A private equity giant just snapped up a creator company, and it points to the next phase of investment in the sector

Detailed summary

H.I.G. Capital launches Waveborn with a Jake Rosen Entertainment deal, signaling private equity's next bet on the creator economy.

The creator economy is catching private equity's eye. H.I.G. Capital, an investment giant with $76 billion in capital under management, has formed a platform called Waveborn to acquire creator-economy companies, starting with the management firm Jake Rosen Entertainment. The effort comes via H.I.G. Small-Cap & Growth, an arm of H.I.G. Capital. Terms for JRE weren't disclosed. The plan is to build on JRE by acquiring other companies that span the core parts of the creator-economy ecosystem: brand relationships, content production, and creator monetization. The companies didn't give details on the war chest, but cited Whalar Group as the type and scale of company they sought to build.

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