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<ul class="summary-list"><li>Insider spoke to <keyword id="11344992" type="UNKNOWN" weightage="60" keywordseo="jacob-pace">Jacob Pace</keyword>, CEO of <keyword id="6762469" type="UNKNOWN" weightage="60" keywordseo="TikTok">TikTok</keyword>'s <keyword id="11344993" type="UNKNOWN" weightage="60" keywordseo="flighthouse">Flighthouse</keyword>, and Jonathan Strauss, co-founder and CEO of <keyword id="11344991" type="UNKNOWN" weightage="60" keywordseo="create-music-group">Create Music Group</keyword>, about their joint venture in the creator and <keyword id="6354530" type="CITY" weightage="60" keywordseo="music">music</keyword> streaming industries. </li><li>Flighthouse, a TikTok creative content studio and media channel, is owned by Create Music Group. </li></ul><p>Few people understand the genius of TikTok the way 22-year-old entrepreneur Jacob Pace does, and the proof lies in the success of <a href="https://www.flighthousemedia.com">Flighthouse</a>, one of the largest <keyword id="4578" type="COMPANY" weightage="60" keywordseo="entertainment">entertainment</keyword> media brands on TikTok. Flighthouse's popularity has been tangent to Addison Rae's and the D'Amelio sisters' rise to stardom, with many famous Gen-Z <keyword id="2205897" type="PERSON" weightage="60" keywordseo="creators">creators</keyword> gravitating to Flighthouse's Los Angeles studios to collaborate on buzzy content. </p><p>TikTok has become largely synonymous with the music industry in the new age, and Flighthouse successfully recognized this overlap early on by identifying the TikTok-able qualities of a record and then packaging and promoting it with the help of TikTok creators. Labels and artists alike have flocked to the channel for these custom content campaigns, shaped by Flighthouse's fluency in TikTok trends and network of influencers.</p><p>As a result, Flighthouse has established its authority as a driving force behind the virality of multiple hit songs that have thrived on TikTok, such as "Sunday Best" by Surfaces and "Roxanne" by Arizona Zervas. Many of these top-performing tracks wind up ranking in the Billboard Hot 100 after Flighthouse gets involved. </p><p>"We've become kind of a secret weapon for labels," Pace told Insider. </p><p>The TikTok account also operates as an entertainment network, marketing agency, and production company in one, developing original short-form content that includes skits, interviews, and interactive series that feature influencers as guest stars. With a collective 2.3 billion likes, Flighthouse is the leading media brand on TikTok, home to the "Finish the TikTok Lyric" series that simultaneously took off alongside the next generation of TikTokers. </p><p>The engineer behind this TikTok gold mine is CEO Jacob Pace, who first discovered Flighthouse when it existed on Musical.ly (before the merger with TikTok) as a song remix destination for young teens looking to create lip-syncing content on the app. The account originally had one million followers and was managed by two teen brothers - according to Pace, it was "the only sounds page on Musical.ly that had a brand to it."</p><p>Intrigued by its potential, Pace pitched the idea for a partnership to Jonathan Strauss, his boss and co-founder of music-technology company <a href="https://createmusicgroup.com/about-us/">Create Music Group</a> (CMG), who suggested they go ahead and acquire it instead. Pace was only 16 when he was recruited by Strauss' partner Alexandre Williams to do PR-related work for CMG, their newly launched YouTube monetization company at the time. Flighthouse was a project Pace fell into within months of being named VP of Business Development at CMG, further impressing his bosses with his forward thinking and business acumen.  </p><p>"I definitely had a vision for it, but I didn't know exactly how big it was going to become," Pace said. "I pretty immediately saw it could become a content brand in the future." </p><p>And a content brand it became, serving as Create Music Group's in-house production arm for music and culture focused content creation - followed by over 27 million devoted fans. Now, Flighthouse spans across multiple platforms, including YouTube and Snapchat, and has secured brand deals with companies like Hollister, American Eagle, and Tinder. </p><p>On these brands' willingness to partner with Flighthouse, Pace said, "I think that they're really gravitating to us because we're able to create this brand-safe advertising solution for them. We've really created one of the more relevant Gen Z brands on the internet within TikTok."</p><p>Pace currently spearheads an ambitious team of young twenty-somethings who speak TikTok as their first language, while Pace himself spends a lot of his day-to-day working on current opportunities, as well as identifying new ones for both Flighthouse and CMG. </p><p>One might wonder how Pace has managed to make it this far in the digital music business at an age when most young adults are graduating college. The explanation traces back to when Pace was 14. Leading an unconventional student lifestyle, Pace promoted his own music on YouTube as a DJ and producer and wrote for various music publications from his bedroom in Texas - all while attending grade school. </p><p>"That just kind of led down this wormhole of being interested in blogs, record labels, and PR firms, so I've always been around digital since I got my start in music," Pace said. </p><p>Impressed by Pace's work, Williams onboarded him as his PR agent for his indie record label, relying on Pace's relationship with music-centered media to feature his signed artists in the press. During this time in 2015, Williams was in the initial stage of launching his rights management company with Strauss, and the pair was already seeing success in the first few months. </p><p>Upon hearing that Pace just "graduated," they decided to fly him out to their headquarters in Los Angeles, where Pace would eventually move in with them. Little did they know that this newly hired intern was a kid fresh out of high school, not college - a fact that was immediately recognized as an advantage once the initial shock had faded. </p><div type="image" title="Jonathan Strauss and Jacob Pace by John Vlautin" height="2669" width="4004" msid="83062518" hostid="261"></div><p>At the beginning of CMG's founding, Pace was mostly in charge of client acquisition, helping to sell CMG's vision to artists and labels. This was a relatively effortless task for Pace, whose natural charisma and magnetic energy swayed even the most skeptical of clients.</p><p><strong>"</strong>Very quickly we just realized how incredibly smart Jacob was. Like regardless of his age, he was such a determined person," Strauss told Insider. "He could reach out to anyone. He could get anyone in." </p><p>CMG is currently on track to drive $120 million in revenue from its origin as a music rights management start-up, Strauss said, founded upon the goal of delivering untracked royalties to indie artists whose songs were being exploited by third-parties. Many developing artists who lacked the industry savvy would upload their songs to YouTube for free, where their songs would be posted by hundreds of channels and streamed upwards of 30 million times, generating at least $30,000 to $60,000 dollars an upload, Strauss explained. </p><p>Strauss and Williams offered a month-to-month agreement to clients who were making a net income of zero; the risk was essentially nonexistent. </p><p>"We have the technology and the ability to find anyone who's used your music and instantly monetize that music. It was a really easy sales pitch," Strauss said. "Selling someone on the concept of 'do you want to make something or nothing' is a lot easier than if they're making something and promising them more." </p><p>When CMG was launched six years ago, downloaded music was still popular and streaming had yet to take over as the dominant platform for music consumption. The young founders identified a huge opportunity in the market, beginning with electronic artists who largely relied on touring and live performances for an income. </p><p>Since then, they've expanded to artists across multiple genres and have grown well beyond the description of a rights management company, boasting a multi-faceted portfolio of acquisitions that stretch to every corner of the creator ecosystem. Simply put, they're now a media company, a data and audience company, and a distribution and production company looking to be the next Disney. </p><p>What Strauss believes differentiates CMG from a traditional music company and steers them along the path of a media company is their shift from a passive to active approach to the music landscape.<br /><br />"We actually are a huge owner and operator of brands that we utilize to increase the reach of our audience, and in addition to that, we're one of the only companies that distributes content and actually has an advertising team that is also going out and selling against the audience," Strauss said.  </p><p>This is seen not only in Flighthouse, but in their management of several artists' YouTube channels, such as Jennifer Lopez's, which extends beyond monetizing her music streams and includes all of her media. If J.Lo were to deliver a fitness video, Strauss described, CMG would also sell against this content and package it for advertisers in the same way they do for her music.</p><p>"We see our assets as a way to grow our audience, not just as a way to collect money," Strauss said. </p><p>The transparency of CMG's business model is another core value Strauss emphasized, distinguishing CMG from distributors like DistroKid and SoundCloud in its ability to provide artists with daily earnings statements. </p><p>And with Pace's Flighthouse functioning as the brand extension of CMG and a direct link to a highly engaged TikTok audience, the future looks promising for the two companies on both an individual and unified scale. </p>

How a 22-year-old CEO built a TikTok empire with Gen Z media brand Flighthouse

<ul class="summary-list"><li>Business Insider is putting together a power list of the <keyword id="6354530" type="CITY" weightage="60" keywordseo="music">music</keyword> marketers, artists, digital creators, record labels, and other industry insiders who are using <keyword id="6762469" type="UNKNOWN" weightage="60" keywordseo="TikTok">TikTok</keyword> to define what is popular music in 2020.</li><li>We want to hear from you on the companies and individuals that have been the most impactful in using TikTok to grow in the music industry this year.</li><li>Please submit your ideas <a href="https://docs.google.com/forms/d/e/1FAIpQLScajRO2rAzmzP3JgCIuh0qvoCCTSDpsRurdu1z7MEhkERoyRg/viewform?usp=sf_link">through this form</a> (or below) by July 23.</li></ul><p>TikTok has had an outsized impact on the music industry in recent months as songs that take off on the app end up charting on the <a href="https://www.insider.com/billboard-hot-100-tiktok-dance-challenge-drake-doja-cat-weeknd-2020-4">Billboard 100</a> or Spotify Viral 50.</p><p>The app's music-friendly interface (adding a "sound" is a core part of the video-upload experience) and its daily dance challenges have made TikTok a key launching-off point for new and old tracks alike. </p><p>Songs can take off on TikTok by accident, as with the <a href="https://www.businessinsider.com/sony-music-tiktok-plan-for-trending-songs-break-my-stride-2020-5">sudden surge in popularity</a> of Matthew Wilder's 1983 hit "Break My Stride" earlier this year. In other instances, marketers or artists try to make songs trend by <a href="https://www.businessinsider.com/tiktok-charli-damelio-help-music-artist-tiagz-get-record-deal-2020-4">tapping into existing TikTok fads</a>, creating <a href="https://www.businessinsider.com/creative-agency-movers-shakers-tiktok-dance-music-campaign-elf-cosmetics-2020-5">original songs</a>, or <a href="https://www.businessinsider.com/how-tiktok-campaign-helped-surfaces-sunday-best-song-become-hit-2020-5">adapting tracks</a> for TikTok's short-video format and hiring <keyword id="1112328" type="PERSON" weightage="60" keywordseo="Influencers">influencers</keyword> to promote them. And some TikTok stars like Jaden Hossler and Dixie D'Amelio have tapped into their large followings on the app to launch music careers by teasing and then releasing songs directly to fans.</p><p>"TikTok has opened up this door where anything's at play," Adi Azran, the head of marketing at the TikTok-focused <keyword id="6354777" type="COMPANY" weightage="100" keywordseo="Media">media</keyword> company Flighthouse, <a href="https://www.businessinsider.com/how-tiktok-campaign-helped-surfaces-sunday-best-song-become-hit-2020-5">told Business Insider</a>. "All old records, all new records — people don't care on TikTok as long as it's fun to make content with."</p><p>Business Insider is putting together a power list of the music marketers, artists, digital creators, record labels, and other industry insiders who are using TikTok to define what is popular music in 2020. The list will be determined by Business Insider based on our reporting and the nominations that we receive. We will take into consideration how a company or individual has used TikTok to grow an artist's, song's, or label's prominence in the music industry.</p><p>We want to hear from you. Who are the companies and individuals that have been the most effective at using TikTok to create an impact on the music industry this year?</p><p>Please submit your ideas <a href="https://docs.google.com/forms/d/e/1FAIpQLScajRO2rAzmzP3JgCIuh0qvoCCTSDpsRurdu1z7MEhkERoyRg/viewform?usp=sf_link">through this form</a> (or below) by July 23:</p>

Seeking nominations for the power players reshaping the music industry through TikTok

<p><div type="image" title="influencer dashboard banner" height="151" width="1200" msid="76198177" hostid="261"></div></p><p>Hello, this is Amanda Perelli welcoming you back to Influencer Dashboard, our weekly rundown of what's new in the influencer and creator economy.</p><p>In response to George Floyd's death after a Minneapolis police officer knelt on his neck for nearly nine minutes, many social-media stars have spoken out online demanding change.</p><p>This week, I spoke with <keyword id="10879" type="CITY" weightage="60" keywordseo="YouTube">YouTube</keyword> star Eva Gutowski, who is urging her fellow creators to use their platforms to build a conversation and take a stance.</p><p>"Not only do I feel like it is my responsibility to speak out, it's also just a no-brainer because I was given this platform," she said. "I'm in the position that I am because I am good at public speaking, so it would be the biggest injustice to not use the one thing that I am good at, which is talking to people." </p><p>Gutowski shared an informational video on IGTV on black history, and she included a moment of silence for the lives lost due to racism mid-way through her recent YouTube video, as well as sharing resources on <keyword id="819905" type="COMPANY" weightage="60" keywordseo="Instagram">Instagram</keyword> Stories and other platforms.</p><p>Many brands and <keyword id="1112328" type="PERSON" weightage="60" keywordseo="Influencers">influencers</keyword> are stopping ad campaigns this week, but Gutowski wants them to do more:</p><ul><li><p>She has long spoken up for issues she is passionate about (like environmentalism) and she urged her Instagram-famous friends who have stayed silent to speak out: "On Instagram we are all paying attention to what is going on and we see the silence, it speaks volumes."</p></li><li><p>Her message to brands: "It's just totally embarrassing to not speak out about this, no matter what your reasoning."</p></li><li><p>But more than a statement or post on Instagram, she wants fair representation across brand campaigns and photoshoots, she said.</p></li></ul><p>"Right now is an important time to have conversations that we can be thinking about next year, the year after that, and for future generations," she added.</p><p><strong><a href="https://www.businessinsider.com/eva-gutowski-how-influencers-brands-can-support-black-lives-matter-2020-6">Read the full story here for her message on how influencers and brands can support Black Lives Matter</a>. </strong></p><p><em>You can read most of the articles here <a href="https://www.businessinsider.com/subscription/prime-discount?r=birefer-aperelli">by subscribing to BI Prime</a>. And if this is your first time reading Influencer Dashboard, <a href="http://newsletter.businessinsider.com/join/influencerdashboard">subscribe to the newsletter here</a>.</em></p><h2><a href="https://www.businessinsider.com/influencers-and-brands-stop-marketing-to-focus-on-protest-messaging-2020-6">Many brands and influencers have stopped their marketing campaigns to focus on messaging around the George Floyd protests</a></h2><p><div type="image" title="george floyd protest" height="675" width="900" msid="76197029" hostid="261"></div></p><p>My colleague Dan Whateley and I teamed up this week to catch up with influencer-marketing agencies on how brands are focusing on protest messaging.</p><p>Companies like TikTok, Spotify, YouTube Music, and Amazon all participated in "Blackout Tuesday," a campaign to draw attention to issues of social and racial justice.</p><p>We spoke to five influencer-marketing firms that all said they'd delayed paid influencer work this week. Some digital creators have also paused their typical posting style and cadence.</p><p>While many brands and influencers have chosen to pause paid campaigns to avoid tone deafness, they're also under pressure from fans to speak out in support of protesters and the racial-justice movement on social <keyword id="6354777" type="COMPANY" weightage="100" keywordseo="Media">media</keyword>.</p><ul><li><p>Timothy Armoo, the CEO of the TikTok agency Fanbytes, said that his company paused all marketing communications this week and he had donated his last month's salary to charities supporting the Black Lives Matter movement.</p></li><li><p>Some other agencies that work with influencers and digital creators like CAA and Select Management Group have also issued statements of solidarity with protesters and the black community.</p></li></ul><p><strong><a href="https://www.businessinsider.com/influencers-and-brands-stop-marketing-to-focus-on-protest-messaging-2020-6">Social-media conversations have shifted quickly in 2020. Read more here</a>.</strong></p><h2>What else happened on BI Prime:</h2><ul><li><p><strong><a href="https://www.businessinsider.com/top-spending-brands-on-youtube-sponsored-videos-influencer-marketing-2020-5">The top brands buying YouTube sponsored videos</a>:</strong> I looked at a new report on the state of the influencer-marketing industry and which brands spent the most on sponsored YouTube videos last quarter.</p></li><li><p><strong><a href="https://www.businessinsider.com/mit-economist-tiktok-influencers-marketers-tracking-potential-coronavirus-symptom-2020-5">An MIT economist teams up with TikTok influencers</a></strong>: Dan wrote about a volunteer organization encouraging social-media users to share data on whether or not they've lost their sense of smell – one possible coronavirus symptom.</p></li><li><p><strong><a href="https://www.businessinsider.com/how-tiktok-campaign-helped-surfaces-sunday-best-song-become-hit-2020-5">How a media company helps songs trend on TikTok</a></strong>: The Gen-Z media company Flighthouse works with record labels and artists to promote tracks through influencer marketing on the app. Dan spoke with Flighthouse to learn more about the company's strategy for making a song trend on TikTok.</p></li></ul><p><div type="image" title="Epic Games" height="3456" width="4608" msid="76197033" hostid="261"></div></p><h2 id="this-week-on-insider's-digital-culture-desk:">This week from Insider's digital culture team:</h2><ul><li><p><strong><a href="https://www.insider.com/tiktok-george-floyd-black-lives-matter-teens-parents-racist-views-2020-6">Teens confront their parents on TikTok about race</a></strong>: Hanna Lustig wrote that many Gen-Z kids have found themselves clashing with parents over racial justice issues.</p></li><li><p><strong><a href="https://www.insider.com/tiktok-apologizes-for-blm-hashtag-glitch-after-censorship-allegations-2020-6"><strong>TikTok apologizes for #blacklivesmatter glitch</strong></a></strong>: Margot Harris reported that the company had issued a statement apologizing for a glitch applied to a wide range of hashtags, including #blacklivesmatter and #georgefloyd.</p></li><li><p><strong><a href="https://www.insider.com/isoverparty-hashtag-wednys-cancel-culture-twitter-doja-cat-dojacatisoverparty-2020-6">#isoverparty becomes a routine part of cancel culture</a></strong>: Palmer Haasch wrote that the hashtag itself has become a meme as its use has ramped up.</p></li><li><p><strong><a href="https://www.insider.com/celebrities-influencers-support-black-lives-matter-stop-posting-instagram-2020-6">Fans urge influencers to speak out about Black Lives Matter</a></strong>: Kat Tenbarge reported that the online response to Floyd's death included influencers promoting bail funds, petitions, and more.</p></li><li><p><strong><a href="https://www.insider.com/george-floyd-video-activists-are-begging-people-stop-posting-2020-5">Activists ask people to stop sharing George Floyd video</a></strong>: Rachel Greenspan wrote that some activists and mental health professionals say the viral clip is traumatic for the black community and are calling for people to stop sharing it.</p></li></ul><h2 id="here's-what-else-we're-reading:">Here's what else we're reading:</h2><ul><li><p><strong><a href="https://www.allure.com/story/black-lives-matter-illustrations-artist-interviews">The people behind the Black Lives Matter art on Instagram</a></strong>: Rosemary Donahue from Allure talked with some of the artists behind whose illustrations on the movement are being widely shared online.</p></li><li><p><strong><a href="https://www.buzzfeednews.com/article/stephaniemcneal/influencers-liketoknowits-rewardstyle-racial-diversity">Influencers of color speak out against LiketoKnow.It</a></strong>: Stephanie McNeal from BuzzFeed News spoke with bloggers who are calling for change from companies like RewardStyle.</p></li><li><p><strong><a href="https://www.theverge.com/2020/6/3/21279280/snapchat-snap-remove-trump-account-discover-promotion-incite-violence-twitter">Snap will stop promoting Trump's account</a></strong>: Casey Newton from The Verge reported that Trump will keep his account but it will no longer appear in the Discover tab.</p></li><li><p><strong><a href="https://www.buzzfeednews.com/article/laurenstrapagiel/instagram-swipe-up-link-stories-protests">People want Instagram to let them share links</a></strong>: Lauren Strapagiel from BuzzFeed News wrote that users are calling on Instagram to change its policy. Right now, only verified users with 10,000 followers can link in their stories.</p></li></ul><p><em>Thanks for reading! Send me your tips, comments, or questions: aperelli@businessinsider.com.</em></p><h2 id="subscribe-to-the-newsletter-here."><a href="http://newsletter.businessinsider.com/join/influencerdashboard">Subscribe to the newsletter here</a>.</h2>

Influencers take a stance, brands stop ad campaigns, and protests dominate social media

<p><em>Hi, this is Amanda Perelli and welcome back to <keyword id="11894121" type="UNKNOWN" weightage="60" keywordseo="insider-influencers" source="Orion">Insider Influencers</keyword>, our weekly rundown on the business of <keyword id="11894122" type="UNKNOWN" weightage="60" keywordseo="influencers" source="Orion">influencers</keyword>, creators, and social-me</em><em>dia platforms. </em><strong><a href="http://newsletter.businessinsider.com/join/influencerdashboard">Sign up for the newsletter here.</a></strong></p><p><strong>In this week's edition:</strong></p><ul><li><p>15 LA <keyword id="11894119" type="UNKNOWN" weightage="100" keywordseo="media" source="Orion">media</keyword> startups <a href="https://www.businessinsider.com/startups-tech-los-angeles-media-next-stage-entertainment-2021-8">shaping entertainment and tech</a><a href="https://www.businessinsider.com/instagram-exec-on-how-creators-use-reels-to-grow-2021-8"></a></p></li><li><p><a href="https://www.businessinsider.com/onlyfans-model-sues-influencer-management-firm-unruly-agency-2021-8">A management company gets sued by</a> a second OnlyFans model<a href="https://www.businessinsider.com/how-much-money-tiktoker-makes-with-1-million-followers-2021-8"></a></p></li><li><p>How student-athletes are <a href="https://www.businessinsider.com/student-athletes-making-money-as-micro-and-nano-influencers-nil-2021-8">making money as micro and nano influencers</a></p></li><li><p><a href="https://www.businessinsider.com/melissa-ong-google-tech-pursue-career-comedy-2021-8">Why a Google developer quit her job to become an influencer</a></p></li><li><p>And more, including <a href="https://www.businessinsider.com/timthetatman-will-leave-twitch-for-youtube-2021-8">TimTheTatman leaving Twitch</a> and <a href="https://www.businessinsider.com/jacob-pace-ceo-flighthouse-leaving-new-role-at-pearpop-2021-8">Pearpop's latest big hire.</a><a href="https://www.youtube.com/watch?v=a1wnibllM8g&amp;list=PLKfWL8IXgKBtuSIbSi5OML9iui8MY4b6f&amp;index=8;index=8"></a></p></li></ul><p><em>Send tips to aperelli@insider.com or DM me on Twitter at <a href="https://twitter.com/arperelli">@arperelli</a>.</em></p><h1> </h1><div type="image" title="From left: Nigel Egrari, co-founder of Moment House, Dan Dan Li, CEO of Popshop Live, Delane Parnell, founder of PlayVS, and Christina Heller, CEO of Metastage inside Hollywood Walk of Fame stars on a black background" height="1200" width="2400" msid="85866642" hostid="261"></div><h3><a href="https://www.businessinsider.com/startups-tech-los-angeles-media-next-stage-entertainment-2021-8">LA media startups shaping the next wave of entertainment and tech</a></h3><p>Watch out Silicon Valley: Los Angeles is becoming a hotspot for new startups. In the last year alone, investors have poured $195 million into LA companies transforming entertainment and media. </p><p>My colleagues Dan Whateley and JP Mangalindan narrowed down the top 15 startups reimagining the entertainment and tech worlds, and spoke to their leaders about their missions - as well as why launching in LA is a "no-brainer," as Moment House CEO Arjun Mehta said.</p><p>Here's a look at the list:</p><ul><li><p><strong>Creator+ </strong>is a new production studio and streaming platform producing premium video-on-demand films starring content creators and traditional Hollywood talent. </p></li><li><p><strong>Dispo</strong>, the photo sharing app, says that despite <a href="https://www.businessinsider.com/vlog-squad-durte-dom-rape-allegation-david-dobrik-zeglaitis-video-2021-3">the controversy surrounding its cofounder David Dobrik</a>, it continues to see steady growth.</p></li><li><p>With some major funding, <strong>Genies</strong> helps celebrities and influencers create virtual versions of themselves for fans.</p></li></ul><p><strong><a href="https://www.businessinsider.com/startups-tech-los-angeles-media-next-stage-entertainment-2021-8">Here's the full list of 15 startups transforming the industry.</a> </strong></p><h1><a href="https://www.businessinsider.com/onlyfans-model-sues-influencer-management-firm-unruly-agency-2021-8"><div type="image" title="unruly agency influencer onlyfans accounts 4x3" height="1800" width="2401" msid="85866645" hostid="261"></div></a></h1><h3><a href="https://www.businessinsider.com/onlyfans-model-sues-influencer-management-firm-unruly-agency-2021-8">An OnlyFans model is suing a social-media management company, claiming 'revenge porn' and 'intentional infliction of emotional distress.'</a></h3><p>An OnlyFans model is suing the social-media-management firm Unruly Agency.</p><p>The suit alleges Unruly took and distributed nude photos of her without permission "likely" in an act of "retaliation."</p><p>Here are a few key takeaways from the suit:</p><ul><li><p>It alleges that Unruly "covertly took nude photographs" while the model was changing at a photo shoot.</p></li><li><p>The model also claims that when she tried to end her business relationship with Unruly, the company published a nude photo of her on OnlyFans.</p></li><li><p>The model "suffered severe emotional, mental, and psychological distress," the lawsuit says.</p></li></ul><p>Unruly responded in a statement, saying "this complaint is completely unfounded, and we are confident the matter will be resolved in our favor."</p><p><strong><a href="https://www.businessinsider.com/onlyfans-model-sues-influencer-management-firm-unruly-agency-2021-8">Read more on the complaint, which is the second lawsuit filed against Unruly this summer by an OnlyFans model.</a></strong></p><h1><a href="https://www.businessinsider.com/student-athletes-making-money-as-micro-and-nano-influencers-nil-2021-8"><div type="image" title="The offensive lineman of the University of Nebraska pose with burritos wearing red shirts at Muchachos." height="1080" width="1440" msid="85866646" hostid="261"></div></a></h1><h3><a href="https://www.businessinsider.com/student-athletes-making-money-as-micro-and-nano-influencers-nil-2021-8">How student-athletes are making money as micro and nano influencers</a></h3><p>Thanks to the change in name, image, and likeness rules, student-athletes are cashing in and transitioning their stardom from the field to social media.</p><p>Dan Whateley and I spoke with industry insiders who said NIL campaigns on Twitter and <keyword id="11892996" type="UNKNOWN" weightage="60" keywordseo="instagram" source="Orion">Instagram</keyword> have centered on niche audiences and local brands, given that the more than 460,000 college athletes across the US largely have smaller audiences than social-media stars.</p><p>Many local retailers are pairing in-person appearances with Instagram and Twitter posts to drive attention to their businesses. Take Ohio State quarterback C.J. Stroud, who recently promoted a partnership with a local Chevrolet auto dealer on Instagram.</p><p>"Those small deals, while they may be small in monetary value, they may go a very long ways for these student-athletes," said Christopher Aumueller, the CEO of the athlete-marketing and brand development upstart FanWord.</p><p><strong><a href="https://www.businessinsider.com/student-athletes-making-money-as-micro-and-nano-influencers-nil-2021-8">More on how athletes are making money on social media and what these deals are looking like. </a></strong></p><h1><a href="https://www.businessinsider.com/melissa-ong-google-tech-pursue-career-comedy-2021-8"><div type="image" title="Melissa Ong is holding the camera and taking a selfie in a pajama sweat, which includes a light beige pair of shorts and crewneck. She has long brown hair and is wearing a blue bucket hat." height="1741" width="2316" msid="85866647" hostid="261"></div></a></h1><h3><a href="https://www.businessinsider.com/melissa-ong-google-tech-pursue-career-comedy-2021-8">A TikTok star explains why she quit her job at Google to become an influencer</a></h3><p>Melissa Ong, known by her username "chunkysdead," is a comedian on <keyword id="11894125" type="UNKNOWN" weightage="60" keywordseo="tiktok" source="Orion">TikTok</keyword> who has over 3.8 million followers. </p><p>But it wasn't always that way. In 2020, she made a major career shift, leaving her job as a UX developer at Google after facing burnout from the intense pressure.</p><p>Kylie Robison spoke with Ong, who shared the story of her rise to fame on TikTok, and how her new social-media career has turned out to be more rewarding than her gig at Google.</p><p>A look at what Ong had to say:</p><ul><li><p>Her new career is not only more fulfilling, Ong told Insider, but also more lucrative. </p></li><li><p>She's been able to secure paid partnerships across TikTok and Instagram with brands like Mercari and FabFitFun.</p></li><li><p>When she's not on TikTok, she's been working on a TV pitch about a sociopath who gets a job at Google. </p></li></ul><p><strong><a href="https://www.businessinsider.com/melissa-ong-google-tech-pursue-career-comedy-2021-8">Read more about the former Google engineer, now full-time TikToker, here.</a></strong></p><h2>Here's what else you need to know this week:</h2><p><strong>Social capital </strong></p><ul><li>A TikTok creator with 1 million followers <a href="https://www.businessinsider.com/how-much-influencers-get-paid-on-instagram-tiktok-and-youtube-2021-7">told Insider that she earns about $150 to $300 a month from the Creator Fund.</a> Here's<a href="https://www.businessinsider.com/how-much-influencers-get-paid-on-instagram-tiktok-and-youtube-2021-7"> our latest on creator income.</a></li></ul><p><strong>Power moves</strong></p><ul><li><p>Two pro streamers are <a href="https://www.businessinsider.com/timthetatman-will-leave-twitch-for-youtube-2021-8">leaving Twitch for exclusive livestreaming deals with YouTube Gaming.</a> TimTheTatman <a href="https://www.businessinsider.com/timthetatman-will-leave-twitch-for-youtube-2021-8">told Insider</a> that the move would allow him to spend less time streaming and more time with his family.<a href="https://www.washingtonpost.com/video-games/2021/08/30/drlupo-twitch-youtube-exclusive-deal/"></a></p></li><li><p>Jacob Pace, the former CEO of Flighthouse, <a href="https://www.businessinsider.com/jacob-pace-ceo-flighthouse-leaving-new-role-at-pearpop-2021-8">has left the company to join creator-economy startup Pearpop.</a></p></li></ul><p><strong>What's trending</strong></p><ul><li>Aesthetic quizzes - videos on <keyword id="11894124" type="UNKNOWN" weightage="60" keywordseo="youtube" source="Orion">YouTube</keyword> that help viewers choose their look - have gained over 7 million views in 2021 so far, <a href="https://www.youtube.com/trends/articles/youtube-aesthetics/">according to a recent YouTube Culture &amp; Trends report.</a></li></ul><h2><strong>Chart of the week:</strong></h2><p>Insider Intelligence projects that the number of paid digital audio subscribers in the US will hit 121.9 million this year, up 11% from 2020. <a href="https://content-na1.emarketer.com/number-of-us-paid-digital-audio-subscribers-rising">Check out the full report here. </a></p><div type="image" title="Insider Intelligence" height="920" width="1020" msid="85866648" hostid="261"></div><h2><div type="image" title="he's all that" height="521" width="695" msid="85866649" hostid="261"></div></h2><h2>TikTok hashtag of the week: </h2><p>Every week, we highlight a top trending hashtag on TikTok, <a href="https://iq.kyra.com">according to data provided by Kyra IQ</a>.</p><p>This week's hashtag: <a href="https://www.tiktok.com/tag/HesAllThat">#hesallthat</a><a href="https://www.tiktok.com/tag/buildabish" target="_blank" rel="noopener"></a></p><ul><li><p>Percentage uptick: 9,662%</p></li><li><p>The latest viral trend has users analyzing the Netflix film, which stars TikTok creator Addison Rae. The movie is a Gen-Z remake of the popular 1999 film "She's All That" - and has a dismal audience score of 26% on <a href="https://www.rottentomatoes.com/m/hes_all_that">Rotten Tomatoes.</a></p></li></ul><h1><div type="image" title="Pokimane" height="2158" width="2878" msid="85866651" hostid="261"></div></h1><h2>What else we're reading and watching:</h2><ul><li><p><a href="https://www.wired.com/story/pokimane-has-done-enough-and-has-so-much-left-to-do/">25-year-old Twitch star Pokimane on her rise to fame online and what's next</a> (Cecillia D'Anastasio, from Wired)</p></li><li><p><a href="https://www.insideedition.com/getting-to-know-zach-zhc-hsieh-1-of-youtubes-biggest-artists-who-has-no-plans-of-slowing-down-69385">YouTuber Zach "ZHC" Hsieh says he wanted to be a Marvel comic book artist before finding fame online</a> (Leigh Scheps, from Inside Edition)</p></li><li><p><a href="https://techcrunch.com/2021/08/31/tiktoks-new-creator-marketplace-api-lets-influencer-marketing-companies-tap-into-first-party-data/">TikTok launches a new tool making it easier for brands to work with its influencers</a> (Sarah Perez, from TechCrunch)</p></li></ul><h2><a href="http://newsletter.businessinsider.com/join/influencerdashboard"><strong>Subscribe to the newsletter here</strong></a><strong style="color: #000000;">.</strong></h2><p>And before you go, check out the top trending songs on TikTok this week to add to your playlist. The data was collected by UTA IQ, the research, analytics, and digital strategy division of United Talent Agency.</p><div type="image" title="UTA" height="1327" width="1062" msid="85866653" hostid="261"></div><h2><a href="http://newsletter.businessinsider.com/join/influencerdashboard"><strong>Subscribe to the newsletter here</strong></a><strong style="color: #000000;">.</strong></h2>

The top LA media startups shaping the future of entertainment and tech

<p><a href="https://www.businessinsider.com/power-players-using-tiktok-to-shape-the-music-industry-2021-9#ari-elkins-tiktok-creator-1"></a></p><p><em>Hi, this is Amanda Perelli and welcome back to <keyword id="11894121" type="UNKNOWN" weightage="60" keywordseo="insider-influencers" source="Orion">Insider Influencers</keyword>, our weekly rundown on the business of <keyword id="11894122" type="UNKNOWN" weightage="60" keywordseo="influencers" source="Orion">influencers</keyword>, creators, and social-me</em><em>dia platforms. </em><strong><a href="http://newsletter.businessinsider.com/join/influencerdashboard">Sign up for the newsletter here.</a></strong></p><p><strong>In this week's edition:</strong></p><ul><li><p>Power players <a href="https://www.businessinsider.com/power-players-using-tiktok-to-shape-the-music-industry-2021-9">using TikTok to shape the music industry in 2021</a></p></li><li><p>Influencers react to the <a href="https://www.businessinsider.com/influencers-instagram-facebook-outage-reactions-advertising-sponsroships-2021-10">Instagram outage</a></p></li><li><p>Twitch and <keyword id="11894124" type="UNKNOWN" weightage="60" keywordseo="youtube" source="Orion">YouTube</keyword> <a href="https://www.businessinsider.com/twitch-youtube-battle-to-sign-top-streamers-nickmercs-drlupo-2021-10">battle to sign the biggest streamers </a><a href="https://www.businessinsider.com/youtuber-graham-stephan-launching-bankroll-coffee-startup-costs-earnings-interview-2021-9"></a></p></li><li><p>How Lionsgate found huge success on <a href="https://www.businessinsider.com/how-lionsgate-uses-tiktok-trends-promote-catalog-twilight-john-wick-2021-9">TikTok</a></p></li><li><p>And more, including <a href="https://www.businessinsider.com/josh-richards-media-kit-example-tiktok-youtube-mediakits-startup-2021-9">TikTok star Josh Richard's media kit</a> and <a href="https://www.businessinsider.com/tiktok-influencer-weekly-schedule-posting-content-emailing-brands-for-deals-2021-8">a TikTok creator's weekly schedule.</a><a href="https://www.youtube.com/watch?v=a1wnibllM8g&amp;list=PLKfWL8IXgKBtuSIbSi5OML9iui8MY4b6f&amp;index=8;index=8"></a></p></li></ul><p>Also, we are hiring! We are looking for a journalist to join our team to cover the business of social <keyword id="11894119" type="UNKNOWN" weightage="100" keywordseo="media" source="Orion">media</keyword> and the rise of the creator economy. <a href="https://www.linkedin.com/jobs/view/2731194821/?capColoOverride=true">Read more and apply to the fellowship, here.</a></p><p><em>Send tips to aperelli@insider.com or DM me on Twitter at <a href="https://twitter.com/arperelli">@arperelli</a>.</em></p><h3><a href="https://www.businessinsider.com/power-players-using-tiktok-to-shape-the-music-industry-2021-9"><div type="image" title="Headshots of Jahan Karimaghay, Haley Spencer, Sanu Hariharan, and Gaby Fainsilber against a pink gradient background with the TikTok musical note logo" height="1134" width="1512" msid="86840666" hostid="261"></div></a></h3><h3><a href="https://www.businessinsider.com/power-players-using-tiktok-to-shape-the-music-industry-2021-9">From record labels to Lizzo, power players using TikTok to shape the music industry</a></h3><p>Forget "TRL" and the radio, <keyword id="11894125" type="UNKNOWN" weightage="60" keywordseo="tiktok" source="Orion">TikTok</keyword> is now where stars are born.</p><p>My colleague Dan Whateley took a deep dive into the industry, speaking with dozens of sources to nail down the top record labels, artists, marketers, and creators using TikTok to shape the music industry. </p><p>Here's a look at who is on this year's list:</p><ul><li><p><strong>Chelsea Smith, Warner Music Group: </strong>Smith serves as a liaison between digital platform partners like TikTok and the various record labels within Warner. </p></li><li><p><strong>Team behind "Ratatouille: The TikTok Musical": </strong>Jeremy O. Harris, Ellenore Scott, and others helped turn the TikTok trend into a livestreamed performance. </p></li><li><p><strong>Jun Park, Austin Georgas, and Luis J Najera Jr., Flighthouse: </strong>The company built a large following on the app by posting short video skits featuring some of its top stars.</p></li></ul><p>"These days, for every single artist on the label who's putting out a record, we are strategizing how to make the most out of the TikTok platform," RCA Records' SVP of digital marketing Tarek Al-Hamdouni said.</p><p><strong><a href="https://www.businessinsider.com/power-players-using-tiktok-to-shape-the-music-industry-2021-9">Check out who made the full list, here.</a></strong></p><h1><a href="https://www.businessinsider.com/influencers-instagram-facebook-outage-reactions-advertising-sponsroships-2021-10"><div type="image" title="Woman looking down at her phone, waiting." height="2509" width="3346" msid="86840669" hostid="261"></div></a></h1><h3><a href="https://www.businessinsider.com/influencers-instagram-facebook-outage-reactions-advertising-sponsroships-2021-10">What influencers learned from the Facebook and Instagram outage</a></h3><p>Facebook-owned apps, including <keyword id="11892996" type="UNKNOWN" weightage="60" keywordseo="instagram" source="Orion">Instagram</keyword>, were shut down by a widespread, six-hour-long outage on Monday.</p><p>While the platforms were down, my colleague Sydney Bradley was talking to influencers and advertisers.</p><p>The lights are back on - Sydney was on the phone with one influencer when Instagram was powered up again -but the disruption was a wake-up call to influencers about their business and the danger of relying on one company.</p><p>"It's a reminder not to put your eggs in one basket," micro influencer Lissette Calveiro (61,000 followers) told Insider. "Creators who only have a presence on Instagram are finding themselves in a challenging position right now. For others who are on multiple platforms and have owned audiences like newsletters, business as usual."</p><p>Those who already have diversified? They had a pretty good day. Take TikTok's Justina Sharp (114,000 followers), who saw a spike in views.</p><p><strong><a href="https://www.businessinsider.com/influencers-instagram-facebook-outage-reactions-advertising-sponsroships-2021-10">Read more on how creators were affected by the outage.</a> </strong></p><h2>Here's what else you need to know this week:</h2><p><strong>What's trending </strong></p><ul><li><p>A TikTok star with 1 million followers shares her weekly routine, <a href="https://www.businessinsider.com/tiktok-influencer-weekly-schedule-posting-content-emailing-brands-for-deals-2021-8">which includes filming videos, negotiating with brands, and attending events in LA.</a><br /><a href="https://www.businessinsider.com/tiktok-booktok-inspiring-reading-renaissance-old-books-bestsellers-2021-9"></a></p></li></ul><p><strong>Creator earnings </strong></p><ul><li><p>Livestreaming is growing as a revenue source for influencers. <a href="https://www.businessinsider.com/how-to-make-money-livestreaming-twitch-tiktok-instagram-amazon-2021-9">Here's how creators make money through tips, sponsored streams, and selling products</a>.</p></li></ul><ul><li><p>Snapchat launches Spotlight Challenges <a href="https://www.theverge.com/2021/10/6/22711632/snapchat-spotlight-challenges-announced-cash-prizes-tiktok">with prize payouts ranging from $250 to $25,000.</a></p></li><li><p>A look at TikTok star Josh Richards' most recent media kit, <a href="https://www.businessinsider.com/josh-richards-media-kit-example-tiktok-youtube-mediakits-startup-2021-9">created with a new startup called MediaKits.</a></p></li><li><p><a href="https://www.businessinsider.com/josh-richards-media-kit-example-tiktok-youtube-mediakits-startup-2021-9"></a><a href="https://www.businessinsider.com/instagram-testing-several-features-to-pay-creators-money-2021-6#creators-can-earn-money-by-tagging-products-in-posts-with-instagrams-native-affiliate-marketing-tools-1">Instagram has been building out a suite of money-making tools</a> for creators, including "Bonuses" on Reels and new affiliate-marketing tools.</p></li></ul><p><strong>Market moves</strong></p><ul><li><p>Pro gamer Nickmercs, who has 6.2 million followers, <a href="https://www.hollywoodreporter.com/business/digital/nickmercs-extends-twitch-partnership-deal-1235022183/">extends his partnership with Twitch.</a></p></li><li><p><a href="https://www.hollywoodreporter.com/business/digital/caa-signs-youtuber-jacksepticeye-1235025897/">CAA signs gaming YouTuber Jacksepticeye</a>, who has over 27 million subscribers.<a href="https://www.businessinsider.com/why-esports-organization-immortals-gaming-club-is-splitting-up-brands-2021-9"></a></p><ul><li style="list-style-type: none;"> </li></ul></li></ul><h2><a href="https://www.businessinsider.com/twitch-youtube-battle-to-sign-top-streamers-nickmercs-drlupo-2021-10"><div type="image" title="Nickmercs standing in a black Faze shirt in front of a white background" height="3801" width="5069" msid="86840671" hostid="261"></div></a></h2><h3><a href="https://www.businessinsider.com/twitch-youtube-battle-to-sign-top-streamers-nickmercs-drlupo-2021-10">Twitch and YouTube are battling to sign top streamers with two very different pitches</a></h3><p>Nicholas "Nickmercs" Kolcheff, one of Twitch's most followed streamers, announced this week that he is staying with the platform.</p><p>His decision comes just after other large streamers, like TimTheTatman and DrLupo, moved their livestreams to YouTube Gaming. YouTube has been paying talent to exclusively stream on its site, promising a more holistic approach and is not focused entirely on livestreaming.</p><p>But for those who <em>are</em> streamers first and foremost, Twitch still has the upper hand.</p><p>My colleague Michael Espinosa spoke with experts who broke down YouTube's ongoing play to become the dominant platform for livestreaming - and why, for now, it isn't.</p><p>With features like polls, gift subscriptions, and raids to connect with audiences and other streamers, Twitch is built for livestreaming and building a community.</p><p>YouTube, meanwhile, has trailed in that community-building, something industry insiders say are keeping some big names on Twitch.</p><p><strong><a href="https://www.businessinsider.com/twitch-youtube-battle-to-sign-top-streamers-nickmercs-drlupo-2021-10">Check out more on the battle to win over streamers, here.</a></strong></p><h3><a href="https://www.businessinsider.com/how-lionsgate-uses-tiktok-trends-promote-catalog-twilight-john-wick-2021-9"><div type="image" title="Twilight" height="1200" width="1600" msid="86840674" hostid="261"></div></a><a href="https://www.businessinsider.com/how-lionsgate-uses-tiktok-trends-promote-catalog-twilight-john-wick-2021-9">How the team behind Lionsgate's TikTok got movies like 'Twilight' and 'John Wick' to go viral</a><a href="https://www.businessinsider.com/how-lionsgate-uses-tiktok-trends-promote-catalog-twilight-john-wick-2021-9"></a></h3><p>TikTok users really want to know who's in charge of Lionsgate's account. A quick perusal of the top comments on its videos makes that clear.</p><p>"WHO IS RUNNING THIS ACCOUNT!?!?," one user <a href="https://www.tiktok.com/@lionsgate/video/6998976074415705349?is_copy_url=1&amp;is_from_webapp=v1p=v1">exclaimed</a>.</p><p>"IS THIS FR LIONSGATE?" another TikToker <a href="https://www.tiktok.com/@lionsgate/video/6930010889915518213?is_copy_url=1&amp;is_from_webapp=v1p=v1">asked</a>.</p><p>Dan has answers: He spoke with the studio's social media team about how it adapted a DIY-style focused on humor and trends to promote movies like "Twilight" and "John Wick." Think Gen-Z superfan, rather than a decades-old Hollywood powerhouse.</p><p><strong><a href="https://www.businessinsider.com/how-lionsgate-uses-tiktok-trends-promote-catalog-twilight-john-wick-2021-9">Read more on how their strategy developed.</a></strong></p><h3>Chart of the week: </h3><div type="image" title="TikTok Chart" height="718" width="1742" msid="86840677" hostid="261"></div><p>Launchmetrics released a study on TikTok and the power of creators in 2021. 50% of brands are measuring TikTok marketing campaigns based on impact on sales, according to the study. </p><p><a href="https://www.launchmetrics.com/resources/whitepapers/tiktok-takeover-report?utm_source=business-insider&amp;utm_medium=affiliate&amp;utm_campaign=21-wp-tiktok-takeover_eneover_en">Check out the full report here.</a></p><h2><div type="image" title="Emily Mariko" height="636" width="848" msid="86840682" hostid="261"></div></h2><h2>TikTok hashtag of the week: </h2><p>Every week, we highlight a top trending hashtag on TikTok, <a href="https://iq.kyra.com">according to data provided by Kyra IQ</a>.</p><p>This week's hashtag: <a href="https://www.tiktok.com/@beckhamsplate/video/7011596905398406405?is_copy_url=1&amp;is_from_webapp=v1p=v1">salmonbowl</a><a href="https://www.tiktok.com/tag/buildabish" target="_blank" rel="noopener"></a></p><ul><li><p>Percentage uptick over the last 7 days: 4,062%</p></li><li><p>The latest viral hashtag is centered around a new popular recipe that features leftover salmon, created by Emily Mariko. As a result of the trend, she has amassed nearly 4 million TikTok followers. Her <a href="https://www.youtube.com/c/EmilyMariko">original platform is YouTube</a>, where she posts vlogs and fashion videos. </p></li></ul><h1><div type="image" title="Emma Chamberlain" height="2374" width="3165" msid="86840686" hostid="261"></div></h1><h2>What else we're reading and watching:</h2><ul><li><p><a href="https://www.pipersandler.com/2col.aspx?id=287&amp;releaseid=19561&amp;title=Piper+Sandler+Completes+42nd+Semi-Annual+Generation+Z+Survey+of+10%2c000+U.S.+TeensS.+Teens">Teens' favorite influencer is Emma Chamberlain (unseating David Dobrik)</a> (Piper Sandler, Gen-Z Survey)</p></li><li><p><a href="https://vmagazine.com/article/digital-cover-emma-chamberlain-girl-of-the-21st-century/">YouTube star Emma Chamberlain on fashion and owning a coffee business</a> (Kevin Ponce, V Magazine)</p></li><li><p>Creator duo <a href="https://www.youtube.com/channel/UCamLstJyCa-t5gfZegxsFMw">Colin and Samir</a> said in a YouTube Short that they earned <a href="https://www.youtube.com/watch?v=bFyRNmg09xU">$14,500 from AdSense last month with 4 million views.</a><a href="https://www.youtube.com/watch?v=c8VcUnz3nVc"></a></p></li></ul><h2><a href="http://newsletter.businessinsider.com/join/influencerdashboard"><strong>Subscribe to the newsletter here</strong></a><strong style="color: #000000;">.</strong></h2><p>And before you go, check out the top trending songs on TikTok this week to add to your playlist. The data was collected by UTA IQ, the research, analytics, and digital strategy division of United Talent Agency.</p><div type="image" title="UTA IQ" height="1327" width="1062" msid="86840690" hostid="261"></div><h2><a href="http://newsletter.businessinsider.com/join/influencerdashboard"><strong>Subscribe to the newsletter here</strong></a><strong style="color: #000000;">.</strong></h2>

The top TikTok music power players in 2021

<p><em>Hi, this is Amanda Perelli and welcome back to <keyword id="11414264" type="UNKNOWN" weightage="60" keywordseo="insider-influencers">Insider Influencers</keyword>, our weekly rundown on the business of <keyword id="1112328" type="PERSON" weightage="60" keywordseo="Influencers">influencers</keyword>, creators, and social-media platforms. </em><strong><a href="http://newsletter.businessinsider.com/join/influencerdashboard">Sign up for the newsletter here.</a></strong></p><p><strong>In this week's edition:</strong></p><ul><li><p><keyword id="819905" type="COMPANY" weightage="60" keywordseo="Instagram">Instagram</keyword> tests new <a href="https://www.businessinsider.com/instagram-testing-several-features-to-pay-creators-money-2021-6">monetization features to pay creators</a></p></li><li><p><keyword id="6762469" type="UNKNOWN" weightage="60" keywordseo="TikTok">TikTok</keyword> music marketers <a href="https://www.businessinsider.com/tiktok-music-marketers-are-hiring-micro-influencers-over-mega-stars-2021-6">are hiring micro influencers over superstars</a><a href="https://www.businessinsider.com/influencer-boxing-is-lucrative-for-creators-but-complicated-for-organizers-2021-6"></a></p></li><li><p>Amazon is building new tools <a href="https://www.businessinsider.com/amazon-influencer-program-live-shopping-affiliate-program-details-2021-6">for influencers to make money</a><a href="https://www.businessinsider.com/influencer-marketing-guidebook-for-student-college-athletes-captiv8-2021-6"></a></p></li><li><p>Creators say <a href="https://www.businessinsider.com/youtube-shorts-boost-subscriber-growth-but-monetization-is-lacking-2021-6">YouTube Shorts can lead to big subscriber growth but monetization is lacking</a><a href="https://www.businessinsider.com/how-much-money-youtube-pays-influencers-600000-subscribers-2021-6"></a></p></li><li><p>And more including <a href="https://www.businessinsider.com/how-much-tiktok-creators-get-paid-to-promote-songs-marketers-2021-6">how much TikTokers are getting paid to promote songs</a>, <a href="https://www.businessinsider.com/how-to-create-an-influencer-media-kit-instagram-youtube-examples-2021-6">real influencer media kits</a>, and <a href="https://www.businessinsider.com/tiktok-helped-this-small-business-land-a-quarter-of-its-sales-2021-6">how a small business owner used TikTok to sell products.</a></p></li></ul><p>Before we get started, don't forget to sign up for our live event on July 8: <em>How TikTok has transformed the music industry</em>. <a href="https://www.businessinsider.com/live-event-how-tiktok-has-transformed-the-music-industry-2021-6">Sign up here.</a></p><p><em>Send tips to aperelli@insider.com or DM me on Twitter at <a href="https://twitter.com/arperelli">@arperelli</a>.</em></p><h2><a href="https://www.businessinsider.com/instagram-testing-several-features-to-pay-creators-money-2021-6"><div type="image" title="Instagram logo in the center with &quot;Visit Shop&quot;, &quot;Tip&quot;, &quot;Buy&quot;, and &quot;Earn&quot; buttons surrounding it on an orange and pink gradient background" height="1800" width="2400" msid="84035406" hostid="261"></div></a></h2><h2><a href="https://www.businessinsider.com/instagram-testing-several-features-to-pay-creators-money-2021-6">Instagram is building a suite of money-making tools for creators</a></h2><p>Instagram is building a suite of monetization tools as it competes with other platforms like <keyword id="10879" type="CITY" weightage="60" keywordseo="YouTube">YouTube</keyword>, TikTok, and Snapchat.</p><p>The platform is developing these new money-making opportunities in its race to win over creators.</p><p>Sydney Bradley broke down all of the new (and potential) ways that creators can make money on Instagram.</p><p>Here are a few of the 10 features Sydney looked at:</p><ul><li><p>Creators can receive tips with "Badges" on IG Live.</p></li><li><p>Instagram is testing placing ads on IGTV videos and sharing a percentage of revenue with creators.</p></li><li><p>Creators can set up shop on Instagram and sell products like merchandise.</p></li></ul><p><strong><a href="https://www.businessinsider.com/instagram-testing-several-features-to-pay-creators-money-2021-6">Check out the full list of 10 new and upcoming features, here.</a></strong></p><p><a href="https://www.businessinsider.com/tiktok-music-marketers-are-hiring-micro-influencers-over-mega-stars-2021-6"><div type="image" title="Gia Woods performs onstage in a white and grey outfit in front of a pink background at the &quot;Thrive With Pride&quot; concert." height="1875" width="2500" msid="84035410" hostid="261"></div></a></p><h2><a href="https://www.businessinsider.com/tiktok-music-marketers-are-hiring-micro-influencers-over-mega-stars-2021-6">TikTok music marketers are increasingly hiring micro influencers over superstars</a></h2><p>Some music marketers trying to make songs go viral on TikTok are turning to a wider swath of creators who are less well-known.</p><p>Dan Whateley wrote that a big part of the shift in strategy is tied to cost. </p><p>Hiring less-famous creators allows marketers and labels to test out new ideas at a cheaper rate.</p><p>Here are some takeaways:</p><ul><li><p>Flighthouse is looking into the idea of "leaking" a snippet of a song on TikTok before its official release. And hiring less-famous creators is a cheaper way to experiment.</p></li><li><p>Hiring a few big stars to try to drive hype on day one of an album's release is thinking too short term, some marketers said.</p></li><li><p>RCA Records will sometimes hires top stars to promote tracks, while other times it enlists between 10 and 30 micro influencers for a song campaign. </p></li></ul><p>"There's never been a viral hit on TikTok that just took off over night," said Johnny Cloherty, CEO of the music-marketing agency Songfluencer.</p><p><strong><a href="https://www.businessinsider.com/tiktok-music-marketers-are-hiring-micro-influencers-over-mega-stars-2021-6">Read more about why music marketers are hiring micro influencers, here.</a></strong></p><p><a href="https://www.businessinsider.com/amazon-influencer-program-live-shopping-affiliate-program-details-2021-6"><div type="image" title="Katie Sands" height="1683" width="2240" msid="84035413" hostid="261"></div></a></p><h2><a href="https://www.businessinsider.com/amazon-influencer-program-live-shopping-affiliate-program-details-2021-6">Amazon is building new tools for influencers to make money and recruiting YouTube and Instagram stars to livestream</a></h2><p>Amazon is building out its influencer program to try and build a network of social-media creators.</p><p>The Amazon Influencer Program offers a variety of different tools and programs for influencers. </p><p>I broke down key takeaways from the company's influencer marketing strategy. </p><p>Here are some new features currently being beta tested:</p><ul><li><p><strong>Creator Connections</strong>, a marketplace that matches brands and influencers for paid partnerships.</p></li><li><p><strong>Creator Ads</strong>, a program where influencers can appear on shoppable Amazon ads across social <keyword id="6354777" type="COMPANY" weightage="100" keywordseo="Media">media</keyword> (like Pinterest, Facebook, or Instagram) and the creator will earn a commission every time someone buys something from that ad.</p></li></ul><p>"We don't look for just one particular influencer," Katie Scott, director of the Amazon Influencer Program, said of the program. "Similar to how we attract customers of all different backgrounds, we think about it the same way for influencers."</p><p><strong><a href="https://www.businessinsider.com/amazon-influencer-program-live-shopping-affiliate-program-details-2021-6">Check out more on how creators are using Amazon's features, here.</a></strong></p><p><a href="https://www.businessinsider.com/youtube-shorts-boost-subscriber-growth-but-monetization-is-lacking-2021-6"><div type="image" title="YouTube Shorts" height="1200" width="1600" msid="84035414" hostid="261"></div></a></p><h2><a href="https://www.businessinsider.com/youtube-shorts-boost-subscriber-growth-but-monetization-is-lacking-2021-6">YouTube Shorts have led to big subscriber growth for some creators, but are hard to directly make money from</a></h2><p>As the battle for short-form video heats up, YouTube is looking to be seen as a platform where creators can make money and reach new audiences.</p><p>Since its launch, Shorts has boosted viewership for some creators and lead to quick subscriber growth. </p><p>The platform is also in the process of launching a $100 million Fund for top creators on Shorts, which the company said will release "in the coming months."</p><p>I spoke with creators about how it has impacted their views, subscribers, incomes.</p><p>Here are some takeaways:</p><ul><li><p>Viewership is generally higher on Shorts, and creators are seeing a boost in engagement.</p></li><li><p>Creator Nigel Braun said his subscriber growth became supercharged this year when he started experimenting with Shorts. </p></li><li><p>But many creators said monetization was still lacking with the feature. </p></li></ul><p>"YouTube is a platform that has the absolute highest barrier to entry when it comes to social platforms," said Samir Chaudry, who co-runs the Colin and Samir YouTube channel (268,000 subscribers).</p><p><strong><a href="https://www.businessinsider.com/youtube-shorts-boost-subscriber-growth-but-monetization-is-lacking-2021-6">Read more about YouTube Shorts and its impact, here.</a></strong></p><h2>More influencer industry news:</h2><p><strong>YouTube</strong></p><ul><li><p>Many influencers will send a media kit to every advertiser they work with. <a href="https://www.businessinsider.com/how-to-create-an-influencer-media-kit-instagram-youtube-examples-2021-6">We spoke with a dozen creators who shared the exact media kits they use.</a></p></li></ul><p><strong>TikTok</strong></p><ul><li><p>A woman launched a small business and <a href="https://www.businessinsider.com/tiktok-helped-this-small-business-land-a-quarter-of-its-sales-2021-6">used TikTok to boost her company and earn $69,000 so far this year.</a></p></li><li><p>A TikTok star broke down how he's making money <a href="https://www.businessinsider.com/tiktok-star-gained-2-million-followers-1-month-earning-money-2021-6">- from Patreon to the Creator Fund.</a></p></li><li><p>Song promotions have become an important source of revenue on TikTok. <a href="https://www.businessinsider.com/how-much-tiktok-creators-get-paid-to-promote-songs-marketers-2021-6">Here's how much creators are getting paid to promote songs. </a></p></li><li><p>TikTok has become a desirable workplace for US job seekers. <a href="https://www.businessinsider.com/tiktok-bytedance-us-salaries-for-jobs-careers-in-product-engineering-2020-12">Insider broke down how much the company pays for jobs in engineering, product, data science.</a></p></li></ul><p><strong>Instagram</strong></p><ul><li><p>Instagram stars earn money a number of ways. <a href="https://www.businessinsider.com/how-much-money-instagram-influencers-earn-examples-2021-6">We spoke with more than a dozen creators who shared how much money they earn.</a></p></li></ul><ul><li><p>Instagram's top exec Adam Mosseri took to Twitter this week to voice some opinions about the app. <a href="https://www.businessinsider.com/instagram-top-exec-adam-mosseri-honest-take-about-app-future-2021-6">Here's a quick rundown of his recent takes on Instagram.</a></p></li><li><p>Instagram influencers reveal how much money "micro," "nano," and "macro" creators make. <a href="https://www.businessinsider.com/how-much-money-instagram-influencers-are-paid-each-month-survey-2021-6">Here are key takeaways from a survey of 1,865 influencers. </a></p></li></ul><h2><div type="image" title="100 Thieves Valkyrae Courage" height="1732" width="2309" msid="84035416" hostid="261"></div></h2><h2><a href="https://www.businessinsider.com/seeking-nominations-for-top-managers-and-agents-for-gamers-streamers-2021-6">Seeking nominations for the top managers and agents for gaming YouTubers, streamers, and esports competitors</a></h2><p>Insider is compiling our second annual list of the top managers and agents in gaming and esports.</p><p>In this list, we are highlighting the managers and agents who are successfully assisting creators with their businesses and in adapting to changes in the industry. </p><p><a href="https://www.businessinsider.com/seeking-nominations-for-top-managers-and-agents-for-gamers-streamers-2021-6">Please submit your ideas or nominations through this form by July 7.</a></p><h2>Chart of the week:</h2><p>The influencer-marketing agency HypeAuditor surveyed 1,865 Instagram influencers to find out how and how much creators are earning right now.</p><div type="image" title="HypeAuditor" height="1326" width="2482" msid="84035420" hostid="261"></div><p><a href="https://hypeauditor.com/blog/data-from-our-study-of-1865-instagram-influencers/">Check out the full report here.</a></p><h2>TikTok's top trending hashtag of the week: </h2><div type="image" title="Kyra" height="944" width="1259" msid="84035423" hostid="261"></div>Every week, we highlight a trending hashtag on TikTok, according to data provided by Kyra IQ.<p>This week's hashtag: <a href="https://www.tiktok.com/tag/freebritney">freebritney</a><br /><a href="https://www.tiktok.com/tag/buildabish" target="_blank" rel="noopener"></a></p><ul><li><p>The percentage uptick for the last 7 days: 8,419%</p></li><li><p>This uptick is centered around the Free Britney Movement, where fans are demanding an end to the star's conservatorship. </p></li></ul><div type="image" title="youtube ad woman" height="1342" width="1790" msid="84035429" hostid="261"></div><h2>Here's what else we're reading:</h2><ul><li><p><a href="https://variety.com/2021/digital/news/youtube-park-hollywood-park-naming-rights-1235006133/">The YouTube Theater in LA will host events featuring YouTube creators</a> (Todd Spangler, from Variety)</p></li><li><p><a href="https://www.sportsbusinessjournal.com/Daily/Morning-Buzz/2021/06/30/NHL-TikTok.aspx">The NHL names TikTok star Josh Richards as special adviser</a> (Mark J. Burns, from Sports Business Journal)</p></li><li><p><a href="https://www.nytimes.com/2021/06/29/style/nelk-youtube.html">The Nelk Boys make no income from YouTube, but sold $50 million in merch</a> (Taylor Lorenz, from The New York Times)</p></li><li><p><a href="https://www.theinformation.com/creator-economy-database">The Information built a database of private startups in the creator economy</a> (Kaya Yurieff, from The Information)</p></li></ul><h2><a href="http://newsletter.businessinsider.com/join/influencerdashboard"><strong>Subscribe to the newsletter here</strong></a><strong style="color: #000000;">.</strong></h2><p>And before you go, check out the top trending songs on TikTok this week to add to your playlist, according to data collected by UTA IQ, the research, analytics, and digital strategy division of United Talent Agency (UTA).</p><div type="image" title="UTA IQ" height="1327" width="1062" msid="84035433" hostid="261"></div><h2><a href="http://newsletter.businessinsider.com/join/influencerdashboard"><strong>Subscribe to the newsletter here</strong></a><strong style="color: #000000;">.</strong></h2>

How Instagram is building a suite of money-making tools for creators

<ul class="summary-list"><li>Cosette Rinab is a junior at the University of Southern California and TikTok creator with 1.6 million followers.</li><li>She splits her time between studying film and public relations for school, and growing her TikTok page.</li><li>Rinab shared how she earns money through the app, from brand promotions, to music integrations, to livestreaming.</li><li>She said the average rate for a sponsorship on TikTok is between $1,000 to $2,000 per 100,000 views, based on her experience and conversation with other creators.</li><li><a href="https://www.businessinsider.com/prime">Click here for more BI Prime stories</a>.</li></ul><p>College junior Cosette Rinab has a packed schedule. When she's not attending class, or studying for an exam, she's working on her TikTok page. </p><p><a href="https://www.businessinsider.com/tiktok-app-online-website-video-sharing-2019-7">TikTok</a>, the wildly popular short-form video app, sat beside other giants, like YouTube and Instagram, on Apple's 2019 list of the <a href="https://www.engadget.com/2019/12/03/apple-best-apps-of-2019-iphone-ipad-mac/">top five free iPhone apps of the year</a>. The platform is owned by the Chinese internet company <a href="https://www.businessinsider.com/category/bytedance">ByteDance</a> and has become one of the hottest social platforms among <a href="https://www.businessinsider.com/category/generation-z">Generation Z</a>.</p><p>Rinab got her start on TikTok about one year ago. Now she has 1.6 million followers and treats her account like a part-time job. She's also a full-time student at the University of Southern California.</p><p>"I found that a lot of my friends who were in college and then got involved with social media just kind of took a leave of absence from school or just dropped out completely," she said. "It's not easy to balance both of them, but I think it definitely can be done." </p><p>She told Business Insider that she's able to make it all work by dividing her week up into two parts. The first half of the week she attends classes. The second half she works on her social media, and as a freelance consultant where she helps companies learn how to use TikTok. </p><p>Rinab shared the three main ways she earns money on TikTok as a creator, and broke down the average rate creators charge per sponsorship for Business Insider. </p><h2>1. Brand sponsorships</h2><p>Creators can land sponsorships through TikTok's monetization team (which reaches out to creators), through a brand or agency, or from a record label. For an official TikTok campaign, such as a "Hashtag Challenge," TikTok will provide the sponsorship to the creator directly.</p><p>Rinab said she earns most of her revenue through sponsored posts on TikTok. She has a direct relationship with the company, and they will occasionally bring her sponsorships - and send her on all-expenses paid trips.</p><p>In November, TikTok sent Rinab, along with other creators, to Paris to judge the Elite Model Competition, and teach a workshop on how to be a successful creator.</p><p>Working with TikTok directly has helped Rinab expand her business and land sponsorships with brands like Bumble, Hollister, and Universal. There are also some management firms like Whalar Stars and Amp Studios that help creators land deals and opportunities, but Rinab said she currently manages her TikTok business on her own.</p><p>"I also like managing it myself and communicating with the brands directly," she said. "As much as I think it would be cool to put the weight of communicating with brands and negotiating on someone else, I think I would feel like I'm missing out, just because I enjoy doing that so much." </p><p>When negotiating with a brand for a sponsorship on TikTok, Rinab said she will sometimes offer a package deal, which includes both a TikTok video and an in-feed post or Story on Instagram. </p><p>In general, she said she'll charge "a couple thousand dollars" for a brand sponsorship, and according to other creators she's spoken to, the average rate for a sponsorship on TikTok is between $1,000 to $2,000 per 100,000 views. </p><p>Several Instagram influencers interviewed by Business Insider said creators often <a href="https://www.businessinsider.com/price-per-influencer-sponsorship-on-social-media-instagram-youtube-facebook-2019-11">charge brands about $100 per 10,000 followers for a sponsored post on that platform</a>, though <a href="https://www.businessinsider.com/instagram-to-test-hiding-likes-impact-on-influencer-business-2019-11">brands are increasingly paying attention to metrics other than follower count as well</a>.</p><p>Deciding on a set rate for TikTok can be tricky, Rinab said, and it's hard to pin-point one amount because as she continues to grow in views and followers, her rates change. </p><p>"Obviously the followers play a big part in it," she said. "I'm charging more at 1.5 million followers than I was at 800,000. But even so, I think the main thing that brands are looking for is the views." </p><p>Rinab tracks her TikTok analytics like views and audience demographics, and at the end of a campaign, around 24 to 48 hours later, she will send that data over to a brand to show how it performed. </p><p>"At the end of the day, they are paying for a commercial to be produced and posted on the page," she said. "It's really important to know the value in that and know what they are getting out of it, and how your time should be compensated." </p><h2><strong>2. Song integrations</strong></h2><p>Some record labels like Universal Music, Sony Music, or Warner Music will sponsor a TikTok creator when they are looking to increase the number of streams of a popular song or make a song popular again.</p><p>Rinab said she works with companies like Flighthouse, a digital entertainment brand that connects creators with music artists and pays them to a create video with a specific song. </p><p>"I'll charge a couple hundred dollars for a song, just because it's a lot easier for me to put the song in the background," she said. </p><p>In comparison, Salina, a popular TikTok creator with 1 million followers, <a href="https://www.businessinsider.com/how-much-money-tiktok-stars-make-sponsorships-live-streaming-merchandise-2019-11">told Business Insider</a> that she charges around $200 for a song integration. </p><p>David White, the head of influencer management at the digital-talent-management firm Whalar Stars, said the factors considered when pricing a TikTok campaign generally are the creator's audience size, commercial licensing, brand exclusivity, and campaign scope. He said an audio integration for a record label was priced significantly less than an official brand sponsorship.</p><h2><strong>3. Livestreaming</strong></h2><p>Engaging with her audience by posting frequently, and interacting with them through livestreams is one of the techniques that's helped Rinab grow her following online, she said.</p><p>During a livestream, followers on TikTok can send a creator virtual "gifts" that they can purchase for various amounts of "coins" (coins can be bought by users in packs starting at 100 for $0.99).</p><p>TikTok users use cash to buy "coins," which they can then use to purchase virtual "gifts." Once they give the "gifts" to the livestreamer, those "gifts" are then converted into "diamonds." Those "diamonds" are then converted into cash for the creator, and are deposited into the creator's PayPal account.</p><p>The system for earning money through live streaming is intentionally opaque. The rate of conversion from a "diamond" to cash is "determined by ByteDance from time to time in its absolute and sole discretion," <a href="https://www.tiktok.com/legal/virtual-items?lang=en">according to the company</a>.</p><p>Rinab said that livestreaming on TikTok was a much smaller portion of her income than sponsorships.</p><p><strong>For more on how to become a successful influencer, according to YouTube and Instagram stars, check out these Business Insider Prime posts:</strong></p><ul><li><p><a href="https://www.businessinsider.com/top-ways-to-make-money-instagram-influencer-guide-2020-1">Instagram influencers explain the top 4 ways they earn money - and which is the most lucrative</a>: We spoke with four Instagram influencers - Caitlin Patton, Jehava Brown, Katy Bellotte, and Julia Engel - about their digital businesses.</p></li><li><p><a href="https://www.businessinsider.com/how-youtube-creator-earned-four-hundred-thousand-dollars-adsense-revenue-2020-1">A YouTube creator explained the strategy that earned him $400,000 last year</a>: Kevin David, a YouTube creator and entrepreneur with 838,000 subscribers, earned over $400,000 from Google AdSense in 2019. He told us how.</p></li><li><p><a href="https://www.businessinsider.com/how-much-money-youtube-videos-make-28-million-views-2020-1">How much money YouTube paid a creator for 28 million views - on a video about snakes</a>: Brian Barczyk broke down how much money he earned on his most popular YouTube video, which has 28 million views.</p></li></ul><p class="tagline"><a href="https://www.businessinsider.com/intelligence/top-10-trends-in-digital-media?IR=T&amp;itm_source=businessinsider&amp;itm_medium=ctgr_bii&amp;itm_term=ctgr_leadgen&amp;itm_content=tiktok&amp;itm_campaign=top-10-trends-in-digital-media"></a></p>

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