Hi, this is Amanda Perelli and welcome back to Insider <keyword id="1112328" type="PERSON" weightage="60" keywordseo="Influencers">Influencers</keyword>, our weekly rundown on the business of influencers, creators, and social-media platforms. <a href="http://newsletter.businessinsider.com/join/influencerdashboard">Sign up for the newsletter here.</a>In this week's edition:<ul><li>The top <a href="https://www.businessinsider.com/top-influencer-marketers-at-brands-list-dunkin-chipotle-seatgeek-2021-1">influencer marketers at brands</a></li><li>A new <keyword id="6762469" type="UNKNOWN" weightage="60" keywordseo="TikTok">TikTok</keyword> <a href="https://www.businessinsider.com/tiktok-influencers-launch-the-crib-around-the-corner-content-house-2021-2">influencer mansion is born</a></li><li>Creators struggle to <a href="https://www.businessinsider.com/youtube-shorts-leads-to-subscriber-growth-but-revenue-lags-2021-2">make money on YouTube Shorts</a></li><li>Netflix and HBO Max <a href="https://www.businessinsider.com/netflix-hbo-max-lean-into-tiktok-influencer-campaigns-2021-2">take the streaming wars to TikTok</a></li><li>And more including <a href="https://www.businessinsider.com/instagram-reels-update-makes-watermarked-tiktoks-less-discoverable-2021-2">Instagram Reels</a>, <a href="https://www.businessinsider.com/snapchat-millionaire-sarati-shares-key-strategies-for-spotlight-posts-2021-2">a Snapchat millionaire</a>, and <a href="https://www.businessinsider.com/mailchimp-patreon-email-marketing-integration-2021-2">Patreon's email push</a></li></ul><div type="image" title="&quot;The Charli&quot; may power D'Amelio's non-stop dancing, but it was a little too sugary for me." height="636" width="849" msid="80858377" hostid="261"></div><h2><a href="https://www.businessinsider.com/top-influencer-marketers-at-brands-list-dunkin-chipotle-seatgeek-2021-1">Power list: The top 17 influencer marketers at brands</a></h2>Effective influencer-marketing execs know when to give up control. And they find creative ways to promote their brands in partnership with digital creators.We are recognizing the top 17 influencer marketers at brands.Here are a few examples:<ul><li>Tressie Lieberman is behind Chipotle's influencer campaigns, like the <a href="https://www.businessinsider.com/chipotle-national-burrito-day-deal-includes-free-delivery-2019-4">David Dobrik burrito</a>.</li><li>Melanie Cohn helped launch <a href="https://www.businessinsider.com/dunkins-tiktok-strategy-includes-charli-damelio-partnership-and-ugc-2020-9">"The Charli" drink</a>, a collaboration between Dunkin' and top TikTok creator Charli D'Amelio.</li><li>Brian Yip manages growth at Honey and has planned several campaigns with <keyword id="10879" type="CITY" weightage="60" keywordseo="YouTube">YouTube</keyword> star MrBeast.</li></ul><a href="https://www.businessinsider.com/top-influencer-marketers-at-brands-list-dunkin-chipotle-seatgeek-2021-1">Check out the top 17 marketers here.</a><h2><a href="https://www.businessinsider.com/tiktok-influencers-launch-the-crib-around-the-corner-content-house-2021-2">TikTok influencer mansion, 'The Crib Around the Corner,' wants to put a spotlight on Black creators</a></h2><div type="image" title="The Crib around the corner" height="758" width="1011" msid="80858382" hostid="261"></div>Some influencers are bunking together in <a href="https://www.businessinsider.com/top-creator-collab-house-database-for-influencers-on-tiktok-youtube-2021-2">"collab" houses</a> as a way to cross-promote each other's accounts.The Crib Around the Corner is a new TikTok house launching in Los Angeles this month.The group features seven Black creators who have amassed over 20 million followers on TikTok.Dan Whateley and I spoke with the members of TCATC about their content-planning process:<ul><li>Members of TCATC have gained fans by making comedy videos and skits.</li><li>The group has been meeting virtually about once a week to discuss the type of content they want to make.</li><li>Instead of ring lights, the group leans more on equipment like soft-box lights, studio lights, and shotgun microphones to help filter out any background noise.</li></ul><a href="https://www.businessinsider.com/tiktok-influencers-launch-the-crib-around-the-corner-content-house-2021-2">Read more about the new influencer house here.</a><h2><a href="https://www.businessinsider.com/netflix-hbo-max-lean-into-tiktok-influencer-campaigns-2021-2">Netflix and HBO Max lean into TikTok influencer campaigns </a></h2><div type="image" title="2020 social digital video ad spending streaming 4x3" height="1500" width="2001" msid="80858386" hostid="261"></div>Streaming-video services like Netflix, HBO Max, and Hulu are leaning into TikTok to promote shows and films.Dan, Ashley Rodriguez, and Sydney Bradley spoke with marketers, influencers, and TikTok's west coast sales lead about the surge.Here's what they said:<ul><li>Netflix, HBO Max, Amazon Prime Video, Hulu, and Apple TV Plus all bought splashy video takeover ads or ran influencer-marketing campaigns on TikTok in the past year.</li><li>The race among streaming-video brands to get attention on TikTok showcases its growing importance for marketers looking to reach a young audience.</li><li>Streaming brands will often hire creators to make a string of videos rather than a one-off post. </li></ul><a href="https://www.businessinsider.com/netflix-hbo-max-lean-into-tiktok-influencer-campaigns-2021-2">Read more on these services using TikTok to promote shows and films, here.</a><h2><a href="https://www.businessinsider.com/youtube-shorts-leads-to-subscriber-growth-but-revenue-lags-2021-2">YouTube Shorts feature leads to subscriber growth but revenue still lags</a></h2><div type="image" title="jake fellman " height="1625" width="2167" msid="80858395" hostid="261"></div>YouTube's new TikTok-like feature has led to subscriber growth for some creators. But it's hard to make money from.Jake Fellman has gained nearly 3 million YouTube subscribers from posting the vertical videos, <a href="https://www.businessinsider.com/youtube-creators-see-big-growth-with-short-vertical-videos-shorts-2021-1">called Shorts</a>.I spoke with Fellman who said that his videos saw a huge spike in viewership after they were picked up by the algorithm.Here's what Fellman said about the feature:<ul><li>The bulk of his 1.7 billion YouTube views come from the Shorts shelf, which doesn't earn any ad revenue.</li><li>About 10% of his channel's views come from outside the shelf, which has allowed him to earn some money directly from the platform.</li><li>It's still unclear whether he can earn a sustainable income off these videos.</li></ul><a href="https://www.businessinsider.com/youtube-shorts-leads-to-subscriber-growth-but-revenue-lags-2021-2">Read more about his experience with YouTube Shorts here.</a>Have more information on YouTube Shorts? Email me: aperelli@insider.com.<h2>More creator industry coverage from Insider:</h2><keyword id="819905" type="COMPANY" weightage="60" keywordseo="Instagram">Instagram</keyword>:<ul><li><a href="https://www.businessinsider.com/instagram-reels-update-makes-watermarked-tiktoks-less-discoverable-2021-2">Instagram is updating Reels and will make re-uploaded TikToks "less discoverable"</a> (Sydney Bradley)</li><li><a href="https://www.businessinsider.com/instagram-test-stops-peopel-from-sharing-posts-to-stories-2021-2">Instagram is also running a new test that removes the ability to share feed posts to Stories</a> (Sydney Bradley)</li></ul>Snapchat:<ul><li><a href="https://www.businessinsider.com/snapchat-millionaire-sarati-shares-key-strategies-for-spotlight-posts-2021-2">An influencer who's made over $1 million on Snapchat explains her 3 main posting strategies</a> (Dan Whateley) </li></ul>Patreon:<ul><li><a href="https://www.businessinsider.com/mailchimp-patreon-email-marketing-integration-2021-2">Mailchimp announced a new Patreon integration for its users</a> (Mark Stenberg)</li></ul><div type="image" title="Instagram Reels on phone" height="4330" width="5773" msid="80858406" hostid="261"></div><h2>Industry updates: </h2><ul><li>Universal Music Group <a href="https://adage.com/article/media/universal-music-group-says-triller-does-not-pay-its-bills-removes-its-artists-app/2311886?utm_content=buffer3f304&amp;utm_medium=social&amp;utm_source=twitter&amp;utm_campaign=bufferhttps://www.wired.co.uk/article/tiktok-android-tv-smart-tv-tv-smart-tv">removed artists from Triller</a> after accusing the app of holding back payments. Days after, UMG and TikTok <a href="https://variety.com/2021/music/news/tiktok-universal-music-global-alliance-partnership-1234903311/">announced a global alliance.</a> </li><li>The University of Florida <a href="https://www.alligator.org/article/2021/02/uf-will-pay-120000-to-host-cody-ko-noel-miller-and-david-dobrik-to-speak-virtually?ct=content_open&amp;cv=cbox_featuredured">is paying YouTubers Cody Ko, Noel Miller, and David Dobrik $120,000 total</a> to speak at a virtual event.</li><li>Mark Cuban is cofounding <a href="https://www.theverge.com/2021/2/8/22272148/mark-cuban-fireside-podcast-app-launch-creator-conversations">a podcast app where creators can broadcast, record, and monetize live conversations</a>.</li></ul><h2>This week from Insider's digital culture team:</h2><div type="image" title="Kanye West's media appearances are rare, so thousands of people joined a Clubhouse room they thought he was in." height="1307" width="1743" msid="80858414" hostid="261"></div><h2><a href="https://www.insider.com/clubhouse-app-kanye-west-interview-zane-lowe-2021-2">A Clubhouse room fooled an audience of thousands with an old Kanye West interview</a></h2>On Wednesday, a Clubhouse room appeared to feature Kanye West and it drew thousands of listeners.Kat Tenbarge reported that the "interview" was actually a recording of Zane Lowe's 2019 podcast with him.At the time Insider joined the room, more than 4,600 people were listening. There was nothing about the room's branding that would suggest the audio was actually from Lowe's 2019 interview.<a href="https://www.insider.com/clubhouse-app-kanye-west-interview-zane-lowe-2021-2">Read more about the Clubhouse room here.</a>More on digital culture: <ul><li>Rebecca Black <a href="https://www.insider.com/rebecca-black-friday-remix-10-years-hyperpop-dorian-electra-2021-2">released a "Friday" remix</a> to celebrate 10 years since the original song came out.</li><li>A lawyer <a href="https://www.insider.com/lawyer-kitten-filter-zoom-court-hearing-2021-2">accidentally turned into a kitten</a> during a court's Zoom call.</li><li>A woman went viral after she <a href="https://www.insider.com/gorilla-glue-hair-woman-update-lady-girl-tessica-brown-video-2">sprayed Gorilla Glue on her hair</a> and ended up in the ER. </li></ul><div type="image" title="TikTok logo" height="4013" width="5351" msid="80858421" hostid="261"></div><h2>Here's what else we're reading: </h2><ul><li><a href="https://www.vice.com/en/article/z3vkde/clubhouse-app-misinformation-problem">Clubhouse is allowing conspiracy theories about COVID-19 to spread unchecked</a> (Diyora Shadijanova, from Vice)</li><li><a href="https://www.nbcnews.com/news/nbcblk/keith-dorsey-reshaping-world-influencing-entertainment-n1256780">How talent manager Keith Dorsey created one of the first major all-Black content houses</a> (Kalhan Rosenblatt, from NBC News)</li><li><a href="https://www.nbcnews.com/pop-culture/pop-culture-news/months-after-tiktok-apologized-black-creators-many-say-little-has-n1256726">TikTok vowed to be more diverse but some Black TikTok creators say little has changed</a> (Kalhan Rosenblatt, from NBC News)</li><li><a href="https://www.teenvogue.com/story/tik-tok-black-leftist-hype-house">Young Black leftists are creating their own space on TikTok</a> (Noella Williams, from Teen Vogue)</li></ul><h2><a href="http://newsletter.businessinsider.com/join/influencerdashboard">Subscribe to the newsletter here</a>. </h2>

The top influencer marketers at brands like Dunkin' and Chipotle

<ul class="summary-list"><li style="font-weight: 400;">Lowell Herb Co. is one of the largest retailers of pre-rolled joints in California. </li><li style="font-weight: 400;">It sells over 4 million pre-rolls a year along with jarred flower.</li><li style="font-weight: 400;">We visited the Lowell Herb Co. factory in Los Angeles to see how it's done.</li><li><a href="https://www.insider.com/?hprecirc-bullet">Visit INSIDER's homepage for more stories.</a></li></ul>Following is a transcript of the video.Joe Avella: Lowell Herb Co. is one of California's largest marijuana companies. Lowell specializes in producing packs of pre-rolled joints. Last year, it rolled and sold over 4 million joints. In order to do so, Lowell needs a lot of cannabis. This is David Elias, CEO of Lowell Herb Co.David Elias: Right now, we're selling about 1,100 pounds a month, soon to be up to almost 1,300 pounds a month. We're rolling 25,000 joints a day out of this facility.Joe: The recent legalization of cannabis in California for recreational use has allowed companies like Lowell to grow at a rapid rate.David: As of last year, our revenues have increased by just over 300%.Joe: Lowell let me take a peek inside its facility to see how they make so many joints a year. Thank God, because I roll maybe two or three a year, and they're all terrible. Let's check it out. How you doing?David: Right now, we're best known for our one-eighth pack of pre-rolls, which is seven pre-rolls in one-eighth of an ounce. We also have a quarter-ounce pack, which has double the number. We have jarred flower, which we sell one-eighth jarred flower as well.AJ Fay: So, this is where we store all of our flower. When it comes in, it goes into a quarantine container, which is where we do our initial R&amp;D lab testing. When that comes back clear and it passes our quality-control standards, it moves over into these other two joined containers, which is all usable material.Joe: Each container holds about 2,000 pounds of marijuana. My new LinkedIn profile pic.Joe: Strawberry Banana, Mimosa.AJ: Some Gorilla Glue.Joe: Silky Johnson.AJ: The Rude Boy.Joe: The Rude Boy. You got any favorite strains?AJ: Sour Diesel. I love Durban Poison, and I love that Strawberry Banana; it's a great indica.Joe: All right, cool.AJ: Really relaxing.Joe: You seem like an indica guy. The cannabis is put into this shaker to separate the big buds from the little buds. The big ones will be put in jars like these.Employee: This is 77 eighths in total.Joe: Seventy-seven eighths?Employee: Yeah.Joe: So... that's... gonna be 7 pounds?AJ: No, that's, like, less than half a pound. Joe: The first step in making so many pre-rolled joints requires this machine: a knock box. One-hundred paper cones, pre-attached to filters, are loaded into the machine. Lowell starts with a blend of flower, which is added to a loading tray. Each tray holds 1 gram of cannabis. The tray is placed on top of the knock box and the machine vibrates and bounces, pulling the flower down into the paper cones. Once the joints are filled, the trays are brought over to a roller.AJ: So, we have about 40 rollers working each day on one tray per hour, so 100 joints per hour per roller, and that's where we get our about 25,000 joints rolled per day.Joe: Then the joints are brought over to another station where they are placed in packages and sealed.David: When you think about pre-rolls, pre-rolls are very convenient. It's easier for the user; they don't have to buy the flower and roll it and then put it into a joint.Joe: Lowell also sells flower in jars if you like to roll your own joints.David: Here in California, we test for pesticides, microbials, and potency. So, when a customer gets our product, they can actually see the THC potency right on the pack and know that it's been tested for all the other items that are mandatory here in California.AJ: So, once everything's produced and packaged, it moves into this container, which is our quarantine container.Joe: Gotcha.AJ: So, the lab comes here on site, they send their reps, and they do a random sampling based on the batch size.Joe: So, they just go in, they grab one of these.AJ: So, this was a box of 25, they took two or three out of there for lab testing.Joe: Yeah, "lab testing."AJ: And in a few days we'll get the results back, which means if it passes it's able to be labeled and sold to the retailers.Joe: OK. How often do they come through with tests?AJ: We test every single Monday, Wednesday, and Friday.Joe: After it passes, the products are labeled, boxed, and shipped out. Got his newest product. They're coming out with 17-pound joints.

How Lowell Herb Co. makes 4 million joints a year

<div class="KonaFilter image-container display-table"><div><div class="image on-image">Brennan Linsley/APDiners smoke marijuana as they eat dishes prepared by chefs in Lyons, Colorado.</div></div></div>Science <a href="http://www.businessinsider.com/why-smoking-pot-gives-you-the-munchies-2015-2">tells us</a> that the munchies - a phenomenon in which marijuana users overeat while high - is a real thing. Pizza never tasted so good after a joint.Now a school in Denver, Colorado, aims to add a touch of class to this stoner tradition.The <a href="http://www.trichomeinstitute.com/#online-courses-splash">Trichome Institute</a>, a marijuana trade school, offers training to become a pot sommelier. Just as a wine sommelier pairs gourmet meals with the perfect whites and reds, a weed steward studies the plant's smell and taste and makes expert food choices to go along with it.A three-course pairing dinner prepared by one recent graduate <a href="http://www.bloomberg.com/news/articles/2016-09-13/the-pot-sommelier-weed-next-to-wine-at-the-dinner-table?cmpid=BBD091416_PUR">might include</a> ribeye steak with chili relleno and Gorilla Glue, a popular marijuana strain that causes euphoria and "couch lock." Dessert may be a white chocolate creme brûlée served with a side of Blue Dream marijuana.The experience, which includes a limousine ride to a nearby dispensary, costs <a href="http://cultivatingspirits.com/experiences/3-course-cannabis-pairing-dinner/">$125</a> a head.<div class="KonaFilter image-container display-table"><div><div class="image on-image">Brennan Linsley/APA menu shows the dishes paired with certain strains of pot during an evening of pairings of fine food and craft marijuana.</div></div></div>An untrained nose might think all marijuana smells like roadkill, but the plant's olfactory make-up is complicated. Sticky resin glands that look like crystals hang on the marijuana bud and produce fragrant oils called <a href="https://www.leafly.com/news/cannabis-101/infographic-what-are-cannabis-terpenes-and-how-do-they-affect-you">terpenes</a>. When smoked, these organic compounds bind to receptors in the brain and cause different effects.Marijuana, like wine, comes in lots of varieties. The terpene content differs from one plant to another. Understanding those differences is the foundation of being a weed sommelier.<div class="KonaFilter image-container display-table"><div><div class="image on-image">Mario Anzuoni/ReutersChef Christopher Sayegh weighs a marijuana extract oil in his kitchen in Los Angeles, California.</div></div></div>At the Trichome Institute, students learn to distinguish marijuana plant varieties through a series of lectures and laboratories in which they dissect live cannabis samples. They also discuss what foods might go best with each. At the end, teachers award certifications.An introductory and advanced level course package runs $249.As the marijuana industry steps out of the shadows, the audience for carefully curated experiences around marijuana and food will likely grow. The weed sommeliers that emerge from the Trichome Institute will be waiting for them in Denver. <div class="margin-top"> <h3>NOW WATCH: <a href="http://www.businessinsider.com/marijuana-colorado-bud-breakfast-2016-9">We went inside a Colorado 'Bud &amp; Breakfast' where you can legally smoke marijuana</a></h3> <div> <div> <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="U5N24yMTE6XIhAhYSvE-l810FGPM76Nv" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div> </div> </div> </div>

You Searched For "Gorilla Glue" and got 3 results

The top influencer marketers at brands like Dunkin' and Chipotle

Amanda Perelli

How Lowell Herb Co. makes 4 million joints a year

Joe Avella,Sydney Kramer

A trade school in Colorado is training foodies and weed enthusiasts to become 'pot sommeliers'

Melia Robinson