TOGETHER WITH

It's Monday and Unilever is bringing “cleantertainment” to TikTok with the release of a soap opera starring…actual soaps (and fabric softeners).

ON THE ROAD AGAIN

Twitch’s CEO hit the road to chat up more than 80 creators. Here’s how it went:

Before taking the reins as Twitch CEO in March, Dan Clancy wasn’t every creator’s favorite exec. After all, his name was attached to the platform’s infamous decision to end its 70-30 revenue split.

Now, Clancy is doing things differently.

The Twitch head has met up with more than 80 creators since taking over from longtime CEO Emmet Shear, including prominent streamers like Maya Higa and SpawnOnMe. That “Dan on the Van” initiative brought Clancy to 15 different cities in just four weeks—giving him a crucial opportunity to show support for Twitch’s creator community. At the same time, the exec hosted streams to answer viewers’ questions, gather their input, and offer insights into the platform’s upcoming goals.

Clancy took care to heed suggestions and requests from the larger creator community throughout his tour. At this year’s Streamy Awards, for instance, he spoke with record-breaking streamer Kai Cenat, who implored him to lift Twitch’s ban against iShowSpeed (aka Darren Watkins, Jr.). Speed was reinstated just weeks later.

That kind of openness has earned Clancy the respect of creators and viewers across Twitch—but he isn’t done mending fences just yet. Before the CEO can secure the trust of Twitch’s most disillusioned community members, he’ll need to bring real change to a platform that has often struggled to meet creator expectations.

🔆 SPONSORED 🔆

With Bio Sites from Squarespace, one link is all it takes to stand out on social

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Share whatever you do—and whatever you’re planning next—with just one click.

Bio Sites isn’t just the most modern link-in-bio tool available. It’s also grounded in good design—meaning you’ll be able to capture your audience’s attention with eye-catching templates even before they click. Here’s what you can do with a free Bio Site:

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Set up your Bio Site wherever you connect with your audience—from your Instagram, TikTok, YouTube, and LinkedIn bios to your email signature and newsletter. Ready to start sharing everything that makes you you?

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HEADLINES IN BRIEF 📰

• An upcoming “For You” feature will bring personalized video recommendations to the top of YouTube channel Home tabs. (Tubefilter)
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• YouTuber Matty Matheson has joined forces with WeTransfer to release his latest cookbook as a free, downloadable file. (Tubefilter)
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• The European Commission has asked TikTok and YouTube to share the systems they have put in place to protect minors. (Tubefilter)
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• After 118 days, the SAG-AFTRA strike officially came to an end on November 9. Here’s what that means for creators. (Tubefilter)

DATA • CREATORS ON THE RISE 📈

From hotels to hair tutorials, this creator has had one hell of a journey

Like many creators, Cassidy Montalvo knew she wanted to make content from a young age. She was an OG YouTube viewer—the kind of fan who grew up watching lifestyle and beauty creators in the same vein as Jenna Marbles.

Then life got in the way.

Montalvo graduated college with a paralegal degree, moved to San Diego, and ended up working the front desk of a big hotel. Moreover, she absolutely loved her job—and it kept her very, very busy. Thoughts of creating content shifted to the back of her mind…until COVID-19 came around.

As the pandemic hit full swing, Montalvo found herself furloughed. The transition from working 12-15 hour shifts to doing “absolutely nothing, being locked inside, was really hard.” So, Montalvo decided to revisit her earlier passion.

The only problem: she didn’t want anyone to find out…or, at least, not anyone she knew IRL.

Montalvo was determined to give content creation a try without immediately being exposed as an influencer to her friends and family. The creator figured TikTok was the perfect option, since it wasn’t exactly catered to her age range (or so she thought). By the time her first hair tutorial went viral, Montalvo had realized there were plenty of millennials on TikTok—and they were clamoring for videos on everything from beauty hacks to parenting content.

These days, Montalvo is a full-time creator with a growing community that encompasses 2.5 million TikTok followers and 800K Instagram followers—and she’s planning to expand her YouTube presence in the very near future. Find out more about her journey here.

TOTALLY VTUBULAR

The first-ever VTuber Awards is only a few weeks away

Fans of virtual creators will want to mark their calendars for December 16. On that date, the first annual VTuber Awards will go live from the WePlay Esports Arena in Los Angeles—with one of Twitch’s top VTubers, Filian, leading the way as the event’s host.

The new show is a big deal for creators and fans alike.

While the Streamy Awards and The Streamer Awards both give nods to virtual creators, the VTuber Awards will recognize their specific talents and specializations in more than 20 categories. According to organizers, the show aims to celebrate the VTuber community while spotlighting “their triumphs in a friendly atmosphere of collaboration and respect.”

The 2023 VTuber Awards will be produced by WePlay Studios and put on by Mythic Talent (aka the talent management company co-founded by OTK members Asmongold and TipsOut). Other aspects of the show will be left up to the community itself: nominees and winners will both be selected by the public, with all VTubers eligible for nomination “regardless of their language of communication, audience size, genre of communication, and gender–the award is open to every creator and provides everyone with equal chances and conditions.”

Check out our full article here to learn more about the voting and nomination process.

LISTEN UP 🎙️

This week on the podcast…

November is shaping up to be a major month for creator food and bev brands.

Tune into the latest episode of Creator Upload to get the inside scoop on Rhett & Link's new cereal brand from Warren James CEO Saurabh Shah and then stick around to learn how Logan Paul and KSI’s PRIME brand sold more than 1 billion bottles.

It’s all right here on Spotify and Apple Podcasts.

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Today's newsletter is from: Emily Burton, Sam Gutelle, and Josh Cohen. Drew Baldwin helped edit, too. It's a team effort.