Cult Creative secures US$107,500 seed funding from The Hive Southeast Asia to develop its creator collaboration platform

• New business model aims to revolutionise the creator collaboration landscape
• Claims to have calidated creator model with over $60,200 in payments over 12 months

Cult Creative, a Malaysian creator economy company bridging the gap between nano and micro creators, announced US$107,500 (RM500,000) in seed funding from The Hive Southeast Asia. This investment follows a period of strategic evolution, including overcoming the challenges of the untimely passing of their co-founder Manisha Jaganmongan in March 2023.

In a statement, the firm said it is now propeling ahead with a new business model focused on revolutionising the creator collaboration landscape within the realm of digital marketing.

Revolutionising creator marketing

Cult Creative eliminates cumbersome contract negotiations and e-invoicing for creators and enables them to maximise content output and earnings, while brands can quickly connect with the right partners for their campaigns and track performance at scale. Activating bespoke concepts for B2C and B2B brands, Cult Creative manages the end-to-end creative process for brands from idea generation to production and optimisation.

The new funds will allow the company to develop a proprietary platform fueled by cutting-edge technology, data-driven algorithms, and a vibrant community. With this new platform, Cult Creative emphasised that the future of creator marketing is tech-enabled, measurable, and virtually instant.

Cult Creative’s competitive advantage:

• Brand Loyalty and Creator-Centric Approach: Cult Creative's competitive edge is underlined by a commitment to strong brand loyalty and a creator-centric ethos. The platform ensures transparent brand briefs, project timelines, and reliable payments through structured agreements, guaranteeing timely compensation and protection for creators.
• Visionary growth: Cult Creative aspires to be Southeast Asia's foremost trusted platform for creators, with plans to introduce alternative credit scoring through CultPay. This forward-looking approach solidifies its leadership role in the industry.
• Validation of model: Over the past 12 months, Cult has validated its creator model with over US$60,200 (RM280,000) in processed payments to 620 creators and 52 brand deals from Pavilion Group, Farm Fresh, Hotel Indigo by IHG and other SMEs across Malaysia, Indonesia, and Singapore, and claims that it has showcased a remarkable 4.5x year-on-year revenue growth.
• Community building: Extensive community-building initiatives empower nano and micro creators, amplifying the platform's reach and effectiveness. This ensures a perfect match for every brand, whether in the B2C or B2B sector.
• Founder expertise: With founders boasting creative backgrounds, Cult Creative claims it possesses a unique advantage due to their deep understanding of creative briefs allowing for quality video output and brand community retention. 

Shermaine Wong, co-founder & CEO, Cult Creative expressed that she’s thrilled about the future of Cult Creative, and is grateful for the support from The Hive Southeast Asia. 

“We built Cult Creative to help brands authentically connect with creators, and we’re excited to deploy our seed funding to launch our proprietary platform and alleviate challenges in the creator economy. Ultimately, we aim to channel our expertise in the creator marketing space to foster a community in which brands and creators can thrive and maximize the effectiveness, scale, and impact of their partnerships," she added.  

Meanwhile, Syed Haizam Jamalullail, managing partner of The Hive Southeast Asia said that the firm has been monitoring Cult Creative for the past two years, and during this time, the team has consistently demonstrated remarkable resilience and adaptability. 

“The company's journey reflects a strong commitment to significantly influencing the burgeoning creator economy. Moreover, their impact extends beyond business metrics, contributing to social impact and job creation which is in line with the objective of the mandate that we have been given under Penjana Kapital’s Dana Penjana Nasional Program,” he added. 

“As they strive to make marketing for creators more efficient, measurable and influential, Cult Creative is emerging as a positive force in Southeast Asia. Their dedication to supporting creators and brands, coupled with their readiness to navigate the rapidly evolving media landscape, marks them as an exceptional and forward-thinking entity," Syed Haizam said