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Tim McGraw to Ice Cube: Boise company makes acquisition to grow marketing platform for musicians

Boise-based ConvertKit announced Monday it would acquire FanBridge, an email platform company focused on musicians.

New York City-based FanBridge is aimed at musicians, using a customer retention management platform to help bands and other artists keep in touch with fans. The company works with musicians like Joh Mayer, Common, and Ice Cube, and artists including Margaret Cho and Aziz Ansari.

ConvertKit, founded in 2013, focuses on email marketing solutions for creative professionals and individuals. It says it serviced more than 365,000 customers since its launch. The company says it currently serves the musician space and counts Tim McGraw as a customer.

Profitable companies

The two companies did not outline the terms of the acquisition in a brief news release. ConvertKit told Billboard it generates $27 million in recurring revenue each year.

ConverKit says it is profitable, as is FanBridge. ConverKit bootstrapped the company without venture capital investment. It hopes the acquisition will help it grow its business for recording artists.

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“In order to build a sustainable company that’s focused on serving creators, profits are one of those things that let you make long-term decisions from a calm place,” ConvertKit CEO Barry told Billboard. “We’re profitable now. FanBridge was a profitable company, and we’ll just continue to be more profitable after acquiring them. That’s just the way that we think business should be done. It’s old school.”

The news release says the two companies hope to give artists more of a direct pathway to connect with audiences, without the algorithm-based practices of large social media companies.

“Creators and artists have been at the mercy of networks and conglomerates too long,” ConvertKit VP Cory T. Taylor said. “Their talent has been taken advantage of because marketing was inaccessible due to either knowledge gaps or cost. We are proud to support, empower and advocate for the creator movement.”

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ConvertKit employs more than 61 people with a distributed workforce across more than 50 cities.

Don Day - BoiseDev editor
Don is the founder and publisher of BoiseDev. He is a National Edward R. Murrow Award winner and a Stanford University John S. Knight Fellow. Contact him at [email protected].

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