From influencers to institutions: how creator economy investment is maturing

2026 is already shaping up to be a year of fund announcements for the creator economy, as investment activity begins to cluster around creator businesses rather than influencer-led marketing alone.

The shift reflects a growing belief that long-term value in the creator economy sits in scalable companies and intellectual property, not one-off campaigns.

So far this month, a series of investment vehicles has emerged across the UK and the Middle East, each pointing to different ways capital is beginning to organise itself around creator-led companies and ecosystems.

Guggenheim Brothers Media × Ethmar International Holding

Last week, investment firm Guggenheim Brothers Media announced a partnership with Abu Dhabi-based Ethmar International Holding to launch a multi-million-dollar creator economy fund in the region.

The fund will invest in early- and growth-stage companies building digital content and creator-led entertainment businesses, rather than backing individual influencers. It is expected to make investments of between $2 million and $5 million, focusing on businesses that can scale beyond a single creator, such as studios or IP-led media companies.

According to the companies, Abu Dhabi was chosen as a base because it offers long-term capital and a growing media ecosystem, with the fund intended to support creator-led businesses that can operate globally from the region.

YMU Ventures Fund

In the UK, talent agency YMU this week launched the YMU Ventures Fund, allowing it to put money directly into businesses started by the creators and talent it represents.

YMU said the fund will take a flexible approach, including minority stakes in creator-founded businesses and growth support via its internal teams. The agency, which represents creators including TOPJAW and Grace Beverley, said the fund is aimed at clients building businesses around their ideas rather than relying solely on traditional brand deals.

Executives at YMU have framed the move as a response to a gap in the market, where creators want capital to grow their projects but are cautious about giving up ownership or control too early. “The economics of talent have fundamentally changed,” YMU chief executive Mary Bekhait told Deadline. “Influence now compounds into ownership, IP and enterprise —  not just fees.”

Creators HQ Social Content Fund

Creators HQ also this week announced the launch of an AED 5 million Social Content Fund in partnership with monetisation platform Alfan. The fund is aimed at individual creators and small teams producing family-focused or socially oriented content.

Unlike the other funds announced this month, the Creators HQ initiative does not take ownership stakes in businesses. Instead, it provides direct funding for content production, alongside training and access to tools designed to help creators monetise their work.

Creators HQ said the fund forms part of a wider effort to support creators building sustainable projects in the UAE, including incentives for talent to base themselves in the country rather than operating on a campaign-by-campaign basis.

A common direction

While the three funds differ in structure and intent, each reflects a broader shift in how capital is engaging with the creator economy.

Early 2026 has not produced a single model for how this investment will play out, but it has made clear that the creator economy is increasingly being treated as a business sector to be built, not just a marketing channel to be bought.

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