What’s sparking our curiosity in the creator economy, social, tech, and marketing this week? We cover Meta’s new ads on Threads, Spotify’s impact on the music industry, and the rise of Deepseek’s AI model. We also highlight FKA twigs on the Throwing Fits podcast and Substack’s $20M Creator Accelerator Fund. fifth finds

All about the Ads.

On Friday, Meta announced that brands from the U.S and Japan are taking part in a trial of early tests of ads on Instagram’s Threads.
Meta will tailor ads based on user activity on Threads and Instagram, including content and data from sources outside of Meta, as stated on a support page. Additionally, Threads will provide options to customise the ad experience as well as the ability to  hide them the feed.
Head of Instagram, Adam Mosseri, confirmed last year that Threads would get ads so it’s unlikely to come as a surprise to most.
It comes hot off the tail of Meta having to deny that it forced users to follow official accounts belonging to senior figures in the new Trump administration.

Unmasking Spotify: The hidden players reshaping music

Discover Liz Pelly’s compelling exploration of Spotify’s impact on the music industry in ‘The Ghosts in the Machine’. This thought-provoking piece examines how Spotify’s algorithms, playlists, and business practices have reshaped music consumption, often prioritising efficiency and profits over artistry and fair compensation. 

Pelly delves into the rise of “ghost artists” and production music flooding popular playlists, highlighting concerns from independent musicians and labels about diminished visibility and royalties. It’s a must-read for anyone curious about the hidden forces shaping our listening habits and the future of music in the age of streaming

New AI model ‘DeepSeek’.

Chinese-made AI model called DeepSeek has shot to the top of Apple Store’s downloads, stunning investors and sinking some tech stocks. This poses a threat to OpenAI and other AI companies as it undercuts the cost and threatens investment. DeepSeek’s AI Assistant has overtaken rival ChatGPT to become the top-rated free application available on Apple’s App Store in the United States.

This timing isn’t looking great for US President Donald Trump, as he announced a massive $500 billion AI infrastructure project, dubbed ‘Stargate’ during the first week of his second term.

Exploring Artistry: FKA twigs sits down with Throwing Fits

This week we’re recommending the ‘Throwing Fits Podcast’, hosted by James Harris and Lawrence Schlossman. In this episode, the guest is hype artist FKA twigs with her new album ‘EUSEXUA’ which was released last week. The interview covered a range of topics from her mindset in the lead up to dropping new music, what gets her excited about working again, rave etiquette, and a total commitment to art vs. today’s algo-driven virality.

Substack’s $20M bet on Creators

Substack pledges $20 million to Creators who bring their followers its way.

Over the past year, Substack has experienced notable growth. As of July 2024, the platform reported over 3 million paid subscriptions and 35 million active readers, reflecting a significant increase from previous years. The newsletter distributor has announced a Creator Accelerator Fund that sets aside $20 million for Creators who promise to relocate their “paid-subscription audience.”

Influencers, property and smart investments – Oliver Lewis in The Sunday Times

Our CEO Oliver Lewis was mentioned in this week’s article by The Sunday Times on ‘How influencers are snapping up homes in London’s poshest postcodes’. It explores how influencers’ public lifestyles differ from the discretion of celebrities and more traditional buyers such as those from finance backgrounds. These creators are savvy about investments, often seeking prime real estate for better returns. 

Agents and agencies are adapting to cater to this demographic, leveraging platforms such as TikTok to showcase properties and connect with Gen Z buyers.

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