#smosh

#smosh

For years, the creator economy has rewarded founders who built audiences and companies simultaneously, serving as talent, brand, strategist and executive all at once. But as teams grow, revenue diversifies and operational complexity increases, that model is increasingly under pressure. One of the clearest examples comes from Smosh, one of YouTube's longest-standing creator businesses. Nearly two decades after its founding, Smosh has survived multiple platform evolutions, monetization resets and cultural changes by intentionally separating creative leadership from executive control.