Amazon is making a big bet on the creator economy, investing in the creator-focused firm Spotter and cutting a wide-ranging deal with the company that will give its clients “compelling new business opportunities” with Amazon.
That could include deals with Amazon MGM Studios, Prime Video, Twitch, Amazon Live, and other channels like retail and merchandising.
Spotter provides guidance, tools and capital to creators on YouTube, with a client roster that includes a who’s who of top creators like MrBeast, Deestroying, The Try Guys, Dude Perfect and Nastya.
In fact, when MrBeast inked his deal for an original competition series on Prime Video earlier this year, the tech giant gave kudos to Spotter “for the introduction and kickstarting this journey for us.” The company also added a pair of executives to its leadership team at the time.
“Spotter’s track record of empowering Creators is exceptional in our industry. We are thrilled to join forces to support the Creator economy in innovative ways whether it’s on Prime Video or via our dynamic commerce offerings,” said Vernon Sanders, head of television for Amazon MGM Studios. “This initiative will give us the opportunity to bring even more compelling content to our global customers, while fostering the growth of today’s most influential Creators, by forging new opportunities for them to thrive.”
Terms of Amazon’s investment were not disclosed, though an SEC filing last month showed that the company raised $7.4 million. It is not clear if that raise was connected to the Amazon deal.
For Spotter, the deal could lead to more content deals for its YouTube-centric client roster, or merchandising opportunities that leverage Amazon’s unmatched scale. And for the tech giant, which has its hands in seemingly every part of the economy, it gives it greater reach in the creator ecosystem, an area that traditional media companies have long struggled with.
“We are excited to partner with Amazon and take our mission even further, offering our Creators exceptional opportunities to monetize their brand, content, and build lasting connections with audiences,” added Aaron DeBevoise, CEO and founder of Spotter. “Amazon is forward-thinking in recognizing the immense potential of the Creator economy, and together, we’re excited to explore new opportunities to invest in Creators and drive deeper engagement and growth.”