Over 500 of the most creative minds on the Internet stepped offline and into the heart of New York City for the first-ever Creator Weekend from The Webby Awards, presented by Adobe Photoshop. The two-day, invite-only event celebrated Webby-recognized creators, with a curated mix of brands and platforms to dive deep into the future of online creativity with the people shaping it.
Jools Lebron
Derrick Downey Jr.
Clarke Peoples
Chris Klemens
Jordan Howlett
The Paparazzi Boys
Camille Kutz (a.k.a. @camaircases)
High above Manhattan in the Virgin Hotel Sky Loft, attendees funneled in to connect, collaborate, and exchange ideas on creating work that outlives trends.
Following opening remarks by Webby GM Nick Borenstein, Day 1 kicked off with “Making it Make Cents,” a panel powered by Snap, unpacking creator success and monetization. Featuring Eitan Bernath, Remi Bader and Rajni Jacques, Global Head of Fashion & Beauty at Snap Inc., the conversation candidly dug into how to form a sustainable platform.
From building community to turning cultural capital into real revenue, it was a rare look into what it actually looks like to build a career from creating content.
Next up was a sit-down with Jordan Howlett (a.k.a JordanTheStallion), who built a massive social platform of more than 29 million followers from the ground up. In dialogue with Webby Executive Director Jesse Feister, Howlett broke down the steps he took to grow: from the work ethic it takes to how he found his voice online and where he draws inspiration.
(L-R) Rajni Jacques, Eitan Bernath, Remi Bader, and Webby GM Nick Borenstein
Diving into creator success & monetization with Snap
Jordan Howlett (L) speaks with Webby Exec. Director Jesse Feister (R)
Fireside chat on building an audience
How Brands Collaborate with Creators
Where do brands fit in all of this? The next panel flipped the script, sitting down with brand leads—Elise Swopes, Adobe Evangelist, Jared Carneson, Head of Global Social at Adobe, Rachel Gavrun, Director of Influencer Marketing at Golin, Mic Kovary, Strategic Partner Manager at YouTube and Lina Renzina, Head of Creators at Verizon.
They revealed what brands are really looking for in creator partnerships, ,, with insight on how creators can stay true to their voice while still locking in long-term partnerships. They also discussed how the creator-brand landscape is evolving, offered actionable tips for building long-term collaborations, reflected on the power of AI to reduce grind work and empower experimentation to stay ahead of trends.
In tandem, Adobe hosted a two-day, interactive, floral-themed photo booth. Guests took photo portraits, then edited their images using the app at nearby editing stations, guided by brand ambassadors who walked them through pre-designed workflows to create something uniquely theirs. . With on-site editors guiding them through mobile workflows using Photoshop on iPhone, guests saw first-hand how quick and intuitive it can be to produce polished, feed-ready content on mobile. The booth stayed consistently busy with a steady line of excited creators ready to bring their creative vision to life and share their experience with their audience.
@thewebbyawards @The Paparazzi Boys shenanigans caught in 4k at the Adobe Photoshop Booth yesterday at Webby Creator Weekend 📸🌟😜 🚨 Follow us for all Creator Weekend content and to experience the #Webbys Show in real time TONIGHT, starting in just a few hours. #webbyawards #thepaparazziboys
Later, Spotify’s Sam Duboff and up-and-coming artist Alina (a.k.a. @alinatries2sing on TikTok) sat down for a look at how music creators are reshaping the industry. Pulling from her own experience posting original tracks, covers, and behind-the-scenes content, she shared the tactics she’s using to create fan communities online.
Creators at the Adobe Photoshop Booth
Photos were edited in real time using Photoshop on iPhone
Elise Swopes (R) speaks with Lina Renzina, Jared Carneson, Rachel Gavrun and Mic Kovary
Sam Duboff (R) speaks with Alina (L)
Alina shared insights from her journey—posting original tracks, covers, and behind-the-scenes footage—and how she’s cultivating fan communities online through authenticity and experimentation.
With the NYC skyline as the backdrop, Day 2 kicked off with a spotlight on creators whose content is shaped by—and shaping—the city itself. Three influential NYC creators, Nadya Okamoto, Caleb Simpson, and Davis Burleson, took the stage and discussed how they’ve built platforms rooted in curiosity, connection, and cultural commentary.
Jesse Feister sits down with NY-based content creators
L-R: Davis Burleson, Caleb Simpson, Nadya Okamoto and Jesse Feister
Davis Burleson (L) speaks alongside Caleb Simpson (R)
Day 2 kept the focus on creators steering the culture. Jools Lebron, the 2025 Webby Crush the Internet Award Winner and visionary who made “very demure, very mindful” a phenomenon, joined us to dish on how she’s transforming virality into legacy. Her advice? Know your worth, and protect your IP.
She pulled back the curtain on her journey, sharing the unseen hustle to receive proper credit and compensation.
From pioneering culture to driving discourse on trending topics, Black creators don’t just go viral—they set the tone for the Internet. The next panel, “Black & Viral,” presented by the NAACP, explored what it takes to carve new lanes and earn credit, build recognition and influence from it.
Clark Peoples, Nimay Ndolo and Vanessa Mbonu, the Digital Director of the NAACP, sat down with Webby Head of Content, Jordana Jarrett to talk about building influence. Owning narratives to navigating brand partnerships without compromising voice, the discussion dissected the reality of creating work online as a Black creative.
Jools Lebron (L) sits with Webby GM, Nick Borenstein
Unpacking how to build a sustainable brand
Black & Viral panelists included (L-R) Vanessa Mbonu, Nimay Ndolo, Clarke Peoples and Webby Head of Content, Jordana Jarrett
Clarke (L) addresses audience
The weekend wrapped with an exclusive party hosted by YouTube, where Maddie Lymburner (aka @MadFit) was honored with the 2025 Webby People’s Voice Award for Best Fitness, Health & Wellness Creator. With skyline views and music, it was a fitting close to a weekend dedicated to those pushing culture forward every day online.
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