Hupster

Hupster is a French digital media brand focused on the creator economy, launched on 21 June 2023 by the video media company Loopsider. It operates as a newsletter-first publication, distributed via the beehiiv platform at hupster.beehiiv.com, and covers topics related to the business of content creation, including monetization, platform dynamics, and the professionalization of independent creators. The brand was created within Loopsider, a French video media company founded in 2018 by Giuseppe de Martino, Arnaud Maillard, and Johan Hufnagel. Loopsider is known for its short-form social videos and investigative journalism, and in June 2023 the Czech media group CMI France, owned by Daniel Křetínský, acquired a 45% stake in the company. Hupster emerged in this context as an editorial diversification into the creator economy space. Hupster's editorial positioning targets professionals and observers of the creator economy, offering analysis and news about the business of creation. As a brand under the Loopsider umbrella, it benefits from the parent company's digital media infrastructure and audience reach, while serving a more specialized B2B-oriented niche. The brand is part of a broader trend of media companies launching niche newsletters and verticals to diversify revenue and engage specific professional communities. Hupster's use of the beehiiv newsletter platform reflects this strategy, leveraging a dedicated newsletter infrastructure rather than a traditional website. As of the available evidence, Hupster remains an active brand under Loopsider, though detailed operational metrics and audience figures are not publicly disclosed. Its parent company Loopsider has faced market pressures in the French digital media sector, including advertising slowdowns and algorithm changes, which may affect Hupster's development.

Hupster was launched on 21 June 2023 by Loopsider, a French video media company founded in January 2018 by Giuseppe de Martino (former CEO of Dailymotion), Arnaud Maillard (former Discovery executive), and Johan Hufnagel (former editorial director of Libération and co-founder of Slate.fr). Loopsider is known for its short-form social videos and investigative journalism, and in June 2023, Daniel Křetínský's CMI France acquired a 45% stake in the company. Hupster was created as a media brand dedicated to the creator economy, reflecting Loopsider's strategy to diversify its editorial offerings beyond general news and social video. The brand operates as a newsletter, hosted on the beehiiv platform, covering topics related to the business of content creation, including monetization, platform algorithms, and the professionalization of independent creators. The launch of Hupster came at a time when Loopsider was expanding its portfolio. In 2019, Loopsider had launched Period., a media brand for 15-25 year olds focused on gender and body issues. Hupster represents a further verticalization into a professional niche. As of the available evidence, Hupster remains active under Loopsider. However, its parent company has faced challenges in the French digital media market, including advertising slowdowns and algorithm changes, leading to a reorganization in 2025. The impact of these challenges on Hupster is not detailed in the sources.

• Loopsider launches Hupster, a media brand dedicated to the creator economy.

A digital media brand dedicated to the creator economy, published as a newsletter.

• Hupster newsletter

  A newsletter dedicated to the creator economy, published on the beehiiv platform.

1. 1Loopsider - Wikipédiafr.wikipedia.org
2. 2Hupster - Wikidatawikidata.org