Latest news with #creatorEconomy
Yahoo
17-07-2025
- Entertainment
- Yahoo
YouTube to Have a Major Presence at Mipcom Cannes for 20th Anniversary
YouTube will be out in force for the first time at Mipcom Cannes, the international television showcase, with a number of activations that will mark its 20-year anniversary. The participation of Youtube at Mipcom Cannes is part of Mipcom's efforts to highlight the creator economy which will be the central theme of this 41st edition. More from Variety YouTube Is Shutting Down Its General 'Trending' Video Page YouTube Launches 'Open Call,' a New Way for Marketers to Solicit Branded Content From Creators Disney Loses Legal Bid to Block YouTube's Hiring of Media Exec Justin Connolly YouTube's activations at Mipcom will include the YouTube Space at the Palais des Festivals, and a keynote by Pedro Pina, the VP of YouTube EMEA, as well as daily workshops and hosted events. As part of this year's focus on the creator economy, Mipcom will be organizing several events with digital creators, television producers, platforms and distributors. It will host the first local edition of BrandStorytelling which has been held for the last decade at the Sundance Film Festival and lured over 450 participants. Mipcom will also expand on the launch of the innovation lab last year, with a theatre, networking and demo space in the Palais des Festivals, along with panels covering AI, FAST, streaming and connected TV. There will also be a new workshop series with YouTube covering audience, monetization and formats. Pina said the 'Mipcom Cannes partnership marks a significant milestone as we celebrate our 20th anniversary.' 'It's a strategic move to bolster our international TV collaborations and demonstrate YouTube's role in supporting media companies amidst evolving content consumption,' Pina continued. Lucy Smith, Mipcom Cannes and Mipjunior director, pointed out '2025 is undoubtedly the year of the 'global creator economy.'' She said it made sense for the event to welcome YouTube because 'they increasingly reinforce partnerships across the international television industry.' Smith said 'Mipcom Cannes is uniquely positioned to create the global platform each October in Cannes which brings together content creators, digital studios, platforms and brands with the biggest names in television and streaming entertainment from around the world.' Mipcom Cannes will take place Oct. 13-16. Best of Variety All the Godzilla Movies Ranked Final Oscar Predictions: International Feature – United Kingdom to Win Its First Statuette With 'The Zone of Interest' 'Game of Thrones' Filming Locations in Northern Ireland to Open as Tourist Attractions
Khaleej Times
17-07-2025
- Entertainment
- Khaleej Times
Nothing unveils Phone (3) and brand's first headphone in the UAE
At Dubai's iconic Museum of the Future, British electronics manufacturer Nothing officially unveiled its flagship Nothing Phone (3) and the brand's first-ever Headphone (1). In partnership with Creators HQ, the Middle East's first dedicated content creator hub, the launch underscored Nothing's growing focus on the creator economy, user-centric innovation, and a product ecosystem that merges function with flair. Founded just four years ago, Nothing has rapidly carved a space in the saturated smartphone market by doing what few dare — standing out. At the heart of its latest offerings is a commitment to make tech fun again. 'If anything, we had to be risk-takers,' said Akis Evangelidis, Co-founder of Nothing. 'But now, we've built an opportunity for ourselves — a seat at the table. With AI coming in, the smartphone experience can finally evolve in a way that benefits the user while staying in the background when needed.' The new Nothing Phone (3) embodies this shift. With its Glyph Matrix — an evolution of its signature LED interface — the phone offers playful and practical tools like a stopwatch, a solar clock, and app-specific notifications. Paired with the Snapdragon® 8s Gen 4 chipset, it delivers a 36% boost in CPU power and up to 16GB RAM. For Evangelidis, though, it's more than specs. 'Having a design that's polarising is a good thing. The Phone (3) is our answer to making tech feel personal again,' he said. Nothing's entry into over-ear audio arrives with a bang, and transparency. Developed in collaboration with British audio legend KEF, the Headphone (1) pairs crystal-clear sound with a futuristic design aesthetic that includes a transparent outer shell, memory foam cushions, and physical controls like the Roller, Paddle, and Bufton. 'From the tactile controls to the transparent construction, every detail is intentional,' said Adam Bates, Nothing's Head of Design. And it's about immersion. With spatial audio, head tracking, and AI-powered noise cancellation, the headphones are tailored to creators, audiophiles, and everyday users alike. Creators at the core The collaboration with Creators HQ is a signal of strategic alignment. 'Content creators love trying new things, and Nothing's slick design and AI integration really speak to them,' said Alia Al Hammadi, Deputy Chairperson of the UAE Government Media Office and CEO of the 1 Billion Followers Summit. Al Hammadi is leading an ambitious goal to onboard 10,000 creators by 2027 through Creators HQ, with over 3,500 members already engaged. 'We're not just focused on content creators,' she explained. 'Filmmakers, writers, tech innovators, all of them are part of the ecosystem we're building.' Building a seamless, purpose-driven ecosystem While many brands chase volume, Nothing is playing the long game. 'We're not a commercial company chasing numbers,' said Rishi Kishor Gupta, Regional Director for Nothing in the Middle East and Africa. 'We want to launch products that are meaningful, purposeful, and more fun to use.' Gupta's favourite features include the Essential Space, an AI-powered digital assistant embedded in Nothing OS 3.5 that acts like a second brain; tracking memberships, appointments, and even reminding users to renew documents. 'It's more than tech; it's a lifestyle companion,' he said. As for ecosystem integration? 'That's the objective,' Rishi added. 'From headphones to phones, everything talks to each other. And this is just the beginning.' Pricing and availability in the UAE Ahead of the official retail launch on July 18, Nothing will kick off its #Drops100 campaign at Sharaf DG, Dubai Mall, on July 17 at 7pm, giving early adopters exclusive access to both the Phone (3) and Headphone (1). The offer is that if you purchase the Nothing Phone (3) priced at Dh3,299, you'll get the Headphone (1) at no additional cost. The products will be available in the UAE in black and white variants, with two configurations of the Phone (3): 12GB + 256GB, priced at Dh2,999 and 16GB + 512GB, priced at Dh3,299.
Associated Press
16-07-2025
- Entertainment
- Associated Press
Two Davids, One Mission: Pump.fun and Soulbound.TV Rally Streamers Against Web2 Goliaths
New York City, July 16, 2025 (GLOBE NEWSWIRE) -- As the heat rises this summer, so does a new creator-first movement fueled by two of Web3's most explosive platforms: and On the heels of $PUMP's viral memecoin launch and $SBX's, the pair are proving that creator-owned platforms can do what Twitch, TikTok, and Facebook won't: share the upside with the people who generate it. lit the match. built the creator economy that follows. StreamFi Summer Is Heating Up First came DeFi Summer. Then NFT Summer. Now, StreamFi Summer is underway—and is leading the charge. Among early movers like Abstract, Arena, and Sidekick, has emerged as the most complete and creator-centric platform, not just layering crypto on top of video, but completely rebuilding streaming around an interactive, financialized creator economy. Inside a stream, fans can: 'It feels like DeFi in 2020, but for entertainment,' said one early user. is currently open for anyone to stream and has already hosted high-profile events, including a recent stream with esports legends Babybay, Sinatraa, and Tarik, some of the largest streamers in the world. Soulbound x The Culture + Code Alliance While ignited meme culture with $PUMP and a $5.6B valuation, is putting that cultural energy to work, turning streams into sovereign economies with $SBX at the center. And they're not alone. is: = chaotic, fun, viral, culture-hacking memecoin energy. = enduring creator-owned infrastructure built on top of that cultural momentum. Together, and represents a new creator stack, where memes create demand, and ownership-based platforms capture and sustain it. Two Davids, One Mission: End the Era of Exploitation For too long, creators have been at the mercy of Web2 platforms that profit from their work while locking them into algorithmic black boxes, delayed payouts, and ad-based scraps. proved that users can generate billions in value when given the right tools. is proving they can keep that value—instantly, on-chain, and without middlemen. 'This isn't just a product shift,' says the team. 'It's a culture shift. And creators are done waiting to get paid.' Two Davids. One mission. And the Web2 Goliaths are running out of runway. About is the largest Web3 livestreaming platform, offering instant crypto payouts, 80%+ revenue share, zero ads, and creator-owned tools like prediction markets, AI agents, token integrations, and on-chain bounties. Backed by Animoca Brands and already home to 100,000+ users and 2,000+ streamers, is leading the StreamFi revolution. About is a Solana-based memecoin launchpad that lets anyone deploy a token in seconds. After exploding to a $5.6B valuation with $PUMP, has become the beating heart of on-chain meme culture and viral token launches in Web3. Casey Grooms Co-Founder [email protected] Casey Grooms marketing(at)
Fast Company
08-07-2025
- Business
- Fast Company
This is how B2B companies can leverage brand trips to build connections
As the creator economy continues to grow, brand trips have become a staple marketing strategy for consumer-facing brands, and B2B firms are starting to do the same. Adobe Express hosted a Summit in New York City for 46 creators. As an Adobe Express ambassador, I attended this summit, which focused on marketing and business, covering travel accommodations and offering early product updates, feedback sessions, and networking opportunities. Similarly, Semrush hosted an influencer weekend in 2024 for nearly a dozen creators in London paying for their travel, meals, and experiences. Just like their consumer-focused counterparts, these B2B companies hope hosting creators at exclusive events will lead them to speak highly of the brand, earn them positive coverage, and act as a source of real-time feedback. The big difference with B2B creators is that purchasing decisions in the workplace are often costly. As a result, there is a more nuanced and complex consideration. Brand trips are an emerging tactic in the B2B space. Here's how companies are doing it, the outcomes they're driving, and the lessons that we can learn from companies hosting them. Why brand trips for B2B creators are gaining popularity The creator economy is expected to exceed, $2.71 trillion in revenue by 2037, according to Research Nester. This is because many influencers have become trusted voices who drive sales, even in complex B2B buying cycles. Opportunities for a brand to connect with relevant creators in person are a way of earning face time and introducing them to the team and product line. It also provides them with motivation and ways to collaborate, as well as hearing feedback from opinionated supporters. Nicole Ponce, Influencer Marketing Team Lead at Semrush says, 'There's been a noticeable shift where B2B brands are adopting B2C-style engagement tactics, and brand trips are one of them.' Substack and LinkedIn—where I teach marketing development and career development courses—have noticeably prioritized creators, encouraging everyone from CEOs and executives to industry experts and emerging voices to share content consistently. 'As LinkedIn is growing, B2B creators are starting to be a group of folks you can't ignore, especially if your product is looking to target the B2B space,' says Kate Olmstead, Adobe Express Community & Ambassador Programs Lead. 'Five years ago, we didn't have this concept, really of top voices in marketing. LinkedIn creators with 250,000 followers, speaking to the likes of CMOs and VPs of marketing,' says Olmstead. How to create a B2B brand trip where both sides benefit Establish what the focus of the event is, whether it's the launch of a new product, a discussion on industry trends, or a celebration of a major milestone. 'It depends on the event, but typically we'll incorporate either a demo, product insight, or a workflow preview to spark interest. Sometimes it's through more curated, two-way conversations, where we share what's launching and invite feedback from creators about what they need or see missing in the market,' says Ponce. Typically, companies cover the creator's travel accommodations, meals, and experiences in exchange for the creator posting on social media. Neither Adobe nor Semrush required posting to attend, which likely removed pressure for participants (who are likely to share on their own if they enjoyed the event). Olmstead says that Adobe's trip aimed to introduce like-minded creators, offer early exposure to new features, and provide a forum for candid feedback. What also likely helps the creators buy in is the association with a big, well-known brand like Adobe. This boosts their careers as influencers and also provides the opportunity to network with others and the chance to stay in an appealing city for free. Invite creators based on relevance and consistency over reach Inviting a mix of creators across platforms, titles, career paths, and audience sizes can help ensure there's interesting conversation as long as there's a set of shared interests. 'I personally look at whether they create highly engaging, high-quality content and whether their audience is one that our brand wants to be associated with. But it's not just about reach or follower count. We also look at how much value they bring to the room—and I mean that literally,' says Ponce. 'We try to curate a space that fosters meaningful, peer-to-peer conversations. So we intentionally balance different expertise levels—for instance, having a content marketing specialist alongside someone who focuses on paid advertising,' she added. Create balanced programming that's educational and entertaining While it's important that the brand benefits from hosting a group of creators, it's important not to make the agenda too self-promotional or jam-packed. There needs to be room for fun. While the creator expects to learn about the company's products, it's also important to be clear on how the event benefits them. 'You've got to have substance to [a brand trip], whether that be through the learning agenda, the educational content, or giving something back to them, in terms of bringing an industry expert that can help them level up their own businesses,' adds Olmstead. Brand trips that strike the balance deliver qualitative outcomes like the attendees leaving with a positive impression of the brand, as well as quantitative impacts like social mentions and reach. You might just find that your business benefits.
Fast Company
03-07-2025
- Business
- Fast Company
Why you need intergenerational marketing
When Barbie turned 65 last year with a major motion picture to celebrate, she dominated the news cycle for weeks. What a lot of people missed amongst the hoopla about an historic icon was her impact as an influencer. She's one of the original influencers, and definitely the original granfluencer. Granfluencers—influencers who are typically over the age of 60—are shaking up social media platforms with inspiring content. Their effect is undeniable, particularly among younger people. They bring wisdom, experience, and charisma in a wide range of topic areas, and they are playing a pivotal role in broadening the horizons of the creator economy. They deserve a central spot in your creator strategy because they increasingly form the bedrock of intergenerational family life. They're leading activities for more active families that are doing more, and doing more together in more ways. Here's how to ensure your marketing includes this too-often-forgotten demographic: STOP PUTTING AN AGE LIMIT ON INFLUENCE Granfluencers are a genuine force and marketing power move. They can broaden your reach and future-proof your brand. Start by understanding that they aren't home baking or watching daytime TV. They're out and about. And they're active on social media, where they are both befriending and coaching people of all ages—most notably, Gen Zers. SHOW YOU'RE A BRAND FOR LIFE When you break free from youth-only marketing, you can tell a deeper story—one that spans decades. By using granfluencers, you can highlight how your offering fits into life's biggest chapters: parenthood, retirement, reinvention, and beyond. Lean into themes like tradition, legacy, shared values, and joy that resonate across generations and you'll make your brand matter to entire families. BE A HELPER, NOT A HAWKER Tailor content and services toward helping granfluencers lead fulfilling lives and make an impact—not owning and using products. You will gain share with them, and they will help you with their families. LOOK BEYOND ADS Create all kinds of content about doing things, experiencing things, and affecting change. While you emphasize legacy, show the generations doing things together. Skip the prototypical holiday dinner pictures in favor of video that shows generations playing and touring together. Granfluencers are real and relatable, and their connection with younger family members is palpable, so let people see and feel it. GIVE FAMILIES A PLATFORM FOR TOGETHERNESS By actively fostering opportunities for shared experiences, your brand can become the very stage upon which family togetherness unfolds. Think beyond merely showcasing intergenerational interactions. Instead, provide the tools, inspiration, or even the venues that empower families—often led by enthusiastic granfluencers—to connect more deeply. For example, in travel, build the itineraries that balance activities (where to go, where to stay, what to do in active and down time) for the generations, and share them from a social media hub. Add in events like a family invitational golf tournament where teams of four, mixing all ages and levels, can 'compete.' The new family dynamic is intergenerational and the opportunity is vast. Marketing together is the key to tapping it.
