Azalea takes advisory role at Fanvue parent
Iggy Azalea has invested in Shift, the company behind creator platform Fanvue, and will become the founding member of its Creator Advisory Board.
Shift did not disclose the size of Azalea’s investment. The company announced the deal in London on 27 August 2026.
Azalea, a four-time Grammy-nominated artist and entrepreneur, said she was backing a business focused on direct payments to creators rather than relying mainly on advertising revenue.
“I’ve spent my career watching the value creators generate flow everywhere except to the actual creators themselves,” Azalea said.
She added: “Every now and then a Stripe or a Shopify comes along and changes who holds the leverage. I’m backing SHIFT to be that company for the creator economy. And I’m not just the face, I’m an owner.”
According to Shift, Fanvue surpassed a $200 million annualised run rate in July 2026. Five months earlier, the business had reached $100 million.
The company described Fanvue as the fastest-growing platform in the creator economy. It said the wider market could reach $1.3 trillion by 2033, citing Grand View Research.
Fanvue launched in 2020
Fanvue was launched in 2020 by Joel Morris, Will Monange and Harry Fitzgerald. Morris had previously built an audience as a teenage YouTube creator with more than 2.5 million subscribers.
Shift said Morris saw creators build large audiences while advertisers captured much of the income. Fanvue was created to focus more on direct payments from fans through subscriptions, communities, experiences and digital products.
The platform’s creator roster includes Cardi B, footballer Alisha Lehmann, WNBA player Kysre Gondrezick and football journalist Fabrizio Romano.
In January 2026, the business closed a $22 million Series A round led by Inner Circle. Shift said Inner Circle’s portfolio includes Revolut, Anthropic and xAI.
The company said the growth of Fanvue pushed it beyond a single-platform business and into Shift, which it describes as AI infrastructure for creator businesses. Shift did not disclose further financial terms of Azalea’s investment or say when the advisory board will first meet.
