dimoldenberg takes Rosalía on a Chicken Shop Date.

• Colin and Samir get featured in Rolling Stone.

*This is sponsored advertising content.

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Need creator advice? Ask Colin and Samir here.