It’s Sunday, and here’s a handpicked selection of stories to give you a snapshot of trends, updates, business moves, and more from around the creator industry.
But first, Heineken took a page out of Netflix’s book by launching a website that lists bars as if they are streaming originals. If Pubscription is anything like Netflix, then you’ll aimlessly browse through bars for hours before deciding to just stay home.
TALKING POLITICS
PlaqueBoyMax doesn’t want Trump to use his song. (Photo by Presley Ann/Getty Images for Red Bull.)
It’s politics as usual this week with stolen songs, TikTok rumors, and a “YouTube tax”
The callout: Trump loves to use pop songs in White House social media posts without getting the artists’ consent first. A song produced by PlaqueBoyMax recently received that treatment, and the fiery streamer responded with a profane response of his own. It would seem that Trump is running out of songs to steal from creators.
The rumor: Is a U.S.-style TikTok deal coming to the European Union? According to a rumor shared by the Financial Times, media company Axel Springer floated the idea of acquiring TikTok’s E.U. business from ByteDance. As with the U.S. TikTok deal, that proposed agreement would put more power in the hands of a dominant media empire. Axel Springer already owns Politico and The Telegraph.
The YouTube tax: The so-called “YouTube tax” is the latest U.K. attempt to favor the BBC online. The Beeb is going ahead with a fresh slate of YouTube streams and videos, and the YouTube tax would continue to fund public broadcasting even if viewers watch exclusively via the internet. The U.K. government is determined to give the BBC a leg up, even as YouTube promotes the idea of a fully open recommendation system.
AD WORLD
Domino’s is teaming up with ‘Minecraft.’ (Photo by Miroslav Denkov on Unsplash.)
Brands are partnering with Minecraft and forgetting to pay the Cheese Tax
The partnership: Domino’s has square pizzas, so of course they look like Minecraft blocks. There are six Minecraft-inspired boxes that can be collected from Domino’s locations across the country. We’re not saying that you have to do the Minecraft eating sound effect when you consume pizza from one of these boxes, but Minecraft players love to commit to the bit—just ask Steve and the chicken jockey.
The campaign: Cam Skattebo is the star of Whatnot’s first national ad campaign. The New York Giants running back moonlights as a Twitch streamer and Whatnot seller. His love of memorabilia is on display in Whatnot’s campaign, which looks to promote the ascendant platform as it turns live shopping into a multi-billion-dollar business.
The Cheese Tax: Kroger and LG didn’t pay the Cheese Tax, and now they’re facing lawsuits. Dog owners who follow the Puppy Songs account know that when the cheese drawer opens, you must pay the tax (i.e. give your dog some cheese). Kroger and LG looked to capitalize on the popularity of the Puppy Songs ditty by using it in their ads, but the account’s creator alleges that those companies didn’t receive proper licenses beforehand.
CREATOR COMMOTION
KSI says the way he left the Sidemen “wasn’t great.” (Photo by Richard Pelham/Getty Images.)
This week in the creator economy…
The abrupt departure: KSI has admitted that his Sidemen exit could’ve been handled better—but at the end of the day, he had to go. The British creator was the best-known member of the U.K.’s favorite YouTube group, so his sudden exit from the crew came as a shock. “It was getting to a point where I had to make a choice, and that was the choice that I made,” KSI said during a recent stream. “But, yeah, no, obviously, the way I left wasn’t great, and I didn’t want it to be like this.”
The new chapter: Ro Pansino returns to YouTube, looks to “take control of my life” after filing restraining order against ex. Pansino’s relationship with Mike “HuskyStarcraft” Lamond ended badly, with the Nerdy Nummies host filing domestic violence charges against her ex-partner. Now, as she meets Lamond in court, she is looking to turn over a new leaf and begin a new chapter of her life.
The commentator: Michelle Khare drove an F1 vehicle as part of her Challenge Accepted series. Two years later, she’s joining racing personality Justin Bell on Tubi, where they will team up to host an altcast during an upcoming Grand Prix event in Austin. Between that gig and her stint on YouTube Jeopardy!, it’s been a big week for Khare.
The expansion: The World Cup and NFL kickoff showed that TikTok is ready to become a major force in sports content, and the NBA is doubling down in a big way. 500 creators will have access to official NBA assets as the basketball season continues into 2027.
WATCH THIS 👀
Hank Green is spitting facts.
Hank Green wants you to get ideas out of your head (and onto YouTube)
The advisor: Hank Green is dishing out advice on YouTube’s Creator Insider channel. Few creators have accumulated as much experience as the esteemed Vlogbrother, and according to his chat with YouTube’s Rene Ritchie, he won’t run out of video ideas anytime soon.
“I do not have any shortage,” Green said. “The areas that I cover are the strange things about the world, and the world continues to be strange.”
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Today's newsletter is from: Emily Burton, Sam Gutelle, and Josh Cohen.