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Some big-name creators have launched their own creator networks. Not only are they solidifying their branding and creating like-minded communities of both creators and audience members, but they’re also using their influence in the Creator Economy to platform smaller creators. Read on to learn about the best creator networks in the game.
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The Unwell Network
Founded by Alex Cooper, the Unwell Network represents and platforms some of the most iconic podcasts in the game. Alex has built her brand around incredible collaborations with creators and celebrities, and now she’s using her platform to build up smaller creators.
She platforms podcasts such as…
- Pretty Lonesome by Madeline Argy
- Boyfriend Material by Harry Jowsey
- In Your Dreams by Own Thiele
- Extra Dirty by Hallie Hatchelder
… and many more.
Naturally, this is also the network where her iconic and viral podcast Call Her Daddy lives.
The Unwell Network arose from Alex Cooper’s product, the Unwell beverage. She writes that while touring, she needed an electrolyte drink that would keep her hydrated and focused, sans BS. Of course, she also wanted it to taste good.
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This same philosophy is applied to her podcasts. Her creator network helps platform talented creators in Alex’s similar niche of lifestyle, fashion, and commentary. Alex created the Unwell network as a “sense of community built through honest conversations.” She also wants to “embrace the discussion of social challenges and personal insecurities,” all in an entertaining package. In true Call Her Daddy fashion, Alex is bringing more voices to the table than ever before.
Lilly Singh’s HYPHEN8
Another example of a creator network platforming smaller creators is Lilly Singh’s HYPHEN8. Lilly Singh AKA “Superwoman” was an iconic YouTuber of the early 2010s. Her hilarious videos skyrocketed her to fame. Although she’s left the comedy and character work behind, Lilly is still hard at work as a content creator.
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Lily launched a podcast entitled Shame Less. At first, she featured short-form content that carried a big punch. She featured influential South Asian artists and creators, prompting them to invite the audience into their lives behind the scenes. Whether she was discussing taboo subjects or laughing with her podcast guests, fans fell in love with the authenticity of the content. This prompted Lilly to publish full episodes of the podcasts on her YouTube channel, which, although incredibly different from her previous YouTube content, has racked up views in the hundreds of thousands.
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She’s taking this podcasting pivot a step further. Not only is Lilly interested in interviewing influential figures, but she’s also interested in platforming smaller South Asian creators. To do this, she’s launched her new YouTube Network, HYPHEN8.
With goals to platform small South Asian creators, HYPHEN8 will do everything they can to help South Asian creators succeed, including:
- Direct Media Advertising targeting audiences who are looking to celebrate South Asian culture.
- Brand Integrations that correspond and work expertly with creators and their platforms.
- Channel Optimization to help creators reach their full potential.
- Curated Collaborations amongst the HYPHEN8 creator communities.
Lilly told the Entrepreneur that she’s turning away from the act of chasing virality. Instead of focusing on views and virality, Lilly’s focusing on something she deems much more important: authenticity.
Specifically, Lilly is pushing for creators that convey authenticity through storytelling. She said, “What we actually want is real, flawed, imperfect humans. I think that’s really important with storytelling. Storytelling by nature is humans connecting with other humans. So if you take away what makes us human, that connection inevitably disappears.”
Tentwentytwo Podcasts
Tentwentytwo Podcasts boldly claims that “Not having a podcast is as big of a red flag as not having a website.” Whether or not you agree with that statement, you cannot deny the incredible impact podcasts have had on the creator economy.
The podcast network was founded by Jeff Dauler. After 25 years as a radio personality, Jeff and his wife Calie launched their podcast, the UPSIDE. On their podcast, they cover everything from pop culture to mental health to day-to-day life. They amassed a loyal following due to their entertaining, funny, and honest commentary, releasing 30-minute episodes 5 days a week.
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Jeff took his radio and podcasting expertise to the next level, launching tentwentytwo, which prides itself on producing top-of-the-line podcasts for creators and podcasters of all niches. The company helps podcasts grow from their launch, all the way throughout their podcasting career, providing coaching, strategy, and management for podcasts. And of course, they offer a state-of-the-art studio to produce their top-notch podcasts.
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Tentwentytwo represents some of the most iconic podcasts in the game, representing the podcasts of organizations such as the International Olympic Committee and the Alzheimer’s Association, to individual creator podcasts. It is this range that makes tentwentytwo special – there’s no sticking to one niche for Jeff’s creator network, and that is exactly what makes this network so impressive.
Conclusion: Authenticity and Community
Each of these creator networks is aiming to build a community of like-minded creators. Although each creator may have a slightly different audience, the general style lends to at least some overlap in audiences. This naturally makes for a thriving, interesting online community supported by big-name creators. It’s as Lilly said – audiences are less one-off virality and more thriving, authentic communities.
