Hi, this is Amanda Perelli and welcome back to
In this week's edition:
Power players using TikTok to shape the music industry in 2021
Influencers react to the Instagram outage
YouTubebattle to sign the biggest streamers
How Lionsgate found huge success on TikTok
Also, we are hiring! We are looking for a journalist to join our team to cover the business of social
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Forget "TRL" and the radio,
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.
Here's a look at who is on this year's list:
Chelsea Smith, Warner Music Group: Smith serves as a liaison between digital platform partners like TikTok and the various record labels within Warner.
Team behind "Ratatouille: The TikTok Musical": Jeremy O. Harris, Ellenore Scott, and others helped turn the TikTok trend into a livestreamed performance.
Jun Park, Austin Georgas, and Luis J Najera Jr., Flighthouse: The company built a large following on the app by posting short video skits featuring some of its top stars.
"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.
Facebook-owned apps, including
While the platforms were down, my colleague Sydney Bradley was talking to influencers and advertisers.
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.
"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."
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.
Here's what else you need to know this week:
A TikTok star with 1 million followers shares her weekly routine, which includes filming videos, negotiating with brands, and attending events in LA.
Livestreaming is growing as a revenue source for influencers. Here's how creators make money through tips, sponsored streams, and selling products.
Snapchat launches Spotlight Challenges with prize payouts ranging from $250 to $25,000.
A look at TikTok star Josh Richards' most recent media kit, created with a new startup called MediaKits.
Instagram has been building out a suite of money-making tools for creators, including "Bonuses" on Reels and new affiliate-marketing tools.
Pro gamer Nickmercs, who has 6.2 million followers, extends his partnership with Twitch.
CAA signs gaming YouTuber Jacksepticeye, who has over 27 million subscribers.
Nicholas "Nickmercs" Kolcheff, one of Twitch's most followed streamers, announced this week that he is staying with the platform.
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.
But for those who are streamers first and foremost, Twitch still has the upper hand.
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.
With features like polls, gift subscriptions, and raids to connect with audiences and other streamers, Twitch is built for livestreaming and building a community.
YouTube, meanwhile, has trailed in that community-building, something industry insiders say are keeping some big names on Twitch.
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.
"WHO IS RUNNING THIS ACCOUNT!?!?," one user exclaimed.
"IS THIS FR LIONSGATE?" another TikToker asked.
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.
Chart of the week:
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.
TikTok hashtag of the week:
Every week, we highlight a top trending hashtag on TikTok, according to data provided by Kyra IQ.
Percentage uptick over the last 7 days: 4,062%
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 original platform is YouTube, where she posts vlogs and fashion videos.
What else we're reading and watching:
Teens' favorite influencer is Emma Chamberlain (unseating David Dobrik) (Piper Sandler, Gen-Z Survey)
YouTube star Emma Chamberlain on fashion and owning a coffee business (Kevin Ponce, V Magazine)
Creator duo Colin and Samir said in a YouTube Short that they earned $14,500 from AdSense last month with 4 million views.
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.