ShortTake is your weekly FYP from The Shorty Awards for quick, new and thought-challenging takes on culture, creativity and TLDR. Things that need a closer look and things that need a completely different perspective.
Emma
Meet Emma, the AI talent agent developed by Retrograde, now managing over 1,400 brand deals and connecting with 700+ brands. Emma offers creators 24/7 support, instant email responses, and data-driven matchmaking, challenging traditional talent agencies with a 10% commission model.
As Mike Newton noted, "The full launch of Emma... is a warning shot across the bow of every talent agency in the industry." Learn more: Retrograde’s Emma
Shorty Awards 2025: Celebrating Digital Trailblazers
The 17th Annual Shorty Awards honored creators who "Break the Rules," spotlighting those who have redefined digital storytelling. This year's Creator of the Year winners include:
- V Spehar: Recognized for their impactful storytelling.
- Angie Nwandu: Founder of The Shade Room, awarded Site of the Year.
Check out Shorty Awards Finalists
Social Media Week 2025: Insights from Industry Leaders
Social Media Week 2025 emphasized the shift from chasing trends to building communities. Key takeaways include the importance of micro-influencers, authentic engagement, and creating content that fosters conversation rather than just reach.
As Danny Gardner, Haleon's Social Intelligence Lead, observed, "Just like you trained your eyes to pick out sponsored content, your eyes are starting to train themselves with AI-generated content."
Dive deeper: YE Agency Recap
Whalar's $400M Valuation
Whalar Group has landed its biggest capital injection to date. The firm that operates multiple creator-facing businesses has announced a strategic investment from a trio of notable names: Salesforce Co-Founder Marc Benioff, ecommerce platform Shopify, and Hollywood producer Neal H. Moritz.
Full story: Tubefilter
Meta's FTC Trial Reveals Concerns Over Fake Engagement
During the Federal Trade Commission's antitrust trial against Meta, internal emails from 2018 surfaced, indicating that up to 40% of Instagram's activity could be fake. Executives expressed concerns over bot activity and the company's focus on growth over platform integrity.
Full story: New York Post
