February 09, 2025 | Read Online

TOGETHER WITH

It's Sunday and here's a handpicked selection of stories to give you a snapshot of trends, updates, business moves, and more from around the creator industry.

But first, Ikea is doing the Harlem Shake. The Swedish retailer might be a little late to the game, but hey—maybe it took 12 years to assemble the once-viral trend at home.

BOSS MOVES

Lilly Singh is back, Avani Gregg is headed to Hollywood, and Alex Cooper is ready to party

The triumphant return: Viewers who tuned into Lilly Singh's fresh 41-minute vlog late last week caught her in the midst of a deep clean. As she discarded costumes and other relics of the Superwoman era, the former YouTube comedy queen promised to keep in touch, even if it won't be with the skits her 14 million subscribers are used to.

The Hollywood debut: Avani Gregg is headed to the silver screen. The short-form star has landed a role in Breathe Deep, a thriller that is expected to begin shooting this summer. Like other creators before her, Gregg is acting in a movie that uses social media as a plot point.

The Spring Breaker: Alex Cooper wants to throw the best Spring Break party ever. The podcaster's media company, Unwell, is hosting a spring break bash that will take over Miami from March 20-23. I'd imagine that some live Call Her Daddy recordings with enthusiastic crowds wooing in the background could be on the way.

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THE BIZ

Heads up: You can still buy makeup, clothes, and coffee if you're sad (especially coffee)

The ecommerce effect: Beauty brand elf Cosmetics believes that fears about TikTok's future have affected its bottom line in recent months. Americans may be bummed about the turmoil surrounding the app, but if you want to get your deals on TikTok Shop, now's the time.

The creator biz: Here's another remedy for TikTok ban blues: a fresh cup of joe at the brick-and-mortar Chamberlain Coffee cafe. A new location at the Century City Mall is the first IRL foray for vlogger Emma Chamberlain's beverage brand. (Don't worry—a visit to Chamberlain Coffee does not require you to drink as much coffee as the brand's namesake consumes on a daily basis.)

The retail brand: Speaking of Emma Chamberlain, a retailer that once worked with her is going back into business with creators. YouTubers Ruby Lyn and Elah Lorde helped Pacsun style a series of items for its spring 2025 catalog, which are part of a collection that celebrates digital culture.

TECH TALK

From video-watching bots to Excel champs, the tech world is weirder than ever

The AI update: Google Gemini can now watch videos for you. The generative AI bot will scan through clips, summarize them, and answer any follow-up questions you may have. So, to recap: AI is making videos, watching videos, and responding to videos. Why are us humans even here?

The TikTok effect: LinkedIn is looking to the future. The professional platform is adding analytics, advanced search, and more to its in-house video product. Everyone wants to be the next TikTok—even the place you go to get your skills endorsed.

The spreadsheet showdown: How quickly can you write a formula or set up a pivot table? If your answer is 'huh?' then you're definitely not ready for the Microsoft Excel World Championships. (We heard one of the competitors was even disqualified for using a performance-enhancing Clippy.)

WATCH THIS 🏀

RDCWorld's response to the Luka Doncic trade was worth the wait

The trade heard around the world: After a deal some have described as the most shocking transaction in NBA history, the basketball world waited to see how Mark Phillips and co. would skewer the one-sided transaction. RDCWorld did not disappoint, weaving a multi-scene arc that feels more like a drama than a parody of professional athletes.

Check out the crew's full response skit here.

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