How Creators Are Dominating the Business World: Alex Cooper, MrBeast & More

Hi Millies!

Let’s kick off this week with something I can’t stop playing—Lady Gaga’s new album Mayhem! One track that’s been on heavy repeat? "How Bad Do U Want Me." It’s got that sugary ’80s synth-pop vibe, and fans are buzzing with speculation that Taylor Swift secretly lent her vocals to the song. While Swift isn’t credited, social media is flooded with theories pointing to similarities in her earlier work. Lady Gaga is even reposting TikToks backing the idea, so now everyone’s wondering: is there a Gaga x Swift collab on the horizon? We can only dream…

Creator Economy News You Need to Know

1. MrBeast’s $5 Billion Empire Is Built on Chocolate, Not Content
   The world’s biggest YouTuber, MrBeast, isn’t making his fortune from viral videos—his real moneymaker is Feastables, a chocolate brand that pulled in $250 million last year. Meanwhile, his media business lost nearly $80 million. Now, his company, Beast Industries, is raising hundreds of millions to expand into video games, wellness, and beverages. This signals a major shift in the creator economy: content is the launchpad, but brand ownership is the real goldmine.

2. Instagram’s New “Edits” App Will Be a Testing Ground for New Features
   Instagram is set to launch its CapCut-style Edits app next month, and it’s not just a new tool—it’ll be Instagram’s testing ground for upcoming features. Head of IG Adam Mosseri confirmed that new creative tools will roll out in Edits first before being added to the main app. Expect AI-generated backgrounds, animated still images, and advanced video editing capabilities. With TikTok’s CapCut facing potential U.S. restrictions, Edits could become the go-to app for creators looking to level up their Instagram content.

3. The Most Influential Social Media Platform Might Surprise You – Okay, this is surprising. According to eMarketer, 25% of U.S. adults say Facebook is the most influential social media platform when it comes to making purchasing decisions. Facebook is still ahead of TikTok (21%) and Instagram (20%). While TikTok and Instagram get all the hype these days, Facebook is still a major player in shaping consumer behavior. If you’re in the creator or influencer game, don’t sleep on Facebook when planning your next campaign—it’s still driving major purchasing decisions for a large chunk of the U.S. audience.

Power Moves & Pop Culture – big business moves with Alex Cooper and Serena Williams

The devil works hard, but Alex Cooper works harder. Unwell Hydration just became the official sponsor of the NY Women's Soccer League, and honestly? This is a partnership I can get behind. Alex played D1 soccer in college, and Call Her Daddy listeners know how much those days shaped her—so aligning her hydration brand with a league built on powerhouse female athletes? It’s a no-brainer.

alexandracooper

3M followers

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But she’s not just slapping a logo on the field—she’s activating. This deal isn’t just about branding; it’s about community. She’s launching Unwell FC, a fan hype group that’s bringing the Daddy Gang energy straight to NWSL games, with exclusive merch, ticket promotions, and in-person experiences. This is what creator-led brand building looks like: deep, authentic, and actually fun.

Alex has always been about amplifying women’s voices, and now she’s doing it in sports. From taking Call Her Daddy independent to launching Unwell as a full-on media and product brand, she’s playing the long game—building a business that doesn’t just follow trends but creates them.

Take notes, because this is how you turn personal brand power into an empire.

Speaking of power moves…

Serena Williams didn’t just dominate the court—now she’s taking over the boardroom. The GOAT just announced her ownership role in the Toronto Tempo, Canada’s first-ever WNBA team, proving once again that investing in women’s sports is the power move.

serenawilliams

18M followers

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Serena has always been about more than tennis. She’s built a legacy of championing women’s athletics, and now she’s backing that up with serious investment dollars. And because she gets the power of branding, she’s not just sitting courtside—she’s helping design jerseys and leading exclusive merch collabs for the team. Imagine a Tempo x Serena drop? Immediate sellout.

This move cements what we already know: Women’s sports aren’t just worth watching—they’re worth investing in. Between Serena’s backing and Alex Cooper’s Unwell FC shaking up the NWSL, we’re seeing female athletes and creators redefine the sports business in real time.

Accountability Corner: Be the Friend People Want to Follow

Lately, I’ve been thinking more about framing myself as a friend to my audience. Every time I post, I ask: Will this help people get to know me more and like me? Not in a “please like me” way, but in a “would I follow this if I were on the other side?” way.

If you're trying to grow online, try this shift in mindset: Instead of worrying about what performs well, focus on what makes people connect with you. People don’t just follow creators for their content—they follow for them.

Try this week: Before posting, ask yourself, Would I send this to a friend? If the answer is yes, you’re on the right track.

Next Up for Pointina: Pure Barre x Stitching!

Okay, picture this:

A cozy, creative afternoon with a bunch of like-minded women. We’re talking about unwinding with your favorite drink in hand, snacks at your side, and your hands busy creating something absolutely gorgeous. Sounds like the perfect afternoon, right?

We’ve teamed up with Pure Barre Darien for an exclusive Pointina Needlepoint Workshop to bring this vision to life! Whether you’re totally new to stitching or already an expert, Meredith and I will be walking you through everything, step-by-step. You’ll leave with a fully kitted kit and all the guidance you need to bring your piece to life.

Now, here’s the kicker: normally, just a canvas would cost you $50-60... but for $80, you’re getting the canvas, high-quality threads, needles, and instruction—plus the chance to connect with other creative women. Oh, and did I mention snacks and drinks are included?

📅 Date: Friday March 28th, 12:30-2:30pm
📍 Location: Pure Barre Darien
🎟 Sign Up Here 

Spots are limited, so if you’re ready to join in on this creative night, sign up before it’s too late. Can’t wait to stitch with you!

Reply to this email and let me know if you think Lady Gaga and Taylor Swift are secretly collaborating! We need Rep TV already!!!

See you next week!

xoxo,

Elizabeth