The business of being seen: Kristi Cook on choosing visibility over anonymity

Creators building pop culture media brands are increasingly weighing the benefits of anonymity against the professional access that comes with visibility; as the creator economy becomes more commercialised, and opportunities extend beyond platform monetisation.  

Kristi Cook, the creator behind YouTube gossip channel Spill Sesh, said revealing her identity was key to unlocking representation and broader industry opportunities that were difficult to access behind the scenes.  

“It wasn’t until I did the face reveal that I got a manager and an agent,” Cook told The Daily Influence. “Audience growth wasn’t the issue.”  

Cook launched Spill Sesh in 2018 after spotting a gap for in-depth coverage of pop culture news that was largely absent from YouTube at the time. Having previously worked at TMZ, she said that background influenced her approach to sourcing and contextualising stories.  

The channel, known for its explainer-led breakdowns of influencer controversies, sits within a broader ecosystem of accounts such as Deuxmoi and Pop Crave, which have built significant audiences covering celebrity and creator news.

After several years of building the brand anonymously, Cook revealed her identity in 2023 and later signed with United Talent Agency in 2025. However, she stressed that visibility is not a universal requirement for success, noting that platforms like Deuxmoi and Pop Crave continue to thrive while remaining largely anonymous.

“I’ve seen plenty of accounts do really well without putting a face to the brand,” she said. “It depends on how you’re navigating the business side and what you’re trying to do next.”

According to Cook, anonymity offered creative freedom in the early stages of Spill Sesh, allowing her to focus on content without the pressure of personal exposure. As the channel grew, however, remaining faceless became a limitation when she wanted to expand beyond publishing videos.

“I wanted to go to events, do interviews, meet people, and I felt like I could only really do that if I revealed my identity,” she said.

Slowing down in a fast-moving pop culture cycle

Beyond questions of visibility, Cook said Spill Sesh has differentiated itself by prioritising clarity and context over speed, even as pop culture stories increasingly move at pace across platforms.

“I really try to paint the full picture,” she said. “If you didn’t know anything about the story before, you’re going to leave understanding what’s happening.”

That approach, she added, has helped build long-term trust with audiences, many of whom have followed the channel for years.

Looking ahead, Cook said she is interested in expanding into longer-form storytelling, pointing to the rise of documentaries and extended projects centred on internet culture.

As pop culture creators continue to professionalise, Cook said decisions around anonymity, visibility and access are becoming less about absolutes and more about how creators choose to structure and scale their businesses.