The Drop (By Donavelli)

The Drop (By Donavelli)

A FREE weekly newsletter about the creator economy.

Archive

Merch is Dead. Long Live the Brand.

Merch is Dead. Long Live the Brand.

Jimmy. Vikk. Emma. Three creators, three industries, one shared mindset: build it like it’s yours.

What’s Really Going On With Sydney Sweeney’s Viral Soap (And More)

What’s Really Going On With Sydney Sweeney’s Viral Soap (And More)

How Sydney Sweeney, Alix Earle, and Trace’s Oats are rewriting the playbook — proving that niche, viral, and operator-led brands are winning big in 2025.

How Smart Creators Are Engineering Their Own Exits

How Smart Creators Are Engineering Their Own Exits

Rhode goes corporate, Fan of a Fan gets acquired, and creators get serious about legacy.

Collabs, Candy & Category Shifts

Collabs, Candy & Category Shifts

From Football to Candy Aisles — How Creators Are Turning Partnerships into Power Plays

The New Creator Launchpad? It’s Aisle 12, Not Instagram

The New Creator Launchpad? It’s Aisle 12, Not Instagram

From Merch to Mass Market: How Creators Are Building Shelf-First Brands

Creator Brands Are Popping Up — Literally

Creator Brands Are Popping Up — Literally

Snacks, Strategy, and Star Power: The Real Playbook Behind Creator Brands

Forget hoodies — this is how you launch a brand

Forget hoodies — this is how you launch a brand

Mustard, margins, and why most influencer merch misses the mark.