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Live from CEL East in New York, Keith and Brendan sit down with Sam Friedman, the NFL's Senior Director of Global Social & Creator Strategy, to unpack how the league builds its creator ecosystem — from player social support to platform partnerships and of course a nod to the Taylor Swift strategy. Sam breaks down last season's global activations, how creators complement broadcasts World Cup-style, and what's ahead for a record nine international games including Australia, Paris, and Rio.

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Keith and Brendan welcome Michael Kaye, global brand comms lead at Match Group, for a wide-ranging talk on dating apps and creator culture.

News catchup covers C3/Live Nation's new creator festival For You Fest (a TanaCon callback), Google Search Console's new "platform properties" tracking, and creators dominating World Cup coverage.

Guest discussion dives into Kaye's path into comms, how Match Group brands build creator partnerships, AI's impact on storytelling, and where brand comms is headed — plus some Taylor Swift wedding hot takes.

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Keith and Brendan fly solo this week for a no-guest catch-up. First: the Cannes debrief — fashion on the Riviera, celebrity sightings, and which announcements actually mattered vs. yacht-money cosplay. Then into industry news: TikTok's new Custom Creator Networks, Lowe's opening creator pitch applications and the DoorDash/T-Pain mixup gone viral.