CREATOR ECONOMY NEWSLETTER
Issue #95 | Dec. 27, 2022
Rodger Cleye and Ian Rae are two creators that especially stood out on TikTok in 2022, united by their love for music. Beloved clips and meme-ified fan edits of amateur singer Cleye, singing along to Nicki Minaj, Lady Gaga, and Christina Perri, became a viral sensation on TikTok. Meanwhile, singer and piano player Ian Rae has dabbled in the arts since he was a child but blew up on TikTok for his wholesome piano videos.
In an interview with Passionfruit contributor Charlotte Colombo, these two creators shared their origins, what turned them into online sensations, and more. Colombo also reflects on how these two “distinguished gentlemen” transcend stereotypes about Boomer-aged creators and demonstrate a shift in audience preferences toward wholesome, earnest content.
– Grace Stanley, Newsletter Editor
NOW LOADING…
Meet the music men of TikTok: Rodger Cleye and Ian Rae
“I’ve got a lot of people who see me as their grandpa!”
By Charlotte Colombo, Passionfruit Contributor
ONE GREAT TIP
“Charge more than you think you should. At the end of the day, the brand will negotiate so don’t lowball yourself. Draft an amazing short email pitch, and email brands every single day.”
—Beauty TikToker Ester Tania on brand negotation. Read more in our December 2022 interview.
TOOLS REVIEW
8 YouTube channels that were terminated or restricted—key takeaways for creators
Why do creators get kicked off of YouTube, and how can others avoid the same fate?
By Rachel Kiley, Passionfruit Contributor
TIPS AND TRICKS
TikTok mental health advocate Jorge Alvarez shares advice for applying for grants and awards
“Shoot your shot when the chance does come up.”
By Grace Stanley, Newsletter Editor
IN THE BIZ
- After confirming he will step away from his role, Elon Musk is looking for a new chief executive of Twitter. (via CNBC)
- Tumblr launched a new live stream feature. (via the Verge)
- Creator payments start-up Willa released a list of 100 brands with the worst track records for paying creators on time, including Spanx, Maven’s List, and Boohoo Group.
- Digital goods platform Gumroad is increasing the cut it takes from creator sales, and course-selling platform Teachable also raised its monthly subscription prices. (via the Information)
- YouTube is letting creators in India offer online courses in 2023. It also released updated guidelines for creating advertiser-friendly content for its Partner Program.
- Twitter Blue subscribers can now post 60-minute videos. (via TechCrunch)
TIKTOK MADE ME DO IT
We’ve seen some spooky stories using this “everyone is always connected” audio.
