Investing in influencers – Azure Capital partners Gushcloud in fund to support creators, with up to 12.5% returns

Business Times

28-04-2025

[SINGAPORE] The Azure-Gushcloud Entertainment Finance Fund, launched in February 2025, has successfully reached its initial target of raising S$10 million from investors.
The fund promises investors a return of 12.5 per cent per annum in US dollars, or 11 per cent in Singapore dollars.
Thereafter, returns are fixed at 7 per cent with an additional premium of 0.65 per cent for every 1 per cent change in the US prime lending rate.
There is a minimum holding period of one year, and a minimum commitment of either US$100,000 or S$100,000. Distributions are scheduled on a quarterly basis.
The fund was jointly launched by Singapore-based fund manager Azure Capital and influencer agency Gushcloud International.
It finances Gushcloud's Creator Venture Program (CVP), which aims to provide financial support for digital creators through advances for over one to two years.
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Using the creator's estimated projected income, Gushcloud can provide advance capital to the creators with a loan to value ratio of 10 to 50 per of the creator's annual earnings.
During the contract, all income generated by the creator through brand sponsorships and platform royalties is received by Gushcloud and subsequently settled to the creator.
In exchange, the creator management company will act as the creator's business manager, taking control over their professional e-mail and social media inboxes.
This allows creators to expand their reach with brand partnerships and enhance monetisation on various platforms.
'(This) gives them some form of stability in their jobs ... so they can focus on being creative,' said Terence Wong, CEO of Azure Capital.
Wong noted that in looking at the payback period for each investment, the internal rate of return should be in excess of 20 per cent.
Though the contract ties the creator down for up to two years, Althea Lim, CEO of Gushcloud International, said: 'In a time like this, where we live in a very uncertain world, most people will take that because that money could go somewhere so positive.'
Currently, Gushcloud is working with around 200 full-time creators globally and is focusing on bringing in digital creators who are experts in their subject matter.
Lim estimated that subject matter experts on social media platforms such as Youtube are now getting around S$30 per thousand views.
'All platforms are looking for subject matter experts right now,' she added, noting that people prefer to watch videos to gain understanding on a topic.
She observed that the creator economy – currently valued at around US$250 billion – is projected to reach close to US$500 billion by 2027.
'The economy is immense', said Lim. 'I think the ... data that scares and excites us is that six out of 10 kids under 12 today desire to be an influencer, a content creator or a YouTuber.'
Lim noted that in 20 years' time, 90 per cent of Singaporeans will live till the age of 95. However, she added, very few creators have health insurance, own their own homes, or have a pension fund.
These are problems that Lim is eager to tackle, especially with a growing number of younger creators entering the economy.
'We're here to stay,' said Lim. 'We want to be a long-term business because these are humongous problems that we need to solve.'