A Market for Buying Shares of Creators Finds Its Way

Investing directly in creators—a chance to bet on the future success of an internet personality and buy into their future earnings—has been gaining steam. The idea is a natural outgrowth of viewing creators as an asset, not dissimilar to an early-stage startup, that could rise in value with more followers and sponsorships. But this market is still clearly in the experimenting stage.

Take HumanIPO. Conceived as a type of exchange to let fans buy and sell shares of people, the two-person startup has been selling investments in social media personalities, entrepreneurs and venture capitalists.

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