We previously discussed Breakr – an innovative platform connecting record labels, artists, and brands with social media influencers to execute large-scale campaigns programmatically. In 2021, the company successfully raised $4.2 million in funding. Fast forward two years and Breakr has now onboarded over 30,000 influencers and facilitated more than $3.5 million in creator transactions. In order to continue its expansion, Breakr has recently secured an additional $1.9 million at a valuation of $20 million.
The extension was led by Slow Ventures and will primarily be used for hiring and product development purposes. Breakr has raised a total of $8.7 million to date through a remarkable list of investors including industry titans such as Marc Benioff, a16z/TxO, ex-CEO of Tik Tok Kevin Mayer, RGA Ventures, Charles Hudson (Precursor Ventures), Complex founder Rich Antoniello, Lo Toney (Plexo Capital), Ant Selah (WdrCo), and Quiet Capital.
The rapid growth of Breakr’s user base highlights the immense potential of the creator economy. However, the relatively modest size of this funding round, in addition to its total transaction value over the last two years, speaks to the early stages of development for many business models in this space.
Nevertheless, there is a great deal of optimism surrounding this industry. Research by Goldman Sachs predicts that the overall market for the creator economy could reach a staggering $480 billion by 2027.
The impressive list of labels and brands utilizing Breakr tells its own story: Def Jam, Samsung, Billboard, Rolling Loud, Live Nation, Meta, Tidal, Epic, Kit Kat, P&G, Celsius, Mountain Dew, and White Claw are among the major players leveraging Breakr to connect music with brand campaigns. On the artist side, notable names include Meghan Thee Stallion, Future, Rick Ross, Gunna, JID, Sleepy Hallow, Ozzy Ozbourne, Black Pink, Young Thug, Kanye West, Brent Fyiaz, Tobe Nwigwe, PinkPantheress, Armani White, Charlieonnafriday, and Nas (who is also an investor).
There are numerous platforms in the market that facilitate collaborations between creators, brands, and different forms of media such as music. However, what sets Breakr apart is its approach in treating this concept as a programmatic opportunity similar to the way online advertising is executed, sold, and distributed.
“Breakr wants to be the Google AdWords, powered by creators,” stated co-founder Anthony Brown.
Brown elaborated, “We believe that with audience data, liquidity, and advanced intelligence, it should be just as effortless to spend $15,000 on Breakr as it is to set and forget a campaign on Google.”
The company recently emerged from closed beta as a self-service SaaS platform, transitioning from its original hands-on approach. This platform is supported by a wallet acting as an escrow account, where money can be deposited and withdrawn for services rendered.
“This shift to a SaaS model aligns with our mission to streamline and democratize influencer marketing, making it accessible and efficient for a wider range of users across the music industry and beyond,” explained Brown.
Currently, Breakr operates as a three-sided marketplace. On the creator side, individuals can submit their profiles to be considered for campaigns. Artists or labels can then submit their music for specific campaigns, with selected tracks being marketed to new audiences. While musicians may pay for their music to be used, they also receive a portion of the campaign’s revenue.
On the marketing side, brands can search for influencers and access 40 data points on each one, including language, audio location, and interests. They can also view past content and engagement rates, and run diagnostics to ensure brand safety and identify any fake followers.
“The creator economy, especially in music, is constantly evolving towards direct, personalized, and scalable relationships between online marketers and creators. Traditional management tools are becoming outdated, making way for more effective, connection-driven technologies. This includes platforms that facilitate the distribution of tailored content and offers to creators, moving away from costly and short-term campaigns. The trend towards sustained, evergreen marketing is proving to be successful, highlighting the importance of ongoing engagement over one-time interactions,” said Brown.
While music marketing remains the primary focus for Breakr, the company aims to expand into other industries such as film and television in the future. With its unique approach to influencer marketing, Breakr is set to disrupt the industry and pave the way for more efficient and impactful collaborations between creators, artists, and brands.
