A Nigerian nano-influencer earns stable U.S. dollars through a Danish technology platform, while a South African fashion brand accesses thousands of European creators through a single invoice. 

This cross-continental transaction represents the new reality being built by Dreaminfluence, a two-sided marketplace that connects brands with relevant creators while providing nano- and micro-influencers with the tools to monetize their content effectively. 

Founded in Denmark and acquired by Blazar Capital in 2022, the platform uses proprietary AI to match brands with appropriate influencers, manage campaigns, and help creators understand their actual market value.

The company’s partnership with Irvine Partners—giving the PR firm exclusive rights to Dreaminfluence’s platform across Africa—directly advances CEO Mads Wedderkopp’s mission to create “the equivalent of more than 100,000 full-time jobs for creators worldwide.”

The Partnership: Structure and Origins

The collaboration between Dreaminfluence and Irvine Partners began at a SaaS executive retreat in Morocco, where Mads met Rachel Irvine, CEO of Irvine Partners, through her husband Mike who was serving as a mentor at the event.

“We had really good chemistry,” Mads recalls. After returning home, Irvine expressed interest in seeing the Dreaminfluence platform for potential client use. The reaction was immediate: “At the second meeting we had where Rachel brought her CMO and a couple of their most senior executives from the company, they were sitting with mouth open like ‘where has this been our entire life?'”

The partnership’s structure assigns clear roles to each company. Dreaminfluence provides the technology platform, creator scoring system, and payment infrastructure. Irvine Partners, with their established presence in markets like Nigeria and South Africa, contributes local expertise, brand relationships, and on-the-ground community building.

“They are our exclusive partners there. So we don’t do anything ourselves. It is always with Irvine,” Mads explains, highlighting how completely Dreaminfluence has entrusted its African expansion to Irvine Partners’ local knowledge.

For 2025, the partnership has established specific goals: onboarding the first brands in collaboration with Irvine Partners, completing initial campaign tracks with these brands, and facilitating the first payments through the platform. 

After these milestones, the partners will “debrief, take the learnings, iterate, continue to improve and then double down from there,” according to Mads.

Economic Impact: Currency Stability and Opportunity Creation

The partnership tackles a key economic challenge for African creators: currency volatility. By processing all payments in U.S. dollars, Dreaminfluence provides creators in countries like Nigeria with financial stability that local currency transactions cannot offer.

“What’s especially [true in] Nigeria, what’s a big problem is their currency, but everything on our platform is paid in dollars,” Mads notes. “That’s a big pro for somebody living in a country where the currency is super unstable.”

This stability creates sustainable earning opportunities for creators who might otherwise struggle to build reliable income streams. For brands, the arrangement offers exceptional value: “Getting English content at the local prices of Africa is like outsourcing your production of a physical product to Asia,” explains Mads. 

The combination of high-quality content, English proficiency, and favorable exchange rates means brands can produce more content within the same budget.

This economic model serves Dreaminfluence’s larger mission of democratizing creator income. As Mads puts it: “It enables so many people to actually start either earning a side hustle… and with time, I’ve seen it so many times now, they end up earning a full-time living and they can actually live off their passion.”

Platform Technology: Tools for Both Sides of the Marketplace

Dreaminfluence’s platform solves distinct problems for each side of the creator marketplace. 

For brands, it eliminates the logistical nightmare of managing influencer campaigns manually. Mads cites a major fashion brand running its global influencer program with “3,000 influencers in a Google sheet” requiring “an army of people like 20+ people full time.” 

Dreaminfluence’s solution streamlines finding influencers, distributing briefs, tracking campaigns, securing content rights, and processing payments—reducing the process from months to weeks.

“From the brands that we work with joining our platform till they are up and running with their first campaign with influencers on there, 20 days,” Mads explains. “That’s the speed you need to go at in order to get the right ROI.”

For creators, the platform functions as what Mads calls a “talent manager in your pocket” through several key features:

1. The Dream Score – A proprietary AI-powered rating from 0-100 that evaluates creators based on posting frequency, content mix, audience engagement, and response time to direct messages. The system then provides specific recommendations for improvement.
2. Tax and Compensation Guidance – The platform educates creators on the tax implications of receiving products and advises on the minimum compensation needed to cover these costs.
3. Value Quantification – Currently in beta testing, an AI tool that calculates a specific creator’s economic value to a particular brand, helping them set appropriate rates.
4. Brand Wallet System – A feature that encourages brands to allocate funds specifically for creator payments, shifting the industry away from product-only compensation.

The combination of these tools addresses a critical knowledge gap Mads identified: “Many influencers can actually learn from [setting their price]. Because if you don’t put a price on yourself, no brand will ever come and say, ‘Hey, shouldn’t you get €1,000 for doing this post?'”

African Creator Market: Untapped Potential

Africa represents approximately $3 billion of the $24 billion global influencer marketing market—a figure Mads sees as significantly below potential. His assessment of the African creator marketing reveals surprising strengths that challenge common assumptions.

“The level of content quality is high. Surprisingly high actually,” he notes. “You can see how native the creators are in the digital economy in how they do their content.”

This content quality, combined with strong English proficiency in many regions, creates unique value for global brands seeking cost-effective content creation. 

The technological foundation is also stronger than many realize, with Mads pointing out that “Africa has been mobile-first and mobile-native before many other places in the world.”

These market conditions create a perfect environment for creator economy growth, particularly since mobile-based content creation requires less infrastructure than many other professions. 

“The good thing about a cell phone [is] it doesn’t need a constant power box to work,” Mads explains. “You don’t need to be online 24/7 to be a creator. Actually, you can get pretty far with a few hours a day.”

Early results since the partnership’s launch confirm the market’s readiness. In just a couple of weeks, Dreaminfluence has seen organic adoption and peer recommendations: “We’ve even seen bigger profiles with multiple hundred thousand followers, recommending smaller influencers to download our app in Africa in order to get started and understand how to improve.”

Industry Applications: Where the Partnership Creates Most Value

Not all industries will benefit equally from this cross-continental creator bridge. Mads identifies several sectors particularly well-positioned to leverage the partnership:

1. Consumer Apps – “Things like Uber, Spotify, that kind of thing… where you need to tell a story in order to actually promote the product.”
2. Fast-Moving Consumer Goods – Particularly products already available locally that don’t require complex logistics: “You can send the creators to a destination where the product already is and have them fetch it themselves.”
3. Fashion and Cosmetics – Categories that naturally lend themselves to visual demonstration and creator endorsement.

Irvine Partners’ existing campaign work exemplifies effective approaches in these sectors. Mads highlights a campaign they created for Uber in South Africa: “The whole idea of the campaign was to share a meal with your grandpa and grandma and take them somewhere special.” The campaign sent young influencers and their grandparents to unique locations via Uber, creating meaningful experiences that generated authentic content.

These types of campaigns, which Mads describes as “telling very strong stories with brands about places in Africa and about what it’s like to be in Africa,” represent the partnership’s ideal work—meaningful storytelling that simultaneously creates value for brands, creators, and audiences.

Market Outlook and Long-Term Vision

Mads believes the global influencer marketing market is poised for exponential growth. “Within the next five years we’ll see the market at least 5x,” he predicts, citing consistent feedback from marketers who are “doubling down on this long term.”

The key to unlocking this potential, according to Mads, is creating better measurement and attribution tools. “The unlocker to get it to a $100 billion market is definitely to make the outcomes for brands even more visible when they do influencer marketing,” he explains.

Dreaminfluence is actively developing solutions to address this measurement challenge. Most notably, the company recently gained special API access from TikTok, which will enable new analytics capabilities. While details remain under wraps, Mads describes the upcoming feature as “game-changing for the entire industry.”

For creators, particularly those in historically underserved markets like Africa, this growth and technological development represents unprecedented economic opportunity. The Dreaminfluence-Irvine Partners collaboration stands as a concrete step toward creating what Mads describes as “a very viable path to a very good income for basically anybody.”