From MasterChef To Top Creator: How Nick DiGiovanni Became YouTube’s Favorite Chef

The Harvard grad is social media’s answer to the celebrity chef. More than 12 million people subscribe to his YouTube channel to watch the young chef crack open a 70-pound wheel of cheese, conduct a burger battle with Shaquille O’Neal, and make the world’s largest chicken nugget. DiGiovanni, who competed on Fox’s cooking show “MasterChef,” has partnered with Chipotle, Sony, Lay’s, DoorDash, Nutella, Sweetgreen, and Dropbox. This summer, he released his cookbook “Knife Drop.” His salt line, Osmo, sells flavors including garlic, truffle, and Sriracha.

Creators. Influencers. Streamers. Vloggers. Whatever you call them, these powerful social media personalities are calling the shots in entertainment and advertising.

This year, the 50 honorees on our second annual Forbes Top Creator list harnessed their combined 2.6 billion followers to haul in an estimated $700 million in earnings. That’s up more than 20% from 2022’s $570 million score. To rank the world’s Top Creators, Forbes crunched data on the earnings, follower counts, engagement rates, and entrepreneurial activities of thousands of internet personalities with the help of the creator marketing firm, Influential.

The result: The fifty people tapping their massive fan bases to reshape the worlds of media, marketing, entertainment, and taste.

0:00 Introducing Nick DiGiovanni
0:07 What Is The Nick DiGiovanni Brand?
1:07 How Nick Landed MasterChef And Broke Into The Creator Industry
3:21 Nick’s Viral Moment As A Solo Creator
4:25 How Nick Turned His Brand Into A Full-Scale Business
6:04 Nick’s Approach To Brand Partnerships
6:44 How Nick Conceptualizes His Content Calendar
8:01 Growing The Enterprise
9:33 “I Don’t Know Where This All Will Lead”
10:24 The Challenges Of Being A Top Creator
11:39 What Brands Need To Know Before Partnering With Creators
12:05 How Nick Balances The Brand’s Business And Creative Sides

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