Creators & Founders Are Buying Back Their Brands—Here’s Why

From reclaiming brands to data ownership, SXSW 2025 put digital independence and creator sustainability front and center in a shifting media landscape.

Author

Shira Lazar
March 17, 2025

SXSW brought back more than just crowds and creativity, it sparked a wave of nostalgia. If you were online from 2005 to 2010, Digg and Diggnation need no introduction. Kevin Rose and Alex Albrecht were known as icons, hosting live Diggnation shows at SXSW, and becoming cultural darlings of the early social web. But times changed. Rose stepped down, Digg lost steam, and the show faded.

Fast forward to now: Kevin Rose has officially bought Digg back, thanks to backing from Alexis Ohanian, Reddit’s co-founder who notably stepped away from Reddit's board in 2020 amid the George Floyd protests. Rose’s return signals a broader trend—founders reclaiming their original creations to breathe new life into them.

We’ve seen it before:

  • Smosh was famously reacquired by its original duo, Ian and Anthony.

  • Rooster Teeth’s Burnie Burns recently bought back his beloved brand.

  • Even The Onion’s original team regained control of the iconic satirical publication.

Diggnation live with guest Alexis Ohanian, alongside hosts Kevin Rose and Alex Albrecht.

At SXSW, this nostalgia wasn't just talk—it was palpable. Kevin Rose and Alex Albrecht revived Diggnation live, reminding everyone why we fell in love with internet culture in the first place.

Beyond Nostalgia: The Creator Economy at SXSW

But SXSW wasn’t just about looking back—it was about the future of creator growth and equity. At Creatorpalooza, my company, What’s Trending, co-hosted an event alongside SAG-AFTRA Creator Economy NYC, Bay Area Creator Economy, Teachable, Passionfruit, and Get Response.

I moderated a panel on creator sustainability in an evolving landscape, featuring SAG-AFTRA’s Shaine Griffin and creators Christy Carlson Romano, Dr. Joe Bervell, and Patrick Janelle. The conversation centered on longevity in the creator economy—how to thrive while navigating shifting platforms, monetization models, and brand partnerships.

After our panel with Shaine Griffin, Patrick Janelle, Christy Carlson Romano, Dr. Joe Bervell.

I also led a discussion on the Fediverse, Flipboard’s new decentralized tool that enables content syndication across platforms like Threads, Bluesky, and Mastodon. With creators increasingly concerned about data ownership, platform instability, and brand independence, decentralization was a major theme at SXSW.

That’s why it was no surprise to see Project Liberty—an initiative founded by billionaire Frank McCourt—making its presence known. The project, which aims to decentralize social media and give users more control over their data, is currently vying to acquire TikTok.

To amplify this vision, Project Liberty co-hosted a party with Bluesky and The Onion, signaling a broader push toward alternative social ecosystems. Bluesky, a decentralized Twitter alternative backed by Jack Dorsey, aligns with this mission, while The Onion’s participation highlights the growing intersection of media, satire, and digital freedom.

Posing with the latest edition of The Onion with their social media manager, June.

The Digital Reset We Need

This year’s SXSW reminded us of something crucial: sometimes, stepping back is the best way to see the value of what we’ve built.

With internet culture becoming more toxic, controlled, and overwhelming—especially in the era of AI—the nostalgia for a more authentic, community-driven web is real. Many of us are craving the raw creativity and genuine connections that once defined the internet.

On stage discussing creator mental health with Golloria George and Kati Morton.

I wrapped my SXSW experience by leading a panel on creator mental health, featuring beauty creator Golloria George and mental health professional Kati Morton. This conversation was deeply personal—part of my ongoing passion and advocacy to ensure mental health remains a priority in the future of the creator economy.

While I haven’t left What’s Trending only to return, like some founders reclaiming their brands, I have rebuilt my relationship with it—with the support of my team—and, in many ways, redefined my connection to the industry that launched my career nearly two decades ago. That journey led me to create Creators 4 Mental Health, a movement dedicated to ensuring well-being is at the forefront of the creator space.

Because in a world that moves fast, slowing down and reclaiming balance is just as important as chasing what’s next.

Maybe the answer isn’t just about jumping to the next big thing. Maybe it’s about rediscovering what made the internet special in the first place.

Sometimes, the best way forward is back to our roots.

Other headlines to check out:

AI

Creator Economy

Web3

I’m thrilled to share the latest episode of my new series, The AI Download, recorded live at SXSW—this one is extra special. I’ve known Mark Cuban since before his Shark Tank days, and as an advisor to Fireside, the interactive media platform he co-founded, our conversation had a unique depth.

We went deep on AI’s impact on jobs, the future of healthcare, and where Mark is placing his biggest bets next. Whether you're an AI skeptic or believer, this is a must-listen.

🎧 Listen now on Spotify, Apple Podcasts, and YouTube.

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