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Entitled Mana Talent Group, YouTubers MoistCr1TiKaL, Gibi ASMR and Jimmy Here have merged their management teams to start their own talent management firm.

Each creator brilliantly represents a different sector and niche within the YouTube creator field. MoistCr1TiKaL is a gaming creator, known for his videos breaking down gaming and esports community drama; Gibi ASMR is a humorist whose initial fame came from popularising the “It Is Wednesday My Dudes” meme; and Jimmy Here is a leading performer in the genre of autonomous sensory meridian response, or ASMR. He also operates his own esports team, Moist Esports.

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Last week on TikTok I came across a lovely and humbling video of Britney Spears during an interview clip filmed in the late 90s or early 00s. In this video she spoke transparently about how baffling it was to her that while growing up poor, she never received anything for free, yet now that she’s making a lot of money, she finds herself not having to pay for luxuries like clothes and makeup because she gets gifted an obscene amount of products. The modern equivalence of this would be influencer sponsorship.

While creators normally get paid to create sponsored content, some brands pay in products, and it’s also common for them to gift clothes, makeup, or other items to be on an influencer’s radar and hopefully solicit a post or a mention in their content. Others get sent products simply to review them, free of charge.

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We often talk about the power of the creator economy and its financial potential. However, there is a huge misconception that being a creator is an easy job - you film a little video, piece it together and post, right? No. It's extremely hard and there are many statistics to monitor and tiny jobs that creators often have to complete on their own.

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It's no accident that Tumblr's resurgence into pop culture is happening hand in hand with a rediscovery of the vibes that made the platform the toast of 2012: indie sleaze, emo sensibilities, and the return to twee. The microblogging platform has pulled off a comeback in a way that its fellow 2000s era platforms like MySpace or Livejournal have failed to do.

The platform only this week introduced Tumblr Live, a dedicated live streaming function for American app users. Just so you know, Tumblr has previously allowed users to post broadcasts from other websites like YouTube, supporting livestreams. However, this new function, which enables users pay creators, is integrated into the platform.

The statistics show that it's effective: 48% of Tumblr's 135 million monthly users are members of Generation Z. Given that Tumblr saw a 96% increase in adoption between October 27, 2022, and November 17, 2022—coincidentally the weeks after Musk's takeover of Twitter—that figure may now be substantially higher.

• How to be a content creator without succumbing to the fear of failure. (Mashable)
• Instagram’s end of year recap is here. (Wishu)
• Content creators couldn't live without these tools in 2022. (Mashable)
• Kanye West is being chased for nearly $100K by a freelance creative director over a Yeezy sunglasses shoot. (Fortune)