| We're less than a away from our annual 2025 creator economy event on Tuesday, June 3 at NeueHouse Hollywood! The Future of Influence: What's Next for Creators, Entertainment and AI will include speakers such as Snap CEO Evan Spiegel, Unilever CMO Esi Eggleston Bracey, and executives from Spotify, Meta and Coca-Cola. Tickets are selling fast and space is limited. Buy your ticket here. VIP tickets are also available. Hello! It's Sahil here. I'm looking forward to seeing many of you at next Tuesday's "Future of Influence" event in Los Angeles. Fashion and culture magazine Nylon has launched a new membership program for creators—paid for by advertisers. It's an effort by Nylon's parent company, Bustle Digital Group, to take advantage of advertisers' growing interest in experiential, in-person events, as well as working with influential creators on Instagram, TikTok and other social media apps. Bustle's founder and CEO Bryan Goldberg said Nylon has spent years developing relationships with creators, celebrities and tastemakers in fashion, beauty and music, inviting them to events such as Coachella, Stagecoach Festival and Art Basel and connecting them to advertisers as part of sponsorship deals. The new business formalizes that work. Creators apply and sign up for the program, called "Nylon Membership," and they'll eventually choose what parties they want to attend, at events such as fashion weeks in New York, London and Paris, on an app Bundle is building. They can also use the app to pick which products they want to use and connect with brands. Advertisers will work with Nylon on events and choose types of creators or particular influencers it wants to invite to those events. They can also send products to creators they are interested in. The company gets paid directly by the brands for the events. It can then coordinate opportunities where creators can promote the brands, and it gets a cut of those sponsorship sales. Over the last few years, Bustle and Nylon have tested versions of this concept. At the most recent Coachella and Stagecoach, they brought brands such as Coach, Ulta Beauty, CoverGirl and e.l.f. Cosmetics, among others. Goldberg said these events generated multiple millions of dollars in revenue. "There are countless firms out there trying to bring together influencers, build networks, build agencies, but I don't think anyone has really built a community," Goldberg said. "It's a really hard thing to do. It's really hard to win their trust and bring them to something they'll find interesting." Close to 8,000 creators, with close to 400 million followers on Instagram, have already applied to sign up in the past week. Goldberg hopes to sign up about 50,000 creators to the program and more than a hundred events per year in the U.S. and abroad in cities such as Paris. Nylon's first event with the membership program will be a week of parties at The Surf Lodge in Montauk, N.Y. during the week of July 4th. Goldberg said he's been talking to advertisers in fashion, alcohol and hospitality to sponsor the parties and has signed up two brands so far. While advertisers are interested in live events and working with creators, the big question is whether Nylon can create a business that gets advertisers to sponsor more than 100 events per year and creators to attend them. "It's not a matter of if experiential marketing can scale—it must scale," Goldberg said. "It is far too important and far too efficacious of a marketing model for it to not scale. Someone will solve this." Here's what else is going on… See The Information's Creator Economy Database for an exclusive list of private companies and their investors. Fintech company Karat has launched a business banking service for creators called Karat Banking, which will provide up to 2-3% APY on checking accounts, automated tax planning and access to creator tools such as MrBeast's Viewstats and Epidemic Sound. It's working with Grasshopper Bank on the product. Creatify, an AI video advertising technology company that helps marketers quickly create video ads, has raised $15.5 million in a Series A funding round led by Jeffrey Katzenberg's WndrCo and Kindred Ventures. It brings Creatify's total funding to $23 million. The company said it recently surpassed $9 million in annual recurring revenue, or the past month's revenue multiplied by 12. WPP's GroupM, one of the world's largest ad-buying firms, is now officially named WPP Media, which manages more than $60 billion in annual ad spending. The name change is meant to reflect WPP Media's efforts to bring together its different agency businesses, including Mindshare and EssenceMediacom. That's the percentage of influencers who say they are using AI to assist with their content creation. The response comes from a new survey by data firm Typeform, which received 1,300 responses from influencers, consumers and marketers. The survey also found that half of consumers said they would unfollow an influencer if they knew they bought followers. Yaqeen Hammad, an 11-year-old influencer from Gaza, was among dozens of children killed by recent Israeli strikes on the territory, according to The Guardian. Hammad was known for videos offering practical survival tips for daily life under bombardment. Hannah Moody, a 31-year-old hiking influencer, was found dead near an Arizona hiking trail, according to Scottsdale, Ariz., police. Creative Artists Agency has hired Brent Weinstein, to take oversight of multiple business areas including digital media, podcasts, games, talent business ventures and speakers, the agency said. He will also be involved in CAA's M&A and investment activities. Before CAA, Weinstein was chief development officer at Candle Media, the entertainment studio co-founded by former Disney leaders Kevin Mayer and Tom Staggs. Prior to that, Weinstein spent more than two decades at rival agency UTA. Roblox has hired Sebastian Barrios as a senior vice president to lead engineering for its user, discovery, ads & brands and economy divisions. He will report to Roblox founder and CEO David Baszucki. Thank you for reading the Creator Economy Newsletter! I'd love your feedback, ideas and tips: kaya@theinformation.com. If you think someone else might enjoy this newsletter, please pass it forward or they can sign up here: https://www.theinformation.com/newsletters/creator-economy | 
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