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The buzz at SXSW
Plus: Alex Cooper is turning Call Her Daddy into a reality empire.
Welcome back!
SXSW just wrapped, and the conversations around AI, YouTube, and Hollywood’s changing landscape were loud…
AI’s takeover, YouTube’s power move, and Hollywood’s identity crisis
Three days at SXSW, and the energy was undeniable – but so was the anxiety. The media industry is at a crossroads, and no one knows what comes next.
AI: Hollywood’s biggest frenemy
Some see AI as a creative tool, others as an existential threat. The real concern? Big Tech is setting the rules, and Hollywood has no power to stop it. AI-generated movies aren’t a distant future – they’re already here.
Podcasting’s identity crisis
YouTube is pushing hard into podcasts, but creators are split. Some love the exposure, others (like Megyn Kelly) hate the pressure of always being camera-ready. Advertisers are interested, but they’re not sure whether video podcasts belong in audio or video budgets.
Hollywood’s quiet political shift
Studios are playing it safe. Amazon is reviving The Apprentice, backing a Melania-produced doc, and streamers are tweaking content to avoid backlash. Even funding decisions are being shaped by a filmmaker’s politics.
Creators still fighting for industry respect
Sean Evans (Hot Ones) is done justifying why YouTube shows deserve major ad dollars. Even with Super Bowl-sized audiences, creators still lack worker protections and the industry clout traditional media enjoys.
The new Hollywood formula: niche or blockbuster?
The era of one-size-fits-all mega-hits is over. Some studios are leaning into niche fandoms (Tubi thrives on hyper-specific horror), while others are taking bigger creative swings. Either way, the old playbook isn’t working.
LA’s hold on Hollywood is slipping
Filmmakers are leaving for Atlanta and Miami, but for now, the biggest decisions – writers’ rooms, casting, high-stakes deals—still happen in LA. The question is, for how much longer?
Entertainment is in flux. AI, YouTube, Hollywood’s shifting politics – it’s chaos for some, opportunity for others. The only certainty? No one knows where it’s all heading.
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Alex Cooper is turning Call Her Daddy into a reality empire
Alex Cooper is expanding her Call Her Daddy media brand with Overboard for Love, a new reality dating show on Hulu.
Produced by her Unwell Network, the show takes place on a luxury yacht where singles compete for romance – and access to the yacht’s over-the-top perks. Expect alliances, drama, and heartbreak, with one couple ultimately taking the prize.
Cooper called it “bold, unfiltered, and boundary-pushing.” Her husband, producer Matt Kaplan, is also on board as an executive producer.
Influencer marketing is slowing down – but not stopping
Brands will spend $10.5 billion on influencer marketing in 2025 – up 15%, but a slowdown from last year’s 24% surge, according to eMarketer.
Why the dip?
TikTok’s shaky future has brands hesitating. The platform drives a fifth of influencer ad spend, and its uncertain regulatory status is making advertisers nervous.
Trump’s new tariffs on steel, aluminum, and other imports are putting economic pressure on brands, making them more cautious with ad spend.
Growth is expected to pick up again in 2026, but for now, brands are diversifying – podcast influencer deals are gaining traction, especially post-election. Podcast ad revenue is climbing fast.
YouTube creators are chasing TV ad dollars – on their own terms
MrBeast, Colin & Samir, Ryan Trahan, and other top YouTubers are cutting out the middleman. Instead of waiting for brands to come to them, they’re hosting their own upfront-style event – the Spotter Showcase – on March 27 in New York.
Backed by creator funding firm Spotter, the event gives advertisers direct access to YouTube’s biggest names. Creators will present content slates, audience data, and upcoming projects – positioning themselves as full-fledged media networks.
“For decades, advertisers bought into hit TV shows. Now, creators are the hit shows,” said Spotter president Nic Paul.
With YouTube now the most-watched platform on TV, this is a direct challenge to traditional networks for big ad budgets.
More updates
TikTok is adding a meditation feature for users under 16, interrupting their feed with calming music if they scroll past 10 p.m.
Mikayla Nogueira is launching Point of View Beauty on March 26, backed by Imaginary Ventures, with five products including a primer and lip treatment.
Whalar opened a 24,000-square-foot creator campus in Venice to boost brand deals and talent collaboration.
Roblox's direct ad sales to brands are causing friction with creator studios, who feel sidelined as these in-game agencies see reduced brand collaborations and revenue.
SoftBank’s Vision Fund 2 invested $20M in AI video startup OpusClip, valuing it at $215M.
Airwallex launched finance tools for creators, enabling multi-currency payments, digital wallets, and tax support.
Alchemy launched a $100M fund to offer creators cash advances on future brand deals based on projected earnings.
Calaxy launched a $1M creator fund, giving 50 creators $20K each to build monetized social experiences in its virtual worlds.
What we’re reading
Business Insider – The top jobs creators are hiring for, from scriptwriter to YouTube strategist.
The Information – Eight food and drink startups primed for a takeover.