Today we are joined by creator, entrepreneur, and investor Caspar Lee for an in-depth interview. Caspar shares his unique perspective on transitioning from a top YouTube creator to a business leader, discussing the current phase of the creator economy and how brands can succeed by learning to "think like a creator." He also dives into the significant growth of influencer marketing budgets and the investment thesis behind his venture capital firm, Creator Ventures. In addition: a deep dive into Instagram's new "Repost" feature, designed to boost discovery, and the new opt-in location map aimed at competing with Snap. And, YouTube's "Netflix Makeover": A look at the new "Shows" feature that gives select channels a more premium, streaming-service-style interface. Plus, MrBeast & Mark Rober's Team Water: The duo's latest philanthropic initiative aiming to raise $40 million for clean water access worldwide. And finally, Katie Feeney Joins ESPN: How the TikTok star leveraged her social media presence to land a correspondent role at the sports network. 00:00 Intro00:57 Recap: Creator Economy Live East 03:54 Are All Conferences "Creator Conferences" Now? 05:10 From "Entrepreneurial Tourism" to a Stable Market 07:35 Instagram's New "Repost" Feature to Boost Discovery 09:27 Instagram Adds Snapchat-Style Location Map 11:11 The Power of "Friction" in App Design 14:22 YouTube Gets a "Netflix Makeover" with Shows 20:10 Introducing Caspar Lee 21:48 Interview: Caspar Lee23:14 What Phase of the Creator Economy Are We In? 26:21 How Brands Can "Think Like a Creator" 28:19 The Superpower of Being a Creator-Turned-Founder 30:36 The Massive Growth in Campaign Budgets 32:17 Can the Industry Handle Billions in New Ad Dollars? 34:01 The Thesis Behind Creator Ventures 38:36 Uploads & Downloads38:51 Upload: MrBeast & Mark Rober Launch Team Water 41:06 Upload: ESPN Hires TikToker Katie Feeney 42:46 OutroCreator Upload is your creator economy podcast, hosted by Lauren Schnipper and Joshua Cohen.Follow Lauren: https://www.linkedin.com/in/schnipper/Follow Josh: https://www.linkedin.com/in/joshuajcohen/Original music by London Bridge: https://www.instagram.com/londonbridgemusic/Edited and produced by Adam Conner: https://www.linkedin.com/in/adamonbrand

YouTube, Meta, and TikTok are suddenly rolling out a slate of new teen safety features. Is this a genuine effort to protect young users, or a reaction to massive regulatory pressure and potential fines? (That's not stopping YouTube from reversing a controversial policy on profanity, trusting its AI to keep advertisers happy.)

And: MrBeast expands his empire, launching an animated series to create a modern-day cartoon-for-toys franchise reminiscent of 80s classics like He-Man and G.I. Joe.

Finally: the PR masterclass from Astronomer, who hired Gwyneth Paltrow for a crisis-response ad after its CEO went viral for all the wrong reasons. And we break down the shocking collapse of VTuber agency VShojo, which shut its doors after failing to pay top talents like Ironmouse.

00:00 Introduction

03:16 Platforms Enhance Teen Safety

05:49 YouTube Reverses Profanity Policy

09:01 Zuckerberg's AI Ad Takeover

10:42 Big Tech's Race to Protect Minors

12:27 The Real Reason for Platform Safety Updates

15:14 The Power of Incentives

18:08 MrBeast's Toy Empire Expands

22:02 UPLOAD: The Perfect Crisis Response

25:25 DOWNLOAD: VShojo Shuts Down Amid Scandal

28:41 Outro

Creator Upload is your creator economy podcast, hosted by Lauren Schnipper and Joshua Cohen.

Follow Lauren: https://www.linkedin.com/in/schnipper/

Follow Josh: https://www.linkedin.com/in/joshuajcohen/

Original music by London Bridge: https://www.instagram.com/londonbridgemusic/

Edited and produced by Adam Conner: https://www.linkedin.com/in/adamonbrand

Rachel Stockman, President of Law & Crime , the top trial channel on YouTube, joins today's pod! She shares insights from their extensive coverage of the Diddy trial, highlighting their innovative use of AI to recreate courtroom scenes from real transcripts due to cameras being disallowed. She also explains their "YouTube-first" strategy, especially how focusing on in-depth, long-form content for their engaged audience differentiates them from other media outlets. Finally, she touches on the upcoming Tupac trial coverage and how they decide which cases to follow based on audience interest and their commitment to victims' families, citing the unexpected virality of the Gwyneth Paltrow civil case.But first: YouTube's impressive Q1 ad revenue, nearing $10 billion, and the strategic move to exclusively stream an NFL game in Brazil, aiming for record viewership. Also: the significant sales decline of Prime, the beverage brand by Logan Paul and KSI, and the related case study on the challenges of building sustainable creator brands beyond initial virality.00:00 Welcome to Creator Upload 00:24 AI's Impact on Future Parenting 01:19 The Hunt for Undiscovered Music & Content 02:48 The Double-Edged Sword of Content Access 03:14 AI Integration in Platforms (Roblox & YouTube Shorts) 05:13 YouTube's Q1 Ad Revenue Soars 07:12 The Decline of Prime & Sustainable Creator Brands 11:01 Marketing Beyond Virality 13:41 "Nothing Kills Bad Brands Faster Than Great Marketing" 14:50 Creator Passion and Brand Building 15:39 Law& Crime Diddy Trial Coverage & AI 19:06 The "YouTube-First" Strategy 20:59 Law & Crime In-Depth Content Approach 22:24 Upcoming Trials and Content Strategy 24:14 The Gwyneth Paltrow Case: Unexpected Virality 25:58 Wrap Up & FarewellCreator Upload is your creator economy podcast, hosted by Lauren Schnipper and Joshua Cohen.Follow Lauren: https://www.linkedin.com/in/schnipper/Follow Josh: https://www.linkedin.com/in/joshuajcohen/Original music by London Bridge: https://www.instagram.com/londonbridgemusic/Edited and produced by Adam Conner: https://www.linkedin.com/in/adamonbrand

Is the creator dream a lie?With over 50% of creators earning less than $15,000 a year, the creator economy's monetization gap is wider than ever.In this episode, Josh and Lauren explore the harsh realities of creator earnings revealed in a new NeoReach study. They discuss the threshold that separates struggling creators from those who accelerate their earnings, why only 5% of creators make over $200k a year, and how factors like having representation or your own brand can triple your income.Also in this episode: Emmys Snub Creators... Again: Despite YouTube's "For Your Consideration" campaigns for creators like Hot Ones and Rhett & Link, the Television Academy came up with no nominations for them. Is old media officially irrelevant as YouTube commands TV screens? And, Roblox's IP Game-Changer: Roblox is launching a new initiative that allows creators to legally use major IP from franchises like Twilight, Saw, and Squid Games in their experiences and automatically share in the revenue. This move simplifies the historically nightmarish process of IP licensing.Holy S***: Jesus is trending on Shorts. Special guest Sam Gutelle of Tubefilter joins to break down the religious content surge. From AI slop channels where Jesus saves dogs to Brazilian pastors gaining millions of subscribers, they explore why moralistic and religious content is exploding.Finally, Uploads & Downloads: The hosts discuss YouTube's decision to replace the general Trending chart with micro-trend charts for niche communities , and a massive deal that will see Brazilian creator CazéTV broadcast the 2026 FIFA World Cup on his YouTube channel.00:00 Intro01:13 Why YouTubers Were Snubbed By The Emmys06:28 The Harsh Reality of Creator Earnings11:58 Roblox's Revolutionary IP Licensing19:16 Guest: Why God is Trending on YouTube (w/ Sam Gutelle)24:38 What is AI Slop?26:02 Upload: YouTube Replaces The Trending Page28:53 Upload: Creator Scores 2026 World Cup Rights30:22 OutroCreator Upload is your creator economy podcast, hosted by Lauren Schnipper and Joshua Cohen.Follow Lauren: https://www.linkedin.com/in/schnipper/Follow Josh: https://www.linkedin.com/in/joshuajcohen/Original music by London Bridge: https://www.instagram.com/londonbridgemusic/Edited and produced by Adam Conner: https://www.linkedin.com/in/adamonbrand

Dhar Mann, just named a Titan on the TIME100 Creators List for 2025, joins Creator Upload to reveal the strategy behind his global media empire. In a candid conversation, Dhar shares why he stepped down as CEO, his playbook for acquiring other creators, and his vision for why brands need to start thinking like creators.Plus, hosts Lauren Schnipper and Joshua Cohen break down the massive news of TikTok's plan to launch a US-only app this fall and discuss how Amazon is doubling creator commissions for Prime Day to capitalize on the platform uncertainty.00:00 Intro 01:40 TIME100 Creators List 2025 Revealed08:07 TikTok to Debut a US-Only App 11:53 Welcoming Dhar Mann 13:35 Dhar Mann on Stepping Down as CEO 19:50 Dhar's Focus After the CEO Role 22:54 The Future of Dhar Mann Studios 26:34 Acquiring Other Creators: The Disney Playbook 27:56 Should Every Creator Build a Big Business? 32:44 Why Dhar Mann Avoided Traditional Brand Deals & Merch 35:16 Why Brands Need a Chief Creator Officer 38:06 Where to Find Dhar Mann's Content 39:34 Uploads & Downloads 39:55 Amazon Doubles Creator Commissions for Prime Day 40:58 Kai Cenat Launches TONE Body Care Line in Target 41:44 OutroCreator Upload is your creator economy podcast, hosted by Lauren Schnipper and Joshua Cohen.Follow Lauren: https://www.linkedin.com/in/schnipper/Follow Josh: https://www.linkedin.com/in/joshuajcohen/Original music by London Bridge: https://www.instagram.com/londonbridgemusic/Edited and produced by Adam Conner: https://www.linkedin.com/in/adamonbrand

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 legacy media is finally realizing that it has to partner with YouTube, which now consumes over 12% of all TV consumption.

We also cover YouTube's new "Open Call" feature, designed to help more creators land brand deals, and a summer trend of kid-focused content collaborations from TikTok, Mark Rober, Cocomelon, and the company behind Baby Shark.

And since we couldn't be at VidCon, friend of the podcast Phil Ranta, CBO at Fixated, calls in to provide an expert recap. Phil covers the on-the-ground vibes , the hot topics dominating the panels (like AI and industry consolidation), and the surprising lack of major announcements from the platforms this year.

00:00 Intro

00:23 Why Casey Neistat Wears Sunglasses

01:20 Lauren's First Time at Cannes

02:28 Is Cannes Still Not Creator-Centric?

03:32 The Volume of Creator Conversation is Louder

04:27 Creator Awards Without Creators?

06:12 Why Creator Campaigns Aren't Winning Yet

06:55 How Dove is Winning with Creators

07:27 Coca-Cola's Innovative UGC Campaign

08:44 The Future of Media, Marketing, and Advertising

09:43 Josh's Trip to StreamTV in Denver

11:09 Legacy Media is Finally Embracing YouTube

12:28 Prediction: Disney-Level IP Will Launch on YouTube

14:10 YouTube's Big Announcement: 'Open Call'

15:40 How YouTube Will Prevent Creator Burnout

17:50 YouTube's Incentive to Win Short-Form

19:32 This Isn't For MrBeast

20:27 Trend: TikTok Summer Camp

22:14 More Summer Collabs: Mark Rober, Baby Shark & Cocomelon

23:57 VidCon Recap with Phil Ranta

24:16 VidCon Vibes: Chill, Accessible, and Fewer Brands

24:40 VidCon Hot Topic: AI

25:24 VidCon Hot Topic: Brand Impact & Shoppable Content

26:22 VidCon Hot Topic: Consolidation & M&A

27:02 A Lack of 'Boffo' Announcements

28:56 Outro

Creator Upload is your creator economy podcast, hosted by Lauren Schnipper and Joshua Cohen.

Follow Lauren: https://www.linkedin.com/in/schnipper/

Follow Josh: https://www.linkedin.com/in/joshuajcohen/

Original music by London Bridge: https://www.instagram.com/londonbridgemusic/

Edited and produced by Adam Conner: https://www.linkedin.com/in/adamonbrand

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 festival's long-term commitment to this shift. Val DiFebo, CEO of DNY: DiFebo shares insights into how DNY is putting creators at the center of their work through their SOCI Studio offering. She discusses how creators are involved from the initial stages of campaigns and how this approach is opening new avenues for the agency. Shaina Zafar, Executive with the Next Gen Practice at UTA Marketing: Zafar, whose company JUV Consulting was acquired by UTA, talks about building intimate relationships with creators and facilitating brand deals. She also highlights the increasing presence and spontaneity of creators at Cannes this year. Sarah Potter, Global Dove Director – PR and Social Influencer, Unilever: Potter explains Dove's long-term partnerships with creators who align with the brand's values. She shares details about their #ShareTheFirst campaign, which leveraged creator-first content for a global reach. Potter emphasizes giving creators creative control and involving them in product innovation. Oui hope you enjoy!Creator Upload is your creator economy podcast, hosted by Lauren Schnipper and Joshua Cohen.Follow Lauren: https://www.linkedin.com/in/schnipper/Follow Josh: https://www.linkedin.com/in/joshuajcohen/Original music by London Bridge: https://www.instagram.com/londonbridgemusic/Edited and produced by Adam Conner: https://www.linkedin.com/in/adamonbrand

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 to the U.S. GDP in 2024, and the broader implications of this growth for creators.Then: innovative brand partnerships, including Lowe's collaboration with MrBeast and their new Creator Partner Program, as well as Starbucks' new full time hire initiative, all in comparison to Ulta Beauty's employee ambassador initiative.0:00 Welcome Monica Khan to Creator Upload 0:44 Monica Khan at VivaTech in Paris 1:41 The Growing Creator Presence at VivaTech 2:50 Anticipation for Cannes Lions and Creator Impact 4:21 Cannes Lions: Business Gets Done for Creators 5:01 Creators Gaining a Seat at the Table 5:29 Creators Choosing Cannes Over VidCon 6:48 Traditional Media vs. Creator Platforms 7:34 WPP Predicts Creator Platforms to Exceed Old Media Ad Revenue by 2025 8:57 Validation for the Creator Economy 10:08 WPP's Influence on Ad Spend Towards Creators 11:32 The Future of Brand Investment in Creators 12:06 The Rise of Creator-Driven Platforms 13:37 YouTube's Economic Impact: $55 Billion to US GDP in 2024 14:55 The Ripple Effect of the Creator Economy 15:18 Creators Building Economic Value and Sustainability 16:46 Supporting the Creator Middle Class 18:04 The Bell Curve vs. Barbell Curve in the Creator Economy 19:52 Small Business Education for Creators 20:18 Why Brands are Working with Niche Creators 21:42 Studio-Led vs. Creator-Led Content 22:56 The Future of Cinema and Creator Influence 24:00 Studios Leveraging Social Platforms for Content Development 24:55 Lowe's Partners with Mr. Beast for Beast Games Season 2 27:05 Lowe's Creator Partner Program 27:33 Institutionalizing Creator Partnerships 28:49 Ulta Beauty's Employee Ambassador Program vs. Lowe's Scaled Program 31:38 Starbucks' 12-Month Creator Sponsorship 33:03 Upload: Major League Baseball Invests in Jomboy Media 35:28 MLB Embracing Fan-Led Storytelling 36:21 The Evolution of Creator Partnerships to Investment 36:46 Creative Freedom vs. Investment in Creator Partnerships 38:12 Upload: Mr. Beast Hires Former YouTube, TikTok, and Meta Exec Beau Avril 39:03 Beau Avril's Expertise and Impact on Mr. Beast's Partnerships 40:19 Connecting with Monica Khan on LinkedIn 41:01 Future of Creator Upload and Listener EngagementCreator Upload is your creator economy podcast, hosted by Lauren Schnipper and Joshua Cohen.Follow Lauren: https://www.linkedin.com/in/schnipper/Follow Josh: https://www.linkedin.com/in/joshuajcohen/Original music by London Bridge: https://www.instagram.com/londonbridgemusic/Edited and produced by Adam Conner: https://www.linkedin.com/in/adamonbrand

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 to share research and fundraise in the face of government budget cuts, and discussion on the growing potential of Substack as a creator platform.00:00 Intro & Future of Influence Conference Recap03:25 Snap's Approach to Creator Monetization12:15 Are Your Favorite YouTubers Now Working at Top Brands?16:10 Brands Hiring Their Customers as Influencers22:48 Is YouTube the New Netflix?26:30 The Rise of Niche Communities30:15 Uploads of the Week: Substack & Scientists on YouTubeCreator Upload is your creator economy podcast, hosted by Lauren Schnipper and Joshua Cohen.Follow Lauren: https://www.linkedin.com/in/schnipper/Follow Josh: https://www.linkedin.com/in/joshuajcohen/Original music by London Bridge: https://www.instagram.com/londonbridgemusic/Edited and produced by Adam Conner: https://www.linkedin.com/in/adamonbrand

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?05:31 Cannes vs. VidCon06:54 What to Expect at Cannes10:03 The "Beige Lawsuit" Gets Dismissed14:48 Disney Acquires Cocomelon Streaming Rights17:54 Disney Sues YouTube for Poaching an Executive20:59 Upload: Dubai Wants to Attract 10,000 Creators21:42 Upload: Kai Cenat's "Streamer University"23:22 Download: Hasan Piker's "Egregiously Insufficient" Twitch Suspension26:18 OutroCreator Upload is your creator economy podcast, hosted by Lauren Schnipper and Joshua Cohen.Follow Lauren: https://www.linkedin.com/in/schnipper/Follow Josh: https://www.linkedin.com/in/joshuajcohen/Original music by London Bridge: https://www.instagram.com/londonbridgemusic/Edited and produced by Adam Conner: https://www.linkedin.com/in/adamonbrand