Creator Economy

YouTube Shorts vs. TikTok and how creators—and brands—can cash in on short-form video

Jason Buckland

Kevin Ferguson comes to life upon a question about an old, stodgy business school term. “Is there a first-mover advantage for some?” the YouTube exec repeats. “Potentially.” Forgive him for being coy. Ferguson is the director of global operations and partnerships for Shorts, the 60-seconds-or-less short-form video platform YouTube first launched in 2020 as a direct answer to TikTok and Instagram Reels, which had staked long-standing leads in the space.

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Decentraland and the future of renting land in the metaverse

Ashley R. Cummings

A look at the future of renting land in the metaverse and how brands can activate opportunities across Decentraland and elsewhere.

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#paid announces partnership with BuzzFeed Canada to bring creators to BuzzFeed, Inc.’s brands

BuzzFeed Canada today announced a new, ongoing collaboration with #paid, an award-winning creator marketing platform. The partnership will allow BuzzFeed and its portfolio of brands, including Tasty, to offer clients access to the largest on-platform network of creators as cast members for BuzzFeed’s content

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Why brands need authenticity in their celebrity and influencer collaborations

Kaleigh Moore

Consumers don’t want brands to simply dump money and hire famous faces to promote their products—they’re becoming more marketing-savvy every day and don’t like being sold to. They want meaningful partnerships that they can believe in. And when brand collaborations with celebs and macro-influencers easily come off as inauthentic and lazy, it’s difficult for consumers to move forward.

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How creators are building their own labor movement in the U.S. and the UK

Tiffany Regaudie

What used to be a meme-able clash between generations is now having serious repercussions on working conditions and labor rights for career social media creators. While some people think it’s easy to pick up a camera and “make something go viral”, professional creators have lived the umpteen hours it takes to brainstorm, create, edit, and post content people love enough to share. 

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Watchalongs: Sports and the new generation of consumers are at a crossroads

Vincenzo Landino

Sports entities are being forced to make their games more engaging, using eSports codes, gamification strategies, pushing daily fantasy, interactive experiences, and sports betting. Simply put, Gen Z doesn’t want to just sit back and watch traditional sports broadcasts. Alternative broadcasts allow viewers to essentially watch a live podcast with the game playing on the screen at the same time. 

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Why brands need to diversify how they use their creator content

Olivia Harris

Brands who want to make the most of their creator campaigns quickly learn that like other tactics, creator assets aren’t simply something you post once and forget. There are endless opportunities when it comes to the distribution of creator content, allowing you to optimize your time and effort on every campaign. Integrating creator content into all aspects of your digital marketing and advertising programs is a surefire way to develop trust and educate your customers across various channels.

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Podcasts: The new frontier for brands and creators

Laura Leiva

Podcast creation is on the rise and there’s no indication it will slow down anytime soon. Over the last handful of years, podcasts have picked up in popularity for a few reasons:

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Dream bigger! The reach of creators is much more extensive than you may imagine

Ashley R. Cummings

We already know creators have influence over niche communities on single platforms. On YouTube, 22,000 creators have reached the one million followers threshold. On Instagram, 500,000 have achieved 100,000 followers or more.But once you’ve reached the summits of creator success on your platform, where’s the space to grow? If you feel tapped out by the possibilities present in your current community or current platform, it can be difficult to explain trends like this:

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2022 TikTok trends: Everything you need to know 

Kaleigh Moore

From being seen as just one more social media channel to becoming an important part of every successful brand’s marketing playbook—TikTok has revolutionized social media marketing. By the end of 2022, TikTok’s ad revenue is expected to triple, and they’re projected to own 20% of the social media market share, according to CNBC.

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How the “Sing 2” TikTok campaign went viral

Ashley R. Cummings

QYOU launched a viral multi-phased campaign for “Sing 2.” It was a smashing success. The campaign drove 26.4 million views, 2.2 million engagements, and a 9% engagement rate on posts featuring key characters, music, and messaging.

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How early fitness influencers shaped modern gym culture

Tiffany Regaudie

If you’ve ever felt frustrated with modern gym culture, it may be tempting to imagine a fitness utopia where your appearance doesn’t matter, diets don’t exist, and no one is trying to sell you anything. It may be even more tempting to yearn for a return to pre-social media fitness culture, before the fitspiration feeds and the Gymshark hauls and the “What I Eat in a Day” videos trying to convince you 1,200 calories is enough to sustain an adult woman. But what would we actually find if we scrolled up on the history of American fitness culture? Would it be any more inclusive and welcoming?

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Abercrombie & Fitch leverages TikTok to stage its comeback

Laura Leiva

From bringing attention to legacy brands and making them cool again (hello, Vaseline) TikTok has been a boon to brands who know how to use the platform and tap into various markets. For Abercrombie & Fitch, that meant leaning into the power of TikTok to build brand awareness in its target market: Gen Z and millennials. For millennials, it might be playing a bit on the nostalgic factor.

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How Viome leverages UGC in the marketing mix

Kaleigh Moore

The reason: UGC humanizes your brand. There’s a certain level of authenticity it creates that’s hard to replicate in any other format. And this is critical, as there’s a real disconnect between brands and consumers right now. 91% of marketers think they’re creating authentic content on their websites, but only 51% of consumers agree.

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Meet Viral TikTok Creator DaMya Gurley

Jayde Powell

With more than one billion users active on the platform each month, TikTok has established itself as one of the top social media platforms for content creators to grow their personal brands and audience. This leaves many creatives with the opportunity to stand out in their own way and create unique content that reaches the oftentimes coveted status of “viral”—content that explodes and reaches audiences on its origin platform and beyond. DaMya Gurley, a queer content creator based in Los Angeles, California, is no stranger to this. Acting since the early age of five, DaMya has utilized her talents to create funny, relatable, and oftentimes viral content on TikTok and now has amassed almost 360 thousand followers on the platform.

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Will the creator economy help close the gender pay gap?

Ashley R. Cummings

The growth of the Creator Economy can be largely (not exclusively) attributed to women and their entrepreneurial efforts.Statista, for example, found that 84% of social media influencers who post sponsored content are women, while only 16% are men. Women represent 48% of all freelancers, while 45.5% are men. And, more women than men started their own businesses from scratch during the pandemic.

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Brands building communities and investing in creators are miles ahead of competitors

Ashley R. Cummings

While the state of the world, commerce, and marketing is in flux, this remains the same: Successful marketing and advertising is still about finding and connecting with the right audience in meaningful ways.

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Why brands need to pivot to long-term influencer partnerships in 2022

Kaleigh Moore

Short-term influencer partnerships work well as a sandbox to test your foundation: they give you the flexibility to experiment with different creators and platforms, and in time, you’ll start to get a sense of which content (and which creators) stick. 

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Insights from QYOU: The team behind viral TikTok promo campaigns for Ghostbusters, Resident Evil, Scream, & Clifford

Ashley R. Cummings

If you’re a TikTok fan, you’ve likely seen awesome ads from creators promoting up-and-coming movies.You may have even participated in some of the viral, movie-related TikTok trends, including the “Voice of Ghostface” sound, the “Big Red Dog” effect on TikTok, or the branded “#GhostYourProblems” effect.

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Creators are the new celebrities

Creators are the new celebrities (and brands know it)

Ashley R. Cummings

While brands still often recruit celebrities for big marketing campaigns, superstars aren’t the only—or best—option for building brand credibility anymore.With the advent of social media and the rise in creator fandoms, brands are now turning to creators for endorsements. What’s more, many creators lend greater clout to a brand than big celebrities do.

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NFL Football Social Media

Washington Commanders name Katie Feeney first 'Social Media Correspondent'

Ian Leslie

The NFL's Washington Commanders have named social media influencer Katie Feeney the team's first-ever 'Social Media Correspondent.'Feeney's collective Instagram/TikTok audience of 7.6 million people dwarfs that of the Commanders, which sits at about 2.5 million.

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The creator middle class: A new wave of creators is here (plus, how brands can work with them)

Laura Leiva

Some of the best creators don’t have celebrity status. Do they need it? Not really.

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Content creators tell all: Horror stories with brands

Jayde Powell

With influencers and creators being a hot commodity, they’re not afraid to spill the tea.

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Bridging the gap between creators and fans with Laylo co-founder Alec Ellin

Kaleigh Moore

I recently connected with Alec to discuss his entrepreneurial roots and how he started his career in the tech and music industry.

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How Creators and Brands are tapping into the power of Twitch, Discord, and Reddit

Laura Leiva

How do these new platforms factor into the creator economy, and, better yet, what does that look like for both creators and brands? Let’s explore.

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Are creators the next breed of educators?

Ashley R. Cummings

Let’s take a closer look at why the rise of the Creator Economy is changing the future of education and how creators are a new breed of educators.

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The shift from Influencer to Creator: what does this mean?

Laura Leiva

In the ever-moving social media landscape, things move so quickly and so subtly that unless one is paying attention the changes are easily missed. 

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Samir Chaudry

Samir Chaudry on what’s next with Colin, the best advice MrBeast ever gave him, and the exercise every creator should do

Jason Buckland

From his studio in Santa Monica, Chaudry discusses exactly the roles young creators need to hire to build out their teams, his close relationship with MrBeast and what the top-dog YouTuber has taught him

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Web3 is just normalizing Web2 compensation for creators

Tiffany Regaudie

Don’t be naïve. The decentralization dream of Web3 won’t come true any time soon, if ever.

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new creator manifesto

The new Creator manifesto

Laura Leiva

It’s time to make way for the independent creator and here’s how they’re going to do it

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Black Creators 2022

The Black Creators making their mark in 2022

Jayde Powell

To amplify Black voices and encourage brands and marketers to work with Black creatives, I interviewed 14 creators that inspire their communities and me to create like no one is watching

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The Great Resignation and what it means for the creator economy

Kaleigh Moore

The truth is, the economy is shifting. Employees are free to find followings online—and with those followings, they can leverage new opportunities.

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Hidden.NY streetware brand | h/t Complex

How an Instagram creator became a hyped streetwear brand by curating moodboards

Clayton Chambers

And what other creators can learn about curation, turning a hobby into a business, and staying true to oneself.

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Alex Shebar (alexshebar) advice for aspiring creators

15 creators like Ceara O’Sullivan and CJ Eats share their best piece of advice for aspiring creators

Ashley R. Cummings

I connected with some of my favorite people to get more advice about how creators can grow, find a niche, connect with brands, and be successful.

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Creator economy predictions 2022

The creator economy: 2022 predictions from industry experts

Ashley R. Cummings

We spent the last month speaking with industry professionals about the future of the creator economy, and predictions for 2022.

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Fitness creator collage

Smarter audiences are pressuring fitness creators to run ethical businesses

Tiffany Regaudie

Here is where popular fitness creators succeed or fail: Remain humble, authentic, and ethical, and your audience will reward you with sustained attention and financial support.

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Insecure Issa Rae

How Insecure's Issa Rae is inspiring a generation of content creators

Jayde Powell

Insecure—written and produced by Issa Rae—has been a transformative show, not just for Black culture, but the entire industry.

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Creators run the world

Who runs the world? (Creators)

Ashley R. Cummings

Creators are about to have leverage, control, and political and cultural influence to the degree that is unprecedented.

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Virgil Abloh

Virgil Abloh, the modern-day polymath

Clayton Chambers

As a black man in America, Virgil Abloh challenged many norms, he was one of the most influential artists of our day, and the tragedy of his passing was that he was just getting started.

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creator marketing meetings

Want a positive creator marketing program? Do this first.

Running a successful kickoff call for your creator marketing program will set the tone for a positive campaign. Learn how to achieve this by following 6 topics in your meeting!

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Amazon is hiring influencer marketing managers

Influencer Marketing is creating a demand for related jobs

Laura Leiva

Creators are an essential part of marketing – it’s time to give them the attention and resources they deserve 

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Sticky's chicken finger restaurant

Fly by Jing, Rebecca Minkoff, and other creators are using OnlyFans. Should you?

Laura Leiva

OnlyFans is gaining traction for creators in other areas—namely mental health, fashion, food, and beauty.

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The Bushidos artwork that Booth designed

Creators, not brands, are the linchpin to Web3

Clayton Chambers

While we’re all speculating about crypto and the internet’s future, creators are building real use-cases we can learn from. The key? Community.

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Basquiat painting Tiffany Ad Jay Z and Beyonce

Dead artists and ad campaigns: Is it okay to use art to sell?

Tiffany Regaudie

We’ll never be able to ask Basquiat how he feels about the Tiffany ad. But we can ask people who knew him.

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https://getcarro.com/blog/landing-your-first-brand-collaboration-as-an-influencer/

The ultimate Creator guide to landing better brand deals

Tiffany Regaudie

We’ve created an easy, step-by-step guide on how you can land more—and better—brand sponsorships.

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Working with a Creator is more like partnership than transaction.

9 factors that can impact Creator rates

Tim Peckover

Working with a Creator is more like partnership than transaction, which means standard rates can fluctuate. Here are 9 factors that impact Creator rates.

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12 up-and-coming and inspiring Black Creators.

12 inspiring Black Creators to follow immediately

Ashley R. Cummings

This article hopes to amplify the stories of 12 up-and-coming and inspiring Black Creators. Their social accounts and creative projects exude confidence, style, drive, and grace. 

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Inventive ways creators are monetizing

Kaleigh Moore

Here's something that might shock you: Most creators aren't satisfied with the revenue they're earning.

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2021 Influencer marketing trends

Kaleigh Moore

What are the unorthodox trends gaining traction in 2021? We’ve sifted through the data to uncover exactly what’s going on.

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Twitch creators partnerships: How brands can get started

Tiffany Regaudie

Viewers spent 81 million hours on 'Just Chatting' content—23 million more than Fortnite—expanding Twitch beyond gaming, strengthening the case for brands to get in on Twitch sponsorships.

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Creators are the new brands

Clayton Chambers

Creators might have started as nothing more than billboards for the brands that paid them, but now Creators are their own brands. Let's look at how we arrived here.

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Cole Bennett is this generation's Rick Rubin

Clayton Chambers

Rick Rubin is arguably one of the greatest musical minds of our day. 40 years later, The Rick Rubin Effect is happening all over again and his name is Cole Bennett.

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The creators are unionizing. Here’s what it could mean for marginalized creators

Tiffany Regaudie

After many years of carving out legitimate career paths within the space, many creators want the standard features of any (good) job: health benefits, professional development, and fair pay for good value. 

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Savannah Sanchez on TikTok and Creators as a marketing match made in heaven

Kaleigh Moore

Savannah lives and breathes social media, and she has the answers on why TikTok is so special. We interviewed her to find out her best tips on how to achieve impressive results there.

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Main image, woman in toga holding ancient roman vase with gladiator on it.

History repeats itself: the ancient world of influencer marketing

Matthew Sourgoutsidis

Influencers arose far before the dawn of the internet. It's arguably ancient.

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Rachel Dacosta x SelfLoveSupply: Growing rapidly with an engaged audience

Matthew Sourgoutsidis

Rachel started 2020 with 10K followers on her Self Love Supply page. By March 2020, she had already grown to around 65K followers. Today, the page sits at 140K followers with no plans to slow down. I caught up with Rachel to discuss her journey, working with brands, and the challenges of being a creator during the pandemic. 

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Ethical travel during covid

The ethical dilemma of influencer marketing during the pandemic

Matthew Sourgoutsidis

Influencers and organizations that depend on travel have a point when they say travelling isn’t “illegal.” But is it unfair when almost all non-essential businesses have to abide by the same regulations?

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Mysa smart thermo

Tracking energy use the smart way, the story of Mysa

Matthew Sourgoutsidis

Mysa Smart Thermostats used influencer marketing to not only improve their brand awareness but strengthen equity, breaking into an untapped market.

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How Ninja and Drake literally made history playing Fortnite

Matthew Sourgoutsidis

After Drake picked up the controller and played Fortnite with Ninja, streaming gained legitimacy in the eyes of millions around the planet.

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Understanding creator marketing.

How to think about influencer marketing, and how to get started for yourself

But if you’re new to Creator marketing or trying to better understand how it can work for you (as a business or as a Creator), let’s take it from the top. 

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Influencer trends in food & beverage: Inspiration and insights for your next campaign

Hannah Cameron

Consumer habits and food and beverage trends are always on the move, making it hard to know what messaging will reach consumers. We've taken the work off your plate and researched this for you.

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How the 80s shaped influencer marketing

Kaleigh Moore

In the 1980s, we saw the power of popular culture and its effect on brands’ bottom lines as it dominated American consciousness. So let’s look at some of the most noteworthy marketing campaigns that joined high-impact 1980s celebrities with creative marketing campaigns, shall we?

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The World’s First Influencer Creates a Makeup Brand: The EM Cosmetics Story

Tiffany Regaudie

Michelle Phan, the first makeup influencer on YouTube, is now a full-time CEO for one of the most distinguished makeup brands of our era. In a nutshell: The EM Cosmetics story

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How an Influencer Built the Most Recognizable Makeup Brand on Instagram: The Glossier Success Story

Tiffany Regaudie

Emily Weiss’ foundational philosophy remains true for Glossier: every woman is an influencer. Glossier’s commitment to brand ambassadors, user-generated content, and community development create the environment for what is now one of the largest and fastest growing makeup brands of 2020.

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How Influencer Marketing Built a $400 Million Brand: The SPANX Success Story

Tiffany Regaudie

The SPANX success story you may know and love didn’t unfold in a day. The brand was built over a long time, step by step, good decision after good decision.

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How the 90s shaped influencer marketing: 13 examples

Kaleigh Moore

A year-by-year look at influencer marketing from the 90s

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The power of health and wellness creator marketing: 15 examples

Kaleigh Moore

15 Examples of Brands Using Health & Wellness Influencers

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25 Examples of influencer marketing during COVID-19

Kaleigh Moore

Here are 25 examples of how brands are using influencer marketing to get to consumers during COVID-19.

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Creator Highlight: Nicholas Pakradooni

Roger Figueiredo

This Week’s Featured Creator is Nicholas Pakradooni, @cholpak.

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Better influencer marketing with social listening

Roger Figueiredo

Once upon a time, if your brand was big enough, your company had a department dedicated to one thing — reading newspapers.

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Creator Highlight: Jessica Lam

Roger Figueiredo

Howdy friends! My name is Jessica and I am a #paid Editorial Team Member and the blogger behind Diary of a Toronto Girl, a Toronto-based…

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Creator Highlight: Jeff Isy

Roger Figueiredo

Jeff Isy was born and raised on the little African island, Mauritius, before moving to Canada in 2009. He speaks three languages, French…

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