We previously covered Breakr, a platform facilitating connections between record labels, artists, and brands with social media influencers to execute large-scale campaigns programmatically. The platform closed a $4.2 million funding round in 2021, and in the last two years, it has enlisted over 30,000 influencers, overseeing more than $3.5 million in creator transactions. Now, Breakr has secured an additional $1.9 million at a $20 million valuation to support its expansion.
The funding extension, led by Slow Ventures, will be utilized for hiring and product development. To date, Breakr has raised $8.7 million, attracting investments from notable figures such as Marc Benioff, Kevin Mayer (former TikTok CEO), RGA Ventures, and others.
While Breakr’s user growth highlights the prominence of the creator economy, the relatively modest funding round and total transaction value over the past two years underscore the early stage of many business models in this sector. Despite this, optimism persists, with Goldman Sachs estimating the creator economy’s total addressable market to reach up to $480 billion by 2027.
Breakr has garnered attention from major players in the industry, including Def Jam, Samsung, Billboard, and Meta, as well as musicians like Megan Thee Stallion, Kanye West, and Nas, who is also an investor. The platform’s distinctive feature lies in treating the influencer marketing concept programmatically, akin to how online advertising operates today.
According to co-founder Anthony Brown, Breakr aspires to be the “Google Ad Words, powered by creators,” providing an easy and efficient way for users to engage in influencer marketing. The platform recently transitioned from a hands-on approach to a self-service SaaS model, supported by a wallet acting as an escrow account for financial transactions.
Breakr operates as a three-sided marketplace, where creators submit profiles for consideration, artists submit music for campaigns, and brands seek influencers based on 40 data points. The platform, initially focused on music marketing, intends to expand into other domains such as film and television while aligning with the evolving trends in sustained, relationship-focused marketing within the creator economy.
