Travis Verkaik, a parkour content creator, found traditional lending difficult after studying media production at Bristol University. While starting as an influencer is cheap using smartphones, ambitious creators often need working capital for better equipment, studios, and management. Mainstream banks have been wary of lending to creators due to small-scale enterprises and long fan base cultivation times.
As influencers' earnings climb from advertising revenues and brand sponsorships, specialist lenders are stepping in. The financial community now recognizes creators as proper businesses. YouTube's AdSense software enables financiers to track audience viewing data and advertising revenue.
Specialist financiers may offer funding in exchange for a share of future earnings, sometimes collecting gross monthly revenue and sending net income after fees. Samuel Oiknine at Sekura Asset Management expects to expand lending to creators to $100mn in 2027, with two-thirds going to YouTube users. Viewture, backed by the Agnelli family's Lingotto Investment Management and David Blitzer, has lent between $12,000 and more than $10mn to around 50 content creators, including The Sidemen.
Clients must have at least $3,000 monthly earnings. Sekura targets creators with $1mn in annual revenue, while Sound Royalties focuses on YouTube's partner programme creators making $3,000 a month or more.
Source: Financial Times Companies · Summarized by HeadlinesBriefing