Universal has quietly launched a creator marketing app that pays influencers to post content …

Creator marketing is big business. According to recent data published by Influencer Marketing Hub, the influencer marketing sector was estimated to be worth $32.55 billion in 2025, compared to $24 billion in 2024. MBW has discovered that Universal Music Group has quietly launched an app that taps into this lucrative corner of the social media space, building its own network of social media influencers in the process. The new platform, called House of Carmen, appears to have been developed by Universal’s team in the UK. The platform represents a shift for UMG, as it moves creator marketing capabilities in-house rather than relying on third-party platforms. MBW understands that the company considered acquiring a third-party platform but opted for building an in-house app instead. Via House of Carmen, Universal can directly manage relationships with micro-influencers and creators, handling everything from briefing and content approval to payment processing. The platform operates on a tiered system, with creators needing a minimum of 1,000  followers to participate. Universal can engage creators through two methods: direct briefs for specific campaigns with guaranteed fees, or challenge-based competitions where creators compete for payment based on performance metrics. MBW understands that House of Carmen incorporates gamification elements, allowing creators
Read More