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Trending The Market
When a Creator Series Goes to the Emmys, Its Partners Go Too
Kareem Rahma's Subway Takes made history by earning the first Primetime Emmy nomination for an independently produced YouTube show.
The Big Pitch: Subway Takes’ nomination is proof of what happens when platforms and brands treat creator relationships as long-term infrastructure rather than one-off buys — they have the potential to break through the noise and compete with traditional-media hits.
The Fine Print: Rahma rides the NYC subway with a microphone clipped to a MetroCard, asks guests one question ("What's your take?"), and his editors distill the raw conversation into 3 to 5 minutes of short-form video built to travel on TikTok, Instagram, and YouTube…
…and now the Emmy ballot.
SubwayTakes earned a Primetime Emmy nomination for Outstanding Short Form Comedy, Drama or Variety Series.
The show is competing directly against TV hits The Daily Show, Desi Lydic Foxsplains, Colbert Before Air, The Randy Rainbow Show, and Netflix's Bad Thoughts.
The nomination is a direct result of YouTube's multi-year FYC campaign. CEO Neal Mohan publicly called on the Television Academy to consider creators in 2024 — year two of that push just broke through at the Primetime level.
The nomination validates more than Kareem Rahma. It validates YouTube's two-year thesis that creator content belongs in the same conversation as premium television. Subway Takes’ success is proof positive that a show can transcend its humble origins through platform advocacy, a concentrated FYC push, and a creator who deliberately blurs the line between social and broadcast.
The Analysis: Rahma regularly credits brands as the backbone for why he can mount Subway Takes. The show has featured branded content from Google, Microsoft, Hulu, StreetEasy, and H&M, integrated directly into the format. Speaking of the Google partnership, Rahma said: "We developed a take together with the brand, with the talent," which allowed for the brand message to live inside the episode… not just a superficial sponsorship.
Those brands are now a co-beneficiary of an Emmy-nominated property. When brands embed themselves into the creative infrastructure of a show rather than buying placement around it, the upside compounds in ways no media plan accounts for.
It doesn’t even matter if Subway Takes wins in September — the nomination alone shifts the conversation. It doesn't just change Rahma's trajectory or YouTube's awards history. It resets what it costs to get in early with the next creator who earns this kind of legitimacy. That window is still open.
Together with Consumable
Audio For The Outcomes Era
Most media plans treat audio as a few line items: a streaming buy, maybe a podcast sponsorship. But the audio ecosystem is far bigger than that… and much of it is going untouched.
Mobile apps, addressable podcast audiences, and creator-led content extended across platforms — these are spaces where attention is intentional and trust already exists.
Consumable opens up that ecosystem.
The tool helps you reach 210M+ Comscore-verified monthly users across formats and channels.
It’s powered by listener intelligence, precision targeting, and modern identity infrastructure.
Every audio impression is measurable, addressable, and tied to real outcomes.
Consumable lets brands reach audiences wherever they listen, with the same precision and accountability marketers expect from their best digital channels.
Through immersive ad experiences that combine audio, visuals, and interactivity, brands can finally turn listening into engagement and business impact.
Building The Stack
Mark Rober Plants A STEM Curriculum
Science and engineering influencer Mark Rober wants to help raise the next generation of the technically curious with a new STEM program for grades 3 through 8 that he’s financing from the ground up. Rober, a former engineer at NASA and Apple, is putting $55 million into the curriculum, dubbed “Class CrunchLabs, which will be available free to educators all over the world. Not wanting to miss a great opportunity, YouTube has already come aboard as an official sponsor.
Kai Cenat Unveils Details Of Second Streamer University
Kait Cenat’s inaugural Streamer University was a massive hit… so of course the most popular livestreamer on Earth was going to bring the DIY college back for more. This year, he has tapped creator Pokimane, musicians Lizzo, and influencer Cinna as faculty. Even T-Pain is involved. Cenat has already sent acceptance letters to the creators who will be part of this year’s cohort, so expect them all to get a big boost in viewership and brand deals when they graduate.
Binging With Babish Cooks Up Consumer Products
Cooking creator Andrew Rea, better known as Binging With Babish, is making a big move into consumer products and experiences to expand his reach and capitalize on his influence. The creator is partnering with meal-kit service CookUnity on a line of pre-made dishes, which will build on the success of his cookware products that are already available on Amazon and Walmart. Additionally, Rea recently opened a foodie-destination rental compound in New York called Bed n Babish… which we’re sure will be chock full of his products.
Are you already familiar with Subway Takes?
Social Updates
Meta pulled back its new AI image-generator, Muse Image, after backlash that anyone could use your public Instagram posts unless you opt out.
TikTok is making it easier for brands to advertise on the growing roster of microdramas on its platform.
X debuted a video editor so that users are more incentivized to post original content instead of recycling others’ posts.
YouTube is stepping on Instagram’s turf with a photo grid that can appear in the Shorts feed and feature licensed music.
Wrapping Up
That's the week in the brand-creator economy. We'll be back in your inbox next Tuesday.
Programming for the Authentic Forum is well underway, and the room we're building in New York this November is shaping up to be the convening this industry has needed. If you're behind a brand-creator partnership worth the room's attention, we want to hear from you. Submit your work for consideration at authenticcall.aivanta.io. Submissions close August 1, and the right fits will earn a speaking slot at Authentic this fall.
And if you know someone this event wouldn't be complete without, a brand doing the work others are still trying to figure out, or a creator whose partnerships belong in front of this room, drop us a line directly at [email protected]
See you next week.
— The Authentic Team