LiveXLive describes itself as a ‘premium live-music streaming network’ but it’s also making a name for itself working with online influencers.
We reported in June about its deal with former Vine star Andrew ‘King Bach’ Bachelor to make an original show for the network, but now it’s expanding its relationship with fellow social star Amanda Cerny.
She’ll be in charge of LiveXLive’s new ‘digital talent’ division, making the most of her 30 million followers across the various social platforms, while signing up fellow online stars. “She’s an influencer to the influencers, and she has the ability to bring in superstar young talent under her,” CEO Robert Ellin told Variety.
Cerny has already launched a music video under LiveXLive’s auspices for King Bach and Aussie artist Katja Glieson, stacked with a host of Instagram influencers. Variety’s piece sounds one warning note though: LiveXLive generated revenues of $225k in its last financial year, but racked up losses of $14.2m.
Companies hiring influencers to executive roles appears to be a trend in 2017: UK-based marketing agency Influencer has taken investment from online star Caspar Lee and appointed him as ‘chief innovation officer’ this week.
Meanwhile, research in the UK suggests that the price brands are willing to pay for influencer marketing is going up: an average of £75k for Facebook posts by stars with more than 1m followers, compared to £67k on YouTube; £65k on Twitter; £60k on Instagram and £53k on Snapchat.