"It seems like you have to be a little bit more online or up to date with how fast culture moves just to determine, yes, this is a 'safe brand' - a brand that I'm willing to work with versus a brand that's [in] a little bit of hot water right now,"
"I think the hard part about that is, especially when you're a person of color working in this industry, you're already fighting every day for the same opportunities given to people who haven't done half of what you've accomplished. So, while you're trying to do that, you're also trying to build your own career and thrive. Additionally, you're discussing these brands, and this is capitalism, and I don't know a"
Creators must carefully vet brand partnerships as cultural and political controversies can rapidly affect reputations. Kalen Allen faced backlash after partnering with Starbucks during a union dispute that became entangled with broader online boycotts and misinformation. Creators need to stay highly attuned to fast-moving culture to identify safe brands versus companies in hot water. Creators of color face extra barriers while pursuing equal opportunities and building careers, raising the stakes of partnership choices. Coverage also includes agency AI competition, legal disputes involving Reddit and Perplexity, and potential corporate developments at Warner Bros. Discovery.
Read at Digiday
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