Creators are ascending to another level entirely...

Two huge pieces of news dropped this week proving that once again, creators are ascending to another level entirely.

And if you're paying attention, they reveal exactly how the game is being played at the highest level.

First up - The Fellas Studios just got acquired by Global, one of the UK's biggest media companies.

Let me put that into perspective.

The team behind The Fellas Podcast, Saving Grace, Pitchside and so many other brilliant shows are now working with the company behind Capital Radio, Heart, and Smooth Radio.

Two of the best at capturing attention are now working together.

Insaneee.

Now, Global aren't trying to reshape The Fellas.

They want IN.

They saw what Callum Airey, Joshua Larkin, Elliot Hackney and the team built - something authentic and creator first that's scaled at an incredible rate and wins again and again - and said "we need to be part of this."

That's the validation.

This was finding the right partner who actually gets it.

And honestly, it was only a matter of when, not if.

When you build something this good, this fast, with this much momentum, the big players will come knocking.

The question is whether they want to change you or amplify you.

Global chose amplify.

That's how you know it's the right deal.

Now the second story - and this one's a masterclass in creator-brand partnerships.

Amelia Dimoldenberg just launched Passenger Princess, a new series where she gets taught how to drive by Formula 1 drivers.

Chicken Shop Date has existed in basically the same format for over 10 years.

Awkward interviews.

Signature humour.

The same chicken shop setting.

And it's made Amelia one of the most recognisable creators in the world.

Now with Passenger Princess, it's the same formula, just a different vehicle - literally.

F1 knows exactly what they're getting because Amelia's proven it works for a decade.

They know her audience - which happens to be exactly who F1 is trying to reach as the sport grows globally with women and younger viewers.

The format is consistent.

The quality is proven.

The fit is perfect.

As always, there’s a lesson in these stories…

When you change content every week and chase trends, you might see spikes in followers.

But it makes you hard for brands to work with.

When you've got a proven, consistent format? You make it easy.

Brands like consistency.

Familiarity.

They want to know what they're buying into.

Amelia made this an easy decision for Formula 1 because she's been executing the same concept brilliantly for years.

And they've done this properly.

Rather than just slapping a creator face on an ad and hoping for views, they've let the creator actually create.

Shoutout to Dimz Inc for structuring this right.

They brought Amelia's proven format into the F1 world instead of trying to make her fit into F1's marketing playbook.

That's how creator-brand partnerships should work.

These two stories are connected by the same thread - traditional media and massive brands are finally learning to work WITH creators instead of trying to control them.

They recognised what these creators built, respected how they built it, and said "show us how to do this with you."

If you're a creator, this is your blueprint.

Build something consistent and proven.

Don't chase every trend.

Create a format that works and execute it brilliantly again and again.

Make it easy for the right partners to say yes.

Then when the big opportunities come - and they will if you're good enough - you'll have the leverage to do it on your terms.

And if you're a brand or business owner watching this happen, the lesson is even simpler.

Stop trying to control creators.

Stop asking them to fit into your templates and guidelines.

Find the ones doing brilliant work and figure out how to amplify what they're already doing.

Remember, the creator mindset is all you need to grow 🌱

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