The Shorty Awards introduced the Elevate Creatives Fund in May 2023, partnering with the financial management platform Wave to provide comprehensive support for digital entrepreneurs. This strategic initiative represents a significant advancement in creator support systems.

Significant Expansion Under New Leadership

Since joining the organization in 2022, Managing Director Junmian Sun has overseen remarkable growth across the Shorty Awards programs. 

“We’ve seen record growth in our annual programs, the Shorty Awards, now in its 17th edition, and the Impact Awards, celebrating its 10th anniversary in 2025,” she explains, noting that the Elevate Creatives Fund exemplifies this success, with applications increasing by 143% from its first year.

“The Elevate Creatives Fund was born out of a shared vision between the Shorty Awards and our partner Wave, a one-stop money management solution for small business owners,” Junmian says. “The goal is to give back to creative entrepreneurs who have made a positive impact in their communities and help them thrive in a fast-growing creator economy.”

This year, the program introduced video submissions for shortlisted applicants. “The way people are telling stories has changed really. Over the last few years, it has been in the form of short videos,” Junmian notes. “The video applications allowed us to get to know the applicants more personally, learn about their passion, and how their work has created an impact at a whole new level. We’ll be sharing all these stories in the months to come.”

Comprehensive Support Structure

The Elevate Creatives Fund approaches creator support holistically. While maintaining substantial financial backing – $120,000 distributed among six recipients ($20,000 each) – the program offers additional valuable resources.

“Entrepreneurship can be a lonely journey. There are so many struggles along the way,” Junmian reflects. “And as we see in other sectors, it takes a village to build a successful business.” Recipients benefit from Wave’s Pro Tier Plan and support from Wave Advisors, a dedicated team of bookkeepers and expert business coaches.

This structure addresses specific business challenges creators face. “To this day, creators often bootstrap their business, juggling multiple roles – the content creator, the strategist, the CMO, the sales, the CFO,” Junmian notes. “This fund offers tools and resources to ease their journey and foster collaboration. We aim to remove barriers for creators and rally expertise from across the creator economy to build a supportive, trusted community.”

Creating Lasting Impact

The second year of the Elevate Creatives Fund witnessed the emergence of a robust network, with previous recipients promoting the program’s impact. 

“We’re seeing a compound impact,” Junmian explains. “Last year’s six recipients created this ripple effect, spreading the message throughout their networks and expanding the program’s reach.”

Success stories demonstrate the program’s effectiveness. “One recipient from last year, Tiffany Yu, and one from this year, Nicole Casperson, each published a book in 2024,” Junmian shares. “We hosted both of them at a live book signing event, and they were sitting next to each other. It was such an inspiring moment to see them make meaningful connections and uplift the entire community.”

Expanding Creator Definition

According to Junmian, the fund highlights the broadening scope of digital creation. “The definition of a creator has expanded beyond cultural or racial diversity to include subject matter expertise and lived experiences,” she emphasizes.

Current recipients span various fields, from climate education and filmmaking to personal training and fintech expertise. “I see a future where the role of a creator is embedded in everyone’s professional life and every successful professional’s lives, and you see where everyone is a professional slash creator,” Junmian envisions.

Selection Methodology

Junmian reveals that The Real Time Academy, comprising approximately 3,000 industry experts, strategists, creatives, and marketers, plays a crucial role in the selection process.

“We handpicked ten jury members representing different areas of expertise, including the Wave team, creator coaches, analysts of creator economy, senior executives of creator agencies, and major brands with big creator partnerships,” she says.

The evaluation follows specific criteria: “Number one is the originality and creativity of the creative project or entrepreneurial endeavor they’re pursuing. The second is the quality of their craft, engagement, and effectiveness of their existing or previous work; they must also demonstrate using a creative platform to influence or create a positive impact. The last part is their plans to use the funds they have received to accelerate growth as creative entrepreneurs.”

Expanding Collaborative Reach

The program recognizes creators’ growing influence in shaping media consumption. “Creators and brands are increasingly taking over and expanding the role of traditional media companies by not only amassing a huge audience but gaining their trust through digital media,” Junmian observes.

The Elevate Creatives Fund aims to expand the fund’s collaborative reach. “I would love to see more organizations joining this initiative, whether through the fund itself or similar programs,” Junmian shares. “This is a place where everybody’s effort is cumulative… having the brands, agencies, nonprofits, and creators coming together to support each other, uplifting each other, that’s how we can scale this program.”

“Keep creating,” Junmian concludes. “Don’t let perfection get in the way. Have a bias towards action, and then celebrate success and milestones. The celebration is not just a pat on the back of your work but letting the rest of the world see your work. Sharing is a very selfless action because your work can inspire others.”