|
TOGETHER WITH |
|
|
It's Wednesday and Elon Musk's busy political schedule hasn't put a damper on his plans to turn X into an "everything app." Next up on the platform's 2025 itinerary: the launch of "X Money." |
|
TODAY'S NEWS | 🇺🇸 The White House keeps press credentials open to creators 📈 U.S. Shorts hubs do numbers on YouTube ⏪ Kick hits the rewind button 🏈 The NFL turns ex players into "media moguls" 🔥 Tinder shoots its shot with TikTok creators
|
|
|
|
HOUSE PRIVILEGES |
|
Trump admin to creators: "You will be allowed to apply for press credentials to this White House" |
The policy: Donald Trump's press secretary, Karoline Leavitt, has announced that the new administration plans to carry on a policy enacted by its predecessor: granting creators access to the White House's Brady Press Briefing Room. |
"We are encouraging anybody in this country: whether you are a TikTok content creator, a blogger, or a podcaster—if you are producing legitimate news content, no matter the medium, you will be allowed to apply for press credentials to this White House." | | | | Karoline Leavitt, White House Press Secretary |
|
|
The context: That approach is a continuation of the Biden Administration's own overtures to influencers. Under Trump's Democratic predecessor, select creators received presidential talking points at private pressers and even received a direct address from Joe Biden at the inaugural White House Creator Economy Conference. It may be odd to hear that Trump is doubling down on one of Biden's policies—but the second-term president is hardly a stranger to courting influencers. |
During his campaign, Trump's collaborations with young male podcasters helped him increase favorability among Gen Z voters. Now, he plans to continue currying favor with those influential voices: according to Leavitt, the decision to credential new media voices is a response to the increasing amount of trust Americans invest in those sources. |
|
🔆 SPONSORED 🔆 |
|
Ask the experts: Why should creators choose 360° talent representation? |
From original programming and product development to one-on-one agent/creator partnerships, Viral Nation provides everything creators need to grow. That 360° approach goes beyond the industry standard—so, why are Viral Nation agents so dedicated to providing comprehensive support? |
To find out, we asked Viral Nation agents and creators: "Why is it so important for a talent agency to support all aspects of a creator's career?" |
Making every opportunity count: "I focus on the holistic strategy of my talent's careers…Each decision we make is intentional and tailored to the individual talent." (Joanna Giunta, Director of Talent: Fashion, Beauty, and Lifestyle) |
|
Working together to achieve long-term dreams: "I've worked with creators who have been able to retire their parents financially or purchase their first home because of the incredible work we've been able to accomplish together." (Cooper Short, Agent) |
Ready to expand your media empire, launch a creator product, or bring your content to streaming services? Viral Nation is here to make it happen. |
Learn more about Viral Nation Talent → |
|
HEADLINES IN BRIEF 📰 |
|
|
|
BACK IT UP |
|
Kick's upcoming "rewind" feature is something creators won't find on Twitch |
The tool: Kick is giving streamers a new superpower: the ability to back up live action and replay hype stream moments right after they happen. The up-and-coming Twitch rival announced its "real-time" rewind tool through a video posted to X, which included a demo from xQc. While playing Overwatch, the Quebecois streamer highlighted a moment viewers might have missed due to technical difficulties, then showed how simple it is to replay the action. |
That feature could be a big win for Kick, especially since an analogous stream rewinder isn't currently available on Twitch. Like other major streaming platforms, Twitch lets streamers turn their highlights into VOD clips—but it doesn't offer the immediacy of real-time replays. |
The takeaway: If Kick's rewind button lives up to the hype (and one of Kick's founding fathers Trainwreck has admitted it still has a long way to go), it could help the platform stand out without relying on the hefty financial investments that characterized its early days. Big-budget deals (with price tags up to $100 million!) with streamers like xQc may have given Kick the name recognition it needed at the time, but they also wound up being seen as albatrosses more than anything else. As the streaming platform looks to cater to the other 99% of its community, it's introducing something that gives Twitch streamers legitimate reasons to jump ship—no high-priced contracts necessary. |
|
PLAYING THE FIELD |
|
The NFL wants to turn former players into "media moguls" on YouTube |
The context: Back in 2023, the NFL and YouTube joined forces to launch the Access Pass Program: an initiative that granted an approved group of content creators permission to use NFL archive footage in their videos. With that access, creators gained the ability to monetize videos featuring high-quality game footage—without worrying about copyright claims. |
That program proved to be a touchdown for everyone involved. Influencer marketing company Whalar (which is also involved with Access Pass through the work it does with YouTube) told Fast Company the initiative generated more than 46.5 million views for the NFL in its first year, and over 200 million to date. |
The program: Unsurprisingly, the NFL is eager to continue that program—and now, it's opening the doors to some of the athletes-turned-entertainers who have found new career paths on social media. That category is more extensive than ever before: among NFL players who have grown successful podcasts are former Tennessee Titans player Taylor Lewan (Bussin' with the Boys), former Chicago Bears player Brandon Marshall (I Am Athlete), and frequent branded YouTube chart toppers Jason and Travis Kelce. |
To embrace that growing segment of social media-savvy sports stars, the NFL and YouTube are putting together Access Pass for Legends, which will give content creators and athletes permission to use official footage. Marshall (a multi-record-holder who played wide receiver for 13 seasons), Cam Newton, J.T. O'Sullivan, and Kurt Benkert will be among the first former NFL players to join that program. |
|
WATCH THIS 📺 |
|
Tinder has a new TikTok-fueled strategy for wooing Gen Z |
The trend: Gen Z is going on fewer dates than previous generations did at their age—and that's not great news for Tinder. So, to help jumpstart the dating scene, the app turned to the experts Zoomers trust most: TikTok relationship gurus like Madi Webb. |
The series: The In Bed podcast host—who dispenses practical dating advice to more than two million TikTok followers—recently teamed up with Tinder for a sponsored series titled The Connection Experience. The resulting "dating updates" are collected in a playlist that chronicles Webb's Tinder journey and (ultimately) her path to finding a girlfriend. Check out the first of those videos here. |
|
Creator economy marketing starts here. Get in touch to advertise with Tubefilter. |
|
Was this email forwarded to you? Subscribe here. |
Today's newsletter is from: Emily Burton, Sam Gutelle, and Josh Cohen. Drew Baldwin helped edit, too. It's a team effort. |
No comments:
Post a Comment
Keep a civil tongue.