Iggy Azalea backs SHIFT, the AI firm behind $200M creator platform Fanvue
What's the deal? Iggy Azalea has made an angel investment in SHIFTDealroom has a profile for this one. Try Dealroom →, the London-based AI infrastructure company behind creator platform Fanvue. The four-time Grammy-nominated artist also joins as the founding member of SHIFT's Creator Advisory Board. Terms were not disclosed.
The numbers: Fanvue passed a $200 million annualised run rate in July, up from $100 million five months earlier and $4 million just over two years ago. SHIFT says creators using its AI tools earn between three and six times more than those who don't.
What's the endgame? SHIFT positions itself as the infrastructure layer for the creator economy — the Fanvue platform, an app store, and payment and financial rails built for AI-driven commerce. Founded in 2020 by Joel Morris, Will Monange, and Harry Fitzgerald, Fanvue now claims 17 million monthly active users and over 325,000 creators, including Cardi B and football journalist Fabrizio Romano.
Why now? The raise follows a $22 million Series A in January, led by Inner CircleDealroom has a profile for this one. Try Dealroom →, the investment club whose portfolio includes Revolut, AnthropicDealroom has a profile for this one. Try Dealroom →, and xAI. Azalea's cheque adds a marquee creator name as the model of fans paying creators directly gains momentum.
The board hire: Azalea takes the founding seat on a new Creator Advisory Board, giving the company a high-profile voice as it courts talent. "I'm not just the face, I'm an owner," she said, comparing SHIFT's ambition to Stripe and Shopify.
The signal: The deal reflects a shift in the creator economy, projected to reach $1.3 trillion by 2033, from advertising-funded reach toward direct fan monetisation. Big names — from MrBeast to Jake and Logan Paul — are increasingly taking equity rather than endorsement fees, and Azalea's stake follows that trend.
Read more: newshub.medianet.com.au
Image credit: Shift Holdings
