Selena Called Her Childhood Best Friend and Broke the Internet

This week: Selena Gomez reunited with her childhood best friend Demi Lovato and Rare Beauty broke the internet, Target heads into its first holiday running a gamified creator army after killing cash affiliate payouts, and Michael Kors turned one $359.50 handbag and a wall of creator livestreams into a TikTok Shop running at nearly four times plan.

Katseye, Hailey, Now Beckham: Gap’s Comeback Has a Pattern

This week: Gap ran its Victoria Beckham collab right back with a second collection, the luxe setting on the collab machine that is reviving the brand. SharkNinja turned its own fans and all 4,100 of its employees into a commissioned sales force for the holidays. And Rod Wave stopped signing to agencies and started signing for one, landing a top-16 recruit for the sports agency that carries his name.

The Mouse Came Knocking on a YouTube Channel

This week: Dude Perfect got Disney to come to them instead of the other way around, Jennifer Lawrence built a hair care brand in a lab instead of lending it her name, and an active WNBA starter became the lead investor in her own beauty brand.

Druski Put Gopuff in His Cart and Checked Out as an Owner

This week: Druski takes equity in Gopuff instead of a check, Virat Kohli walks away from a reported $34 million Puma renewal to own a sportswear brand, and Megan Fox becomes a co-owner of the OnlyFans founder's new platform instead of just a user of it.

The Barber Who Cut Obama Just Cut Himself In

This week: the barber who cut Obama and Brady hired a CEO and raised $7M to own his grooming brand instead of licensing it, WME built a lab to turn its clients into media owners and bought equity in one, and Guy Raz walked his show out of NPR and kept the whole thing.

Somebody Just IPO'd a Human

This week: a $64M fund writing equity checks into creators' own holding companies, Coco Gauff taking an ownership stake in a relaunched tennis league where every player gets equity, and fitness creator Kendall Toole co-founding her own functional dressing brand instead of taking an endorsement check.

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Creators Just Got a $400M Sugar Daddy

This week: creators got a $400M sugar daddy, a YouTuber joined the fund that got early into OpenAI and Anthropic, and Your Rich BFF turned 10 million followers into an app she built herself.