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Picks And Shovels: Why The Smart Money Left Creator Brands For Creator Infrastructure
There is an old line about the California gold rush that gets repeated so often it has almost lost its meaning.
Sep 7
•
David Olusegun
5
1
August 2026
Drake Just Sold OVO.
15 years ago, OVO was a blog.
Aug 31
•
David Olusegun
6
2
IM8 Just Opened the Books. I Spent All Day in the Cohort Data So You Don't Have To.
So IM8 just absolutely dumped data on us in Tuesday’s earnings call.
Aug 24
•
David Olusegun
2
Everyone’s Quoting “$50 Billion.” Almost Nobody’s Asking the Only Question That Matters: Is Anyone Actually Making Money?
This is a slightly different post than usual.
Aug 17
•
David Olusegun
6
1
Reader Question: “A Mid-Tier Celebrity’s Team Just Offered Me Equity for Endorsement. Everyone Says Take It. After Your Prime and GXVE…
This question landed in my inbox this week
Aug 10
•
David Olusegun
3
Everyone’s Talking About Saltair. Nobody’s Talking About the Man Who Built It. And Phlur. And Naturium. In Six Years. From The Same…
Before we begin, a quick ask
Aug 3
•
David Olusegun
44
5
5
July 2026
From £1 Billion to Clearance Bins at 31p. The Complete Autopsy of How Prime Hydration Destroyed One of the Fastest-Growing Beverage Brands…
Let me give you a number that will ruin your day.
Jul 27
•
David Olusegun
6
1
General Atlantic Bought Gymshark at the Top. Now Ben Francis Is Buying It Back at Half Price. Here's the Brutal Math Behind One of the Most…
Let me give you a number.
Jul 20
•
David Olusegun
7
1
Steph Curry Just Signed a $400M Deal With a Brand Banned in America.
Let me set the scene
Jul 13
•
David Olusegun
4
Chanel Just Bought a 188-Year-Old French Shirtmaker. And It Has Nothing to Do With Shirts.
This story broke this week and almost nobody is writing the real angle on it.
Jul 6
•
David Olusegun
5
1
June 2026
Reader Question: “Is DTC Actually Dead? Or Are We Just Watching the Brands Who Never Had a Real Business Get Found Out?” (The CAC Crisis…
This one came in after a few of the recent exit stories, Gruns, Salt & Stone, Huel and I think it cuts right to the most important question in consumer…
Jun 22
•
David Olusegun
3
1
Why CPG Is About to Become the Most Valuable Bet in the AI Era
I want to share something that’s been sitting with me for a few weeks.
Jun 15
•
David Olusegun
7
1
2
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