The top creator economy moves of the week, from new hires at XX Artists and A3 to investors pouring millions into livestreaming startups

  • Insider compiles a weekly list of moves in the creator industry, from new hires to investments.
  • This week includes updates at XX Artists, UTA, and the Ad Council. 
  • Visit the Business section of Insider for more stories.

It was a big week for esports athletes and livestreaming startups.

Gaming and entertainment brand Subnation announced plans to start a new esports franchise with Green Bay Packers wide receiver Marquez Valdes-Scantling. And eyewear brand Oakley hired “Call of Duty” champion Seth “Scump” Abner to serve as its first esports brand ambassador. 

Meanwhile, two livestreaming upstarts, Maestro and Looped, raised millions of dollars from investors as they aim to capitalize on increased interest in digital live events.

Here’s a rundown of news on hires, promotions, and creator company announcements from the past week. Are we missing anything? Let us know.

New hires, promotions, and departures

  • Former TikTok CEO Kevin Mayer was named chairman of the board at the sports-streaming platform DAZN.
  • Digital marketing agency XX Artists, which counts YouTube star Lilly Singh on its talent roster, added four new hires to its team. Amanda Brennan joins the company from Tumblr as a new senior director of trends. Brooke Blann was hired as a talent manager. Steph McKean started as a brand manager. And Mark Catangui joined the company as a brand coordinator. 

  • Lina Renzina was promoted to director of talent partnerships at the Ad Council. Her team has coordinated campaigns with top digital talent like Addison Rae Easterling and YouTube star Markiplier
  • Juliet Noble joined A3 Artists Agency in its alternative programming, digital media, and licensing and branding division as a digital assistant.

New talent signings

  • UTA signed digital creators Brooke Miccio and Danielle Carolan who cohost the “Gals On The Go” podcast, Tubefilter reported. 
  • Eyewear brand Oakley signed “Call of Duty” pro Seth “Scump” Abner (1.1 million Twitch followers) as its first esports ambassador, Ad Age reported. 

New creator economy investments

  • Livestreaming platform Looped raised $7.7 million in a seed round. The company said its funding was led by Will Ventures, with participation from a group of other VC firms like Rocketship VC and Intuition Capital and over 90 angel investors. The company streams live events for music artists and other creators. 

  • Subnation is launching a new esports team with Green Bay Packers wide receiver Marquez Valdes-Scantling called Trench Made Gaming, Forbes reported. 
  • Maestro, a livestreaming platform backed by Twitch cofounder Kevin Lin and former Blizzard Entertainment’s Michael Morhaime and Amy Morhaime, raised $15 million in new funding.

Read last week’s creator economy updates, here. 

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