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, you should know that impersonating an In-N-Out employee could get you into some serious animal-style trouble—just ask YouTube prankster Bryan Arnett.

CREATOR COMMOTION

Creators are buying mansions, sparking drama, and going beyond “demure”

The docuseries: TikTok’s most mindful creator is telling her story in a big way. Jools Lebron is partnering with Viral Nation and FORTÉ Entertainment for a docuseries that will examine the “proud transgender trailblazer” behind last summer’s breakout meme. Beyond Demure, indeed.

The controversy: Viewers of Ludwig‘s recent “Beerio Kart” stream saw a visibly intoxicated Mang0 harass other attendees, leading to swift retribution. The Super Smash Bros pro was dropped by esports org Cloud9 and vowed to take some time off from social media.

The homebuyers: In last week’s real estate news, two creators splashed out on some spiffy new homes. Adin Ross bought a $26 million McMansion in Florida—which, given his lucrative streaming success, questionable taste, and Florida roots, isn’t much of a surprise. Here’s the link if you want to check out the controversial creator’s extravagant new home.

Not to be outdone, Jake Paul bought a $32 million Georgia ranch. It’s as if the influencer-turned-boxer is telling Ross, “anything you can do I can do better.” A photo tour reveals the massive property on which Paul’s new residence is situated.

EVENTS & HAPPENINGS

Choose your creator economy adventure:

The invitational: Are you ready for some pickleball? Karat is. The creator finance company got in on the sports world’s hottest craze with an influencer pickleball invitational featuring the likes of Sykkuno, LaurDIY, Steven He, and Alex Botez. The event was the culmination of Karat’s multi-year effort to host regular pickleball games in the L.A. area.

The convention: TwitchCon has revealed its list of Featured Creators for 2025. Big names like BBNO$ and Cinna are going to drop into the annual con in San Diego, which is set to kick off on October 17.

The celebration: Between June 15 and July 5, TikTok is celebrating some of the biggest names in its live-streaming community with Community Fest. The in-app event is described as a “warm-up” for LIVE Fest, an annual celebration of TikTok Live culture that typically kicks off in the fall.

The festival: AdAge was on the scene with some key takeaways at this month’s creator-heavy Cannes Lions. For 2025, the advertising festival in the south of France was defined by a high volume of creator-related presentations.

THE BIZ

Getting down to business: Sour candy, sandwiches, and “countdown bidding”

The candy brand: FaZe Rug’s sour candy brand is now available at Walmart. When the gamer born Brian Awadis first introduced 1UP Candy, he sold his sour gummies directly to fans. The operation is now getting a lot bigger. 1UP confections are making their way to Walmart, where they will be stocked alongside several other creator products.

The tasty team-up: TikTok sandwich king Owen Han is taking his recipes to La Brea Bakery. Han knows that the quest for the perfect sandwich is a neverending struggle. Luckily for creative eaters, Han’s partnership with La Brea will propose some novel (and tasty) topping combinations.

The Live auctions: TikTok is bringing “countdown bidding” to its live broadcasts. The new feature essentially turns TikTok Live into eBay by letting users conduct virtual auctions for items that are displayed on screen. That feature has potential benefits for creators, brands, and TikTok Shop vendors alike.

WATCH THIS 📺

New Balance is sprinting into the creator world with an SV2 partnership

The partnership: The shoe brand your dad used to wear is now cool—just ask top NBA draft pick Cooper Flagg. These days, appealing to the youth requires a digital presence, so New Balance is tapping streamer and soccer creator SV2 as its first gaming ambassador.

Check out the official announcement video here.

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Today's newsletter is from: Emily Burton, Drew Baldwin, Sam Gutelle, and Josh Cohen.