Creator Upload

Is MrBeast starting a mobile phone company? In this episode, we break down a leaked pitch deck that reveals Jimmy Donaldson's next potential business venture and what it tells us about his plan for profitability.

Plus, YouTube's first exclusive NFL broadcast set a new livestreaming record, but traditional sports fans are NOT happy about creators like IShowSpeed and Deestroying taking over the commentary. Did YouTube fumble the ball or score a touchdown with a new generation of fans?

We also cover a brief recap of Press Publish NYC, Steven Bartlett's podcasting secrets, Salish Matter's skincare launch to 87k fans in a mall in New Jersey, and the acquisition of Vimeo.

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

00:00 Intro00:28 Recap: Inside the YouTube Creator Collective & Publish Press Event03:57 Steven Bartlett's Secrets to a Great Podcast06:05 YouTube's Record-Breaking (and Controversial) NFL Game12:13 The Perfect Example of Creator x NFL Content13:58 LEAKED: MrBeast Wants to Start a Mobile Network18:31 This Creator Broke MrBeast's Mall Appearance Record22:13 Why Vimeo Was Just Acquired24:10 OutroFollow 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 dive into a wild week that saw Roblox shatter concurrent user records thanks to a viral developer beef over a game called "Italian Brainrot." The duo unpacks how this grassroots event, which supported MrBeast and Mark Rober's Team Water initiative, amassed 47 million simultaneous players...and what it means for youth culture and platform safety. Next: YouTube's new Hype feature, a discovery tool designed to spotlight channels with under 500,000 subscribers. They discuss the mechanics, its potential impact on discoverability, and the future possibility of viewers being able to purchase Hype for their favorite creators. Finally: YouTube's creator-heavy partnership with the NFL. They cover the exclusive kickoff game stream and the use of the Watch With feature, which will allow top creators like iShowSpeed to officially co-stream the game, signaling a massive shift in live sports distribution.Also: Spotify slides into the DMs with a new messaging feature, and YouTube is caught automatically enhancing Shorts with AI, much to the dismay of creators.00:00 Intro: Lauren's First Book Club02:55 How Italian Brainrot Led to a Roblox Record07:22 The Dangers of Massive Youth Platforms08:50 YouTube's Hype Feature for Small Creators Arrives in the U.S.12:10 How The Hype Button Actually Works15:01 Should Viewers Be Able to Buy Hype?18:48 YouTube's Game-Changing NFL Partnership20:06 Creators Like iShowSpeed Will Officially Co-Stream NFL Games22:52 The Power Shift from Experts to Creators25:48 Upload: Spotify is Adding DMs29:20 Download: YouTube is Using AI to Enhance Shorts Without Asking31:48 A Parent's Reaction to the Roblox Story32:50 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

Is Hollywood's most prestigious night coming to YouTube? This week, we break down the news that YouTube has inquired about the broadcast rights for The Oscars and what it means for the future of entertainment. As the lines continue to blur, Mark Rober and Jimmy Kimmel are teaming up for a new show on Netflix, and Fox's Tubi is bringing on creators like MrBeast.Then, we dive into the serious lawsuit facing Roblox, as the state of Louisiana sues the platform over child safety concerns, leading to fears of a potential "ad-pocalypse."Finally, we have an app recommendation from Hank Green that's taking over the App Store by helping you put your phone down.Creator Upload is your creator economy podcast, hosted by Lauren Schnipper and Joshua Cohen.00:00 Intro00:28 Inside UCLA's Exclusive AI & Creativity Summit01:08 The Big Debate: How Should AI Pay Creators?02:57 Does New Tech Actually Destroy Industries?06:12 What is "Vibe Coding"?09:36 The Oscars on YouTube?10:53 By the Numbers: The Shocking Decline of Oscar Viewership14:33 Why YouTube Wants to Be More Like Hollywood17:40 "Every Door Was Slammed in Our Face" - How Much Has Changed20:18 Mark Rober's New Show on Netflix21:48 Tubi is Making a BIG Push for Creators23:43 Roblox Sued by Louisiana Over Child Safety29:08 The YouTuber Who Ran Predator Stings on Roblox (And Got Banned)32:39 Upload: Hank Green's #1 App "Focus Friend"36:05 OutroFollow 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

Today: Lauren and Josh Cohen fangirl over Taylor Swift's first-ever podcast appearance on New Heights and assess the massive impact it had on the show's viewership and subscriber numbers.Then, they are joined by Evan Britton, the founder of Famous Birthdays, to discuss their new partnership with Pixability, a data and media solutions company. Britton explains how Famous Birthdays' platform-agnostic data on rising creators can lead to more effective advertising campaigns, citing a 58% increase in engagement and a 31% rise in conversions for campaigns using their velocity data. We also break down a new television audience measurement system from Barb that will put YouTube viewership on a level playing field with traditional TV ratings, potentially unlocking larger advertising budgets for the creator economy. Finally: Jonathan Katz-Moses, a YouTube creator and entrepreneur in the woodworking space, joins the show to discuss the $2 million investment he received from Slow Ventures. He shares his journey of building a multi-million dollar business, the importance of maintaining operational control, and his plans to use the capital for live events and product development.00:00 - Are the Hosts Swifties?00:43 - Taylor Swift's First-Ever Podcast Appearance01:54 - The Hosts' Take on Taylor and Travis's Relationship03:31 - Details on Taylor's New Album: "The Life of a Showgirl"04:44 - The "Taylor Swift Effect" on the New Heights Podcast06:19 - Why Were There No Ads on the Taylor Swift Episode?08:18 - Introducing Evan Britton, Founder of Famous Birthdays09:18 - How Famous Birthdays' Data Identifies Rising Stars11:19 - Famous Birthdays' Partnership with Pixability13:28 - The Impressive Results of the Pixability Partnership16:18 - Nielsen vs. YouTube: The Problem with TV Ratings18:44 - What "Total Viewers" Actually Means21:36 - Barb's Plan to Standardize TV and YouTube Measurement23:25 - Why Jonathan Katz-Moses Partnered with Slow Ventures24:55 - The Importance of Maintaining Operational Control26:50 - How Jonathan Plans to Use the $2 Million Investment27:22 - Why Not Every Creator Is an Entrepreneur29:37 - Helping Other Creators Build Their Businesses31:40 - A Look at the Numbers Behind the Slow Ventures Deal34:24 - Breaking Down the Revenue Streams37:13 - Why Jonathan Katz-Moses Avoids Brand Deals40:19 - Life After the Investment: Getting Off the Hamster Wheel44:17 - Cocomelon Announces Live-Action Spinoff45:56 - 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

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