Gary Vee's Big Moves: Stan Store, Pencils of Promise, and the Future of Creators

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Gary Vaynerchuk, always a restless force at the intersection of entrepreneurship and digital culture, stepped into the headlines this week with several moves bound to ripple across the creator economy. Most notably, Vaynerchuk announced his new role as investor and strategic partner at Stan Store, an all-in-one platform empowering over 80,000 creators who together have generated some $300 million in sales over the past three years. In partnership with Stan Store’s founder John Hu, Gary is advancing the mission to make digital entrepreneurship radically more accessible, especially for what he calls the “middle-class creator”—those hustlers who want more than attention; they want real ownership and lasting revenue. Their launch, not surprisingly, is dramatic—the GaryVee Stan Challenge, starting October 8th, will provide 15 selected creators with personal mentorship and a coveted half-day visit to VaynerMedia’s Manhattan headquarters. Gary, in typical direct fashion, declared Stan Store is “everything I believe about the creator economy right now… No gatekeepers. No excuses.” PRNewswire and Pulse2 both carried this headline and featured John Hu’s vision of shifting the success curve for entrepreneurship upward.

Adding philanthropic polish to his busy fall calendar, International education nonprofit Pencils of Promise announced that Gary will be awarded their inaugural Lifetime Achievement Award at the 2025 Homecoming Gala in New York on September 25th. This distinction celebrates his years of active support for educational opportunities globally, especially in Ghana, Guatemala, and Laos. With headliners like Justin Bieber, Malala Yousafzai, and John Legend among past PoP honorees, this recognition puts Vaynerchuk’s name firmly alongside marquee philanthropists and entertainers.

On the social media front, Gary stirred up Twitter with a playful engagement challenge, earning a spike in user participation according to TradersUnion and echoing his reputation for blending business teaching with social-first entertainment. Meanwhile, his insights about TikTok’s evolution continue to find traction in the investment and media world: AInvest reported Vaynerchuk dubbed TikTok “TV 3.0,” championing its decentralized power to democratize content creation and drive audience monetization via full-funnel commerce tools. His belief that TikTok’s rapid innovation—including AI-powered editing and seamless e-commerce—mirrors the creator economy’s future made headlines in creator strategy circles.

And speaking of strategy, Adweek featured Gary’s commentary on brands missing out by not embracing bold, social-first creative—a familiar yet ever-urgent refrain in his keynote appearances and recent podcast episodes. Fans caught up with him on The GaryVee Audio Experience, where he continued dishing on business pivots, personal branding, and reigniting common sense in marketing in real time.

In summary, Vaynerchuk’s week was a textbook example of savvy headline-grabbing—blending big investment news, philanthropic recognition, and influencer-style engagement. Each move reinforces his enduring brand as a builder, mentor, and barometer for what’s next in business and culture.

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