Happy Thursday! Hope your week is going well.
It's officially October, which means all things are spooky 👻. The scariest thing I've seen so far is the wild gender gap in podcasting, and how many brands are missing great opportunities to cater to female audiences.
In more exciting news, the CreatorFest Collective has launched! The Collective is a space for our CreatorFest community to connect all year round and carry on those important conversations we started at the event.
Brands, creators, agencies - you're all invited to join free. Guest posts from industry leaders are starting to go live, so check out the site here.
Also, Mr Fantasy has been giving me light and joy this week. Keep scrolling to find out how this unconventional influencer, who's been posting for just over a month, managed to bag a HUGE Chipotle brand deal.
Let's get into it. 💋
In today's newsletter:
- Pick of the day: “Creators Drive Culture”: Becky Owen on Disruptive Campaigns, Creator-Led Innovation, and What’s Next for the Industry
- Trending: Hero100 Shortlist: Celebrating the People Behind Partnerships
- Campaign of the week: Mr Fantasy X Chipotle 🕺
We have revealed the shortlist for the Hero100. From thousands of nominations, we have put together a list of 200 excellent players setting the standard for partnerships and the creator economy right now.
We are asking the entire community to vote on who they think deserves to make the final list. Maybe it's your colleague, your pal, or someone you stalk on LinkedIn.
Voting closes on Tuesday, October 7th. You better hustle!
Cast your vote here.
📝 Pick of the day
“Creators Drive Culture”: Becky Owen on Disruptive Campaigns, Creator-Led Innovation, and What’s Next for the Industry
"Creators drive culture, set the trends, and shape the platforms we all use - yet they’re often excluded from the spaces where the industry makes its biggest moves."
Ahead of CreatorFest 2025, Billion Dollar Boy CMO Becky Owen discusses the year’s biggest campaigns and how brands can collaborate with creators.
↗ Trending
What's hot on Hello Partner right now
Hero100 Shortlist: Celebrating the People Behind Partnerships
Now, it’s your turn to have your say. Vote for your Top Five nominees in each category – Affiliate and Creator – to help decide who makes the final Hero100. Voting closes Tuesday, October 7th.
Introducing the CreatorFest Collective: A New Space for Creators, Brands and Agencies
The CreatorFest Collective has officially launched: a brand-new home for our CreatorFest community to connect, collaborate, and continue the conversations that begin at our annual event.
The Podcast Gender Gap: Why Brands Are Missing a Cultural Moment in the Creator Economy
Despite women representing a core demographic for brand advertisers, the podcast gender gap is real, and has an impact on the creator economy as we know it.
SoFire’s Hot Campaigns: How Mr Fantasy Became TikTok’s Most Unconventional Influencer with a Major Chipotle Deal
Why would a popular actor create Mr Fantasy, and how did he land a high-profile brand deal with Chipotle?
The Must-Attend CreatorFest 2025 Sessions for Gen Z Audiences
Guys, CreatorFest is just around the corner!! Attendees are spoiled for choice at CreatorFest 2025 when it comes to sessions this time, with industry leaders catering to all demographics.
✨ Campaign of the week: Mr Fantasy X Chipotle
I cannot stress enough to you how important Mr Fantasy is on TikTok right now.
Mr Fantasy is currently the enigmatic ‘British’ musician dominating TikTok, believed to be popular Kiwi actor KJ Apa in disguise. While he hasn’t confirmed this secret identity, he's managed to bag a HUGE Chipotle brand deal which has hit 20 million views on TikTok in a matter of days.
Read why brands are missing the trick with Mr Fantasy in the latest SoFire's Hot Campaigns.
👀 Algowatch: Instagram will schedule stories
Instagram is working on a new feature which will allow you to schedule stories to go live in the app. Very clever!
The Growth Studio is making its debut at CreatorFest this year - it's a smaller interactive space for creators to learn, connect and grow!
From 2-2:45pm we'll hear from Diving Bell Co-Founders Justin Girdler and Kim Butler in an honest Ask Me Anything session. For creators, this isn't one to miss!
Get your CreatorFest 2025 passes here.
💭 Thursday thoughts
I'd like to extend a warm welcome to my housemates who are now (forcibly) subscribed to my newsletter, and remind you all to do some cute autumn activities now it's officially the season. 🍁🍂
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Have a fab weekend divas! x
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Sofia Aira Journalist Email me Connect with me on LinkedIn |
