Big Money Moves into Media and Creators
A New Wave in Media and Entertainment
Guggenheim Brothers Media, backed by Abu Dhabi's Ethmar International Holding, has raised $50 million to invest in startups focused on media, entertainment, and the creator economy. The fund aims to invest $2 million to $5 million in 10 to 15 companies, with plans to grow the fund to $75 million.
Leaders of the Venture
- Dillon Lawson-Johnston: Comes from a family with deep roots in art and culture. His great-great-grandfather founded the famous Guggenheim Museum in New York.
- Criswell Fiordalis: Has a strong background in entertainment, having worked with big names like Lionsgate and Hello Sunshine.
UAE's Role in the Media Boom
The UAE is investing heavily in US media and entertainment to diversify away from oil. One of their projects, Creators HQ, aims to bring 10,000 creators to the UAE. Additionally, Lawson-Johnston's family is opening a Guggenheim Museum in Abu Dhabi in 2026.
The Plan: Four Key Trends
Reducing Reliance on Single Creators
- Investors are wary of backing just one creator.
- Big names like Steven Bartlett are building networks of creators.
- Lawson-Johnston and Fiordalis are interested in creators who think beyond themselves.
Reviving Old Hollywood Content
- Traditional media companies have tons of intellectual property.
- They want to give it new life in digital media.
- A chance for creators and Hollywood to collaborate.
Brands Partnering with Mid-Tier Creators
- Brands prefer mid-tier creators (50,000 to 500,000 followers).
- They can drive sales and awareness among younger consumers.
Standardizing Campaign Measurement
- Advertisers want better ways to measure campaign success.
- They're no longer just looking at follower counts.
- Lawson-Johnston and Fiordalis are interested in companies that can standardize how creators are measured.
The Future of the Creator Economy
Advertisers are expected to spend $37 billion with creators by 2025, growing four times faster than overall media spending. Guggenheim Brothers Media is poised to be at the forefront of this exciting shift.
