Marketers on Super-Yachts

Together with:

CREATOR NEWSLETTER

Issue #248 | June 20, 2024

You may recognize the beautiful, beach-side city of Cannes for its flashy annual film festival. But, there’s actually another yearly event Cannes is known for — Cannes Lions, aka the “International Festival of Creativity.”

Despite its name, Cannes Lions is not really known for its creativity. Instead, it is mostly known as a booze, schmooze, and Coke fest for tech and ad executives. Nepo-babies, mega-corps, and the nepo-babies who run mega-corps use the occasion to charter superyachts and show-pony celebrities for who-wore-what photo ops. 

Like most industry events, there are panels and fireside chats, full of announcements scripted by publicists, and chatter about the most dire topics affecting multi-millionaires in the ad biz. The event is essentially the pinnacle of media and advertising, and it’s certainly fun and flattering to be invited. 

While influencers (like Emma Chamberlain and Tinx) have been present at the festival for years, this year, Cannes Lions made a special effort for social media stars. The festival introduced a new track for creators in collaboration with social media marketing company Viral Nation — for the low, low cost of $1200 per ticket.

Meanwhile, as a Wall Street Journal report revealed this week, creators are struggling to make ends meet. Sponsorship deals are dwindling, platforms are shrinking creator payouts, and political concerns like the potential TikTok ban in the U.S. are looming over creators’ heads.

As our columnist Lon Harris writes about in more detail, despite the new creator track, the festival still largely felt like marketers patting themselves on the back for how much money they could make using creators.

Lon’s piece is a compelling read, chock-full of thoughtful and witty commentary, colorful detail, and interesting anecdotes (like MediaLink and UTA’s appearance at the fest as they try to move on from a messy breakup with MediaLink founder Michael Kassan.) I highly recommend reading it.

– Grace Stanley, Deputy Editor

CULTURE

Behind Cannes Lions’ Glitzy Facade

The event praises creators but loves money.

By Lon Harris, Passionfruit Contributor

→ READ THE FULL STORY

Start Your Beauty Line Today!

Blanka lets anyone create their own branded makeup or skincare line and generate income. Choose from hundreds of products that you can brand, customize, and sell on your IG/TikTok. When you get orders, Blanka ships your orders to your customers, so you never have to deal with inventory.

GET FREE ACCESS

IN THE BIZ

TIPS & TRICKS

TikTok Affiliate Marketing 101: How To Make Money As An Affiliate On TikTok

If you have 1,000 followers, a future in affiliate awaits.

By Jen Glantz, Passionfruit Contributor

READ THE FULL STORY →

PLATFORMS

TikTokers Are Mysteriously Losing Their Blue Checkmarks

Creators like FaZe Rug and Bethenny Frankel lost their TikTok verification without explanation. 

By Charlotte Colombo, Passionfruit Contributor

READ THE FULL STORY →

WHAT WE’RE WATCHING

TIKTOK MADE ME DO IT

“The Boys” is back. We’re loving seeing everyone’s opinions, including this (spoiler-filled) review from AlexColemann.

Copyright © 2024 Passionfruit, All rights reserved.

You are receiving this email because you signed up to get the latest tips, tricks,
and trends in the creator economy from Passionfruit.

Have an idea for our next big story or want to get featured? Email us at tips@passionfru.it

Don’t want to hear from us anymore?
Click here to unsubscribe 

To view in your browser click here 

Content for Creators.

News, tips, and tricks delivered to your inbox twice a week.

Newsletter Signup

Latest Newsletters

  • Twitch’s Shield Mode Is Troll Armor

    Twitch’s Shield Mode Is Troll Armor

    CREATOR NEWSLETTER Issue #325 | March 20, 2025 – Taylor Lorenz, Passionfruit Contributor CULTURE In Defense of the White House Influencer When personal branding meets public service, the lines get blurred. By Andrew Fiouzi, Passionfruit Contributor → READ THE FULL STORY SPONSORED Get started on those taxes Hard to believe it’s almost tax time already, but for a whole host of reasons…

    By

    Taylor Lorenz

  • They Can’t Take Our Souls

    They Can’t Take Our Souls

    CREATOR NEWSLETTER Issue #324 | March 18, 2025 – Liz Plank, Passionfruit Contributor PLATFORMS Twitch CEO Defends Controversial Banning Rules Is his reasoning good enough? By Charlotte Colombo, Passionfruit Contributor → READ THE FULL STORY SPONSORED There’s a new group of creators shaping the industry. They’re the ones making content for businesses and professionals—and seeing big payoffs. In fact, Teachable’s recent report showed…

    By

    Liz Plank

  • Do Creators Need Their Own Upfronts?

    Do Creators Need Their Own Upfronts?

    CREATOR NEWSLETTER Issue #323 | March 13, 2025 – Taylor Lorenz, Passionfruit Contributor PERSONALITIES MrBeast’s Empire Isn’t on YouTube Anymore MrBeast says his empire is worth $5 billion. By Steven Asarch, Passionfruit Contributor → READ THE FULL STORY SPONSORED There’s a new group of creators shaping the industry. They’re the ones making content for businesses and professionals—and seeing big payoffs. In…

    By

    Taylor Lorenz