Digital Babylon: The LA-Based Startups Revolutionizing the Creator Economy

Kristin Snyder

Kristin Snyder is dot.LA's 2022/23 Editorial Fellow. She previously interned with Tiger Oak Media and led the arts section for UCLA's Daily Bruin.

Digital Babylon: The LA-Based Startups Revolutionizing the Creator Economy
Evan Xie

For better or for worse, influencers have infiltrated Los Angeles. They move to the city to pursue their social media dreams. They rent houses just to film content with their friends. They walk red carpets, appear in films and launch brands.

To support the rapidly expanding ecosystem, a number of local companies have formed to help creators.

Whalar

Streamy award-winning agency Whalar is one of many creator commerce companies working with both brands and influencers. Chief Growth Officer Jamie Gutfreund says Los Angeles has always been a β€œDigital Babylon”—and now, Whalar aims to help companies understand how they can utilize influencers for the next interaction of LA’s tech space. On the talent management side, she says agents can help creators identify which deals are beneficial, how to scale their opportunities and how to navigate their careers.

β€œLA is a city that develops agents and managers like New York launches investment bankers,” Gutfreund says. β€œAgents and managers have always played a role in helping creative people build their careersβ€”understanding how to identify new talent and find opportunities that might not have existed a few months ago.”

MightyJoy

Increasingly, more companies are turning to influencer marketing to reach younger audiences. Brands are working with micro-influencers to tap niche communities and celebrity influencers to gain broad viewership. These deals have allowed a number of creators have managed to quit their traditional jobs to become full-time influencersβ€”and have slowly formed a middle class in the creator economy.

Eric Dahan, founder of creator commerce agency MightyJoy, says influencer marketing has made everyone a part of the creator economy. Likening online engagement to currency, he says this type of marketing functions as a mechanism to exchange money for views and likes.

β€œBrands trade their cash for engagement, and creators trade their engagement for cash,” Dahan says.

F*** You Pay Me

But navigating brand deals and sponsorships can be tricky for creators, especially since there are no set payment standards in the industry. Which is why a number of local startups are trying to offer more transparency and professionalize the creator economy.

Launched in 2020, F*** You Pay Me seeks to be the β€œglassdoor” of the creator economy. Influencers can share how much brands paid them and leave reviews for their business deals. Many creators have said that having access to this information helped them negotiate higher compensation from brands, as it revealed discrepancies between what they were being offered and what other creators had received. CEO and co-founder Lindsey Lee Lugrin says most influencers currently β€œtry their best” when it comes to negotiating payments, and FYPM acts as a guiding resource to help them determine what companies are creator-friendly.

β€œI do feel LA attracts the more β€˜career-creator’ types who are trying to make it as full-time creators sort of similar to how other talent-hopefuls flock to LA to try to make it in traditional entertainment,” Lugrin says.

CreatorLand

Meanwhile, CreatorLand wants to be a networking hub for content creators and brands. Influencers can showcase different marketing campaigns they have worked on, message other creators and gain a better understanding of the business side of influencing. All of which is aimed to help creators better optimize their online presence.

β€œAs a creator, if I can ask people questions about things or have relationships with the business community, then that access to information helps me grow a career and make the best out of it,” says CEO and founder Brian Freeman.

So while people continue to debate time and again whether or not being an influencer counts as a β€œreal job,” Los Angeles continues to carve out the infrastructure to make it one.

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LA Startups Supercharging Cars and Dating πŸš—βš‘πŸ’‘

πŸ”¦ Spotlight

Happy Friday Los Angeles!

EVgo Inc., a leading Electric Vehicle (EV) charging company based in West Los Angeles, has seen substantial growth under CEO Badar Khan. The company now operates over 3,400 fast chargers across 1,000 sites nationwide, strategically placed in high-traffic urban and suburban areas to enhance convenience for EV users. EVgo’s model focuses on owning and managing its charging stations to ensure a seamless experience, reflecting its commitment to supporting the mass adoption of electric vehicles and facilitating the transition to cleaner transportation.

In a different electrifying market, Joe Feminella, inspired by his own successful dating journey, launched the dating app, First Round’s On Me in El Segundo with $5 million in funding. This app differentiates itself by requiring users to schedule a date within 24 hours of matching, and after a soft launch in select markets, it expanded nationwide in 2024. As the dating app market faces criticism over algorithmic practices and premium features, First Round’s On Me aims to offer a more genuine and immediate dating experience. Both EVgo and First Round’s On Me exemplify how companies in different industries are addressing their respective market challenges with innovative approaches to improve user experience and engagement.


🀝 Venture Deals

LA Companies

  • 3DEO, a startup that specializes in 3D printing small, high-volume metal parts, raised a $3.5M Strategic Investment Round from Mizuhio Bank. - learn more
  • Spotter, a startup that underwrites creators and offers AI tools, raised a $7.4M Funding Round. - learn more
  • Cashmere, a lead generation startup for wealth managers, raised a $3.6M Seed Round. Canapi Ventures led, and was joined by Benchstrength, Plug and Play, The House Fund, and Courtyard Ventures. - learn more

LA Venture Funds

  • Crosscut Ventures participated in an $8.9M Series A Extension for Nostra AI, a startup that helps e-commerce businesses improve their website performance by speeding up load times. - learn more
  • Fika Ventures, an eight-year-old Los Angeles venture capital firm, has raised a fourth fund in the amount of $160 million to invest in early-stage B2B startups. - learn more

      ✨ Featured Event ✨

      LA TECH CEO SUMMIT

      LA’s tech leadership is set to reunite after a long break! This two day summit will focus on building strong connections, sharing insights, and fortifying the local tech community.

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      Register Here


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      πŸ΅β˜•οΈTop 6 Coffee Alternatives for Enhanced Productivity

      In the fast-paced world of startups and venture capital in Los Angeles, maintaining peak productivity is essential for founders and investors alike. As the hustle intensifies, many are seeking alternatives to traditional coffee that not only provide a sustained energy boost but also support overall health and well-being. The following list highlights some of the top-rated coffee alternatives that can enhance focus and productivity while minimizing the adverse effects of caffeine. These options incorporate adaptogens, superfoods, and gut-friendly ingredients, making them ideal choices for those looking to optimize their performance without the afternoon crash.


      Matcha

      Image Source: Jade Leaf Matcha

      Matcha is a finely ground green tea that offers a moderate amount of caffeine, along with L-theanine, which promotes relaxation without drowsiness. This combination can enhance focus and concentration, making matcha a suitable alternative for those looking to boost productivity without the jitters of coffee.

      Popular Brands: ReNude Chaga Matcha (60 mg caffeine), Golde Pure Matcha (60 mg caffeine), Organic Ceremonial Matcha - Teahouse Edition (30 mg caffeine)


      Dandelion Root Coffee

      Image Source: Amazon

      Dandelion root coffee is a caffeine-free alternative that mimics the taste of coffee. It is known for its potential to support liver health and digestion, which can contribute to overall well-being and productivity. The drink can help avoid the acidity and jitters that often accompany regular coffee, making it a gentler option for those sensitive to caffeine.

      Popular Brands: Dandy Blend (0 mg caffeine), Teeccino Dandelion Dark Roast (0 mg caffeine)


      Adaptogenic Drinks

      Image Source: MUD\WTR Masala Chai

      Adaptogenic beverages, which include ingredients like ashwagandha, reishi, and maca, are designed to help the body adapt to stress and promote mental clarity. These drinks can provide a sustained energy boost without the crash, supporting productivity throughout the day. They are often made with superfoods and spices that enhance both physical and mental performance.

      Popular Brands: MUD\WTR Masala Chai (35 mg caffeine), Four Sigmatic Think Coffee (150 mg caffeine), ReNude Chagaccino (0 mg caffeine)


      Golden Milk (Turmeric Latte)

      Image Source: Golde

      Golden milk, made from turmeric, ginger, and milk (or a milk alternative), is a caffeine-free option that can improve mood and reduce inflammation. The calming properties of this drink can help maintain focus and clarity, making it a great addition to a productive morning routine.

      Popular Brands: Golde Turmeric Latte Blend (0 mg caffeine), Blume Turmeric Blend (0 mg caffeine), Four Sigmatic Golden Latte Mix (0 mg caffeine)



      Chicory Root Coffee

      Image Source: Teeccino

      Chicory root coffee is an excellent alternative that satisfies the desire for a warm beverage without caffeine. It is rich in inulin, a prebiotic fiber that aids in digestion and promotes gut health by supporting beneficial bacteria. Chicory coffee has a nutty, earthy flavor and can help control blood sugar levels, contributing to overall energy and productivity throughout the day.

      Popular Brands: Anthony’s Instant Chicory Root (0 mg caffeine), Teeccino Chicory Coffee Alternative (0 mg caffeine)


      Yerba Mate

      Image Source: Guayaki Yerba Mate

      Yerba mate is a traditional South American herbal tea made from the leaves of the Ilex paraguariensis plant. It contains about 40-80 mg of caffeine per serving, which is less than a standard cup of coffee but enough to provide a gentle energy boost. Yerba mate is rich in antioxidants, vitamins, and minerals, and users often report feeling energized without the jitters or crashes associated with coffee. It has a unique, slightly bitter flavor and can be enjoyed in various forms, including loose-leaf tea and pre-brewed options.

      Popular Brands: Guayaki Yerba Mate (40-150 mg caffeine)


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      LA’s Data Center Supply Crunch

      πŸ”¦ Spotlight

      Happy Friday Los Angeles!

      The Los Angeles data center market is experiencing a significant supply crunch, ranking 12th in growth among top markets since 2020 with only 265 megawatts of colocation inventory (data centers where businesses rent space to store their computing hardware and servers). Despite this, demand is surging, driven by AI, cloud, and hyperscaler needs, with AI accounting for 20% of new data center demand nationally. This scarcity is creating a highly competitive environment, with vacancy rates at a record low 3% and asking rents rising 13-37% year-over-year. For Los Angeles, this presents both challenges and opportunities in the big picture. The city's strategic position as a global entertainment hub and its connectivity to international markets through subsea cables make it an attractive location for data centers. However, the limited inventory and rising costs could potentially hinder growth and innovation in the tech sector. To maintain its competitive edge, Los Angeles will need to address these constraints through new developments, such as GI Partners' 16 MW addition at One Wilshire, and by focusing on high-connectivity, high-power capacity submarkets. The city's tech community should prepare for a landscape of increased competition for quality data center space, higher costs, and the need for innovative solutions to meet growing demand, particularly in AI and cloud services. While Los Angeles faces a challenging data center supply crunch, its strategic advantages and ongoing developments offer a promising path forward.


      🀝 Venture Deals

      LA Companies

      • Daisy, a one-year-old startup that designs and installs smart home and office technology systems, raised a $7M Series B co-led by Goldcrest and Bungalow, with previous investors Bullish and Burst Capital also stepping up. The company has raised a total of $13.3 million. - learn more

      LA Venture Funds


        ✨ Featured Event ✨

        LA TECH CEO SUMMIT

        LA’s tech leadership is set to reunite after a long break! This two day summit will focus on building strong connections, sharing insights, and fortifying the local tech community.

        Learn More Here

        Register Here


        Download the dot.LA App

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