1UP and Newbase Join Forces Under Make2Matter Creator Collective
– 2 min read
With 1UP and newbase, two of the leading artist management agencies are joining forces to create a joint brand: Make2Matter is not a new agency, but a curated creator collective for gaming, lifestyle, music and edutainment with over 160 million followers and artists beyond the portfolios of 1UP and newbase.
The creators are not solely artists who are under exclusive contract with one of the two agencies, even if they provide the largest number of artists. No wonder, as 1UP with exclusive creators such as Kurzgesagt, Gronkh and Simplicisimus and newbase with exlusive signings like Papaplatte, Gnu and Tomatolix are among the leading artist management and influencer marketing players in the GSA region. Both agencies, 1UP from Hamburg and newbase from Cologne, have also worked together several times in the past. So they know each other.
Nevertheless, Make2Matter, or M2M for short, shall be different. It is not a third agency that acts as a diversifier for customers. This is another reason why Make2Matter's portfolio is curated and by no means limited to the artists of the two agencies. M2M also has its own management team consisting of Elli Asbaghi and Philipp Neubauer.
newbase CEO Lena Nießen comments: "What we at 1UP and newbase have been living every day since the company was founded years ago is finally becoming an official, new reality. Make2Matter: a close, trusting collaboration and the utilisation of synergies to achieve a real and best possible impact. A high-quality portfolio with sustainable reach - personal, approachable and with the highest standards of quality."
John-Dustin Martin, CEO of 1UP Management, adds: "In the end, it's about people and their stories. Creators who move their communities with passion and brands that become part of them. Make2Matter brings both sides together at eye level. If you want to have an impact today, you no longer just need a reach megaphone - you need trust, relevance and big ideas. That's exactly what we deliver."
Eli Asbaghi has around 10 years of experience in artist management and influencer marketing. Her career has taken her through stations such as Mediakraft Networks, 2nd Wave and Achtung! Alive. Philipp Neubauer comes from the esports business and also has over 10 years of experience. He has worked in various positions for esports organisations such as SK Gaming, Mousesports and most recently at BIG (Berlin International Gaming) as Chief Sales Officer.
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Written by
Stephan is Editor in Chief
