US-based Niche, which enabled brands to establish partnerships with social media celebrities, has been acquired by Twitter for up to $50m, Techcrunch reported yesterday.
Niche raised $2.5m in a May 2014 series A round backed by talent agency William Morris Endeavor and led by SoftTech. Lerer Ventures, SV Angel, Advancit Capital, Box Group and angel investors Kevin Colleran and Gary Vaynerchuk also participated. The company also secured $550,000 of seed funding from angel investors in 2013.
Niche billed itself as a technology provider rather than a talent agency, and helped companies connect to popular users on social media platforms such as Vine.
The company has grown to a network of more than 7,000 creators. Niche plans on developing more tools and expand onto more platforms following the acquisition.