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The Future of Storytelling Might Be Unfolding in a Fremont Warehouse

Monica Khan, Contributor

The creator economy is projected to swell to $480 billion by 2027, with YouTube’s connected TV viewership — now reaching over 150 million users in the U.S. — leading a surge in long-form, narrative content.

While much of the attention has focused on Hollywood, a growing part of the movement is happening quietly elsewhere — including a warehouse in Fremont, California.

I met Rishi Jethi, the founder and CEO of Illumeably Media, at a Bay Area Creator Economy event. At the time, I knew Illumeably was doing something rare — a creator-led studio producing scripted storytelling on YouTube, pulling in hundreds of thousands of views per video.

What I didn’t expect was to visit their studio — a full-blown production space tucked into Fremont — or to be cast on the spot as a background bartender in one of their shoots. That video? It ended up pulling nearly half a million views.

In a digital landscape where most creator companies build around personalities, Illumeably feels different — a throwback to the classic studio model, rebuilt for the creator economy era.

The Accidental Beginning of a Creator-Led Studio

Jethi’s story starts back in 2017, before “creator economy” was even common language. Armed with a computer science degree from UC Berkeley, he was fascinated by how social media algorithms could shape behavior at scale.

His first experiment? A motivational video stitched from stock footage, speeches, and a homemade voiceover — posted to a Facebook page with zero followers.

“I thought maybe a few people would see it,” Jethi recalls. “Instead, it exploded — over 80 million views in a week.”

That viral moment wasn’t just the start of a career. It was the spark that would lead to Illumeably Media: a digital-first storytelling studio built around one core idea — tell stories that matter.

“We couldn’t be just another media company,” he says. “We had to evolve into a creator company — one that understands audience, algorithm, and artistry equally.”

Scripted Storytelling for the YouTube Era

While much of YouTube leans into vlogs and commentary, Illumeably commits to scripted, narrative-driven storytelling. Their videos focus on emotionally charged arcs — family conflicts, ethical dilemmas, coming-of-age struggles — often with a signature twist.

"We aim to tell stories about everyday people facing real challenges," Jethi says. "But we always try to leave the audience with a sense of hope or something meaningful to reflect on."

The storytelling DNA is clear: Illumeably’s content carries the motivational spirit of Dhar Mann, blended with the introspective life lessons popularized by Jay Shetty, but delivered in a more cinematic, character-driven format.

Their most popular video — Mom Ruins Son's Relationship on Valentine's Day — has over 4 million views, tapping into universal themes of love, loyalty, and family. Most videos cross the 1–2 million view mark.

Collectively, Illumeably’s YouTube channel has:

• 1.2 million subscribers

• Nearly half a billion lifetime views

• 500,000 to 1 million views per new video within weeks of posting

Their clean, earnest storytelling — free from shock tactics — resonates especially with 18–45-year-olds, a demographic increasingly watching YouTube not on phones, but on connected TVs.

A recent Hollywood Reporter feature spotlighted how creator-led studios are reshaping storytelling in Los Angeles, building a new kind of studio system powered by YouTube, TikTok, and direct-to-audience content.

But this movement isn’t confined to Hollywood — it’s happening right here in the Bay Area, too.

Illumeably’s rise coincides with a broader golden age of YouTube-driven storytelling, alongside creators like Dhar Mann (morality plays), Kinigra Deon (comedic family sagas), and Alan Chikin Chow (fast-paced humor narratives) — all proving that cinematic, character-driven series can not only survive but thrive in a digital-first world.

Connected TV viewership is driving much of this growth:

• 63% of Kinigra Deon’s audience now comes from connected TVs.

• 50% of Illumeably’s audience watches on connected TVs — a share that has steadily grown as they shifted toward longer formats.

In August of last year, Illumeably pivoted to longer videos, increasing their average runtime to 22 minutes — aligning more closely with traditional episodic television, but for a YouTube-first audience.

Unlike the frenetic jump cuts of early YouTube, this new generation of creators is betting on story — and winning big. Long-form, episodic content is booming, especially as connected TV viewership continues to surge.

“At the end of the day, audiences don’t care if it’s a YouTube studio or a Hollywood studio — they care about the story,” Jethi says. “The creators who understand that are going to build the next generation of entertainment companies.”

Inside Illumeably: Where Storytelling Meets Technology

Illumeably’s Fremont studio looks more like a traditional production facility than a typical creator setup. Permanent sets include a kitchen-living room-bedroom house, a restaurant/bar, a high school hallway, and a sound booth for voiceovers and animation — spaces designed to move seamlessly between different storylines and genres.

But beyond the physical footprint, what sets Illumeably apart is how it operates behind the scenes.

With Jethi’s background in computer science, Illumeably has built a tech-first operation rarely seen in the creator economy. They’ve developed proprietary tools: a custom scheduling and workflow management platform, remote editing server infrastructure, and automated clipping software to reformat long-form content for short-form distribution.

That mindset — blending technology with storytelling — feels distinctly Bay Area.

By building their own tech stack and workflows, Illumeably has unlocked a level of production value that approaches Hollywood standards — without the traditional budgets or infrastructure. It reflects a deeper shift: creators no longer need to "cross over" into traditional media to access high-end resources or legitimacy. Studios like Illumeably are proving that scale and prestige can be built independently — on creator terms.

The team operates like a compact, highly efficient studio system:

• Namitha Palasamudram, Chief Operating Officer

• Drew Howard, Head Director of Photography

• Adrian Neria, Head Editor

• Ivan Vus, Composer

“Moving into our own custom-built studio was a turning point,” Jethi says. “Before that, we were basically wrecking my parents’ house trying to get the shots we needed.”

Their output is relentless — shooting three to four days a week, with weekends reserved for set-building and creative resets — a pace few traditional media companies could match without massive overhead.

“Having that technical foundation has helped us bridge the creative and operational sides,” Jethi says. “Especially as AI reshapes content production, staying ahead of that curve is essential.”

The Road Ahead

Jethi predicts the line between "creator" and "production studio" will continue to blur, with AI accelerating creative possibilities and traditional entertainment forced to take digital-native studios more seriously.

“The ones who figure out how to tell meaningful stories — regardless of the platform — will thrive,” he says.

With an animated series in development, proprietary tech tools on the horizon, and a steady pipeline of content, Illumeably is betting that the next generation of great studios won’t be built in Hollywood — they’ll be built in warehouses, server rooms, and creator spaces around the world.

If their first 500 videos are any indication, the future of storytelling might just be unfolding in a warehouse in Fremont.

COMMUNITY SPOTLIGHT

Rishi Jethi, Founder & CEO of Illumeably Media

Monica Khan, Contributor

After diving into Illumeably Media's journey, I wanted to take it one step further — and give you a more personal look at the founder behind the studio.

Here’s a closer glimpse at what drives Rishi Jethi day-to-day — beyond the studio lights and viral views.

Q: What do you appreciate about the Bay Area creator economy?

I grew up in Fremont just a few miles from where Illumeably’s studio is today. The Bay Area has always felt like getting a glimpse of the future — especially now with everything happening in AI and tech. Being close to some of the world's biggest tech companies keeps us thinking ahead, not just about storytelling, but about how technology can change the creator economy itself.

We also don’t have the built-in glamor of LA or New York, so it’s made us scrappier. We’ve had to prove ourselves harder — and honestly, that’s been a huge advantage.

What's also been incredible to watch is how people like Monica Khan, Jim Louderback, and Cassandra Bankson have stepped up to build the community we needed. They're organizing events, creating connections, and really putting the Bay Area on the map for creators. Without their work bringing everyone together, I don't think we'd have the same momentum or recognition in the creator economy that we're starting to build now.

Q: How does Illumeably make money?

It’s a mix — pretty typical for a creator-led company but with more diversification:

• 50% from YouTube Ad Revenue

• 35% from Facebook Video Monetization

• 10% from Snapchat Revenue

• 5% from direct brand deals — though we’re very selective there.

We’re not just filming ourselves and hoping for the best. This is a real studio, with a real payroll, and a real strategy behind it.

Q: How do you see AI shaping Illumeably’s future?

AI is going to change everything — not just content creation but distribution, packaging, even how stories are written. We’re already looking at how we can integrate AI tools to make post-production faster and to help inform storytelling decisions. It’s not about replacing creators — it’s about giving them more leverage.

Q: What’s your ideal day off in the Bay Area?

I get really restless when we're not filming or planning something. There's always this feeling that I could be diving deeper into a video edit with our team or working through a new concept with our writers.If I'm being honest, my ideal 'day off' probably isn't what most people would call relaxing. I'd rather take the laptop up to a winery in Napa and work on something creative there. Getting out of the studio environment but still being productive feels like the right balance for me.

Q: What’s your go-to source for industry news?

The Bay Area Creator Economy newsletter has become my go-to. The community spotlight Q&As are really insightful, and it keeps me plugged into what's happening with creator events locally. It's one of the few newsletters I actually read consistently.

My second favorite is Digiday. It keeps me informed about where marketers are putting their ad dollars, which helps me spot emerging platforms we might not have been considering."

Q: What podcast or YouTube channel do you always come back to?

Colin and Samir is definitely high up there for me, along with a few sports podcasts I try to keep up with. But honestly, I don't consume as much content as I probably should. Between our demanding shoot schedules and the product releases we have coming up, I find myself with less time to watch or listen to things.

Q: What’s your proudest professional moment?

My proudest professional moment was moving into our own custom-built film studio after we hit video 170. Up until that point, we were basically destroying my parents' house on a daily basis to make content. Getting our own warehouse space meant we could finally control variables we'd never been able to before, like shooting night scenes during the day or having consistent lighting setups.

My second proudest moment was crossing video 500. It’s easy to make a few viral videos, but sustaining that over 500 episodes shows something different. Every single member of our team has put blood, sweat, and tears into making this work.

Q: What advice would you give creators who want to scale into full studios like Illumeably?

Focus on building infrastructure early. It’s really hard to scale if you’re relying on piecemeal tools and ad hoc workflows. The creators who are going to win long-term are the ones who treat their studios like real companies, not just content machines.

Q: What’s one big question about the creator economy you’re thinking about?

How do we create more sustainable long-term business models that don't rely so heavily on platform algorithms? I'd love to understand what the creator economy looks like when creators have more control over their own destiny. After diving into Illumeably Media's journey, I wanted to take it one step further — and give you a more personal look at the founder behind the studio.

Here’s a closer glimpse at what drives Rishi Jethi day-to-day — beyond the studio lights and viral views.

UPCOMING EVENTS

Inside the Bay Area

•  June 2-10

  SF Design Week celebrates Bay Area creativity through events, exhibitions, and talks spanning tech, design, and innovation. (San Francisco)

• June 9-13  

  Apple’s Worldwide Developers Conference (WWDC), taking place brings together developers and tech enthusiasts for major announcements, workshops, and a first look at Apple’s latest innovations. (Cupertino)

• June 13-15

  San Francisco Jazz Festival  The 42nd Annual Jazz Festival brings world-class jazz to Hayes Valley with outdoor shows, DJs, and a lively street market featuring food, drinks, and vinyl. (San Francisco)

• June 14

  Juneteenth Freedom Celebration in San Francisco’s historic Fillmore District featuring special guests, live performances, a block party, carnival rides, and more. Celebrate culture, community, and freedom! (San Francisco)

• June 14-15  

  North Beach Festival is one of San Francisco’s most beloved neighborhood traditions returns! The North Beach Festival takes over the streets with live music, local art, delicious food, and that classic SF charm.  (San Francisco)

• ​June 27-29

  FoodieLand is a multicultural food and entertainment festival at the Santa Clara County Fairgrounds. With over 200 vendors, enjoy delicious eats, family-friendly games, and live entertainment. (San Jose) 

• June 28-29 

  San Francisco Pride   The 55th Annual SF Pride Celebration takes place over the weekend, with the iconic Pride Parade on Sunday along Market Street. Celebrate unity, joy, and vibrant community at one of the world’s largest LGBTQ+ events.(San Francisco)

JULY

Beyond the Bay Area

JUNE

• June 3-8

  NY Tech Week Kicking off June 3, New York Tech Week is a weeklong celebration of innovation and entrepreneurship. It brings together founders, CEOs, investors, developers, and tech enthusiasts from around the globe to explore the latest in startups, technology, and the future of digital. (New York)

• June 4-15

  The 24th annual Tribeca Film Festival returns to New York City, showcasing a powerful mix of film, episodic, talks, music, games, and immersive experiences. (New York)

• June 16-20 

  Cannes Lions is where global creativity meets impact. It’s the ultimate stage for brands, creators, and innovators shaping culture through storytelling, technology, and influence. (Cannes, France)

• June 19-21 

  Vidcon is where digital culture and creator communities collide. Bringing together the biggest names in online video, fans, and industry insiders for panels, meetups, and next-gen entertainment. (Anaheim, CA) 

• June 21

  Venice Summerfest Celebrate the first day of Summer!  Enjoy live music, local vendors, wellness experiences, and good vibes at this free, all-ages community event on the Westside. (Venice, CA)

Have an event you’d like us to include here? If so, please send the event URL to [email protected].

COMMUNITY NEWS

Publicis Buys Captiv8 for $150M: Publicis Groupe has acquired Palo Alto’s Captiv8, merging it with Influential to expand its data-driven influencer marketing platform—underscoring rising demand for creator-led campaigns.  (Wall Street Journal)

Square Opens “Corner Store” in SF: Square’s new Valencia space showcases tools for small businesses by day and transforms into a community event hub by night—ideal for creator meetups. It replaces the beloved Lucca Ravioli, a local favorite. (Mission Local)

Bay Area Sports Collective Debuts 3 New Podcasts: The Collective adds to its creator-driven lineup with shows featuring Jeremy Affeldt, Amy Gutierrez, Celeste Gehring, and Rod Brooks—highlighting a rise in niche, community-focused sports media.(Radio Online)

JOBS

• Account Executive, Influencer Marketing @ Seismic (Oakland)

• Head of Creator & Fandom @ Microsoft (Mountain View)

• Manager, Paid Social Media @ Kendo Brands (San Francisco)

• Partnerships Associate  @ WhatNot (San Francisco)

• Short Form Content Creator @ Founders Inc. (San Francisco)

• Staff UX Designer, @ YouTube Shopping (San Bruno)

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

“HELLA BAY AREA” CREATOR PICK

Adam Cohen (Marin Dad)

📍 Location: Mill Valley, CA
🎯 Vibe: Satirical suburban dad humor meets heartfelt community building

Why We’re Spotlighting Him

With Father’s Day around the corner, it’s the perfect time to shout out a dad who embodies hella Bay Area vibes: Adam Cohen, better known as Marin Dad.

Adam’s a Navy veteran turned techie turned suburban humorist who’s cracked the code on Marin culture. His reels poke fun at the eco-luxurious lifestyle (yes, that's a Rivian to offset his Sprinter van) with a perfect blend of satire and love for the community. But he’s more than just laughs — through The Marin Dad, Adam highlights local businesses and events, helping neighbors connect and discover the gems in their own backyard. Plus, he runs Marin Offsite, organizing outdoor wellness retreats that scream peak NorCal.

Creator Energy We Love
🌀 Hella relatable humor that captures the specific quirks of Marin life
🌀 Deep commitment to community — both online and off
🌀 Balancing the jokes with real recommendations for local living

What to Watch
🔥Here is one of Adam’s Instagram reels that captures the essence of the Marin Dad persona: a dad humorously boasting about his unparalleled skiing prowess in Tahoe. It's a perfect example of how he blends satire with local culture.

How to Support
✔️ Follow @marin.dad for daily doses of Marin life satire in Instagram
✔️ Explore The Marin Dad for hyperlocal finds
✔️ Check out Marin Offsite if you’re ready for a wellness day among the redwoods

TLDR
Just in time for Father’s Day — Marin Dad is serving suburban satire with a side of serious community love.

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

Email us at: [email protected] [email protected]