It’s Wednesday and the TikTok effect has struck again, with HBO Max becoming the latest streamer to introduce its own vertical short-form feed.

CAN’T STOP THE BEAT

The partnership: Roblox wants to become a go-to destination for pop music fans—and it’s amassing the rights deals needed to make that push.

Through a partnership with indie distribution company Too Lost, Roblox will add a library of tracks from popular artists to its Creator Store, giving devs the chance to spruce up their worlds with hits from notable names like Teddy Swims, Alex Warren, and A$ap Ferg.

Music produced by Roblox creators is becoming more discoverable, too. By putting song info on game details pages, Roblox is letting its users discover and sample indie music.

The context: Since hosting virtual concerts from Lil Nas X and Zara Larsson at the beginning of the 2020s, Roblox has increased its presence in the music industry. A 2021 deal with Sony Music foreshadowed the arrival of more Roblox concerts, while Warner Music used the platform to host a virtual Super Bowl show headlined by Saweetie in 2023.

Bruno Mars’ 2026 Roblox concert, which took place within the popular game Steal a Brainrot, showed how big the platform’s music scene has become. Mars attracted 12.8 million concurrent viewers, setting a new Roblox record. Most recently, the Canadian rapper bbno$ raised over $100,000 for the Internet Watch Foundation with a charity concert that attracted 28 million unique viewers (at a peak audience of 8.5 million concurrents).

Those music events suggest that Roblox is positioning itself as a venue for Top 40 hitmakers alongside platforms like YouTube and TikTok. A partnership with Spotify and the launch of a Billboard-style chart have provided the infrastructure Roblox needs to support that ascension; now, Too Lost and its artist partners will add another layer to the platform’s pop music ecosystem.

GOSPEL STATS 📈

After trailing MrBeast for two weeks running, FIFA is back on top. Gospel Stats’ latest ranking of most-watched branded YouTube videos is a straight flush of FIFA-sponsored videos, with every single upload in the top 5 backed by the World Cup organizer.

🥇 #1. Zhong x FIFA: Can I Find RONALDO?? #fifaworldcup #ad (116.7M views)
Comedy/challenge YouTuber Zhong has spent the past few months milking KPop Demon Hunters mania. Now, he’s successfully tapped into the World Cup hype, too. FIFA sponsored him for five videos this week, three of which made it into the Branded Top 5.

🥈 #2. Howieazy x FIFA: When you have longer luscious hair than Haaland #ad #fifaworldcup (109.5M views)
This week’s #2 video also topped 100 million views—and it’s got Vine vibes. Howieazy‘s nine-second clip taps into Norwegian player Erling Haaland‘s viral popularity for a quick comedy bit involving a tragic blond wig. And thanks to the creator’s World Cup access, Haaland was only a few feet away while the whole thing played out.

🎰 #2,664. Zhong x FIFA: Will My Phone Get Stolen At The World Cup?? #fifaworldcup #ad (107M views)
Alongside his top-ranking video, Zhong claimed spots #3 and #4 with two other clickbait-style Shorts. Whether he’s leaving a fancy phone out in the open at the World Cup or leaving secret notes for Ronaldo, the comedy star knows exactly how to draw in viewers.

Check out the full branded ranking here and head over to Gospel Stats for more YouTube sponsorship insights.

TALKING POLITICS

The video: On July 27, the office of New York City Mayor Zohran Mamdani published a short video reimagining some of the city’s new policies as foodstuffs. The “halal fatale” represented Mamdani’s desire to make life easier for street vendors, while an “Ocky Way” sandwich illustrated policies related to corner stores and bodegas. That particular item is a reference to General Ock, a bodega owner whose sandwiches have become short-form favorites.

Mamdani hasn’t just aligned himself with creators like General Ock over the course of his tenure as mayor; he’s also personally adopted the frank language of creators and the relatability that comes with it.

YouTube’s 20-year history is filled with creators who have succeeded because they use straightforward language, from iJustine to Elle Mills. When compared to the overly polished nature of TV, the typical creator comes off as endearing. That’s why fans routinely identify creators as the most relatable source of entertainment.

The context: Creators established themselves as the whisperers of the youth vote in 2024, and politicians lined up for face time with them, leading to the so-called “influencer election.” At the same time, politicians became influencers. Mamdani is the figurehead of a paradigm shift that has seen YouTube videos, TikToks, and Twitch streams become prime locations for campaigning.

Through social media, scores of politicians have sought to emulate the relatable language of creators. Maryland Governor Wes Moore, for instance, has been picking up steam as a potential presidential candidate by courting online viewers. The politician recently faced non-voters on Surrounded, a show produced by media company Jubilee. His speech patterns on the show were direct and uncompromising—and Jubilee commenters commended his performance.

Moore’s approach is a smart one. At the end of the day, the candidates who thrive in future “influencer elections” will be those who can best tie relatability to core political positions.

WATCH THIS 👀

The adaptation: Young adult fantasy is the heart and soul of #BookTok, and one of the genre’s biggest hits is making its Hollywood debut next year.

The film adaptation of Tomi Adeyemi’s viral novel, Children of Blood and Bone, is set to hit theaters in January 2027. That might feel a long way off for Adeyemi’s biggest fans (many of whom are already troubled by the author’s recent decision to distance herself from the movie), but at least now they have a trailer to analyze.

Paramount Pictures uploaded a three-minute look at the star-studded film on Tuesday, giving viewers a peek at the magical world of Orïsha.

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