Caffeine adds new celebrity creators as part of its push for relevance

Today, live-streaming platform Caffeine is announcing that it has a new group of celebrity creators joining its service, in what the platform is calling a “creator drop.” It has brought on basketball players Collin Sexton and Kyle Kuzma, football player JuJu Smith-Schuster, and musician Doja Cat. Caffeine already has people like Lil Xan, Offset, The Game, and LaMelo Ball. As a bit player in the live-streaming wars, the platform’s strategy is to recruit celebrities — and, crucially, their audiences — to shoot to relevance.

The new stars will mostly be gaming, although Doja Cat will also occasionally be making music. Caffeine did, however, give Smith-Schuster a recurring show on the platform — Smith-Schuster’s, “Catchin’ W’s with JuJu”...

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