Good morning. You may have seen #dupe on TikTok—some creators have made names for themselves by searching the internet high and low for cheaper alternatives to high-end products. But what do the brands being “duped” have to say?

Lululemon is giving out free leggings to anyone who trades in a “dupe” pair. “We saw it as a really fun way to play into something that is a real part of our culture, but in a way that really puts the focus back on the original,” Lulu’s Chief Brand Officer told CNN.

— Hannah Doyle & Nate Graber-Lipperman

What the Writers’ Strike Means for Creators

Last week, roughly 11,500 television and film writers went on strike for the first time in 15 years, as the Writers Guild of America (WGA) argues that major studios like Netflix and Disney are turning the profession of screenwriting into a “gig economy.”

Context: During the last writers’ strike in 2007–2008, work stopped for 100 days and cost $2.1 billion to California’s economy, according to Vox. And? There wasn’t really a creator industry to speak of (yet).

But today, the lines between creators and traditional media are blurring. So what might this writers’ strike mean for creators?

Some experts have suggested that creators will be insulated from the current strike-induced mayhem in traditional media—and might even reap the benefits of less competition as Hollywood grinds to a halt. “People who want to be entertained have options,” business creator Roberto Blake wrote.

Others are less interested in capitalizing, instead suggesting creators support their entertainment industry peers. Nebula CEO Dave Wiskus tweeted that the WGA is fighting “for the future of how we’re all treated by megacorporation media companies.”

Zoom out: The last strike “hastened online video’s rise to legitimacy,” Tubefilter wrote, as striking writers began to self-publish projects to YouTube and Vimeo. Worth noting—companies including Meta and Snap have recently slashed spending on TV-style programming in favor of working more directly with creators.

Looking ahead: It’s unclear how long the writers’ strike, which is fighting for higher royalties, data transparency for streaming projects, and regulation for AI, will last.

This Week in AI: Creator Brand Deals Get Automated

A handful of new tools aim to ease the workload for creators and their audiences. Let’s unpack this week in artificial intelligence for creators.

Sponsored by Soundstripe

The Easiest Way to Navigate YouTube Copyright Claims

You’ve probably seen the headlines about YouTube’s efforts to address copyright concerns, particularly around music. When creators violate the policies, the results can be harmful: demonization, take-downs, and more.

Instead of navigating that headache on your own, check out Soundstripe—the music library for creators. With Soundstripe, you can create with confidence. The platform automatically clears content ID claims—add any music from its library to your videos and know you’re good to go.

Plus, the library is full of premium-quality music built for creators. As YouTuber Neil Collins puts it, “Soundstripe has created a platform that puts filmmakers first. In my opinion, this is the best value music licensing service on the market.”

Get started for as low as $9/mo—and you can save 20% with our exclusive discount code MUSIC20

The Yard Goes Big on Merch Drop

Ludwig Ahgren, Nick “Falco” Vercillo, Anthony “Slime” Bruno, and Aiden “Aimen” McCaig revealed that they spent $250,000 on their latest merch release for their podcast, The Yard.

Details: The drop features fishing gear including a parka, utility shorts, vests, and bucket hat. Fans can also buy a mystery tackle box, which includes a limited run of tees, pins, and stickers. The public release happened Saturday, and most tees and shorts have sold out.

Zoom out: The Yard typically gives Patreon supporters first access to their merch. They’re often limited-run and sell out quickly, with some fans resorting to bootleg creations.

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