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Tickets to the Brand-Creator Summit are now live at events.aivanta.io/e/authentic, including a limited Shantell Martin package with a signed copy of her book, Shantell Martin: Lines. Early bird pricing is available for a limited time, and we'll be announcing new speakers here and on the ticketing page over the next month.
Trending The Market
Marquee Events Learn The Dos and Don’ts Of Including Creators
Three of the biggest sporting events in the world took very different approaches to integrating creators in the action.
The Big Pitch: When done right, giving creators behind-the-scenes access to events can boost visibility, generate headlines, and win over new fans. But when done poorly, it can be a harmful distraction. Thinking through how to include them can be the difference between leveling up an event for modern media consumption or getting lost in youth culture.
The Fine Print: The World Cup, the US Open, and Wimbledon have provided a rubric on three different ways to influence from the sidelines.
The US Open credentialed 100 creators this year, but didn’t define what they could film, when they could film it, and where they could. That led to issues that disrupted gameplay and left a negative impression on spectators.
Wimbledon is responding to the chaos of the US Open by not credentialing creators next year, and instead has a blanket ban on equipment such as ring lights.
The World Cup had detailed guidelines for influencers, naming 30 creator correspondents who had special access to film anything around a match, but could not broadcast the game itself.
The Analysis: Digging more into the World Cup program, FIFA struck a Preferred Platform agreement with TikTok, so everything was done officially through the social-media company. That turned creators into official media partners, according to Forbes. It was the explicit nature of the role creators were allowed to play that kept everything smooth.
That holds lessons not just for sporting events, but all brand-led events — give creators direction and they’ll deliver within those bounds. It takes planning, but that could be the difference where influencers influence negativity or creators create an unforgettable experience.
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.
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Through immersive ad experiences that combine audio, visuals, and interactivity, brands can finally turn listening into engagement and business impact.
Building The Stack
Drew Barrymore Expands Her Show To YouTube
Most celebrities start a show on YouTube and then graduate into broadcast or streaming… but Barrymore is reversing the trend. For the seventh season of her titular daytime talk show, Barrymore is hosting a long-form interview series exclusively on YouTube. Titled Personal Space, the program won’t feature the usual studio audience and will allow Barrymore the freedom to be as unfiltered as she likes — a key benefit of distributing directly to the social platform.
Chicken Shop Date Closes Up
After a decade, Amelia Dimoldenberg is ending her popular YouTube talk show, Chicken Shop Date. Dimoldenberg’s show has become a go-to stop on the press circuit for movies, shows, albums, and even some campaign trails. That put her firmly at the top of a new generation of YouTubers who were able to turn a clever gimmick into an influential series. But it also represents the growing power of a YouTube-bred celebrity — Dimeldenberg is expanding her palette with new YouTube shows, writing Hollywood movies, and even launching her own creative agency.
IMDb Recognizes Creators
IMDb, the widely-used database that lists professional film and TV credits, is launching a new category for digital creators. It’s a necessary blurring of the line between the entertainment industry and the brand-creator industry. Its discovery tools can help brands find talent for their next campaigns and give creators the visibility they need to level up their careers. It pays to have things in one searchable space.
Do you have a rubric for integrating creators into your brand’s events?
Social Updates
Threads is beefing up its in-app analytics tools, tapping AI to give creators more insight into how their content performs.
Instagram will start allowing users to add posts they’ve been tagged in to their own personal grid.
Snapchat is rolling out a feature called Snapchat Plans to help users plan IRL events.
Roblox will start allowing creators to offer their in-app experiences as standalone apps for mobile, PC, and consoles.
Wrapping Up
That's it this week. Before you close out: tickets to the Brand-Creator Summit are now on sale at events.aivanta.io/e/authentic. Early bird pricing is up for a limited time, so if you have been planning to be in the room with us, now is the moment to move.
A limited number of Shantell Martin packages are available, each with a signed copy of her book, Shantell Martin: Lines. Once those are gone, they’re gone. Newly confirmed speakers will be announced here in the newsletter and on the ticketing page as the program comes together over the next month. It’s going to be a good room.
— The Authentic Team