Hello and welcome to the Bay Area Creator Economy’s biweekly newsletter—your front-row seat to the boldest moves, weirdest moments, and biggest opportunities shaping the Bay’s creator scene.

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MAIN STORY

Why You Shouldn’t Build THAT Business

Miguel García Castillo, Contributor

Spend enough time in the creator economy, and you start to notice a familiar reflex: when something works, build something else.

A YouTube channel hits? Launch a drink. A beauty moment goes viral? Start a wellness line. A podcast gains an audience? Drop a product.

A creator gets traction with one thing and suddenly there’s momentum to expand into a second. 

It’s not bad logic. The instincts are usually solid. The idea feels adjacent. The audience is primed. And most people advising creators will say the same thing: “It’s on-brand.”

But “on-brand” has become a stand-in for strategy. It’s used to justify building something new without asking the harder question:

Is this business actually ready to be built?

That’s the part that’s often skipped.

And it’s where things start to unravel.

In almost every case where a second business is launched too early, the first one isn’t even operational yet.

Product consistency is shaky.

Marketing ops haven’t been completely built.

There’s no structured campaign rhythm.

No one managing what happens after the sale.

There may be momentum, sure. But a sturdy foundation? Doubt it. 

And instead of reinforcing what’s already working, the team is pulled into chasing something new.

For the record, this isn’t a creator problem. It’s a sequencing problem. 

Creators are doing what great entrepreneurs do: respond to signal, follow demand, stay ambitious. But they’re often surrounded by people who mistake early traction for readiness, and advise them to move fast before they’ve built the infrastructure to support it.

The result isn’t just strain. It’s erosion.

The core business, the one that’s actually working, starts to slip.

The product gets less attention.

The customer experience breaks down.

The content loses consistency.

The audience starts to feel it, even if they can’t name it.

Now, contrast that with Emma Chamberlain. She didn’t sprint into ten categories the moment she had traction. She built Chamberlain Coffee deliberately—starting DTC, building brand equity, then expanding into retail with partners like Whole Foods and Sprouts.

That’s sequencing. One brand, one lane, built right before moving into what’s next.

We tend to treat expansion as a reward for early success. But expansion is expensive: mentally, operationally, and financially. It requires systems, focus, and real organizational maturity. One business, built right, gives you the clarity and margin to scale the next one with less risk. Skipping that step is what gets most teams in trouble.

If you’re a creator, or advising one, it’s worth asking:

• Is this the next move, or just the loudest idea?

• Do we have real systems behind this, or just a vibe?

• Is this idea solving for traction or distracting from it?

The most successful companies don’t just scale. They compound.

And that only happens when focus comes first.

That’s how ecosystems get built.

That’s how real businesses grow.

So if you’re thinking about building that business, maybe actually hold off. Just for now. 

—

Miguel García Castillo is the Principal of CO/STUDIOS, a venture platform focused on brand operations for early-stage and talent-led companies.

UPCOMING EVENTS

Inside the Bay Area

AUGUST

August 29-31
Catch the San Francisco Giants in action at Oracle Park as they host a thrilling home series. Enjoy the electric ballpark atmosphere, Bay views, and classic summer baseball fun. (San Francisco)

August 29-31
The Blue Note Jazz Festival returns to Napa this summer, featuring world-class jazz, soul, and R&B performances in a stunning wine country setting. Enjoy incredible music, gourmet food, and an unforgettable weekend under the California sun. (Napa)

SEPTEMBER

September 3-5 
INBOUND 2025. Hosted by HubSpot, INBOUND brings together thought leaders, industry experts, and business innovators for four days of inspiring keynotes, interactive sessions, and hands-on workshops. It’s the ideal opportunity to gain insights into the latest marketing strategies, tools, and trends that drive success. See Ticketing & Registration details HERE. (San Francisco)

September 4
COMMUNITY PICK! Bay Area Creator Economy, Creators 4 Mental Health, and Collective Voice are hosting A Creator’s Mental Health Reset in San Francisco from 4–6 PM. This intimate gathering will dive into building a sustainable creator career while prioritizing wellbeing and community. Seating is limited - email [email protected] to request an invite. (San Francisco)

September 8-9
Digital Ascendant is returning Sep 8-9 with a welcome reception on evening of Sep 8, followed by full, engaging day of programming on the 9th! It’s all about “Media Disruption 2026”– Silicon Valley’s relentless pursuit of innovation, speed, agility + the art of the pivot. Digital Ascendant is an invite-only event, 100 of the most innovative brand advertisers, media leaders + industry disruptors meet for a high-octane, high-impact conference. Request invite + get info HERE. (Palo Alto)

​​September 13
EMPIRE is celebrating 15 years at San Francisco’s Civic Center Plaza! Join the community for live performances from Shaboozey, Fireboy DML, Red Leather, plus surprise Bay Area guests. 🎟️ Free with RSVP at EMPIRE15.com.  (San Francisco)

September 18
Make with Notion. A day of keynotes, demos, and intimate conversations about AI and the tools of tomorrow with the people who shape them. You can request an invite in person or join virtually. See more details about registration here. (San Francisco)

Sept 19-21
Eat Drink SF The Bay Area’s premier food and drink festival returns with tastings, chef panels, and immersive culinary experiences. A must-attend for  foodies, and anyone looking to capture the best of San Francisco’s vibrant culinary scene. (San Francisco)

September 21-25
Laver Cup Tennis International Coming to the Bay Area with the world’s top tennis stars as Team Europe faces Team World in an electrifying showdown. A rare chance for local fans to catch this global event famed for its fast-paced matches, superstar players, and festival-like energy right in our own backyard. (San Francisco)

September 27-28
Portola Music Festival  San Francisco’s waterfront turns into an electronic music playground when Portola brings world-class DJs and live acts to Pier 80. Known for its cutting-edge lineup, immersive art, and city skyline views, it’s a uniquely Bay Area festival experience. 21+ (San Francisco)

September 27-28
Autumn Moon Festival. Celebrate San Francisco’s rich Asian heritage with lanterns, lion dances, and traditional mooncakes in Chinatown. This vibrant festival offers creators a visually stunning, immersive experience perfect for storytelling and capturing festive moments. (San Francisco)

Beyond the Bay Area

AUGUST

August 24- September 8
US Open Tennis in NYC featuring the world’s top players in a thrilling Grand Slam showdown. (New York)

August 29 - September 1 
Pax West 2025 The Pax West Gaming Festival is a four-day event that features a large expo hall with game publishers and developers, new game demos, panels, musical performances, tournaments, and community events. (Seattle) 

SEPTEMBER

September 4 
Press Publish NYC. A one-day summit where you’ll join hands-on workshops and meet collaborators, learn from experts shaping the future of the creator economy, and take part in a live, interactive episode of The Colin and Samir Show. Apply now  application to attend ends August 19th (New York)

September 7 
The MTV /VMA's (Video Music Awards) will be delivering viral performances, bold fashion, and pop culture moments perfect for social feeds. For attendees, it’s the ultimate night to tap into trending conversations and iconic Moon Person-worthy highlights. (New York)

September 11-16
New York Fashion Week  NYFW showcases the world’s top designers and the latest trends on the runway. Creators and fashion enthusiasts alike will love the energy, exclusive shows, and endless content opportunities from this iconic event. (New York)

September 16-17
Content Marketing World. Produced by the Content Marketing Institute, CMWorld brings together marketers, strategists, creators, agencies, and teams from around the world for three days of ideas, connection, and guidance for the future. Register now. (San Diego)

September 18 -21
Oktoberfest Zinzinnati is the largest Oktoberfest celebration in the U.S. The festival features over 30 live acts, German delicacies, traditional German beers, and local brews (Cincinnati, Ohio) 

September 19
COMMUNITY PICK! Instagram Summit by Manychat (IGS IRL). Instagram and Manychat are teaming up for a first-ever, one-day summit to explore the latest in social commerce, messaging automation, and creator growth strategies. Zach King, Colin & Samir, Hannah Wilson, Roberto Nickson, and Brock Johnson are all confirmed to attend and take the stage. Good news – if you can make it in person, BACE members get 50% with our code: baycreecon50. Or, you can attend virtually. (Los Angeles)

Have an event you’d like us to include here? Send the event URL community@bayareacreatoreconomy.com.

COMMUNITY NEWS

Slow Ventures Doubles Down on Creator Economy. Megan Lightcap of Slow Ventures, based in San Francisco, shared their first creator investment, backing woodworker-turned-YouTuber Jonathan Katz-Moses. Her piece highlights a growing thesis: creators aren’t just talent, they’re founders—and the Bay Area is ground zero for venture-backed creator businesses. (Slow Upload)

VCs Put Creators in the CEO Seat. Business Insider spotlighted 16 VCs betting on creator-led startups. For the Bay Area, that includes Slow Ventures, Initialized Capital, and a16z—backers of companies like Substack, Whatnot, and Karat. With SF leading U.S. cities in creator economy jobs and nearly $3B raised for creator tools since 2021, local startups and investors are steering the global shift. (Business Insider)

Mark Rober & CrunchLabs Head to Netflix. Bay Area YouTuber Mark Rober, founder of Sunnyvale-based CrunchLabs, is bringing a family STEM competition series to Netflix in 2026. Co-produced with Jimmy Kimmel’s Kimmelot, it marks another leap from YouTube into mainstream entertainment. (The Hollywood Reporter)

FoundHer House Launches All-Female Hacker House in SF. San Francisco’s first all-women hacker house, FoundHer House, just opened in Glen Park to support women building in AI and startups. Beyond coding, the residents are documenting their journey on social and publishing thought pieces, using content as a tool to attract funding, visibility, and community. It’s a reminder that in the Bay Area, even hacker houses double as creator houses. (NY Times)

Performative Male Contest Takes Over Alamo Square. SF-native creator Kake Jin went viral on Friday night, August 22nd, with the city’s first “Performative Male” contest, drawing hundreds in tote bags, feminist lit, and matcha lattes. James Arthur Bennett V of Redwood City snagged the crown with pearls, a copy of All About Love, and an iced matcha. (SF Standard) 

Sean MacCormac Skysurfs the Bay Bridge. Red Bull Air Force veteran Sean MacCormac made history as the first person to skysurf San Francisco’s Bay Bridge, launching from 5,000 feet and riding his board across the cables before landing on a barge below. As a Red Bull ambassador, the stunt doubled as a high-stakes piece of branded content—part extreme sports, part cinematic storytelling—that showcased how creators and athletes can merge spectacle with sponsorship.(Red Bull)

JOBS

• Senior AI Engineer, Agentic Chat, @Spotter (Remote)

• Global Product Activation Lead, Creator, @YouTube (San Bruno)

• Director, Social Media & Influencer, @Intuit (Mountain View)

• UX Research Manager, Instagram Creator Experience,@Meta (Menlo Park)

• Senior Full Stack Engineer @Daisy (Remote)

• Software Engineer, @Youtube (Mountain View + San Bruno)

• Creator Success Lead,@Linktree (San Francisco/Remote)

Have a job you’d like us to include here? Send the job posting URL to [email protected].

“HELLA BAY AREA” CREATOR PICK

Jenny and Chrissy (@jennychrissytwins)

Performative Male, But Make It SF

The Performative Male Contest has snagged attention from Seattle to Chicago—but only San Francisco turned it into tech‑infused street theater. Twin sisters Jenny & Chrissy S., fresh Princeton CS grads working in AI, co-created SF’s most satirical dating‑culture parodies and co-hosted the Alamo Square showdown alongside @kake_jin and other tech‑savvy friends.

📍 1,000+ attendees.
👔 Labubu plushies, tote bags, endless matcha.
🤖 A computer vision model built to rate each man’s “performitivity.”

Their recap video here captures the spectacle: contestants strutted across the lawn while the custom AI judged their ability to embody the archetype—part clout-chasing, part satire, all very SF.

As they wrote in their caption:

“one thousand people showed up to our performative male contest in san francisco to see who was the top labubu wielding matcha drinking totebag slinging dude. did it work on the ladies? 🤨 🌁”

From Meme to Movement

Jenny & Chrissy first blew up earlier this year with razor-sharp skits about SF dating culture—lampooning startup guys, finance bros, and tech-driven romance with a mix of insider detail and deadpan delivery. Their reels went viral not just in the Bay but nationally, earning them a rep as the city’s funniest culture critics.

So when they brought the performative male meme offline, it wasn’t just cosplay—it was the next logical step in their evolution as creators: from viral satire to curating full-blown public spectacle. Seattle gave us tote bags and vinyl; Chicago crowned its winner in drag. But SF? We brought AI to the park.

Why It Hits

Part roast, part social experiment, the contest pokes fun at surface-level allyship while doubling as cultural commentary on how much of gender—and even wokeness itself—is performance. Jenny & Chrissy aren’t just making reels anymore; they’re staging IRL theater that fuses tech, humor, and critique in ways that could only happen here.

Hella Bay Area, indeed.

Follow @jennychrissytwins on Instagram.

If you are a Bay Area Creator and have a piece of content you’d like for us to share, email it to us at [email protected]

Are you interested in contributing to the community or sponsoring an event? 

Email us at [email protected]