Good morning. Like the viral “bold glamour” filter before it, a new super-adaptive, AI-generated filter has taken over TikTok: “aged,” a tool that makes users look older than they are. Some have used the filter with dread, others with optimism. What do you think?

— Hannah Doyle & Nate Graber-Lipperman

P.S. We spoke to John Green following his recent success in getting Johnson & Johnson to make tuberculosis drugs more affordable. He shared a ton about how he did it and how all creators can make a difference with the power of their communities. Check out our full conversation.

Twitter Launches Revenue Sharing for Creators

Halfway through a year marked by unpopular platform changes and general strategic uncertainty, Twitter has launched its long-awaited revenue sharing program for creators. Over the last week, a handful of creators including political commentator Brian Krassenstein, tech executive Laura Wolff, and MrBeast began receiving payouts.

Context: In February, Twitter owner Elon Musk said the platform would start paying creators a portion of its ad revenue. More recently, he said the first round of payouts would amount to $5 million total.

How it works: Creators who pay for (or are gifted) a blue check mark, have 5 million impressions or views on posts in each of the last three months, and have a Stripe account linked to their Twitter are eligible to receive an undisclosed percentage of ad revenue.

• Ad revenue is tallied from the ads that appear in replies to a creator’s tweets. The more replies a creator gets → the more views ads in replies get → the larger the creator’s payout.

MrBeast, Wolff, and Krassenstein have each reported payouts close to $25,000, which allegedly represent their share of ad revenue for the last five months.

Zoom out: While Meta’s Twitter competitor, Threads, amassed a record-breaking 100 million users within a week of launch, Twitter is looking to creators to help it compete. Starting a program similar to YouTube’s revenue share model both incentivizes creators to stay and appeals to brands to keep spending money on Twitter advertising. The question is: Will it work?

Deestroying Goes Big on ‘1ON1’ Series with the NFL

YouTube football creator Donald “Deestroying” De La Haye, Jr. is taking his popular 1ON1 series to the next level with the help of the NFL.

Context and details: Today marks the launch of a new iteration of the series, which De La Haye started in 2018. The last five 1ON1 videos De La Haye has uploaded have each averaged 1 million views.

In this version, amateur athletes across the country will compete in drills for the chance to appear in an event at the 2024 Pro Bowl.

• De La Haye will travel to 10 cities (including London, his first international 1ON1 location) to showcase the battles on the field to his YouTube audience.

• The NFL will use its platform “to spotlight these talented players,” De La Haye said in a joint statement with the league.

Big picture: The NFL’s Sunday Ticket subscription is moving to YouTube this fall.

Included in this partnership? For popular YouTube creators like De La Haye, exclusive access and opportunities to film content with the league.

“Part of our core strategy is to continue creating meaningful connections with younger audiences, and Deestroying is an integral part of this effort,” the NFL said in its statement.

‘NPC Streamer’ PinkyDoll Becomes Face of New Trend

Last week, a new trend of creators imitating “non-playable characters” (NPCs) took over social media—with a creator known as “PinkyDoll” becoming the face of the trend.

How it works:

• Creators (often women) act like background video game characters and livestream, mainly on TikTok.

• Viewers buy “gifts,” which appear as emojis on the stream.

• Creators then perform a standardized, robotic response for each unique emoji.

Worth noting: A research psychologist told The Daily Beast that the trend “plays into basic human desires for connection and control…[and] this idea of oversexualized women engaging peripherally in gaming cultures.”

👀 Creator Moves

• Mythical Entertainment is hiring an entry-level content management assistant to ensure quality control across the company’s channels.

• DC Heat is hiring video editors to help create “the best basketball content in the world.”

• Chad Chad is hiring a research assistant to synthesize information for the creator’s commentary videos.

🔥 Press Worthy

• Sidemen Clothing opens a storefront in the UK.

• Bob Does Sports is opening a bar and lounge at Flatiron Golf in NYC.

• TikTok is reportedly paying creators for longer content.

• Artlist is the one-stop-shop for creative assets including b-roll, SFX, and music—and their new AI search engine allows you to find exactly what you’re looking for.*

• Van Neistat searches for the person who stole his bike.

• Adobe’s generative AI, Firefly, now supports text prompts in over 100 languages.

• Puzzle creator Chris Ramsay starts a new channel.

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