It’s Friday and Google hopes to keep your next online shopping spree moving along with an AI tool that lets you virtually try on clothes.

Today’s News

TECH TALK

Open Sauce is the science fair of the future—and it’s just getting started

Picture this: Between rows of exhibits featuring robotic prototypes, 3D-printed tentacles, and flight simulators, creator industry vets like Hank Green and Jim Louderback talk the nitty-gritty of AI and content monetization. Walk around Open Sauce for a few minutes and you might pass Code Miko or a MythBusters cast member on their way to see an interactive exhibit dedicated to Mark Rober’s CrunchLabs.

The convention: At Open Sauce, attendees, creators, and exhibitors mix freely, eager to swap ideas. The creator convention is—at its core—about encouraging communal innovation. (And make no mistake: Open Sauce is a creator event. While it welcomes general attendees on Days 2 and 3, its Day 1 Industry Day is entirely dedicated to talks, workshops, and networking for creators.)

Starting Day 2, there is little division between creators and attendees, pros and enthusiasts. That open atmosphere gives Open Sauce a unique, science fair-style vibe—and makers of all kinds are increasingly eager to join the fun. The convention has grown substantially since its founding in 2023 by YouTuber/engineer William Osman. Its first year brought around 10,000 attendees to see ~150 exhibitors at San Francisco’s Pier 35. In 2024, it moved to Cow Palace, welcoming ~500 exhibitors and 20,000 attendees.

This year, Open Sauce moved again to the San Mateo County Event Center and expanded from two indoor exhibit halls to three, plus a sizable collection of outdoor exhibits. The 2025 event counted well over 20,000 attendees, 500 exhibitors, 150+ content creators, and 60+ panels. And while this latest con admittedly had its fair share of growing pains—including inadequate parking and seating, and pricey WiFi for exhibitors—we’re eager to see what the next edition of Open Sauce will bring.

HEADLINES IN BRIEF 📰

• Companies are expected to spend $10.5 billion on influencer marketing in 2025—but most creator-made ads still don’t follow “best practices.” (Tubefilter)
  
  

• X has announced a new Community Notes feature designed to “uncover ideas, insights, and opinions that bridge perspectives” by soliciting post ratings from users with varying viewpoints. (TechCrunch)
  
  

• In a statement posted on X yesterday, VShojo CEO Justin “Gunrun” Ignacio confirmed that the VTuber agency is “shutting down” following the departure of nearly its entire creator roster amid a financial scandal. (The Verge)
  
  

• A new Snapchat safety feature will allow users to send one-time “Home Safe” alerts to pre-selected friends. (Engadget)

TIKTOK POLITICS

A Trump rep says this is the absolute last TikTok ban extension

The context: Two weeks ago, the ‘will-they-won’t-they’ surrounding a potential TikTok ban or divestment seemed to have been resolved. President Trump announced that a deal was “pretty much” done—with a group of buyers lined up to acquire the platform—and reports claimed that TikTok was developing a U.S.-only app called M2.

Since then, however, two notable complications have come to light. Blackstone (the VC firm with more than $1 trillion of assets under its management) pulled out of the investment group that’s looking to acquire TikTok. And on the other side of negotiations, TikTok reps denied the M2 report, deeming it “factually inaccurate.”

The decree: Now, in the aftermath of those complications, White House Commerce Secretary Howard Lutnick has issued an ultimatum: if a deal is not approved by the current September 17 deadline, "TikTok is going to go dark.” That decree (which Lutnick delivered during an appearance on CNBC’s Squawk on the Street) represents a sharp pivot for the White House, which just last month seemed to be celebrating a job well done.

While the Trump administration has controlled the narrative surrounding potential TikTok ban thus far, repeated delays and the hesitancy of potential suitors are reminders that the influence of the Chinese government still looms large. Persistent rumors have suggested that authorities in Beijing are not enthused by Trump’s TikTok power play, and the latest setbacks show that closing a deal is no easy feat.

As of now, the primary factor bringing TikTok parent company ByteDance to the table is the potential economic hit that would come from a U.S. ban. That may or may not be enough to get a deal done—but either way, the decision will (theoretically) need to be made by September 17.

THE BIZ

Sony Pictures Television’s new VP of Digital will “engage with” U.K. creators

The goal: From its 2006 acquisition and eventual shuttering of Crackle to the launch of kid-friendly channel Kidzuko, Sony Pictures Television’s history in the digital media world has been a roller coaster. Now—as the U.K. creator economy balloons to a £2 billion portion of the country’s GDP and local influencers like the Sidemen permeate TV and streaming—the studio wing is hoping to find solid footing by partnering with U.K. creators.

In pursuit of that goal, Sony Pictures Television has hired BBC and Channel 4 vet Matt Ford to occupy a newly created VP of Commercial and Digital role:

The new hire: In his new position, Deadline reports that Ford will “engage with” those kinds of U.K. content creators to “create digital originals” and “build creator partnerships.” “Streaming, digital, social, and audio platforms” will all be in play as Sony Pictures Television looks to reignite and refocus its original content operation.

Ford’s experience at Channel 4 will be a key asset as he takes on this new role. The British broadcaster has been quick to capitalize on the U.K.’s growing creator economy by greenlighting shows inspired by YouTube formats, racking up millions of views on its irreverent Channel 4.0 hub, and distributing episodes of show like Taskmaster for free on YouTube. Ford himself played a key role in Channel 4’s digital push, including through the launch of 4Studio, a venture described as “the engine room for C4’s digital acceleration strategy.”

WATCH THIS

Stranger Things is hitting its stride on Broadway

The play: Stranger Things has consistently proven to be one of Netflix’s biggest successes. It was the most-streamed show of 2022 (per Forbes), has scored multiple Emmys, and has even shaken up Billboard charts.

Now, Netflix is bringing all that hype to theater-goers. Stranger Things: The First Shadow made its Broadway debut this April after previously hitting London’s West End. It’s being promoted as “the most Tony Award-winning play of the year.”

A new trailer for the show just dropped on Stranger Things’ official YouTube channel, so theater fans can get a closer look at the action before picking up tickets.

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