Creator trips to Cannes and SXSW—how an agency is covering costs

Creator marketing agency Billion Dollar Boy today announced a grant program that will fund creator attendance at advertising events such as the Cannes Lions International Festival of Creativity and SXSW. The Creator Fund’s first disbursement will provide 20 creators with passes to Cannes, each worth around $1,300. The program is open to U.S. and U.K.-based creators who have not attended Cannes before, have at least 20,000 followers on their social media platforms, and/or consistently post creative content. Creators can apply for the grant on partner company FiveTwoNine’s website until April 15. Billion Dollar Boy also requires creators to post “unique, original content” and “demonstrate strong engagement and signs of growth on social media,” according to a press release. The agency stated that it will cover the cost of all 20 passes but is seeking brand partners to chip in on future events. Twelve creator industry leaders, including Jasmine Enberg, VP and principal analyst at eMarketer; Jamie Gutfreund, founder of Creator Vision; and Mazviona Madzima, senior strategic partner manager at YouTube, will evaluate applications. Billion Dollar Boy will announce winners on April 24. The agency launched the grant program to address financial barriers independent creators face when attending industry events, where they are often discussed as trendsetters in the advertising industry, stated Becky Owen, global head of FiveTwoNine and global CMO of Billion Dollar Boy. Recipients of the fund will have no obligations to work with the agency, according to the press release. Cannes partnered with Billion Dollar Boy on The Creator Fund following the launch of its Lions Creators program last year, which provided social media talent with presentations and panels catered to their interests and networking opportunities with marketing executives. The program introduced the Creator Pass, which provided creators access to programming at a discounted rate from standard passes priced at more than $4,600. Apple is Cannes Lions 2025 Creative Marketer of the Year Last year, creators had their biggest presence at the event to date. The Creator Fund will also provide access to other industry events. So far, Billion Dollar Boy has identified SXSW as another event where it will fund creator attendance, the agency said. This year, the Austin, Texas-based festival ramped up its creator programming, with platforms such as Spotify and YouTube bringing talent and agencies such as GSD&M hosting panels on brand partnerships with social media stars. Enter the free 2025 Young Creatives Contest here

Creator trips to Cannes and SXSW—how an agency is covering costs

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