In today’s digital world, top influencers hold significant power, proving their value across a multitude of industries. Both the Forbes Top Creators 2024 list and SponsorUnited’s Top 100 Most-Followed Celebrities & Influencers 2023–24 report highlight creators like MrBeast, Khaby Lame, and Charli D'Amelio, who are reshaping brand partnerships. These celebrity creators help companies engage digitally savvy audiences through unique collaborations, amassing millions of followers—and dollars—along the way.

MrBeast (Jimmy Donaldson), one of the world’s most-viewed creators with a total following of 537M, has mastered the art of seamlessly integrating brands into his content in his own inimitable style. His partnership with Samsung Galaxy—its S23 Ultra is his go-to vlog camera—showcases how tech brands can play prominent roles in influencers’ creative processes. Meanwhile, his personal ventures like snack brand Feastables and MrBeast Burger demonstrate his knack for channeling his enormous influence into founding companies that resonate with his massive audience.

Likewise, Khaby Lame—who rose to #1 on TikTok (where his following numbers are near 163M) with his silent, humorous takes on life’s unnecessary complexities—is making waves with powerhouse brands like Procter & Gamble. His Tubi show, “Khaby Is Coming to America,” promotes premier P&G products including Tide, Crest, and Febreze. Similarly, TikTok’s #2 star, Charli D’Amelio—whose TikTok following trails Lame’s by some 7M—has partnered with a diverse array of corporate giants like L'Oréal, 7-Eleven, and Walmart, signaling her wide-ranging marketability, especially with Gen Z audiences. 

However, the diversity of creator partnerships doesn’t stop there. YouTuber Logan Paul has built his own brand with Prime Hydration and WWE, while Addison Rae has forayed into the beauty and fitness industries with collaborations including Alani Nu and American Eagle. Within the fashion world, creators like Dixie D’Amelio and Bella Poarch are generating buzz with high-profile partnerships ranging from Valentino to Savage X Fenty. These enterprising creators prove that their influence extends far beyond mere follower numbers—they are reshaping how brands connect with audiences in the digital age.

Festival season is in full swing and given the cancellation of many festivals due to Covid, artists and brands are ready to take center stage. The Governors Ball at Citi Field kicks off today with headliners Kid Cudi, Halsey and J.Cole.

Cole & Kid Cudi both have a strong social following of over 15M however, shockingly enough J. Cole doesn't have a single deal and Kid Cudi only has one (Cadillac since mid-2021). Halsey on the other hand has leveraged her social media presence of over 45M for her four endorsement deals- Verizon, Ipsy, Magnum Ice Cream & About-Face Beauty.

While the headliners are heavy in followers but light in terms of deals, Jack Harlow stands out amongst the artists having a staggering 140% increase in social followers YoY and brands have jumped on the opportunity to partner with the rising star.

Although Harlow has seen a massive increase in social following due to his rising popularity, Harlow has consistently had 7-10 endorsements over the last three years. A few of his current deals include Sprite, Venmo, KFC, New Balance, & Verizon.

Born in Kentucky, Harlow has stated in an Instagram post that he was going to be the biggest music artist ever to come out of Kentucky. Once he started to establish his dream, there was no better brand to partner with the rising KY star than KFC. As part of the partnership, Harlow’s face and name can be seen on KFC buckets and carryout bags. This is a unique collaboration that very few other artists have had the opportunity to do. Other artists with a unique QSR partnership within the last two years are Travis Scott x McDonald’s, Burger King x Nelly, Lil Huddy x Anitta.