Each week, we handpick a selection of stories to give you a snapshot of trends, updates, business moves, and more from around the creator industry. This week, a YouTube legend is back in action, another icon is celebrating her favorite drink, and a brand is testing the limits of the phrase “better late than never.”
Creator commotion
Lilly Singh returns to YouTube. A fresh 41-minute vlog catches in the midst of a deep clean. As she discards costumes and other relics of the Superwoman era, the former YouTube comedy queen promised viewers that she will continue to keep in touch, even if it won’t be with the skits her 14 million subscribers are used to.
Alex Cooper wants to throw the best Spring Break party ever. The podcast’s media company Unwell is throwing a spring break bash that will take over Miami from March 20-23. I’d imagine that some live Call Her Daddy recordings with enthusiastic crowds wooing in the background could be on the way.
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Captain Sparklez is the hottest thing in California real estate. The Minecraft star made headlines when he moved from one Pasadena home to another. The man born Jordan Maron paid $4.5 million for his new digs, so his block-breaking profession must still be going swimmingly.
The biz
Come get your Emma Chamberlain coffee at the vlogger’s cafe. The Chamberlain Coffee location at the Century City Mall is the first IRL foray for Chamberlain’s namesake beverage brand. Don’t worry — a visit to Chamberlain Coffee does not require you to drink as much coffee as what Emma consumes on a daily basis.
YouTubers take over the Pacsun catalog. Speaking of Emma Chamberlain, the retailer that once worked with her is going back into business with creators. Ruby Lyn and Elah Lorde helped Pacsun style its spring 2025 items, which are part of a collection that celebrates digital culture.
Ikea does the Harlem Shake (in 2025). The Swedish retailer says it’s “better late than never” to participate in the hottest trend of 2013. Is this decade-long delay an attempt to concoct rage bait? Is it an earnest piece of nostalgia? Or did it just take 12 years for Ikea to assemble the Harlem Shake at home?
Pop culture minute
Valkyrae was on Pop Culture Jeopardy. There was only one problem. The streamer noted that Jeopardy provided an inaccurate origin story for her screen name. No, Valky’s mom did not come up with her handle, no matter how convincingly Colin Jost claims it.
Avani Gregg goes Hollywood. The short-form star has landed a role in Breathe Deep, a thriller that is expected to begin shooting this summer. Like other creators before her, Gregg is acting in a movie that uses social media as a plot point.
RDCWorld’s response to the Luka Doncic trade was worth the wait. After a deal some have described as the most shocking transaction in NBA history, the basketball world waited to see how Mark Phillips and co. would skewer the one-sided deal. RDCWorld did not disappoint, weaving a multi-scene arc that feels more like a drama than a parody of professional athletes.
The latest tech
The NHL is the latest sports league to get animated. Like tennis’ Australian Open, the world’s top hockey league realized that animated recaps of recent games provide cover for all sorts of licensing issues. I for one can’t wait until all athletes look like Miis.
Google Gemini can now watch videos for you. The generative AI bot will scan through videos, summarize them, and answer any follow-up questions you may have. So, to recap: AI is making videos, watching videos, and responding to videos. Why are us humans even here?
LinkedIn video gets an update. The professional platform is adding analytics, advanced search, and more to its in-house video product. Everyone wants to be the next TikTok — even the place you go to get your skills endorsed.
The internet is a strange place
The stars of Microsoft Excel deserve NIL deals. How quickly can you write a formula or set up a pivot table? If your answer is ‘huh?’ then you’re definitely not ready for the Microsoft Excel world championships. I hear one of the competitors was disqualified for using a performance-enhancing Clippy.
You can still buy makeup even if you’re sad. Beauty brand elf Cosemtics believes that fears about TikTok’s future have affected its bottom line in recent months. Americans may be bummed about the turmoil surrounding the app, but if you want to get your deals on TikTok Shop, now’s the time.
Leave 14-year-old Zendaya alone. The movie star’s first YouTube video goes viral once every few years. I too appreciate the precociousness of Zendaya’s teenage years, but Challengers this ain’t.
