About this time of year, local car shows here in Southern California tend to be winding down after the summer, and the major auto show season is about to begin.
Could this be a changing of the guard in the digital creator space?
Variety has reported that TikTok has signed on o become the major sponsor of VidCon 2021, taking over from YouTube, which has been the headline supporter of the event since 2013.
As per Variety: TikTok has signed on as the title sponsor for VidCon US 2021, which is set to return to the Anaheim Convention Center Oct. 21-24. YouTube said it will still be in the mix among the secondary sponsors, but the change marks a shift in the event - and more broadly, the creator economy - to embrace multiple platforms.