The NBA Finals are back in NYC. Every mainstream media outlet is covering it.

New York’s mightiest heroes led by Jalen Brunson facing off against the alien Victor Wembanyama.

ESPN sent Stephen A. Smith. Inside the NBA sent basketball legends Shaq, Kenny, and Charles, and Ernie Johnson.

And who did NBC send to share the same stage? A creator that streams 2k on twitch.

And he’s stealing the show.

Kenny Beecham rose to prominence in a basement, combining NBA 2k content with sports commentary in his channel KOT4Q. Beecham’s thoughtful insights and captivating personality led to him amassing over 4 million subscribers across all platforms.

Eventually, the biggest outlets had no choice but to take notice. NBC notes Beecham’s “unmatched ability to connect with younger fans and online communities” are what set him apart from other analysts.

NBC didn’t hire him in spite of his creator background. They hired him because of it.

History is repeating itself. In 1999, the Spurs and the Knicks faced off in the NBA finals.

Back then, the creator economy wasn’t even a thing. Now it’s become a major driving force behind the media’s strategy.

Before, people would listen to an analyst because they’re on NBC. Now people are tuning into NBC to watch Kenny Beecham.

That’s the type of power a creator can have if they build a trusted audience.

NBC spent big on a credential worth so much more than a journalism degree: it was the following that believed in Kenny.

Would someone trust you to deliver content on that big of a stage?