Australian social influencer startup TRIBE raises $7.5m, makes US foray

By  | Mar 29, 2019 03:59
Australia’s TRIBE, a self-serve marketplace connecting brands with micro-influencers, on Tuesday announced that it has raised $7.5 million in a Series A funding round from multiple investors around the world, including Burch Creative Capital.

TRIBE, founded by Australian TV and radio host, Jules Lund in 2015, concurrently announced its launch in the US. The startup’s US operations will be headquartered at One World Trade Center in Manhattan and will be overseen by the company’s CEO, Anthony Svirskis, it said in a statement.

“With TRIBE we’re finally seeing influencer marketing done right,” said Chris Burch, founder and CEO of Burch Creative Capital. “The US market has been waiting for a tech platform like this for years and as soon as we heard they were launching stateside, we knew we needed to be a part of it.”

TRIBE claims that its network generates over $250,000 of branded content every day, and it is already working with top global brands, including Unilever, L’Oreal and Marvel, among others. On the influencer side, 20 per cent of the 50,000+ influencers on the TRIBE platform hail from the US, it further claimed. 

TRIBE already has offices in Sydney, Melbourne, Manila and London, with over 70 global employees

“As an influencer, I created TRIBE because I saw a gap in the industry and felt the process was broken,” said Lund. “There was too much back and forth between the brand and influencer, and influencers didn’t know when, or if, they would get paid. I knew there could be a more efficient and dynamic way for both parties to work together.”

Influencers on TRIBE include everyday citizens – mothers, college students and those looking to express their creative genius. Brands upload a brief to the self-serve platform and in a matter of days receive hundreds of pieces of original content from creators. Once content is approved, creators publish the content on their social channels, or alternatively, brands can license the rights to the content to use for their own marketing purposes. 

According to Crunchbase, TRIBE has secured $12.3 million in funding till date. In September 2016, the startup had raised A$5.4 million as part of the Series A funding round led by Exto Partners. 
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