Jellysmack is betting big on YouTube, expanding its creator program on Friday with a new initiative that offers upfront capital to “qualified” creators in exchange for licensing videos in their YouTube library.
The global program, which was extended to include Australia and New Zealand-based video creators in November 2021, brings the total budget for its creator investments to a sizable US$750 million.
A number of local creators have inked deals with Jellysmack, including HowToBasic, JoshDub, How Ridiculous, Jazza, Mully, Self Sufficient Me, Tannar, Vincenzo’s Plate, Cupcake Savvy Kitchen, and SAMMIT.
Jellysmack, a VC-backed startup, said its new catalogue licensing model gives creators “upfront cash” to grow their businesses without giving up any equity in their intellectual property, brand, or new ventures.
Creators can choose to receive immediate capital in exchange for licensing some of their YouTube catalogues or take part in the creator program for multi-platform monetisation over time, or participate in both.
Jellysmack last year hired former Google executive Ezechiel Ritchie to lead its operations in the ANZ market, and in February tapped both Bec Hodges as marketing manager and Alex Vans-Colina as partnership manager.
Laurent Hulin, Jellysmack’s APAC general manager, said the company is committed to empowering creators as solopreneurs.
“Whether a creator is looking for upfront capital to invest in production or to focus on long-term multi-platform growth, we’re ready to back creators with over US$750 million committed to cataloguing licensing,” Hulin said. “It’s all part of our creator-driven mission to empower creators behind-the-scenes to go bigger.”
Co-founded in 2016 by Michael Philippe, Robin Sabban, and Swann Maizil, Jellysmack positions itself as a creator company that detects and develops the world’s most talented video creators through technology. It then works with those creators to help them increase their income.
More than 500 creators have partnered with the New York-headquartered business, including MrBeast, PewDiePie, Bailey Sarian, Brad Mondo, Karina Garcia, and controversial makeup mogul Patrick Starrr. Jellysmack has also built its own video channels, Beauty Studio, Oh My Goal, and Gamology.