Hello! Thanks for your patience, I’m back with the next volume of Creators U Should Hire. In the spirit of my erratic schedule, the world burning around us, and Trader Joe’s not even being cheap anymore, I’ve paused paid subscriptions and my future newsletters will all be free for now. Having trouble wading through gobs of news and content about the collapse of our democracy on social? Same.
It’s been a harrowing summer for us in social media and digital marketing, my thoughts are with you all. I’m trying to cling to the human aspect of creators, and how AI won’t necessarily replace creator content, just add a new cursed dimension to this space. Delusional? Maybe. I could also see an implosion of social as we know it in the near future. One could argue it’s been slowly and painfully imploding for the last 10 years. But I’m going to stop that thought right there.
I could see a new pillar carved out for creators that specialize in creating AI content for brands. Do I want that? Absolutely not. But we are barreling towards a dystopian online world where AI content becomes ubiquitous, if we’re not already there. It’s being shoved down our throats and our feeds. I worry about a new skill we’ll have to adopt. Making sure creators we are paying aren’t using AI to create content. Yikes. One thing I thought of that may be good for you to consider if you work with influencers, especially at scale, is to ask your legal team to add a clause to your creator contracts that they are not allowed to use AI to complete their deliverables unless that is a mutually agreed upon option. Check out this post shared by a creator recently. And that was a very rough draft. Scary.
AI is built upon things that already exist. It is literally a mass aggregate of content. I don’t use AI at all in this newsletter or in my searches. For me, working with influencers is intimate, human, something AI sorely lacks. I’m just adding to the discourse about how AI cannot and should not replace art and I hope that creators can continue to push back on AI with their ability to create something new and full of life. Only time will tell.
Don’t use AI, hire creators!
The list follows this format, numbered in no particular order: Handle Linked to example post | Category or short description | My two cents
@rachels_room_art | Video Editing/Sustainable Fashion | So cool, such fun and delightfully chaotic editing (she mentions her boyfriend films and edits everything! Cute.) I want to call out that she is a sustainable, anti-fast fashion girlie, so keep that in mind. However, I think it’s worth a reach out to cook something up with her and her boyfriend for a sponsored reel. Travel destination would be awesome, this post is sick.
@thechildishambino | Family/Food | Amber has gone viral in the last couple of weeks documenting her late night eats as a very pregnant person. Notable concoctions include pickles with whipped cream, soda with creamer, and milk by the jug. Her fast-paced edits pull you in to watch the whole thing. Grillo’s?? Get this girl some pickles. She did recently give birth to a healthy baby girl, but fans are following along as she navigates postpartum. I could see baby brands, food brands, and mom-focused content work for her. I don’t think she’s had any sponsorships.
@estefanniegg | Engineering/Inventions/Mad Science! | Okay…there is AI in my linked video but, she made a self-cooking microwave from scratch using AI software and posted a video about it, so I think it flies. Estefannie is a LA-based inventor, software engineer, and fun-haver who creates things like flaming bras (!!!) and knife nails. I think a brand would need to brainstorm a pitch for Estefannie and challenge her to create something based on your prompt. This could be so fun, I’m jealous if anyone does this.
@pappasparlor | Art | I love the visuals he creates for his art, so screen-worthy, yet capturing something so diabolically manual and meticulous. It looks like HBO has worked with him to promote the show, “The Last of Us”, but lots of possibilities here. Reimagine your brand or product in the least amount of pixels possible, stop motion ad for your paid channels, have him create something for an in-person event or POS at retail. I do believe he is in Sweden, so in-person may be out for US brands but digital is most certainly on the table.
@Yowie | Music/Fashion | In the spirit of anti-AI, I love Yowie’s pause-inducing musical content. There’s something mesmerizing about it. Yowie uses an asalato, also known as a Kashaka, which is a West African percussion instrument. I would love a small fashion house or outdoor brand to send Yowie clothes to wear, sunglasses or eyeglasses could also be perfect. Would a ‘sponsored’ post ruin the vibes? Maybe…but I think if done right and made for a brand’s feed and not Yowie’s, it could work.
@braxtonhaugen | Film | Braxton is a master of digital shorts, just look at his Instagram views, however, I don’t want to define him as such because he’s a filmmaker. As I’ve done in the past, I want to suggest that you hire him to create a cinematic short for your brand. High production is back, didn’t you hear? I would encourage the film to be hosted on YouTube and Instagram, as there’s something about his whimsy that doesn’t translate as well in the depths of TikTok’s algorithm. And his Instagram engagement is really good, comments like “This is the best account on IG” can be found on every single one of his reels.
@wendy.outdoors | Outdoor | My friend sent this to me, and let me tell you, I was in dire need of an uplift and Wendy delivered. She just started getting more views on her videos and I see more in her future. She follows 0 people and I love that for her. Just there to share some much needed peaceful vibes. Outdoor brands should sponsor a video and send her gear! We need more campaigns to get outside.
@olainamillion | Interior Design/Lifestyle | I came across Ola on YouTube and was drawn in immediately by her soothing voice and impeccable taste. She loves design, interiors, and helping you make your home cozier and plant-filled. She also has a TikTok and Substack, but I would recommend a YouTube partnership for her very engaged 23k followers there. It doesn’t look like she has had a sponsorship yet. IKEA would be a fantastic brand to partner with her, but I think small businesses that make home decor, ceramics, accessories, or larger fashion brands could work here too.
@erik.winkowski | Art/Animation | I’ve had Erik saved for a while, and it feels apt to put him in this list after I spiraled about AI since his work is the antithesis of. He has a Substack called Paper Films as well, where he shares projects and behind the scenes of his work. His ZINEMAILS are so so good, they make me feel hope again. He has worked with big brands like Prada, Gucci, and The New York Times. I don’t think a collaboration is off the table because of that. A Substack collab could be interesting if your brand is dipping your toes in this platform’s pond.
@patienceojionuka | Photography | Patience is a NYC-based photographer who just shot Chelley and Olandria for Teen Vogue, but I think she would absolutely crush a brand campaign for a brand big or small. She’s done sponsored posts, like this one for Casper, but I would love to see her booked for a big campaign launch behind the lens. Example of this type of work for Nike x Nordstrom a while back. Pay photographers not AI!!!!
If you made it this far, thank you so much for being here! There are 150 of you which blows my mind. I am sorry for my absence, I’m hoping to make this more semi-regular this fall and winter, but I can’t promise weekly posts. Take care of yourselves, go for a walk, look at some clouds, eat some good food, be with community. Until next time.
Disclaimers:
PAY CREATORS FAIRLY. Never expect free work, we don’t live in a ‘product for post’ world anymore.
I’m aware of my internet bubble, but I aim to dive outside of it to attempt to plug all different types of creators and walks of life.
I am a 33 year old woman living in the US so most of these recs will definitely fall in the gen z/millennial demographic in the US, but not always.
My creator recs will mostly be on TikTok, Instagram and sometimes YouTube, but there may be other platforms featured.
These are my personal opinions. I am in no way paid, associated or sponsored by anyone in this list including their agencies, unless I explicitly say so.
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