From Fans to Shareholders: The Start of Creator Equity and Mirelo’s $41M Workspace

Good Morning,

Xorro, the SEC-regulated platform that allows fans to co-invest in creator-led business ventures secured funding from Oyster Ventures- why just buy a creator's hoodie when you can legally own a piece of their business? Berlin’s Mirelo raised $41 million Seed round from Index and a16z. Part of the funding will be used to develop "Mirelo Studio," a specialized workspace designed for creators that aims to eventually support full professional workflows.

DraftKings co-founder Matt Kalish is betting on a different league- this time as CEO of HardScope, a new engine built to scale creator empires and provide brands with the native infrastructure to succeed. AND Media is launching a new venture studio to scale up left-leaning creators. The company is creating a support system for progressive creators to challenge the perceived dominance of right-leaning content.

Quartermast Creator Economy Index

Layoff Watch

• Wondery (Amazon) is cutting approximately 100 roles as it consolidates audio operations under Audible and shifts video podcasting into its creator service group.

• Fiverr is reducing its workforce by roughly 30% to restructure as an "AI-native" platform with fewer management layers.

The Weekly Roundup:

1. From Publishers to People: Nieman Lab predicts a major shift in media M&A, where investment dollars will move away from traditional publishers and toward "creator journalists" who hold the keys to trust and authenticity in an AI-commodified world (Nieman Lab).

2. The Quarter-Trillion Dollar Milestone: 2025 marked a defining year as the creator economy hit $250 billion globally, leading 70% of marketing leaders to transition from one-off influencer campaigns to permanent, continuous creator partnerships (Netinfluencer).

3. Clorox Bets on TikTok Shop: Household names like Clorox, Brita, and Hidden Valley are aggressively testing social commerce, using TikTok Shop to turn creator-led content into a primary sales engine for consumer goods (Netinfluencer).

4. Journalism Schools Pivot: Facing a landscape where 33% of working journalists now identify as "creators," academia is formalizing curricula to teach students how to be their own newsrooms, blending reporting with audience strategy and business management (Nieman Lab).

5. WPP Weaponsize YouTube Data: Ad giant WPP has secured a proprietary data deal with Google to integrate non-public YouTube creator insights directly into its AI operating system, aiming to bring "media precision" to the fragmented influencer landscape (Marketing Dive).

6. Beats Swaps Athletes for Streamers: Moving beyond its traditional roots in music and sports, Beats by Dre is leaning into the creator economy by launching its latest cinematic ad campaign through a livestream with YouTube star IShowSpeed (The Hollywood Reporter).

7. Disney’s $1B AI Gamble: By licensing its iconic characters to OpenAI’s Sora, Disney is signaling that in an era where AI agents and closed feeds dominate discovery, brand survival depends on becoming a "feature" within the creator tools people actually use (Forbes).

8. Adland’s 2026 Crystal Ball: Industry leaders weigh in on the next phase of the sector, predicting a deepening convergence between creative agencies and talent as brands demand more specialized, creator-led strategies to navigate a crowded digital landscape (Campaign Live).

9. TheSoul Media’s Operational Evolution: By officially dropping “Publishing” from its name, TheSoul Group has pivoted to become a full-scale "operational backbone" for the sector, diversifying into fintech, talent management, and creator services to ensure long-term profitability (Netinfluencer).

10. The Rise of the Creator Middle Class: Shifting away from the "winner-takes-all" celebrity model, a robust middle class of Millennial creators is emerging, building sustainable careers through niche loyalty and affiliate commerce rather than chasing viral fame (Forbes).

11. The Era of the In-House Creator: Brands are moving beyond temporary freelance deals to hire creators as full-time employees—exemplified by Vivian Tu joining SoFi—treating creator expertise as a core corporate function similar to a CMO or an economist (Yahoo Creators).

Upcoming Events

• 1 Billion Followers Summit, Dubai: January 9 - 11, 2026

• Creator Economy Live West, Las Vegas: January 13-14, 2026

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