We're back from a whirlwind week of travel to cover the biggest events in the creator economy. Fresh off the plane from France, we share our key takeaways from Cannes Lions. We discuss why the world's biggest advertising festival, while having a much louder conversation around creators than last year, still feels like an "old school advertising convention" that has yet to fully embrace creator-led campaigns. Plus, Josh shares a powerful insight from the StreamTV conference in Denver on how legac...
Jun 27, 2025•30 min
In this special episode of Creator Upload, recorded live from the 72nd annual Cannes Lions International Festival of Creativity, hosts Lauren Schnipper and Joshua Cohen feature a fantastic lineup of guests across the creator economy, including:Ed Davidson, Chief Growth Officer for Cannes Lions International Festival: Davidson discusses the growth of the creator track at Cannes Lions, now in its second year, highlighting the increasing integration of creators into the advertising industry and the...
Jun 20, 2025•54 min
Josh and special guest Monica Khan, Partner & Head of Digital at Strand, tackle everything that's fit to discuss in the creator economy this week. They discuss the increasing presence and influence of creators at major industry events like VivaTech and Cannes Lions. The conversation also covers a significant forecast from WPP, predicting that creator platforms will surpass traditional media in ad revenue by 2025. We also explore YouTube's substantial economic impact, contributing $55 billion...
Jun 13, 2025•42 min
Lauren and Josh recap the key takeaways from The Information's "Future of Influence" conference. They explore the evolving landscape of creator monetization, discussing Snap's strategy for helping creators earn money and the innovative trend of brands hiring their own customers as authentic influencers.Then: a surprising survey that reveals two-thirds of US consumers now see YouTube as a go-to destination for movies and TV shows. Finally, in Uploads & Downloads: scientists turning to YouTube...
Jun 06, 2025•35 min
Lauren and Josh are packing their linen pants and heading to the south of France! The duo breaks down a preview of the Cannes Lions Festival of Creativity, and why the heck they're going to it (and not VidCon).Also: the "Beige Lawsuit" is over, YouTube and Disney battle for key talent, plus quick takes on Dubai's creator push, Kai Cenat's Streamer University, and Hasan's recent comments on Twitch. 00:00 Intro & Upcoming Trip to Cannes03:18 What is the Cannes Lions Festival of Creativity?05:3...
May 30, 2025•27 min
This week on Creator Upload, hosts Lauren Schnipper and Joshua Cohen break down Google's game-changing AI announcements like Veo 3 for video with sound and the "Flow" filmmaking tool. They also cover a surge of industry moves, including Google's investment in AI studio Promise, Whalar's $400M valuation, Caspar Lee's Creator Ventures raising $45M, and Publicis acquiring Captiv8 in a consolidating influencer market. Plus, discussions on Instagram's new creator referral program, Kai Cenat's decisio...
May 23, 2025•32 min
Get the full inside scoop from YouTube's biggest event of the year! This week, Joshua Cohen reports directly from the Brandcast frontline, revealing Lady Gaga's show-stopping performance, game-changing ad updates for creators, and YouTube's bold vision for the future. Plus, major news on Mr. Beast, the NFL on YouTube, and industry-shaking acquisitions!On this episode of Creator Upload, we unpack all the critical announcements from YouTube Brandcast 2025. From the star-studded red carpet featurin...
May 16, 2025•24 min
This week, Lauren and Josh unpack the NewFronts, including major updates from Meta, LinkedIn, and YouTube as they roll out new tools and monetization opportunities designed to connect brands with creators. From Meta's AI-powered ad formats and enhanced Creator Marketplace to LinkedIn's new BrandLink Program and YouTube's Creator Partnerships Hub, find out what these changes mean for how brands and creators interact on platform.Plus, we discuss Spotify's move to display podcast play counts, the G...
May 09, 2025•30 min
Justin Flom earns billions of short-form views per month. Today, we interview him to learn more about YouTube's new view calculations and how (or if) they impact creators, monetization strategies (including brand deals!), and why consistency is key. Elsewhere: YouTube's massive Q1 earnings, the latest IAB reports on the creator economy's growth, Snap's earnings, TikTok vs. Twitch, NCAA NIL updates, and SAG-AFTRA's new influencer committee. Here's more detail on what we covered today: Check out J...
May 02, 2025•37 min
Today, a world's first: Reid AI, the digital version of LinkedIn co-founder Reid Hoffman, performs its first ever podcast guest appearance right here on Creator Upload. Joining Reid AI is Ben Relles, who manages content strategy for Reid in all forms of existence. Here's more info on what we covered today: Follow Ben Relles on LinkedIn. 20 Years of YouTube: A trip to the zoo started it all - Tubefilter It's YouTube's 20th birthday, and there are 20 trillion videos uploaded to its site - Tubefilt...
Apr 25, 2025•44 min
We're joined by Jasmine Enberg, the VP and Principal Analyst at EMARKETER covering Social Media and the Creator Economy. We go in depth about the changing trends -- and rising tides -- in creator marketing budgets in 2025 and beyond...and how creators should take advantage. Elsewhere: Zuck on trial, Patreon's video innovation, and MrBeast's Vegas meltdown. Here's more detail on what we covered today: View Jasmine Enberg's coverage on EMARKETER. Follow Jasmine Enberg on LinkedIn. Companies are in...
Apr 18, 2025•30 min
Today, we interview Marian Brannelly, Global Director of Awards for the Cannes LIONS Festival, to learn more about their Creators programming lineup and why creators should attend. Also: Vimeo helping creators launch their own streaming services, Netflix fires shots at YouTube, and the impact of tariffs on the creator economy. Here's more detail on what we covered today: Learn more about Cannes LIONS Creators here. (Will we be seeing you there??) Follow Marian Brannelly on LinkedIn. Vimeo's new ...
Apr 11, 2025•39 min
Technically, TikTok is supposed to be banned again tomorrow. Will it? It remains to be seen...but in the meantime, a long line of potential buyers have risen their hands. What will Trump decide? Lauren and Josh break it down today, along with all the other creator economy headlines fit to discuss. Here's more detail on what we covered today: Spotter just took YouTube's biggest creators to its own Upfronts - Tubefilter Creators want to go steady with big brands - Tubefilter Spotter Showcase – NYC...
Apr 04, 2025•29 min
Today, Josh is joined by special guest cohost Drew Baldwin, Josh's partner in crime at Tubefilter. After 17 years, we finally got him on the show! On the show itself, first: YouTube changes up the definition of what a view is, as content consumption preferences continue to move away from legacy media. Elsewhere: Good Good Golf gets great money, a TikToker is running for office, and the most outrageous sigma grindset maybe parody video we've ever seen, featuring Saratoga Water. Dive in! Here's mo...
Mar 28, 2025•33 min
Lauren and Josh are back in the studio (Josh, notably, caffeine-free) to discuss the biggest beef in kids content today...Bluey vs Brainrot? Well, at least that's what YouTube's new Youth Digital Wellbeing Initiative has us believing. Elsewhere: more than half of brands will pay YouTubers to market their products this year; March Madness sells out its ad space early, and the biggest game show of all time is on for Season 2. Here's more detail on what we covered today: Bluey is the top kids' show...
Mar 21, 2025•24 min
Lauren has just returned from SXSW (and announced a new role!) and is here with Josh to spill all the details on the creator front from the marathon conference. Then: creators are usurping TV ad dollars via their own version of Upfronts, and MrBeast's investor deck leaks additional detail about his various businesses. Plus: the biggest creator charity event of the year just happened in the UK, and it crushed. Here's more detail on what we covered this week: Lauren's got a new gig! SXSW behind th...
Mar 14, 2025•35 min
Josh rediscovers crochet and Lauren teases SXSW. Meanwhile, YouTube is leaning harder than ever into its premium era, and creators are scrambling to polish their content offerings to match. Here's more detail on what we covered today: YouTube brings its more affordable ‘Premium Lite’ subscription to the US | The Verge YouTube's Premium Lite tier arrives, providing cheaper access to ad-free viewing - Tubefilter YouTube wants to use its dominance on TV screens to sell more premium subscriptions - ...
Mar 07, 2025•30 min
Lauren and Josh are finally back in the studio together, just in time for MrBeast to claim his business should be valued at $5 billion. Elsewhere, Alex Cooper dumps Alix Earle as the latter leaves Unwell, YouTube takes over the podcast crown, and Crime Junkie cashes in (though with over $40 million of annual profit...why?). All that, plus Reels might go standalone. Lots to cover! Here's more detail on what we discussed today: YouTube Star MrBeast Is Raising Money at a $5 Billion Valuation MrBeas...
Feb 28, 2025•36 min
This week, Josh welcomes special guest cohost Billy Parks. Billy is a Venture Partner at Slow Ventures, which recently announced a $60 million fund for creators. On the show, we discuss the landscape of creator brands through the investor lens -- and also take a look at some headlines for the week, including the NikeSKIMS announcement and a peculiar case of true crime, fake content. Here's more detail on what we covered this week: Follow Billy Parks on LinkedIn. Slow Ventures announces $60 milli...
Feb 21, 2025•36 min
This week, Lauren is joined by special cohost Jamie Gutfreund (Forbes; Creator Vision) to look back at 20 years of YouTube through the lens of their 2025 letter from CEO Neal Mohan. Then: Netflix pursues podcasters, Poppi tarte-d at the Super Bowl, and Buzzfeed invests in hopecore via a new social media platform. Here's more detail on what we covered this week: Follow Jamie Gutfreund on LinkedIn! Jamie covers the creator economy on Forbes -- more here. More on Creator Vision here. From the YouTu...
Feb 14, 2025•41 min
It’s a rare occurrence that Josh and Lauren are in the same place — BUT, they come together today during SoCom 2025 to hit us with all the hot creator economy goss. Headlines include: YouTube’s Community push and creators at the Super Bowl. Hike! Here are the main headlines for the week: YouTube wants creators and fans closer than ever with its new Communities update - Tubefilter Creators are ruling Super Bowl advertising. Doritos brought back a classic contest to get in on the fun. - Tubefilter...
Feb 07, 2025•27 min
Josh and Lauren are back in the studio! Major news for today: Meta is balling out on creators (again), the NFL is giving more content access to its legends, and Trump-favoring creators will now have a path to gain White House credentials. This episode is sponsored by Memberful. Memberful is a best-in-class membership software that empowers creators to build customized membership businesses. Creators can generate reliable recurring revenue, all while fostering meaningful connections with their au...
Jan 31, 2025•29 min
This week, Josh is joined by special cohost Kaya Yurieff. Kaya is Team Leader for the Creator Economy beat at The Information, and originally scooped the news that TikTok would be shutting down ahead of its supposed ban. Now that the ban has been delayed for 75 days, Kaya joins the show to talk about what happens now. Here's what we discussed: Follow Kaya Yurieff on LinkedIn! Kaya's profile on The Information. Inauguration Day’s Trump-Tech Extravaganza These Influencers Helped Get Trump Elected....
Jan 24, 2025•40 min
We welcome Lauren back to the studio for the closing days of social media's most impactful app of the last 10 years. TikTok is set to shut down on Sunday January 19, and we're here to discuss it. Plus: the tech elite are cozying to Trump's ways, and Ms. Rachel's empire grows. Here's what we covered today: TikTok reportedly plans ‘immediate’ Sunday shutdown in the US if it’s banned - The Verge Senators who passed the TikTok ban are realizing a lot of people won't like it - Tubefilter TikTok ban: ...
Jan 17, 2025•32 min
Today Josh is joined by temporary co-host Adam Conner (long-time producer of Creator Upload). We kick off 2025 with a few major headlines about ad networks rising to compete with YouTube and big fact check changes at Meta...oh, and by the way, a huge YouTube star has returned. New year, same us! Here's what we covered today: There are many ways to contribute to victims of the LA Fires. One mentioned on today's show is via Airbnb. More on that here. Comcast just made a platform to "steal" ad doll...
Jan 10, 2025•34 min
In our 2024 finale episode, Josh and Lauren give us some long shots on what's likely to arise in the creator economy for 2025. Also, we chat about TikTok's case getting picked up by the Supreme Court, monetization on Twitch vs YouTube, and creators now having the ability to consent to AI usage of their content. Happy birthday to our co-hosts!! Here's more detail on what we covered today: TikTok finally scores a win: the Supreme Court will hear its case TikTok CEO meets with Trump as the platform...
Dec 20, 2024•35 min
Josh and Lauren chat about the TikTok ban which is now likely headed to the Supreme Court, Instagram's new "Trial Reel" feature (dark posts, anyone?), and Alex Cooper's newly-launched Unwell Hydration. Drink up! Here's what we covered this week: Trisha Paytas is following up her 'SNL' cameo with a one-night-only Broadway show - Tubefilter D.C. Court of Appeals upholds U.S. TikTok ban, setting up likely Supreme Court case - Tubefilter U.S. TikTokers are preparing for a ban by promoting their YouT...
Dec 13, 2024•26 min
Josh and Lauren are back to regale us with tales of Thanksgiving and Black Friday (including one creator who made serious bank!) before diving into the headlines du jour. Up first: judging from TikTok Shop and a new beta on Facebook... are we about to enter the "monetize everything" era of content? Then, Cameo cozying up to creators and the Beast Games PR push begins. Here are the main topics we covered this week: A creator earned $2 million during one single Black Friday livestream on TikTok - ...
Dec 06, 2024•23 min
Josh and Lauren are back to banter over the creator headlines that matter this week. On tap: generative AI seems to be growing up. Between new launches in Hollywood and the platform landscape, we’re curious about the long term implications of this specific tech on the lives of creatives. That plus a refresh for Instagram, all coming up. Here‘s what we covered this week: https://www.tubefilter.com/2024/11/19/promise-generative-ai-hollywood-studio-george-strompolos-jamie-byrne/ https://www.tubefil...
Nov 22, 2024•31 min
Today we welcome a special guest: Andrew Yaffe, the new CEO of Dude Perfect. We discuss his decision to leave the NBA to take a shot on the creator economy, upcoming Dude Perfect content, and the flywheel which creates the Dude Perfect brand ecosystem. Pound It! Noggin! Today we also covered: Kai Cenat overtakes Ironmouse to break Twitch subscriber record for second time - Dexerto Creator Upload Socials: YOUTUBE INSTAGRAM TIKTOK...
Nov 15, 2024•35 min
