The Business
Kit Opened a 5,000-Square-Foot NYC Studio. Creator Software Is Moving Offline
Kit's 5,000-square-foot New York studio is free for Creator or Pro customers, putting professional production space inside the software subscription.
The trade desk for the creator economy.
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The Business
Every story tagged The Business: the campaigns, platform shifts, and research that touch it.
Tagged The Business
6 storiesCreator Brands
Prime committed to buying 18.5M cases of itself a year — then a $67.7M suit showed demand never arrived
Congo Brands committed to buy 18.5M cases of Prime a year — a $67.7M bottler suit and Prime's 71% UK revenue drop show how far real demand fell short.
Creator Brands
e.l.f. took a $57.6M charge because Rhode beat its targets — how an earnout punishes a winning acquisition
Hailey Bieber's Rhode ran so far past its earnout thresholds that e.l.f. marked the liability up $57.6M — flipping Q4 to a $49.4M GAAP loss on 35% sales growth.
Money
GameSquare paid 0.69x revenue for Click Management — the multiple the roll-up actually clears
GameSquare bought Click Management — $12.4M revenue, 545 deals, 75 creators — for $8.5M, a 0.69x revenue mark that sits below almost every creator-economy M&A headline.
Analysis
e.l.f. spends a quarter of sales on marketing and grew 28 straight quarters — the always-on creator loop behind it
e.l.f. held marketing near a quarter of net sales while L’Oréal’s ad-and-promo ran 32.4% — and rode 28 straight quarters of growth to $1.31B. Here’s the always-on creator engine closing the gap.
Creator Brands
Coty paid $600M for half of Kylie Cosmetics — then its filings put revenue at a third of the public figure
Coty’s 8-K pegged Kylie Cosmetics at $177M in trailing revenue; months later its filings let Forbes reset 2018 sales to ~$125M against the ~$360M the family had promoted — the gap a public-company audit forced open.