Content creation is a high-risk, rewarding but precarious business to be in with no recurring revenue as income. Of the millions of content creators worldwide, few reach the level of routinely signing brand deals. Even fewer have long-standing, semi-permanent relationships with elite brands. The lack of predictable, recurring revenue means that the greater mass of content creators are at risk of not being able to meet their immediate needs. Founded by Harry Gestetner, Simon Pompan and Cameron Dallas in August 2021, Fanfix is a content monetization platform for creators. SuperOrdinary, “the leading global growth partner and marketplace expert, connecting brands, developers and consumers,” acquired Fanfix in a transaction that closed in late June of this year. The exact price of the takeover is not known, but is estimated to be in the eight-figure range.
The startup was founded when Gestetner and Pompan were students at Tulane University and Vanderbuilt University, respectively. At the time of the takeover, the team had grown to seventeen members. Some of the startup’s competitors include Patreon, OnlyFans, Fanhouse, and Subify. Fanfix generates revenue by taking a 20 percent cut in subscriptions to creator-paid content purchased through its platform.
Fanfix co-founders (left to right): Cameron Dallas, Harry Gestetner (Co-CEO) and Simon Pompan … [+]
fan fix
Friedrich Daso: What drives the misconception that content creators’ Gen-Z fans aren’t interested in paying to watch exclusive content?
Harry Gestetner: It’s a common misconception that our generation, Gen-Z, isn’t interested in paying for content. Our parents grew up with four TV channels, but we grew up with endless TikTok feeds, endless Netflix options, and enticing YouTube “Play Next” algorithms. This free content overload has left fans craving a more exclusive, behind-the-scenes community with additional content worth paying for. When we first launched Fanfix, people often asked us if Gen-Z would pay for content. We’ve seen evidence that fans would pay by tipping Twitch generously, buying Fortnight skins, and opening Fifa/Madden Ultimate Team packs. We were right; Developers have made millions of dollars with Fanfix by providing value to their most loyal fans. The overwhelming response from fans on our platform is that they appreciate the exclusivity of the content, direct access to their favorite creators and the sense of community of being part of a member club.
Arrived: How does Fanfix refute this misconception through the way the product is developed and marketed to a Gen Z audience?
Simon Pompan: Fanfix is a cross-channel subscription content platform that enables developers to build member communities of their loyal fans and connect with their subscribers on a new level. The possibilities for creators to add value to their fans are endless as we support all different media formats. Fans can get access to exclusive content, whether it’s extended snippets of a podcast, meal and fitness schedules, blogs, unreleased music, behind-the-scenes footage, motivational audio, giveaways, direct messages and much more! The product caters to the needs of Gen-Z mobile-first multichannel creators and their audiences. Our marketing strategy puts creators first and highlights the creators who make money on Fanfix while promoting their social profiles on their platforms. We know how important it is to support the growth of the creators we work with to build brand affinity with their audiences.
Arrived: What was the strategy behind acquiring content creators to come to the Fanfix platform to monetize their content through subscriptions?
Cameroon Dallas: That was pretty easy. We show creators that there’s better conversion when you make more money promoting yourself to your fans and have a recurring revenue stream, without sacrificing your brand image and moral compass. I always tell the creators that I would have wished for this six years ago and they always come back to me excited about the results after they join.
Arrived: When did talks about an acquisition first start?
Julian Reis: We met the Fanfix team in January 2022 through a mutual connection. We’ve been looking at monetizing creators for a while and realized that there is a white space, particularly in the Gen Z creator space, that Fanfix is primarily focused on.
SuperOrdinary has been focused on growing the creator economy since its inception. We have partnered with over 70,000 KOLs in China to advance social commerce. Through this partnership with Fanfix, we are excited to build a multi-brand platform that will streamline relationships between content creators and brands on a national and global scale.
Arrived: Why did Fanfix take the acquisition route instead of developing as an independent company?
pump: We decided to go down the acquisition route because of our shared vision of what Fanfix could become when we merge with SuperOrdinary. This partnership will place Fanfix at the forefront of the creator economy and provide unmatched resources to creators worldwide. Fanfix has always been creator-centric – a hub for creators to make money, build a community, and connect with their most loyal fans. Our mission since Fanfix was founded has been to shift the balance of power in favor of creators versus the social media platforms they build. With the resources of SuperOrdinary behind us, Fanfix is getting closer to our goals.
Arrived: What will Fanfix be able to achieve through its acquiring company, SuperOrdinary, that you couldn’t otherwise?
Gestetner: US companies often overlook the tremendous opportunity worldwide. SuperOrdinary is the leading global brand accelerator with unparalleled experience in bringing Fanfix to international markets. Additionally, social commerce is such an exciting area that is so nascent in the US. SuperOrdinary’s 140 brands will allow us to provide many more monetization options for developers. Developers can create their own storefronts, white-label products, and co-create their own brands on Fanfix. This international reach, huge brand network and infrastructure will be game-changing for Fanfix and make us the #1 platform for creatives to monetize.
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