Josh Richards Inks Amazon Deal, Returns to Racing, and Shakes Up Creator Economy
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Josh Richards Inks Amazon Deal, Returns to Racing, and Shakes Up Creator Economy
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Josh Richards has been everywhere this week—on business pages, sports headlines, and even party circuits. Most notably, Variety exclusively revealed that Josh inked a first-look deal with Amazon. Under this new partnership, he is set to become a brand ambassador for Prime Video, especially spotlighting their Thursday Night Football broadcast, and will also develop custom creator content for the platform. This deal cements Josh as a bridge between Gen Z creators and legacy media empires, with CrossCheck Studios, the company he co-founded, teaming closely with Amazon to deliver social-first campaigns and original programming. He is scheduled to bring this collaboration to VidCon, where he will generate buzz at Amazon’s Creators Lounge and produce exclusive video activations. Amazon executives spoke enthusiastically about his unique reach and storytelling ability, while Josh and his CrossCheck Studios partner, Chris Sawtelle, highlighted this as one more step in pushing the boundaries of the creator economy.
Business news has also zeroed in on Josh’s influence outside the content space. Outlets like dot.LA spotlighted Animal Capital, the venture fund he co-founded with other influencers, which continues to invest in early-stage startups and reflects his knack for leveraging audience power to scale brand equity.
Turning to the sports world, Richards—long known for his multiple national dirt late model racing championships—just made a major comeback announcement. FloRacing and RacingNews.com both reported that after almost three years away from the circuit, he is returning this weekend to enter the Hillbilly Hundred at Lernerville Speedway. This move is more than just a one-off; it reunites Josh with his father’s legendary Rocket1 Racing team, stirring nostalgia as well as expectations among fans, given his history of big wins at this track. Social media lit up with posts and comments as dirtlatenation’s Instagram confirmed Josh’s comeback, fueling speculation about a full-season return. However, for now only this weekend’s race is confirmed, per his father’s comments to DirtonDirt.
On the social scene, Josh was one of the top draws at The Ankler’s invite-only creator economy dinner in LA. Industry insiders buzzed about his presence and the respect he commands, as the creator community ponders a major tipping point with traditional Hollywood.
No major controversies or negative headlines have impacted Josh Richards this week. Instead, the theme is one of expansion—he is diversifying his empire and returning to his racing roots, all while maintaining a powerful online persona. Any rumors about him moving away from digital media for good are unconfirmed and contradicted by this flurry of professional activity.
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