TOGETHER WITH

It’s Monday and space enthusiasts can now watch PBS’ entire Artemis II documentary, Return to the Moon, on YouTube.

THE BIZ

The holding company: Jesse Riedel—aka the 27-year-old basketball aficionado known online as Jesser—has announced the formation of a holding company called JesserCo.

The arms of JesserCo will include Jesser Media, which will encompass the titular creator’s content business, and Bucketsquad, his rapidly growing apparel brand. Riedel himself will serve as the Founder and CEO of the overarching JesserCo company, while Zach Miller—a Spotify and NBCUniversal vet who has worked with the Jesser brand since 2023—has been tapped as the holdco’s President.

On the apparel side of the equation, Eric Wise (pictured above) will serve as the new President of Bucketsquad. In that position, the former GM of Global Basketball at Adidas will take the reins of a brand that already includes its own shoe line as well as several other hoops-focused product lines.

The context: Like many aspects of Jesser’s career, his expansion plan draws inspiration from MrBeast. YouTube’s biggest star has also reorganized his business to put Beast Industries at the center of his content, commercial, and financial ventures.

Jesser might not be quite as big as MrBeast, but the corporatization of the basketballer’s brand is well-timed to capitalize on his growing sports empire. In addition to counting over 10 billion views across platforms, Riedel has secured partnerships with NBA greats, taken over an NBA game, and even earned a pro tryout for himself.

Those moves have helped Jesser draw massive amounts of attention online. According to our most recent Global Sub Top 50 chart, the creator added 700,000 new subscribers on his primary YouTube channel during the second week of April.

Powered by the world’s top industry leaders, POSSIBLE will bring 5,400+ marketing industry leaders, visionaries, and creators to Miami Beach from April 27-29. 

With 800+ brands represented and 66% of POSSIBLE’s audience at VP level or higher, every conversation carries weight, every connection counts, and every opportunity has the power to rock the industry.

Here’s a sneak peek at the 2026 POSSIBLE speaker lineup:

Check out the website for more details on speakers, expert-led programming, and more. Tickets are on sale now:

HEADLINES IN BRIEF 📰

GAME ON

The programming: Minecraft will have a serious spotlight at this year’s TwitchCon Rotterdam.

Twitch has partnered with developer Mojang Studios to bring a dedicated Minecraft area and programming slate to the convention, which will run from May 30-31 at the Rotterdam Ahoy complex in the Netherlands.

Attendees will be able to walk through a life-sized version of Minecraft with different interactive biomes and see Tubbo present a live rendition of his speedrunning tournament, The Midoffs. TwitchCon Rotterdam is also hosting MC Championship: Project G.L.O.P., which appears to be an official Twitch Rivals head-to-head.

Additional programming includes a community meetup, a deep dive into the highly competitive Lifesteal server, “and more” (per a shared Instagram post from TwitchCon and Minecraft).

Folks interested in catching Minecraft at TwitchCon Rotterdam can get tickets here. A single-day pass goes for €75, while two-day passes are €125.

The context: It’s easy to see why TwitchCon Rotterdam is going all-in on Minecraft. Even without the global phenomenon that was A Minecraft Movie, the sandbox title is one of the biggest games on the internet. It’s attracted over a trillion views on YouTube alone, and has remained one of the platform’s most-uploaded and most-watched titles despite the rise of competitors like Fortnite and Roblox.

Now, longtime fans will have a chance to live out their Minecraft dreams IRL at Twitch’s annual European convention.

PLATFORM UPDATES

The update: YouTube is discontinuing Clips. The feature—which gave viewers the power to pull short-form segments from their favorite videos—is being kicked to the curb as YouTube is expanding creators’ ability to generate clips via YouTube Studio.

Thanks to the popularity of short-form feeds, numerous third-party services have emerged to streamline and monetize the clipping process, with every brand from OpusClip to MrBeast getting in on the action. YouTube is now adjusting to the marketplace. According to a statement from the platform, there are “a number of third-party tools with advanced clipping features” that will seamlessly replace the bygone Clips feature.

As it directs viewers to those external solutions, YouTube is refocusing its own resources on helping creators make more Shorts. Creators can already use the Video Clips feature in YouTube Studio to repurpose their long-form content into Shorts-ready cuts. That process is now expanding. Video Clips on Shorts will arrive “later this year.” When it does, the tool will let creators carve new Shorts out of existing ones, and auto-suggestions from YouTube will help creators flag the most "clippable" moments.

The context: The reshuffling of YouTube’s clipping interface is part of a broader shift that will make timestamp-based tools the easiest way for viewers to distribute shareable moments. The “Share at Timestamp” option is coming to mobile devices, letting on-the-go users send clips to friends.

Timestamps are useful for both short- and long-form creators, and they even have some value in the monetization department—meaning YouTube has plenty of reasons to increase its investment in that part of its interface.

LISTEN UP 🎙️

The episode: On the latest installment of Creator Upload, hosts Lauren Schnipper and Joshua Cohen sit down with LinkedIn VP of Brandworks Alex Josephson to explore the role of B2B creators in the future of the creator economy.

Over the course of that conversation, Josephson shares insights into the Top Voices 360 program and reveals that LinkedIn has tripled creator payouts over the last year.

Listen to the full episode on Apple Podcasts and Spotify for more details.

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