TOGETHER WITH

It's Monday and the internet has erupted in jokes about the first American Pope. Before he was Leo XIV, Robert Francis Prevost was just a Chicago-born kid from 1955—probably has a Costco membership and definitely rooted for the ’85 Bears.

Today’s News

MONEY MOVES

Red Bull just sealed a sweet sponsorship deal with SypherPK

The brand: Red Bull produces an absolutely massive amount of content. The bev brand’s YouTube channel regularly snags over 1 billion views a month with daily videos featuring partner athletes pulling off high-octane feats—including in the realm of gaming.

Red Bull was an early adopter of esports—tapping Ninja as its primary sponsoree way back in 2018—and has since backed content creators like Ludwig and events like Apex Legends‘ Red Bull Legends Inn. It’s also done deals with Fortnite creators like MrSavage, Lachlan, and Mongraal, as well as picking up League of Legends streamer Caedrel. Now, Red Bull is adding another prominent Fortnite streamer and YouTuber to its roster.

The partnership: SypherPK picked up a Red Bull sponsorship ahead of this month’s $500K Fortnite Championship Series Pro-Am tournament in Los Angeles. The creator debuted his set of wings at the tourney—but his new partnership doesn’t end there.

According to a rep, the plan is for Red Bull to create “unique and engaging experiences” with SypherPK for his audience of 10.5 million YouTube subscribers and 7.2 million Twitch followers. What that will actually look like remains to be seen, especially since Sypher already has his own Fortnite skin and Red Bull has its own Fortnite map.

The context: Creator partnerships like this one have helped Red Bull achieve the highest earned media value of any beverage brand (according to CreatorIQ). But it will need to continue making inroads in the creator economy if it wants to stay ahead of other digital-savvy brands. Creator-founded Gamer Supps, for instance, recently re-established itself as a potential rival by bringing on longtime brand endorser SMii7Y as an investor and equity partner.

🔆 PRESENTED BY CREATORS HQ 🔆

Exploring Creators HQ: Why the world's biggest creators opened a creator community in Dubai

In January, the organizers of 1 Billion Followers Summit unveiled Creators HQ—aka “the ultimate go-to space for pioneers in the content creator economy.” One hundred top creators have now come together to found that community, including Dhar Mann, Yes Theory, Anazala Family, JianHao Tan, and Dose of Society. 

So, why did 100 of the world’s biggest creators decide to help launch a creator makerspace in Dubai? Here’s what 3 Founding Members had to say:

“[Dubai] is…where everyone’s coming to learn, grow, evolve, network and want bigger and better things, for not just themselves but for whatever they’re creating or envisioning in the world, so it’s gonna be not only better, but from a selfish standpoint, it’s gonna be so inspiring for me.”

– Zachery Dereniowski

“It’s good now that we will have the support and the tools to do all the things better…we have a community that will also help us and share with us what they do, what they don’t do.”

–Surthy Cooks

“I think it’s going to be so amazing for people who don’t have that support network…they can now come to the headquarters, have somewhere to sit, have access to other creators so they can brainstorm, so they can all help each other.”

– Supercar Blondie 

HEADLINES IN BRIEF 📰

• The NFL is reportedly “nearing a deal with YouTube” that would give the video platform streaming rights to a Brazil-based Los Angeles Chargers game in September. (ESPN)
  
  

• Threads has introduced a new “Accounts Status” dashboard where the platform says users can see actions “taken on any of your posts or replies that violate our Community Standards.” (Threads)
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• According to screenshots posted by social media researcher Jonah Manzano, TikTok is giving some creators the ability to enable DMs from viewers while livestreaming. (Social Media Today)
  
  

• ESPN has reportedly settled on a surprisingly straightforward name for its upcoming standalone streaming service: ESPN. (CNBC)

TIKTOK TALK

TikTok is pushing its economic importance with $1M in free ads for U.S. small businesses

The giveaway: As it faces down an impending (if frequently extended) ban deadline, TikTok has repeatedly talked up its impact on the U.S. economy—especially when it comes to supporting small businesses.

Now, the platform is putting its money where its mouth is. In a recent blog post celebrating Small Business Month, TikTok announced that it will be giving 50 American small businesses $2,000 each in ad credits, as well as “dedicated time with a TikTok Ads Expert to customize” an advertising plan. In total, that giveaway adds up to $1 million in free advertising.

The catch: TikTok’s $2K advertising credits only last from June 14 to July 14, 2025, and SMBs are only eligible if they haven’t yet advertised on the platform. If a small business does receive the credit, it must give TikTok blanket permission to use its branding in future marketing materials.

The initiatives: TikTok isn’t just relying on free credits to woo business owners and lawmakers during Small Business Month. On the policy side, the platform plans to give small Shop sellers the opportunity to chat with lawmakers in New York and Texas about the impact of TikTok on their home states’ economies.

Meanwhile, TikTok aims to reach business owners across the country with a rash of roadshows in New York City, Los Angeles, and Austin that will explain how small brands can “maximize” their TikTok presence. A weekly webinar series starting May 15 will also offer “cutting-edge strategies to launch effective campaigns and make the most of TikTok’s business tools,” while an in-app “Small Biz Fest” tab will highlight SMB-made products for the last two days of the month.

BRAIN POWER

This is the first YouTube video edited with a brain-computer interface

The video: Neuralink just achieved a notable milestone. Bradford Smith—the third person to receive the brand’s namesake implant—has uploaded the first YouTube video edited with a brain-computer interface. To narrate the ten-minute clip, which he also scripted and edited, Smith used xAI’s Grok model to replicate his old speaking voice. Generative AI was also employed to help Neuralink decipher Smith’s brain activity.

Since its founding by Elon Musk in 2016, Neuralink has worked on a device that interprets the brain’s motor signals and translates that data into cursor movements and other computer commands. Human trials began in 2024, when quadriplegic Noland Arbaugh became the first person to receive the implant. Smith—an Arizona resident with ALS—is the first nonverbal Neuralink patient, and received his implant earlier this year.

The future: Smith’s video shows that brain-computer interfaces have far-reaching potential for both communication and artistic expression. That, coupled with Musk’s part in Neuralink, raises intriguing questions about the technology’s future. While the world’s wealthiest person doesn’t run Neuralink’s day-to-day operations, the neuroscience firm already employs Musk-owned generative AI tech—will it incorporate his social media platform next?

LISTEN UP 🎙️

This week on the podcast…

NewFronts 2025: On the latest episode of Creator Upload, hosts Lauren Schnipper and Josh Cohen unpacked the NewFronts—including major reveals delivered by execs at Meta, LinkedIn, and Google. From Meta's AI-powered ad formats to LinkedIn's new BrandLink Program and YouTube's Creator Partnerships Hub, fresh tools designed to connect brands with creators were the star of the showcase.

Also on the discussion board: Spotify's move to display podcast play counts, the Golden Globes’ upcoming "Best Podcast" category, and YouTube's $100 million investment in India's booming creator economy.

Find out more by tuning into the full episode on Spotify and Apple Podcasts.

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