Gushcloud partners with Azure Capital to introduce global fund transforming creator earnings

Gushcloud International has partnered with Azure Capital to launch the Azure-Gushcloud Entertainment Finance Fund, aiming to provide structured financial support for digital creators, enabling them to scale their brand partnerships, content monetisation, and licensing opportunities globally.

Investors can contribute capital that is then used to support digital creators. For early access accredited investors, the fund offers a fixed annual return of 12.5%, paid quarterly.

Azure Capital, a Singapore-based fund manager, has built a reputation for creating future-focused funds, such as the Azure-Lyte Fund, which supports freelancers by factoring their commissions. This new partnership with Gushcloud extends that approach to the booming creator economy, offering a structured investment model to help creators transition from influencers to sustainable businesses.

"Since launching the Azure-Lyte Fund in 2019, we have successfully provided financial solutions to professionals across various industries with zero defaults. Our new initiative with Gushcloud marks an exciting new chapter, expanding into the gig economy," said Christopher Cheng, managing director at Azure Capital, in a release.

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Gushcloud, an AI-powered creator management and licensing firm, has studied the incomes of over 100 million creators globally. This data-driven approach has enabled the company to partner with Azure Capital in designing a fund that provides capital to ambitious creators looking to expand their businesses.

The creator economy has witnessed explosive growth, with over two million creators now earning upwards of US$100,000 annually, according to Althea Lim, group CEO and co-founder of Gushcloud International.

"Since 2012, the creator economy has grown immensely. Six out of 10 children under the age of 12 today aspire to be creators," Lim said. "Analyst companies project that the creator industry is expected to reach US$500 billion by 2030."

A creator's income typically comes from multiple sources, including platform ad revenue (e.g., YouTube), brand endorsements, sponsorships, subscriptions, and merchandising. Presently, 60% of creator earnings originate from brand collaborations, 30% from platforms, and 10% from direct audience contributions, the release said.

As platforms like YouTube, Meta, and Spotify boost their payouts to creators, earnings are set to rise significantly. YouTube alone has paid out over US$107 billion in the past three years. Some of Gushcloud's creators already earn more than US$1 million annually and are on track for even faster growth.

Andrew Lim, CFO at Gushcloud International, noted that the company has consistently focused on female-driven categories such as skincare, beauty, wellness, and fashion. "Data has shown us that female audiences are sticky towards the creators they love, and they buy what they watch," he said.

"Beyond that, Gushcloud has always worked closely with FMCG brands that target the female wallet and across time, we see that advertising spend is increasing with Gushcloud and her creators. We have invested into creators in the last 24 months and have been able to return healthy double-digit returns and we hope to do more in a safe and predictable way, in an exciting economy," he added.

"Creators are now the backbone of the digital entertainment industry, and equipping them with the right resources will allow them to take control of their financial futures," said Terence Wong, founder of Azure Capital. "This collaboration with Gushcloud allows Azure Capital to go beyond Singapore to identify top global performing creators that we can invest in and own part of their future together with them."

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