- Insider compiles a weekly list of moves in the creator industry, from new hires to investments.
- This week includes updates at 100 Thieves, UTA, and Patreon.
- See more stories on Insider’s business page.
Gaming and esports organization 100 Thieves is bumping up two of its top creators to co-owners, the company announced this week. Rachell “Valkyrae” Hofstetter, 29, and Jack “CouRage” Dunlop, 26, will take on leadership roles after attracting millions of fans to the franchise over the past few years.
“As a streamer and former pro-player myself, I always wanted 100 Thieves to be an organization guided by and built to be a platform for content creators,” 100 Thieves’ CEO Matthew “Nadeshot” Haag said in a statement.
Meanwhile, Patreon is now a $4 billion company as interest in the creator industry continues to swell among investors. The company raised $155 million in a new funding round led by Tiger Global Management. Audio chat-room upstart Clubhouse is eyeing a similar valuation, Bloomberg reported.
And two content development leads at YouTube and Facebook are moving back into traditional media, taking on roles at Discovery Plus and Universal Music Group’s Mercury Studios.
Every Friday, Insider gives a rundown of news on hires, promotions, and other creator company announcements from the past week. Are we missing anything? Let us know.
New hires, promotions, and departures
- Gaming and esports organization 100 Thieves promoted two of its creators, Rachell “Valkyrae” Hofstetter and Jack “CouRage” Dunlop, to co-owners of the business. Other members of the company’s ownership group include 100 Thieves’ CEO Matthew “Nadeshot” Haag, Cleveland Cavaliers owner Dan Gilbert, Drake, and Scooter Braun.
- Priscilla Baffour is the new head of diversity and inclusion for the EU region at TikTok. Baffour previously held the same title at The Financial Times.
- Toby Faulkner is leaving a role as head of unscripted originals at Facebook Watch to join Discovery Plus as an SVP of content, The Hollywood Reporter reported.
- Ander Nickell joins UTA as a brand partnerships executive in its esports division, Deadline reported. He previously headed up global partnerships at Activision.
- Kelly Sweeney left YouTube where she was an international production lead on YouTube Originals for a new director role at Universal Music Group’s Mercury Studios, Broadcast reported.
- Zola Mashariki is taking the helm at Amazon’s Audible Studios where she will lead the company’s original programming efforts, Variety reported. Mashariki previously worked as chief content officer at One Community.
New talent signings
- Digital Brand Architects (DBA) signed TikTok stars Sammie Lewis, Sofie Sanfilippo, and Ellie Zeiler for representation in all areas. Lewis, who has 2.6 million TikTok fans, is best known as the creator of the “here’s the motherf-ing tea” meme. Sanfilippo and Zeiler both post dance videos on the app.
- CAA signed Facebook and YouTube star Dhar Mann for representation in all areas, The Hollywood Reporter reported.
Other creator economy updates
- Patreon raised $155 million in a new round that values the company at $4 billion, The Wall Street Journal reported. The funding round was led by Tiger Global Management, with participation from Woodline Partners, Lone Pine Capital, Wellington Management, and New Enterprise Associates.
- MrBeast signed a partnership deal with Jellysmack to redistribute his YouTube content onto Facebook and Snapchat.
- In a move to integrate shopping into Snapchat, Snap acquired the startup Craze that runs an app called Screenshop, The Information reported.
- Pinterest launched a $500,000 fund for creators, which it described as “a new program to elevate Creators from underrepresented communities through financial and educational support.” The fund is relatively small when compared to similar programs at Snapchat and TikTok.
- After parting ways with Doing Things Media, the cofounders of the YouTube channel All Gas No Brakes are starting a new venture on Patreon called Channel5, Tubefilter reported. “We will be committed to traversing the country and bringing you the rawest reportage of cultural happenings and major news events for the remainder of 2021 and beyond,” the trio wrote on Patreon.
Read last week’s creator economy updates, here.
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