The feature, first revealed in February, will allow users to subscribe to accounts they like for a monthly subscription fee in exchange for exclusive content. For creators, Super Follows are another useful tool in the emerging patchwork of monetization options across social platforms.
Eligible accounts can set the price for Super Follow subscriptions, with the option of charging $2.99, $4.99 or $9.99 per month, prices fairly comparable to a paid newsletter. They can then choose to mark some tweets for subscribers only, while continuing to reach their unpaid follower base in regular tweets.
Paid subscribers will be marked with a special Super Follower badge, differentiating them from unpaid followers in the sea of tweets. The badge shows up in replies, elevating a follower’s ability to interact directly with accounts they opt to support. For accounts that have Super Follows turned on, the option will show up with a distinct button on the profile page.
Super Follows aren’t turned on for everyone. For now, the process remains application only, with a waitlist. The option lives in the Monetization options in the app’s sidebar, though users will need to be U.S.-based with 10K followers and at least 25 tweets within the last month to be eligible.
U.S. and Canada-based iOS Twitter users will be able to Super Follow some accounts starting today, with more users globally seeing the rollout in the coming weeks. On the creator side, Super Follows are only enabled in iOS for now, though support for Android and desktop are “coming soon.”
Twitter says that Super Follow income will be subject to the standard, though controversial, 30 percent in-app purchase fees collected by Apple or Google. Twitter will only take a 3 percent cut of earnings for up to the first $50,000 generated through Super Follows — a boon for smaller accounts getting off the ground or anyone who uses the paid Twitter feature as a way to supplement other creator income elsewhere. After an account hits the $50,000 earnings mark, Twitter will begin taking a 20 percent cut.
Super Follows aren’t Twitter’s first monetization experiment to make it out in the wild. In May, Twitter introduced Tip Jar, a way for accounts to receive one-time payments through integration with the Cash App and other payment platforms. The test is limited to a subset of eligible accounts including “creators, journalists, experts, and nonprofits” for the time being.
Last week Twitter rolled out Ticketed Spaces for users who applied for the paid audio room feature back in June. Twitter’s cut from Ticketed Spaces mirrors the same fee structure it uses for Super Follows and users will be able to charge anywhere from one dollar to $999 for advanced ticketing.
The product is the latest in a flurry of activity from the social platform after a lengthy period of product stagnation. But Twitter has been busy in the last twelve months, from releasing and killing its ill-fated Fleets to finally showing signs of life on the kind of anti-abuse features many people have been calling for for years.
Giving users the ability to charge for premium content is a pretty major departure for Twitter, which mostly stayed the course until activist shareholders threatened to oust CEO Jack Dorsey. It’s also a major move for the company into the white-hot creator space, as more platforms add tools to empower their users to make a living through content creation — ideally keeping them loyal and generating revenue in the process.
Bright, a live video platform that lets fans engage in live conversations with their favorite creators and celebs, has raised $15 million in new funding, the company announced today. The round was co-led by co-founder and talent manager Guy Oseary’s Sound Ventures, the fund he founded with Ashton Kutcher. RIT Capital and Regah Ventures also co-led.
Other investors in the new round include Marc Benioff’s TIME Ventures, Globo Ventures, Norwest Venture Partners, Shawn Mendes & Manager Andrew Gertler’s AG Ventures, as well as Jeff Lawson, CEO and co-founder of Twilio.
In addition, a number of artists, performers, actors and other celebrities also invested, Bright says, including Rachel Zoe, Drew and Jonathan Scott, Judd Apatow, Ashton Kutcher, Amy Schumer, Bethenny Frankel and Ryan Tedder. Meanwhile, Jessica Alba, Kane Brown and Maria Sharapova are joining the company as advisors.
Bright, which first debuted in May, was co-founded by Madonna and U2 talent manager Guy Oseary along with early YouTube product manager Michael Powers, who had previously launched the YouTube Channels feature while at Google. The startup’s premise is to tap into the growing creator economy in a way that allows creators to better monetize their success outside of ad-supported networks, like YouTube, so they can grow their own business.
The platform itself is built on top of Zoom — a choice that not only saves Bright from starting from scratch for its real-time video technology, but also one that leverages the broad adoption Zoom has since seen due to the pandemic.
At launch, Bright announced a lineup that included over 200 prominent creators who were set to host ticketed online events where they share their stories or expertise, engage in interviews, offer advice and more. Today, Bright says now over 320 notable names have joined the service to engage with fans and continue to build their brand. The list includes Madonna, Naomi Campbell, D-Nice, the D’Amelio Sisters, Laura Dern, Deepak Chopra, Lindsey Vonn, Diego Boneta, Jason Bolden, Yris Palmer, Cat & Nat, Ronnie2K and Chef Ludo Lefebvre. Even more are on board to host future sessions, with Bright now on track to double the number of creators on board by year-end.
Unlike social media creator tools, Bright is focused on knowledge-sharing rather than just gaining likes or follows. For example, one the first sessions featured actor Laura Dern speaking about personal growth, while another featured streamer and online creator Ronnie2K hosting a series about building a career in gaming. In other words, Bright doesn’t only showcase Hollywood entertainment or top artists — it’s open to anyone whose fan base would be willing to pay to hear them talk.
Today, there are sessions across a variety of interests and topics, organized into areas like craft, home, money, culture, body and mind.
Image Credits: Bright session example
Bright itself generates revenue by taking a 20% commission on creator revenue, which is somewhat lower than the traditional marketplace split of 30/70 (platform/creator) but higher than some of the newer platforms available today, like Clubhouse and its commission-free direct payments.
The startup says the funding is being used to help roll out Creator Studio, a new suite of creator tools for managing learning sessions, audience communication and revenue performance. These sorts of analytics and tools are aimed at serving creators who are working to build a business through live sessions, in addition to growing their fan base.
Initially, creators in September will gain access to a sessions list tool for managing announcements of upcoming sessions, and placing sessions for sale with tickets and pricing. Later in the year, it will be expanded to include analytics, connections for messaging participants directly, and a wallet feature for tracking revenue, Bright says.
The funds will also help Bright to add new interactive features, like instant polls and the ability to share learning materials with attendees, as well as to onboard the influx of new talent.
These features could potentially help Bright stand out from a growing number of competitors looking to serve online creators, which today includes major tech companies like YouTube, Facebook, TikTok and Twitter. However, Oseary’s ability to leverage his personal network to pull in big names is, for now, the more notable differentiator.
“As a believer in lifelong learning, I’m proud to be investing in a platform like Bright, offering audiences the unique opportunity to learn directly from the artists and experts they admire the most,” said new investor, director and producer, Judd Apatow, in a statement. “Through Bright, I can directly connect and share my knowledge with fellow writers, aspiring directors and lovers of comedy,” he added.
Bright declined to share details as to its revenue, but did tell TechCrunch that its seeing ticket prices range from $25 to $150 per 1 to 2 hour sessions.
“It’s inspiring to have the support of incredible investors as well as these notable artists and entrepreneurs. All our partners share Bright’s vision that people want to level up their lives by learning directly from those they admire,” Bright CEO Michael Powers said, in an announcement. “Through Bright, talent can better engage authentically with audiences by sharing their own knowledge and bringing their many interests and passions to the foreground. We are excited to roll out our new features to continue elevating our platform and mission” he said.
Instagram is ditching the “swipe-up” link in Instagram Stories starting on August 30. The popular feature has historically allowed businesses and high-profile creators a way to direct their Story’s viewers to a website where they could learn more about a product, read an article, sign-up for a service, or do anything else the creator wanted to promote. In place of the “swipe up” call-to-action, Instagram users who previously had access to the feature will instead be able to use the new Link Sticker, the company says.
This sticker had been in testing starting in June with a small handful of users, the company said. But on August 30, it will begin to roll out more broadly.
App researcher Jane Manchun Wong first noticed the announcement which warned creators of the plan to shut down swipe-up links.
IG said the swipe up links will go away starting from Aug 30 and that I should use the “link sticker”
… but I searched my Stories Sticker sheet and I’m not seeing the link sticker at all (not rolled out to me).
Does that mean I’ll lose the ability to add links to my Stories?
— Jane Manchun Wong (@wongmjane) August 23, 2021
Instagram says it will begin to convert those who currently have access to the swipe-up link to the Link Sticker starting on August 30, 2021. This will include businesses and creators who are either verified or who have met the threshold for follower count. (While Instagram doesn’t publicly comment on this count, it’s widely reported to be at least 10,000 followers.)
The new Link Sticker has a couple of key advantages over the older “swipe-up” link.
For starters, it offers greater creator control over their Stories.
Like polls, questions and location stickers, the Link Sticker lets creators toggle between different styles, resize the sticker, and then place it anywhere on the Story for maximum engagement. In addition, viewers will now be able to react and reply to posts that have the Link Sticker attached, just like any other Story. Before, that sort of feedback wasn’t possible on posts with the swipe-up link, Instagram noted.
While there isn’t a change to who will gain access to the Link Sticker for now, Instagram says it’s evaluating whether or not to expand link access to more accounts in the future. The decision to expand access is one that has to be made carefully, however, as it could impact the app’s integrity and safety. For instance, if Link Sticker were to be adopted by bad actors, it could be used to spread misinformation or post spam. The shift to the Link Sticker is the first step in making it possible to broaden access to link sharing in Stories, if Instagram chooses to go that route.
Overall, the move away from a gesture to sticker is more in line with Instagram’s current creative direction, where interactive features are added to posts in the form of stickers. The new Link Sticker will join others already available in the app, including stickers for donations, music, and polls.
Both Facebook and Snap offer tools that allow developers to build out augmented reality (AR) experiences and features for their own respective family of apps. Now, TikTok is looking to do the same. The company recently launched a new creative toolset called TikTok Effect Studio, currently in private beta testing, which will allow its own developer community to build AR effects for TikTok’s short-form video app.
On a new website titled “Effect House,” TikTok asks interested developers to sign up for early access to Effect Studio.
On the form provided, developers fill out their name, email, TikTok account info, company, and level of experience with building for AR, as well as examples of their work. The website also asks if they’re using a Mac or PC (presumably to gauge which desktop platform to prioritize), and whether they would test Effect House for work or for personal use.
TikTok is launching an Effects Studio in beta
— Matt Navarra (@MattNavarra) August 14, 2021
TikTok confirmed to TechCrunch the website launched earlier in August, but the project itself is still in the early stages of testing in only a few select markets, one of which is the U.S.
The company couldn’t offer a timeframe as to when these tools would become more broadly available. Instead, TikTok characterized Effect Studio as an early “experiment,” adding that some of its experiments don’t always make it to launch. Plus, other experiments may undergo significant changes between their early beta phases and what later becomes a public product.
That said, the launch of an AR toolset would make TikTok more competitive with industry rivals, who today rely on creative communities to expand their apps’ features sets with new features and experiences. Snap, for example, launched a $3.5 million fund last year directed toward Snapchat AR Lens creation. Meanwhile, at Facebook’s F8 developer conference in June, the company announced it had grown its Spark AR platform to over 600,000 creators across 190 countries, making it the largest mobile AR platform worldwide.
Image Credits: screenshot of TikTok website
TikTok, too, has been increasing its investment in developer tools over the past couple of years. However, its focus as of late has been on toolkits aimed at third-party developers who want to integrate more closely with TikTok in their own apps. Today, TikTok’s developer website provides access to tools that allow app makers to add TikTok features to their apps like user authentication flows, sound sharing, and others that allow users to publish videos from a third-party editing app out to TikTok.
The new TikTok Effect Studio isn’t meant to be used with third-party apps, however.
Instead, it’s about building AR experiences (and possibly, other creative effects), that would be provided to TikTok users directly in the consumer-facing video app.
Though willing to confirm its broader goals for TikTok Effect Studio, the company declined to share specific details about the exact tools may be included, citing the project’s early days.
“We’re always thinking about new ways to bring value to our community and enrich the TikTok experience,” a TikTok spokesperson told TechCrunch. “Currently, we’re experimenting with ways to give creators additional tools to bring their creative ideas to life for the TikTok community,” they added.
If viral TikTok songs like Dr. Dog’s “Where’d All the Time Go?” or Bo Burnham’s “Bezos I” weren’t already stuck in your head on loop, now they could be. Today SiriusXM launched a TikTok Radio channel, which features TikTok creators as channel hosts. The station is designed to sound like a “radio version of the platform’s ‘For You’ feed,” Sirius XM said.
SiriusXM, parent company to Pandora, announced this music channel in May, teasing the launch with curated Pandora playlists from influencers like Bella Poarch, whose lipsync video of Millie B’s “Soph Aspin Send [M to the B]” is the most liked video on TikTok.
With its TikTok partnership, SiriusXM is looking to capture a younger audience — on the TikTok app itself, DJ Habibeats (@djhabibeats) and DJ CONST (@erinconstantineofficial) will each go live on TikTok each week while DJing on TikTok Radio. Other creator hosts on TikTok Radio — like Billy (@8illy), Cat Haley (@itscathaley), HINDZ (@hindzsight), Lamar Dawson (@dirrtykingofpop), and Taylor Cassidy (@taylorcassidyj) — will deliver “The TikTok Radio Trending Ten,” a weekly countdown of songs trending on TikTok. To promote the station during its first week, artists like Ed Sheeran, Lil Nas X, and Normani will appear on air.
Music has such a strong footing in TikTok culture that it regularly influences the Billboard charts — Fleetwood Mac’s “Rumours,” originally released in 1978,” appeared in the top 10 Billboard albums again in 2020 after it was featured in a viral TikTok. Even a Fortnite-themed parody of Estelle’s “American Boy” — originally uploaded in 2018 to YouTube — had a beautiful moment on TikTok.
“We’re so excited to launch TikTok Radio on SiriusXM, which opens up artists and creators like this amazing group of hosts to new audiences,” said Ole Obermann, TikTok’s Global Head of Music, in a statement. “Now SiriusXM subscribers will have a new road to discover the latest trends in music and get a first listen to tomorrow’s musical superstars. The channel captures song-breaking music culture that creates so much joy and entertainment on TikTok through video in an all-audio format.”
Though SiriusXM’s subscriber base continues to expand — it saw a 34% year-over-year growth from last year to now — it still dwarfs in comparison to streaming giants like Spotify, which has 165 million paid users. SiriusXM reported a total of 34.5 million subscribers as of Q2 this year, the most it’s ever had, but even Apple Music and Amazon Music have reported nearly double the subscribers. Pandora has 6.5 million paid subscribers. Over the last few years, SiriusXM and Pandora have struck deals with companies like SoundCloud, Simplecast and Stitcher to become more competitive in both music and podcast streaming.
Still, other streaming companies have also shown interest in the market of Gen Z-ers on TikTok who want to listen to full versions of the catchy songs they hear in short videos. Apple Music and Spotify both host curated “viral hits” playlists. But a full-time satellite music channel is taking the trend a step further.
Hello Sunshine, Reese Witherspoon’s media company that has produced content for streaming services like Hulu, Apple and HBO, among others, has been sold to a yet-unnamed new media firm run by former Disney execs, Kevin Mayer and Tom Staggs, the company announced this morning.
The Wall St. Journal first reported on the sale.
Deal terms were not officially disclosed, but reportedly, the sale values Hello Sunshine’s business at around $900 million, The WSJ says. The news outlet had previously reported Hello Sunshine was exploring a sale after receiving interest from a number of suitors, including Apple.
Hello Sunshine was co-founded by Witherspoon and Strand Equity founder and managing partner Seth Rodsky in 2016, and is best known for producing series like HBO’s “Big Little Lies,” Hulu’s “Little Fires Everywhere,” and Apple’s “The Morning Show,” which feature Witherspoon in starring roles.
But the company has also invested in other film and media projects, ranging from Facebook Watch series to collaborations with Amazon’s Audible. It now has upcoming film and TV projects on the slate with Netflix, Amazon, ABC and Starz, and recently announced a Kids & Animation division as well as the acquisition of Sara Rea’s SKR Production to expand into unscripted content.
In addition, the company operates an online and mobile book club app, Reese’s Book Club, now with 2.1 million followers. The club’s more popular picks are often turned into the shows and movies Hello Sunshine later produces.
Per Hello Sunshine’s announcement, the company will be the first acquisition by the new media venture run by Mayer and Staggs, which is backed by private equity firm Blackstone. The firm is spending more than $500 million in cash to purchase shares of Hello Sunshine from its investors, including AT&T and Emerson Collective, The WSJ noted.
Following the deal’s closure, the senior management team will continue to run Hello Sunshine’s day-to-day operations. Witherspoon and Hello Sunshine Chief Executive Sarah Harden will join the board of new company and retain significant equity holders in the new business.
Hello Sunshine will become a cornerstone of the new media company’s strategy, which will involve being an “independent, creator-friendly home for cutting-edge, high-quality, category-defining brands and franchises,” it says.
“Today marks a tremendous moment for Hello Sunshine. I started this company to change the way all women are seen in media. Over the past few years, we have watched our mission thrive through books, TV, film and social platforms. Today, we’re taking a huge step forward by partnering with Blackstone, which will enable us to tell even more entertaining, impactful and illuminating stories about women’s lives globally. I couldn’t be more excited about what this means for our future,” said Witherspoon in a statement about the deal.
The deal arrives at a time when there’s an uptick in consolidation happening the media business, as companies adjust to the shift away from traditional TV and standard movie releases to the always-on world of streaming and cord cutting. For example, Amazon in May announced it would buy MGM Studios for $8.45 billion — a deal being investigated by the FTC for potential antitrust issues. Meanwhile, WarnerMedia and Discovery around the same time announced their plans to merge operations, in hopes of taking a bigger bite out of the streaming market. Now, Comcast and ViacomCBS are exploring ways to work together, too.
But as traditional media companies begin to stream, like NBCU did with Peacock, for instance, they also pull back content licensed to other streamers, like Netflix. That drives demand for new sources of independent programming, like what Hello Sunshine produces.
The company’s value in this market comes from its pipeline of quality projects, many of which are pre-vetted by its book club members, who serve as a built-in audience and fan base for the later film or televised release. Plus, the projects it backs are also those that tell women’s stories — a historically neglected segment of the market, and one that Hello Sunshine’s success proves there’s pend-up demand for among viewers.
Blackstone’s investment in the new company is being made through its private equity business, which previously acquired a majority stake in dating app Bumble. Blackstone has made other entertainment industry investments, as well, including music rights organization SESAC; a Hollywood studio space and Burbank office real estate portfolio; global theme park operator Merlin Entertainments; online genealogy platform Ancestry.com; online mobile ad platforms Vungle and Liftoff; and Epidemic Sound, which delivers music to internet content creators.
VOCHI, a Belarus-based startup behind a clever computer vision-based video editing app used by online creators, has raised an additional $2.4 million in a “late-seed” round that follows the company’s initial $1.5 million round led by Ukraine-based Genesis Investments last year. The new funds follow a period of significant growth for the mobile tool, which is now used by over 500,000 people per month and has achieved a $4 million-plus annual run rate in a year’s time.
Investors in the most recent round include TA Ventures, Angelsdeck, A.Partners, Startup Wise Guys, Kolos VC, and angels from other Belarus-based companies like Verv and Bolt. Along with the fundraise, VOCHI is elevating the company’s first employee, Anna Bulgakova, who began as head of marketing, to the position of co-founder and Chief Product Officer.
According to VOCHI co-founder and CEO lya Lesun, the company’s idea was to provide an easy way for people to create professional edits that could help them produce unique and trendy content for social media that could help them stand out and become more popular. To do so, VOCHI leverages a proprietary computer-vision-based video segmentation algorithm that applies various effects to specific moving objects in a video or to images in static photos.
“To get this result, there are two trained [convolutional neural networks] to perform semi-supervised Video Object Segmentation and Instance Segmentation,” explains Lesun, of VOCHI’s technology. “Our team also developed a custom rendering engine for video effects that enables instant application in 4K on mobile devices. And it works perfectly without quality loss,” he adds. It works pretty fast, too — effects are applied in just seconds.
The company used the initial seed funding to invest in marketing and product development, growing its catalog to over 80 unique effects and more than 30 filters.
Image Credits: VOCHI
Today, the app offers a number of tools that let you give a video a particular aesthetic (like a dreamy vibe, artistic feel, or 8-bit look, for example). It can also highlight the moving content with glowing lines, add blurs or motion, apply different filters, insert 3D objects into the video, add glitter or sparkles, and much more.
In addition to editing their content directly, users can swipe through a vertical home feed in the app where they can view the video edits others have applied to their own content for inspiration. When they see something they like, they can then tap a button to use the same effect on their own video. The finished results can then be shared out to other platforms, like Instagram, Snapchat and TikTok.
Though based in Belarus, most of VOCHI’s users are young adults from the U.S. Others hail from Russia, Saudi Arabia, Brazil and parts of Europe, Lesun says.
Unlike some of its video editor rivals, VOCHI offers a robust free experience where around 60% of the effects and filters are available without having to pay, along with other basic editing tools and content. More advanced features, like effect settings, unique presents and various special effects require a subscription. This subscription, however, isn’t cheap — it’s either $7.99 per week or $39.99 for 12 weeks. This seemingly aims the subscription more at professional content creators rather than a casual user just looking to have fun with their videos from time to time. (A one-time purchase of $150 is also available, if you prefer.)
To date, around 20,000 of VOCHI’s 500,000 monthly active users have committed to a paid subscription, and that number is growing at a rate of 20% month-over-month, the company says.
Image Credits: VOCHI
The numbers VOCHI has delivered, however, aren’t as important as what the startup has been through to get there.
The company has been growing its business at a time when a dictatorial regime has been cracking down on opposition, leading to arrests and violence in the country. Last year, employees from U.S.-headquartered enterprise startup PandaDoc were arrested in Minsk by the Belarus police, in an act of state-led retaliation for their protests against President Alexander Lukashenko. In April, Imaguru, the country’s main startup hub, event and co-working space in Minsk — and birthplace of a number of startups, including MSQRD, which was acquired by Facebook — was also shut down by the Lukashenko regime.
Meanwhile, VOCHI was being featured as App of the Day in the App Store across 126 countries worldwide, and growing revenues to around $300,000 per month.
“Personal videos take an increasingly important place in our lives and for many has become a method of self-expression. VOCHI helps to follow the path of inspiration, education and provides tools for creativity through video,” said Andrei Avsievich, General Partner at Bulba Ventures, where VOCHI was incubated. “I am happy that users and investors love VOCHI, which is reflected both in the revenue and the oversubscribed round.”
The additional funds will put VOCHI on the path to a Series A as it continues to work to attract more creators, improve user engagement, and add more tools to the app, says Lesun.
YouTube will begin pilot testing a new feature that will allow viewers to shop for products directly from livestream videos. The feature will initially launch with just a handful of creators and brands, the company says, and is an expansion of the integrated shopping experience YouTube began beta testing earlier this year.
That feature was designed only for on-demand videos, and allowed viewers to tap into the “credibility and knowledge” of trusted creators in order to make informed purchases, the company explained at the time. It said it would roll out to more creators over the course of 2021.
More recently, YouTube tested livestreamed shopping with a one-day shopping event focused on small businesses.
YouTube’s video platform, for years, has been a powerful tool for product discovery, as its over 2 billion logged-in users per month turn to the service to watch product reviews, demos, unboxings, shopping hauls, and other content that could inspire future purchases. But creators who wanted to sell from their YouTube videos would often have to promote affiliate links to online stores through the video’s description or in-video elements, like cards or end screens.
The integrated shopping experience, meanwhile, allows viewers to shop the products shown in the video itself by tapping on a “view products” button, which brings up a list of the items being featured.
Image Credits: YouTube
This feature allows YouTube to better compete with the growing number of video shopping experiences becoming available from both startups and competitors, including Facebook, Instagram, TikTok Pinterest, Amazon, and Snapchat. Many of those include support for livestream videos, too.
Over the past year, for example, startups like Bambuser, Popshop Live, Talkshoplive, Whatnot, and others have raised multi-million dollar rounds to invest in their own live video shopping businesses. Meanwhile, Facebook recently launched Live Shopping Fridays to test live shopping within the beauty, fashion and skincare space. And Walmart partnered with TikTok on livestream shopping events on multiple occasions.
YouTube’s own interest in this space has been heating up, as well, as just this week the company announced it was acquiring Indian video shopping app Simsim — an indication of Google’s interest in further integrating video shopping experiences into its own platform. Google also integrated video shopping into its Shopping search business, which included one effort from Shoploop, a video shopping product that graduated from Google’s in-house incubator, Area 120.
The expansion of YouTube’s integrated video shopping experience was announced today alongside other new Google Shopping features, including the addition of new section that organizes deals and sales on Google’s Shopping tab, which will be free for merchants who want to list.
Much has been made of the rise of the “creator economy” in the last year. With the Pandemic biting, millions flooded online, looking for a way to make money or promote themselves. The podcasting world has exploded, and with it platforms like Patreon, Clubhouse, and many others. But the thorny problem remains: Do you really own your audience as a creator, or does the platform own you? Companies like Mighty Networks, Circle and Tribe have tried to address this, giving creators greater control than social networks do over their audiences. Now another joins the fray.
Disciple Media bills itself as a SaaS platform to enable online creators to build community-led businesses. It’s now raised $6 million in funding in what it calls a ‘large Angel round’. It already claims to have garnered 2 million members and 500 communities since launching in 2018. Investors include Nick Mason (drummer in Pink Floyd), Sir Peter Michael (CEO of Cray Computers, founder of classic FM, Quantel and Cosworth Engineering), Rob Pierre (founder and CEO of Jellyfish), and Keith Morris (ex. chairman Sabre Insurance). It’s also announced a new Chairman, Eirik Svendsen, a expert in online marketplaces, SaaS and the publishing and media industry.
On its communities so far it has American country star and American Idol judge Luke Bryan, Gor Tex, and Body by Ciara. The platform is also available on iOS and Android and comes with community management tools, a CRM, and monetization options. The company claims its creators are now “earning millions in revenue each year.”
Benji Vaughan, Founder and CEO said: “The scale and rapid growth of the creator economy is extraordinary, and today that growth is being driven by entrepreneurial creators looking to build independent businesses outside of Youtube and the social networks.”
Vaughan, a Techno DJ and artist-turned-entrepreneur, says he came up with the idea after building similar communities for clients. He says the data created on Disciple communities is owned entirely by the host who built the network, “removing third-party risk and allowing insights to be actioned immediately”.
He told me: “We are moving from a position of effectively having ‘gig economy workers for social networks’ to owners of businesses who use social networks for their needs, not the other way around. Therefore, these people are starting to leave social networks to build their businesses and using social networks as marketing channels, as the rest of the world does. Once that migration happens where they move away from social networks as their prime platform, they need a hub where their data is going to get pulled together, they have an audience, which we see as a community that connects with itself as much as they do with the host.”
He thinks the equivalent of Salesforce or HubSpot in the creative economy is going to be a community platform: “That’s where they’re going to aggregate all the information about their valuable audience or community engagement. So, we are looking to, over time, to build out something very akin to what HubSpot sites they have for tech companies or SaaS businesses: a complete package, a complete platform to manage your engagement with your users, grow your user base and then convert that into revenue.”
Rob Pierre, founder and CEO Jellyfish said: “Creating and engaging with your community digitally has never been more important. Disciple allows you to do both of those things with a fully functional, feature-rich platform which requires very little upfront capital expenditure. It also provides numerous options to monetize your community.”