CREATOR ECONOMY NEWSLETTER
Issue #96 | Dec. 29, 2022
For many, quitting a 9-to-5 job to pursue content creation full-time is a dream. However, there are a growing number of creators who are rejecting this move—even when they are able to earn enough off social media to make a living. Instead, they are keeping their day jobs, and, for some, it’s proving lucrative.
This week, Passionfruit contributor Eve Upton-Clark spoke with business leaders and creators about influencers who use their job-related expertise to inspire content and raise their advertising rates. She also explores how some major retailers, like Dunkin’, are attempting to assert greater control over employee content by asking employees to create behind-the-scenes content on the clock.
– Grace Stanley, Newsletter Editor
FROM THE INSIDE
‘There is a shift taking place’: The rise of the influencer-worker
More and more creators are opting to keep their day jobs.
By Eve Upton-Clark, Passionfruit Contributor
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ONE GREAT TIP
“I would start by following some creators that you admire. I feel like there’s a whole new kind of crop of creators that have really come to prominence in the last year. … Their content is essentially creator instructions, creator inspiration, and the secrets, as much as anyone knows, about how to create content.”
—Jellysmack executive Aaron Godfred on learning from creators like Paddy Galloway and Jay Alto. Read more in our November 2022 interview.
SEEKING A TREND
Amid slashes to advertising budgets, creators are preparing for a looming recession
“These budget cuts may affect my life as a creator just as they would affect any other employee.”
By Alexandra Bower, Passionfruit Contributor
IN THE BIZ
- Twitter rolled out public view counts for tweets.
- Games Done Quick, a series of charity video game marathons, is happening virtually Jan. 8 to 15.
- The holiday season led many creators, like MrBeast and Addison Rae, to release toy lines. (via the Information)
- Legendary composer Hans Zimmer produced a score for MrBeast’s video in Antartica, featuring creator guest stars like Dream. (via the Hollywood Reporter)
- TikTok’s parent company ByteDance is aiming to develop software similar to Google Docs, Asana, Slack, and Zoom. (via the Information)
- Spotify turned its Los Angeles office into a podcast and music production studio. (via Tubefilter)
- Some universities are blocking access to TikTok on campus. (via NBC News)
- YouTube recapped its fourth annual Korean gaming creator conference Creator Town, which took place virtually and in-person in early December.
TIKTOK MADE ME DO IT
Me trying to explain a new TikTok trend I think you should try each week.
