Global creator agency Billion Dollar Boy and platform FiveTwoNine have launched The Creator Fund, a grant program designed to help independent creators attend major advertising and creative events. The initiative kicks off with an official partnership with the Cannes Lions Festival.

For its first program, The Creator Fund will provide 20 Creator Passes worth $1,300 each to the prestigious festival, with no obligations to Billion Dollar Boy. Applications are open until April 15, 2025, with winners announced on April 24.

Selection Process and Eligibility

U.S. and UK-based creators with at least 20,000 followers on their primary platform who create ‘unique content’ with strong engagement can apply. 

The selection process will be managed by an independent jury featuring industry experts, including Jasmine Enberg from EMARKETER, Vanessa Sawyerr of WeRepresent, and executives from YouTube, the Advertising Association, and other creator economy organizations.

Industry Context and Future Plans

The launch coincides with Cannes Lions’ rebrand of its Social & Influencer Lions as Social & Creator Lions for 2025.

“Creators set trends, shape culture, and define what’s next for the advertising industry, yet they’re often missing from the spaces where industry decisions are made,” Becky Owen, Global Head of FiveTwoNine and Global CMO of Billion Dollar Boy, said in a statement.

Frank Starling, VP, Chief DEI Officer at LIONS, added: “If we want a truly inclusive industry, we need to start by breaking down the barriers that keep talent out of the room.”

Beyond Cannes Lions, The Creator Fund plans to expand to other industry events. Billion Dollar Boy is seeking brand partners to further amplify the fund’s impact and will host “The Creator Era” event at Cannes Lions on June 18 to explore the future of the creator economy.