The creator economy, a significant development in the digital age, has seen billions of dollars channeled into social media influencer marketing over the past decade. With Goldman Sachs projecting this sector to reach nearly half a trillion dollars by 2027, Atlanta-based startup Breakr is positioned to capitalize on this growth.
Brothers Ameer and Anthony Brown, founders of Breakr, have developed a platform targeting the music industry. Its purpose is to streamline the connections between influencers, marketing agencies, and record labels. Breakr consolidates administrative tasks, offering payment processing, real-time social media metrics, and customer relationship management tools for both artists and influencers.
Launched in 2020, Breakr has quickly gained traction. It is currently valued at $20 million and counts high-profile investors such as Salesforce CEO Marc Benioff and recording artist Nas among its backers. Approximately 60,000 artists and 20,000 influencers have joined Breakr, alongside industry leaders like Interscope Records, Capitol Records, and Warner Music Group.
After spending several years in Silicon Valley, the Brown brothers chose to establish their company in Atlanta. Factors like the city’s lower cost of living, established tech community, and its significance in the music industry were key contributors to their decision.
The platform’s functionality is straightforward: artists or record labels upload music and create campaigns outlining their budget and desired content. Social media creators then create profiles, setting parameters for content types and desired compensation. They can then browse the platform’s open campaigns and submit proposals. Breakr has facilitated campaigns for major artists, including Lady Gaga, Kendrick Lamar, and Travis Scott.
Breakr provides creators with payment within 48 hours, a marked improvement compared to the typical payment timelines in the industry. The company aims to eliminate the administrative inefficiencies associated with managing numerous invoices and 1099s.
“We want to be the central node that connects all of these people and removes all the administrative burden that occurs with having them interact. That’s what the creator economy is missing desperately,” said Ameer Brown. “And it’s cool that two Black dudes from Atlanta started it.”
For some musicians, viral success on social media is as valuable as radio airplay, emphasizing the importance of influencer connections. Christian hip-hop artist LeCrae, owner of Atlanta-based Reach Records, recognizes the significance of connecting with influencers to reach audiences, especially amidst the saturated social media landscape.
LeCrae found Breakr to streamline his influencer search process. He sought to eliminate intermediaries, such as talent agencies, due to their high fees. Breakr helped level the playing field for his independent label, and allowed influencers to more easily participate in campaigns.
“Breakr says there’s no gatekeeper anymore,” LeCrae said.
Breakr has consistently adapted its services based on user feedback. It is now transitioning from a management services company to a software-as-a-service (SaaS) business, which, Anthony Brown explained, will allow agencies to optimize their payment infrastructure.
Anthony Brown envisions Breakr becoming a $10 billion company within five to ten years, driven by the continued expansion of the creator economy. “But the thing is, we won’t be able to get there as an industry until there’s more centralization and more infrastructure to digitize the way that agent sees brands and creators interact,” he said. “That’s what we’re building.”
