When viral stars began taking off on social media in the early 2010s, Shira Lazar saw a gap: few outlets were making videos about figures like Michelle Pham and Jenna Marbles. She built multi-platform digital media brand What’s Trending to fill it. Fifteen years later, as publishers including CNN, Bustle, and The Washington Post now embrace creator-led media , Lazar is working to scale the business and strengthen the support and protections available to creators. That early bet came with a bruising setback. Lazar launched What’s Trending, a creator-driven digital media brand with her as the face in 2011 , covering internet culture, launched…
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