HYPR | INTL. CREATIVE DEPT.

@Cookedcom @KyleCottren The back to back to back

.@KyleCottren just keeps cooking. 3x Challenge Champion. 🍳

Creator rates went up 5-10x in 12 months. Brands chasing vanity metrics drove it up. Now the metrics that actually matter cost way more than they should. Walk it back Challenge (impossible)

Need to play Blackjack on the go? Introducing the Kirgo Pocket! 👀

@RampageJackson Congrats and Good Luck! 👑

I just signed with Rumble. New chapter. More content & me taking a bet on myself. To my family on KICK, I’m not leaving y’all behind. We’re multi-streaming, with some exclusives on Rumble. Nothing slows down. Same Rampage..just on another platform. First stream April 1st. @rumblevideo

"The influencer manager role is dead. Everything they do will be done better by AI in 12 months." Direct quote from Glossy this week. The layer that's dying is the layer between creators and brands. Remove the middleman taking 20% to answer your emails and find someone who can monetise access. Otherwise, you are paying for an assistant, not a talent manager.

Esports is splitting into two economies. 💰 Content creators landing brand deals. ✖️ Competitive teams on unpaid contracts. That is the market telling us what is more important. One group has figured out how to be a business. The other group is just waiting to be paid like one.

From Mazda Miata to McLaren. Only on cooked.com.

“Organic Eggs make the best Organic Content” - Tommy Armour, probably

One purple platform is forcing you to stay on a tab to "complete watching" their ads. Meanwhile @YouTube is actually listening to creators and has just rolled out Hype Leaderboards Creators under 500K subscribers can now get community-boosted to the trending page within 7 days of upload. This is the platform admitting the algorithm alone isn't finding the right people, and improving your discoverability. This makes audience activation a distribution strategy, not just an engagement metric. The creators who understand that first will outperform the ones ONLY optimising for the algorithm.

"Everyone in the industry is calling it progress. Flat fees are out. Performance-based deals are in. Brands are demanding accountability. Creators are getting "skin in the game." The model is fairer, more aligned, built for the modern creator economy. I've sat in rooms where these structures were written. Here's what the press releases leave out." @aidenHIKO breaks down why the shift in deal structure isn't as promising as it looks. Link in comments.

Crazy to see MrBeast's YouTube/Production business reportedly lost $110M last year. Yet Feastables, the chocolate brand, is on track for $780M. Insane. Content has always been distribution. Business has always shipped a product.

New platform alert - @Cookedcom 💰

There are half a million creators making $10K-$100K a year who would trade five random brand deals for just ONE long-term embedded partnership. Brands can't find them because they're still searching by follower count. That filter was wrong in 2022. It's embarrassing in 2026.

Khaby Lame's $975M deal is down 90% since January. Very similar to when creator founders leave their respective esports orgs. 160M followers didn't help.The Brand is the Face, I doubt even Mr Beast channels could survive without him.

@XSET It's always been @Fresh

The Mount Rushmore of Fortnite Who would YOU put in the 4th spot?🤔

I call it run it up season

"So @Snapchat just launched creator subscriptions. Creators are celebrating. I get it. Recurring revenue from your audience is genuinely better than chasing ad revenue. But there is a difference between better rent and actual ownership. Most creators have not sat with what that difference costs them long term." @aidenHIKO wrote about it. Link in comments.

Snapchat launched creator subscriptions today. Every platform has one now, this might feel good for your funnel but don’t get caught up in that. Email list: you own. Product: owned. Platform subs? Rented. Platforms can switch up terms tomorrow and change everything. Don’t be too reliant on one.