Montreal-based talent management agency Dulcedo Group has acquired Node App, an AI-powered influencer marketing platform. 

The acquisition aims to enhance Dulcedo’s technological capabilities and expand its reach in the creator economy.

Node App, founded in 2019 by Armin Faraji and Mackenzie Dérival, has helped over 2,000 companies across North America generate tens of millions of social media impressions through micro-influencer partnerships. The platform’s clients include Samsonite, Kraft, Jarritos, St-Regis, and Marriott.

During the COVID-19 pandemic, Node expanded from 30 to 800 brands in five months. This success led to a $1 million funding round, attracting investors such as Techstars and Alchemist and early executives from Shopify, Shutterstock, Hershey’s, and Intuit.

The acquisition grants Node access to Dulcedo’s network, which includes a combined following of over 300 million across various industries. Dulcedo’s roster features American actor Javon Walton, Olympic Gold Medalists Karen Chen, Max Parrot, Sarah Nurse, and two-time Stanley Cup winner Alex Killorn.

“By integrating Node into Dulcedo Group, we can leverage our resources to drive greater success and expand our influence across new and existing markets,” Karim S. Leduc, CEO of Dulcedo and Interim CEO of Node App, said in a news release.

As part of the acquisition, Karim Leduc will assume the role of Interim CEO of Node, with co-founder Armin Faraji moving to the position of COO and co-founder Mackenzie Dérival remaining as CPO.

According to Business Insider, the deal valued Node App at around $13 million.

In 2022, Google selected Node for its Google for Startups Accelerator program, enabling the company to enhance its AI capabilities. Node developed machine-learning technology to improve influencer discovery and data reporting for agency workflows.

This acquisition represents a trend in the creator economy where agencies bring technology in-house to become active participants.