Welcome to Ad Age’s influencer marketing news roundup. Each week, we’ll be highlighting the latest developments at the intersection between brands and the creator economy, including new partnerships between brands and creators, notable new features across social media platforms and the growth of creator-led businesses.
Have tips or news to share about influencer marketing and the creator economy? Email Gillian Follett at [email protected].
Khaby Lame and Fortnite: TikTok’s wordless comedian Khabane “Khaby” Lame, who has held onto the title of “most-followed TikTok user” since June 2022 (161.9 million), will be the latest celebrity to feature in Fortnite’s “Icon Series” of character skins alongside Ariana Grande, MrBeast and Kansas City Chiefs quarterback Patrick Mahomes, among others. Fortnite leans heavily into collaborations with creators, athletes, celebrities, brands and entertainment franchises to entice players to continue playing—and spending their money on the “skins,” or new character appearances, that result from these partnerships. The Lame skin is part of Fortnite’s Battle Pass, which costs $9.50.