How London’s Electrify Rolls Up YouTube Channels Turning Creators Into Cash Cows The creator economy, a realm where YouTube personalities and niche experts peddle their wares to ad hungry millennials and Gen Zers, has long been a headache for institutional investors.
Volatile, personality driven brands are notoriously difficult to scale and sustain. London's Electrify Video Partners thinks it's found the solution: turning these fickle flocks into stable media businesses.
Founded in 2021 by Ian Shepherd and Owen Maher, Electrify has grown at a dizzying pace since its inception, thanks in part to $185 million from private equity firms like Capital D and Equable Capital.