Good morning. The discourse around tradwives is reaching a bespoke, free range, organic boil. Exhibit A: TikTok social commentator and writer Caro Claire Burke just sold the movie rights to her forthcoming novel about a fictional tradwife influencer in a bidding war. Oh, and Anne Hathaway is set to star. 

— Hannah Doyle & Nate Graber-Lipperman

The PGA Endorses YouTube Golf

Golf creators on YouTube have made a big impact on the larger sport over the last four years—and the PGA has finally taken note. 

This week, the PGA Tour announced The Creator Classic, a nine-hole tournament in which creators including Dude Perfect’s Tyler Toney and Good Good’s Garrett Clark will compete on August 28. 

The bird(ie)’s eye view→

• The tournament will air live across PGA’s YouTube channel, Peacock, ESPN+, and the PGA Tour’s nonlinear TV channel. 

• It’ll take place just before the PGA’s biggest golf event of the year, the Tour Championship.

• Pro Shop Studios, the production company behind Netflix’s Full Swing golf docuseries, will run broadcast production. Participating creators can also film and post content to their channels during play.

Worth noting: The Creator Classic is the PGA’s first official investment in creators. Other pro sports leagues have been investing heavily in the space, including the NBA with its Creator Cup. 

“The realm of YouTube golf has not only emerged as a formidable player in sports entertainment but has also carved out its own unique genre,” the PGA Tour said in a statement. 

For example: Good Good said its Desert Open golf tournament in February brought in 800,000 total live views on YouTube, topping popular episodes of well-known golf TV series The Match featuring players and celebrities like Rory McIlroy and Steph Curry.

Zoom out: The Creator Classic comes on the heels of multiple wins for golf creators, including Bryson DeChambeau’s growing YouTube presence and viral video with former president Donald Trump and the PGA’s new partnership with Reddit.

MrBeast Acknowledges Past Use of ‘Inappropriate Language’

Jimmy Donaldson (aka MrBeast) acknowledged that he “used inappropriate language while trying to be funny” in response to old clips that have resurfaced from when he was a teenager.

“Over the years he has repeatedly apologized…as an adult he has focused on engaging with the MrBeast community to work together on making a positive impact around the world,” a spokesperson for Donaldson told the Associated Press on Wednesday.

Context: In one resurfaced clip from 2017, Donaldson made several racist and homophobic statements in response to comments from his livestream chat.

• Another clip came from a podcast appearance in 2017, when Donaldson made sexual remarks about rapper Danielle “Bhad Bhabie” Bregoli, who was 14 at the time.

• A co-host of that podcast defended Donaldson on X last week, referring to the comments as “cringe in hindsight” and a failed attempt to be “edgy.”

Zoom out: These clips resurfaced as 1) rumors about production mishaps on Donaldson’s Beast Games Amazon Prime Video show have emerged and 2) allegations that longtime MrBeast cast member Ava Kris Tyson communicated inappropriately with minors online.

Donaldson announced on X last week that he’d removed Tyson from the company and hired “an independent third party to conduct a thorough investigation.”

Longtime Donut Media Host Nolan Sykes Steps Into EIC Role

Nolan Sykes, a popular Donut Media host who joined the automotive content brand in 2017, stepped into a new role yesterday as Donut’s editor-in-chief.

So what’s changing? “We’re going deep into drag racing, we shot a video in a single take which I’m super proud of, and we have a new build coming that I’ve never seen anyone do on YouTube,” Sykes told us over email.

Zoom out: Sykes replaces James Pumphrey, who had served as the brand’s editor-in-chief since 2019. The shakeup comes as Pumphrey and several other creators have left Donut in recent months.

🔥 Press Worthy

• MoistCr1TiKaL clarifies whether or not he’s actually retiring from YouTube.

• The US Senate passes online safety laws KOSA and COPPA 2.0.

• Personalized partnerships, speaking opportunities, and talented freelancers who can grow your creator biz…Enjoy these perks (and more) with the Fiverr Creator Network.*

• Forbes opens applications for its first “Creator Upfronts” summit, bringing creators and marketers together in LA.

• Twitch has lost 10% of the livestreaming market share as Kick and YouTube Gaming grow.

• Snap reports growth in monthly users but misses quarterly revenue projections.

_{*This is sponsored advertising content.}

📚️ Thank You For Pressing Publish

The content we’re looking forward to reading, watching, and listening to this weekend.

• Read: “While the world ends, we watch the chefs cook.” The Nation charts the explosive rise of creator chefs and the food content niche.

• Watch: Remember when “Cheeseball Man” went viral in April after eating an entire jar of cheeseballs in NYC’s Union Square Park? If not, comedy creator Anthpo recapped the story—and unmasked the internet’s new favorite superhero.

• Listen: After a decade-plus of trying to pitch Hollywood studios on film and TV projects, Rhett and Link produced their new show in-house—and are distributing it on YouTube. We talked to the comedy creators to learn more.

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