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Extra Value | Location Matters in a Digital World 🌏️

Extra Value | Location Matters in a Digital World 🌏️

PLUS: Top Creators in the Forbes list and the insane growth of TikTok shop!

Creator X & JT Barnett
June 19, 2025

What’s Hot?

VidCon 2025 is making history by inducting its first-ever Hall of Fame class, featuring legends like Hank Green, Rhett & Link and Smos! So many pioneers paved the way for today's creator economy, and an HOF is a brilliant move for the industry’s legacy.

Your Startup's Secret Weapon

Clear messaging is one of the easiest ways to grow your startup, but most times, overlooked! 🤷‍♂️ If you’re creating content without a strategy, you’re missing the mark. This breaks down the exact framework top B2B marketers use.

MLB Just locked a HUGE Creator Partnership ⚾️

Major League Baseball is teaming up with Jomboy Media that's reshaping sports content! This gives Jomboy access to MLB's massive content archive, while bringing baseball's biggest stars to their channel. Really bridging the gap between traditional sports and new media!

Brands Are Going Hollywood (And It's Working!)

The line between brands and entertainment studios is officially blurring at Cannes 2025! From Mattell's creative partnerships to Dentsu's sports expansion, companies aren't just advertising anymore, they're creating must-watch content!

The Creator Economy’s New $$$ Class 💰

Forbes just dropped their 2025 Top Creators list, and the numbers are absolutely wild $853 million earned collectively 🤯! From MrBeast's massive empire to new faces breaking into mainstream media, creators are now at the center of strategy, literally driving billions in sales + shaping culture.

TikTok Shopping Just Hit a Major Milestone 🛍️

TikTok's in-app shopping exploded with a 120% increase this year! With 76% buying from livestreams, the app is becoming a shopping powerhouse.

Emma Chamberlain + Pinterest! ☕️

Emma just dropped her first-ever collaboration with Pinterest, featuring a limited-edition coffee blend for Chamberlain Coffee. This is Pinterest's debut co-branded product in 15 years. There’s some awesome merch available!

Founder’s Corner

Since every creator and their mother I know, is in Cannes right now 😂 , let’s talk about why this might become the hottest creator/ad festival by summer 2026! Cannes Lions is quietly leading one of the biggest shifts in creator events we’ve seen in years.

The Infrastructure Advantage

Most people think about building creator events from scratch. Rent a venue, book speakers, hope people show up.

But Cannes is doing something smarter.

They already have the bones of the world's biggest advertising festival. The infrastructure exists. Platform relationships are established. Brand credibility is rock solid. 🤝

Instead of competing with VidCon by trying to out-creator them, they're leveraging what they already do best and expanding into creator territory.

The genius move: Most creator events struggle with business legitimacy. Brands see many creator conferences as "social media parties" rather than serious business gatherings. Cannes sidesteps this entirely, they’ve mastered the art of mixing influence and intent. 🎯 😤

What Makes Cannes Different?

Here's what I see them doing differently:

CRITERIA	CANNES LIONS	VIDCON	VID SUMMIT
Multi-Platform	✅	✅	❌
Business Opps	✅	✅	✅
Learning	✅	✅	✅
Network	✅	✅	✅
Desired Location	✅	❌	❌
Traditional Media	✅	❌	❌

2 game-changers: Desired Location and Traditional Media access.

VidCon and Vid Summit check most boxes. But they're missing the psychological appeal of the South of France and the collision with traditional media industries!💥

It's not about being better at everything, it's about being uniquely positioned in the areas that matter most for the future.

Big Moves Happen in Cannes

Cannes has rebranded what it means to do business in the creator economy… by blending legacy 🤝 future, influence 🤝 infrastructure, vacation 🤝 value.

While most conferences split their attention between creators or traditional media, Cannes is where those two worlds collide. Where else are you seeing YouTubers sharing space with studio execs or TikTokers sitting down with CMOs?? 🤔

Here’s the real move:

Traditional media wants to understand creators.
Creators want to evolve beyond platforms.
Cannes becomes the middle ground where both sides find opportunity.

But it’s not just about who’s in the room—it’s where the room is.

There’s something about “I’m in the South of France for business” that rewires how people think. You’re not just networking…you’re vision-setting and location becomes the differentiator. When creators plan their yearly calendar, Cannes isn’t just another date, It becomes a signal: you’re leveling up! 📈

Catching the Wave

Cannes is making this move right as the creator economy is having its breakout moment. They’re starting to really see the talent, momentum, and the business potential in the creator space.

Creators are launching production companies, traditional media/ brands are hiring creator talent, not to mention there’s some seeeriously talented Youtubers filming full blown shows/vlogs and doing some amazing storytelling.

Two years ago, creators weren't even getting taken seriously in the industry. And my prediction five years from now? The future is so fknnn bright!! 😎