You should probably follow the money

Speed (if you don't know him, he's basically one of the biggest streamers in the world with over 40 million subscribers) just announced "Speed Goes Pro" - a six-part sports competition series where he's competing against Tom Brady, Kevin Durant, and other massive sports stars.

YouTube announced it at their annual Brandcast event, which is basically their big fancy showcase for advertisers and brands.

This is YouTube's equivalent of the TV upfronts where networks parade their biggest shows to advertisers.

Two things about this are blowing my mind right now:

First, YouTube is properly growing up.

They're going directly to brands and advertisers to sell branded content featuring creators.

This isn't "hey, put some pre-roll ads on our videos" anymore.

This is "we're making premium content with our biggest stars that your brand can be part of."

Second, Speed has never done long-form produced content before.

He's built his entire 40 million subscriber empire on chaotic live streams.

And now he's pivoting into polished, episodic content that's essentially his own TV channel.

What an insane opportunity for him.

As I say pretty much every single week:

The creators who are prioritising long-form, high-quality content are going to absolutely clean up in the next few years because the big brand money is flooding in that direction.

It's not just Speed either.

Coincidentally, we just did our own version of this for the Sidemen last Thursday - hosting a bunch of brands and agencies to showcase what the boys have coming up.

And YouTube did their big event on the same day without us even knowing!

Great minds, I guess.

The direction is clear though:

Creators who can create formats, who can think beyond just "posting videos" and start thinking about creating actual shows, are setting themselves up to win.

This is the beginning of a massive shift.

As traditional TV continues to decline, the money isn't just going to streaming platforms like Netflix and Disney+, it's going directly to creators who have built loyal audiences.

Speed's show is being produced by OBB Media (they've done stuff with Kevin Hart and Justin Bieber).

This isn't amateur hour anymore.

For anyone building in the creator economy right now, this should be a massive wake-up call.

The ceiling just got raised, again.

The opportunities are getting bigger, not smaller.

So what does this mean for you?

If you're a creator, start thinking about formats, not just content.

What's your version of "Speed Goes Pro"?

What consistent, repeatable show could you create that brands would want to be part of?

And if you're a business owner, it's time to seriously look at how you can apply these creator principles to your marketing.

The lines between advertising, entertainment, and content are completely disappearing.

Honestly, I'm excited about where this is all heading.

The game is changing rapidly, and the upside for those who adapt is enormous.

🔍 Creator Spotlight

I want to quickly mention my latest YouTube video that just dropped: "The Unstoppable Rise of YouTubers Making Products"

I've been wanting to make this one for ages now.

It's a deep dive into why so many creators are launching food and drink brands right now.

From MrBeast Feastables to Logan Paul's Prime, KSI's Prime, the Sidemen's XIX Vodka and Side+ – the trend is undeniable.

But is it actually worth it?

What's the real prize that these creators are chasing?

And more importantly, what are the risks that nobody talks about?

I break all this down in the video, drawing on my experience helping launch several Sidemen brands over the years.

If you're interested in the business side of the creator economy – or thinking about launching your own product someday – I think you'll find this one valuable.

Would love to hear your thoughts if you check it out.

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

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