Electrify is a new-age digital publishing company that partners with YouTube creators empowering them to capitalise on emerging opportunities to monetise their channels and content in the rapidly evolving and expanding creator economy. Electrify’s strategy is to acquire significant stakes in channels that produce long-form, factual and brand-safe content, and to accelerate growth through an impressive toolkit which enables the creators to focus on producing higher quality content in increased volume. Since its foundation in 2021, Electrify invested in 5 channels including into the well-known popular science YouTube channels, Veritasium and Astrum.

Why we invested: We invested in Electrify because it is an early consolidator of YouTube channels bringing a highly differentiated approach to investment and channel growth. The opportunity we see is to fuel Electrify’s global growth, turning it into a scaled, premium digital content business.

Our value-add: We are supporting Electrify to build out its executive leadership and board as well as expand its bench of industry advisors and experts. We will also support the further development of a comprehensive data and analytics strategy to support future acquisitions and investee channel commercial development.

What was the outcome: The investment completed in September 2023.

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