Welcome to Created, the newsletter that’s easier to love than accidentally hearting your ex’s photo on IG. Here’s what we got today:
- MrBeast and his manager part ways...why that may be a trend
- Pop music from Universal (oh hey, Drake) returns to TikTok
- Weekly roundup of our favorite YT thumbnails
MrBeast Splits with Manager, Builds In-House Team
MrBeast, aka Jimmy Donaldson, split with long-time manager Reed Duchscher who is CEO of Night Media.
Context:
- After signing MrBeast in 2018, Night Media expanded to represent 50+ creators like Dream, ZHC, and Safiya Nygaard
- MrBeast will now bring management in-house given his massive scale.
- Night will stay involved in Feastables, the snack company launched by MrBeast and Duchscher in 2022.
Quote: “At this point, it makes sense to put full focus into the growth of Feastables and for me to start building my own internal team,” MrBeast said.
Bigger Trend:
Top creators like Preston Arsement and Charli D’Amelio also brought their management in-house. We did the same with Amanda Marcovitch joining as our as COO after we had an external manager.
Expect this trend to continue as it helps align focus and incentives.
Pop Music Returns to TikTok
Universal Music Group, home to artists like Drake and Olivia Rodrigo, reached a new deal with TikTok after pulled its catalog earlier this year.
What This Means:
- Songs from UMG artists can be used in your TikTok videos again
- Improved payouts for songwriters and artists when you use their music
- Stricter policy against AI-generated music
Why It Matters:
Music is TikTok’s lifeblood. It’s the reason “Old Town Road” blew up and dance challenges go viral.
Why It Matters:
As a creator, having access to popular songs is vital for jumping on trends and growing your audience.
Plus, it’s much easier to post because you don’t need to edit as hard when you can just lip sync or dance. So…will someone please teach me how to dougie? Or did I just expose how old I am?
Win-win:
TikTok needs music to keep users engaged. UMG needs TikTok’s promo power. In fact, 25% of US users say they discover new songs because of TikTok. Damn.
🎯 Weekly Roundup: Thumbnails
Here’s why we love these YT thumbnails. Hopefully, they inspire your next one.
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- Changing the scale of common item (iPhone) makes you stop to question it (MrWhoseTheBoss)
- Unique perspective “inside” an app. Plus, we’re conditioned to tap on red notifications. (Enrico Tartarotti)
- Strong contrast. Pink sponge also makes you “feel” the ASMR (AsmrZeitgeist)
- Motion and wind stand out vs 99% of thumbnails which are still (Corridor Crew)
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Trust me, these books are packed with more tips than most paid courses.
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– Jon
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