Just like flint played a key role in transitioning mankind from nomadic to settled societies by providing the means to make fire, a Brazilian startup named after one of mankind’s earliest artifacts wants to support professionals in embracing the promise of the creator economy.
Led by Christian Rôças, formerly a chief executive at the producer of Brazilian hit comedy show Porta dos Fundos, Flint focuses on addressing the pain points of professionals who produce social media content to promote their work, with online education.
The company’s goal is not to form more creators, according to Rôças, but to teach experts to apply what the firm describes as “creator language” in their own work – in other words, the way people need to present themselves in order to be “seen” on social media platforms.
“We want to leverage the creator language to amplify different professions and help people enhance their careers and opportunities,” Rôças said, in an interview with Forbes.
Flint’s founding team includes the former global head of cultural branding at Natura, Fernanda Paiva, as well as Antonio Abibe, previously chief executive at Manual do Mundo, a popular Brazilian YouTube channel known for its educational content focusing on science experiments, DIY projects, and curious facts.
The team also includes Evandro Fióti, a singer and songwriter, and chief executive at Laboratório Fantasma, a Brazilian independent music and fashion label blending cultural innovation with social commentary, co-founded by the musician and his brother, award-winning rap artist Emicida.
Flint will focus on content based on the infotainment approach, that is, to educate and entertain at the same time, with instructors from various communication and marketing disciplines. Partners involved in the delivery of the courses are audiovisual firm VOCS, and BlaBlaLab, a communicology lab.
According to Rôças, Flint’s success will be measured by the performance and retention of students in their courses, as well as the real-world application of the skills learned. While the plan is to start with online courses, the chief executive noted the company is “open to listening to the market” to identify the best paths to take.
“We also want to collaborate with companies to provide training that aligns with corporate social responsibility goals,” he said.
A growing market
Earlier this month, Flint completed a funding round with Brazilian investors, including Evelle. Neither Rôças nor Evelle disclosed the amount of capital raised, but the company’s chief executive said the firm will aim to reach the break-even point within the next 18 months.
There’s potential for Flint to internationalize, Rôças said, with initial thoughts on expanding to Mexico and possibly Asian markets. However, their current focus is on the Brazilian market.
Evelle – who also invests in the influencer marketing platform Creators and branding measurement firm Purple Metrics, and is one of the investors in the Brazilian version of Sony’s reality show Shark Tank – says the involvement in the business reflects the confidence she has in the creator industry, and the move towards people beyond the influencer bubble needing to produce content.
“The Angelica Mari, Senior Contributor market is changing but is very promising and with plenty of opportunities across the value chain,” the investor pointed out.
Evelle noted that learning to speak the “creator language” is akin to speaking English for Brazilians – a language that only 1% of the population can speak fluently, according to British Council data – when it comes to opening up new professional possibilities. “I say this for myself: had I not learned to position myself as a creator, perhaps I wouldn’t be among the Shark Tank investors ,” she said.
Goldman Sachs estimates the sector is currently worth $250 billion and will nearly double to $480 billion by 2027. Brazil is one of the countries with the largest number of creators and digital influencers in the world: approximately 20 million, according to data from creator economy consulting firm YouPix.
Commenting further on the rationale behind investing in Flint, Evelle believes that “every professional has something to deliver, and Flint’s mission is to help them do it in the best way possible.” She also noted another key area of focus is to help professionals avoid burnout and mental health issues associated with the pressure to become content creators.
“We are aware a lot of people consider online content production as a chore or even a second job: Flint is here to create a smoother path for these professionals by providing a streamlined process to do that as well as skills,” the investor said.
When it comes to what can be defined as success in social media currently, Rôças argued the market is at a point of inflection. “There is a need to redefine success metrics beyond follower counts and visibility,” he concluded.
