Scrappy Monday.

3 Things To Know

Legal Battles — Elon Musk's X Faces Lawsuit Over $120M in Allegedly Stolen Server Parts [again]

Need a side gig? — Tesla is hiring Motion Capture Suits; aka” “Data Collection Operator,” for Optimus Robot [link] 48/hr

Politics — Trump is Sharing fake AI-Generated endorsement of Taylor Swift.

Jools lebron
Very Demure, Very Mindful

TikTok's latest obsession is the word "demure". But what does it mean, and how did it become so viral? The answer lies with Jools Lebron, a TikToker whose videos about staying "very mindful, very demure, very cutesy" have captured the internet's attention.

What it is. How it started.

The "demure" trend is all about embracing simplicity, sophistication, and mindfulness in everyday situations. It's the opposite of the loud and messy vibes that dominated TikTok earlier this summer. For Lebron, the trend's creator, it's meant skyrocketing fame and the ability to fund her gender transition. The TikTok community has run with the concept, creating videos that showcase demure behavior – or hilariously, the opposite. Celebrities from Penn Badgley to Jennifer Lopez are getting in on the action, and the word has become a cultural phenomenon. Last week, Wednesday star Jenna Ortega brought the trend into the mainstream when she recreated the original video on the set of her new film Beetlejuice 2, alongside co-star Justin Theroux. She's just one of the tens of thousands to join the craze over the last month. So, where did this sensation come from?

But what makes "demure" so powerful? As TikTok continues to amplify the word, it's sparking important conversations about gender, identity, and the power of language. As with any viral sensation, the "demure" trend has also engaged the community. Some have praised it as a subversive commentary on traditional gender norms, while others have criticized it as a shallow fixation on appearance and behavior

Everyone is obsessed

Last month, was Hawk Tuah. Now, TikTok's ability to take a word and turn it into a cultural movement. It's a testament to the platform's power in shaping our vocabulary and our perceptions with wordplay. Jools Lebron's viral success has translated into real-world opportunities. Dozens of major brands regularly comment on her TikTok videos, and she has attended events in New York for beauty brand Patrick Ta and collaborated with Kombucha brand GT's Synergy in Los Angeles. Her most-watched video, with over 30 million views as of publishing, showcases how she arrives at work - "very modest, very mindful," of course. This relatable content has helped her build a massive following and attract brand partnerships.Thanks to the "very demure" trend, Lebron has become a TikTok sensation, inspiring countless others with her humorous take on mindful behavior. Her story is a testament to the platform's power to launch creators into the mainstream and open up new opportunities.

Emma Chamberlain
I’M CEO NOW!
From Influencer to Executive

• Influencer and entrepreneur Emma Chamberlain is leveling up as the new co-CEO of her coffee startup, Chamberlain Coffee. The brand, which sells products like coffee beans, ready-to-drink canned lattes, and matcha powder in stores like Target and Whole Foods, brought in an estimated $20 million in revenue in 2023, according to Forbes

• As co-founder and former Chief Creative Officer, Chamberlain has focused on marketing, spearheading social media campaigns and brand partnerships over the past five years. However, as the company has expanded, so has her role. She's become increasingly involved in key business decisions like retail strategy and team building.

• Chamberlain launched Chamberlain Coffee in 2019, just two years after starting her YouTube channel, which now has 12 million subscribers. Her passion for coffee, frequently showcased in her videos, made the venture a natural brand extension. Though she had a loyal follower base, Chamberlain recognized she needed a partner to run the company effectively.

• Gustav Hossy, originally from Copenhagen, will co-lead Chamberlain Coffee alongside Emma Chamberlain. Hossy co-founded and led Danish ecommerce eyewear brand Christopher Cloos from 2017 to 2019. He then co-founded Blazar Capital, a European investment firm, and was assigned to Chamberlain Coffee's founding team when Blazar invested in the company. Hossy, with his consumer product experience, was later named COO in 2020.

Apple Podcasts Is Now on the Web

— Apple has expanded access to its podcast platform by launching a dedicated Apple Podcasts web app. As of Monday's announcement, users can stream podcasts directly from the web on all major browsers in over 170 countries.Previously, while web listening was possible, it required searching for shows on Apple Podcasts Preview pages. The new web interface brings features from the app to the browser, including browsing the vast show catalog, accessing Library and Top Charts sections, and buying premium subscriptions.

— Listeners can sync their Apple Accounts to pause and save progress, see followed shows, and more. Those without an account can still browse and listen, though with limited featured. Apple Podcasts joins other web-based players like Castbox and Podurama, as well as streaming giants YouTube Music and Spotify. The move will likely please fans who want features without extra apps. Podcasters also benefit from easily shareable links to grow their audience.