Show business can be tough to break into. It's usually a matter of who you know, especially in Hollywood, whether you're an aspiring actor, screenwriter, editor or director.
A startup that's striving to democratize the hiring process has developed a platform with the goal of making it easier for creative talent to find jobs and create collaborative projects.
HUSSLUP serves content creators and production executives in the entertainment industry by providing them with the ability to search a large diverse talent pool.
The mission is to give them the ability to staff an entire show from "top to tail," HUSSLUP founder and CEO H Schuster told L.A. Inno.
Since launching the app, more than 40 "major" studios and independent production companies have joined, Schuster said, including NBC Universal, Keshet Studios and AGBO.
HUSSLUP is also working with several organizations focused on DEI, including Women in Film, Outfest, the National Association of Latino Independent Producers and Think Tank for Equity & Inclusion.
Serving both sides of the entertainment industry
For creatives and those who work behind-the-scenes — whether they're actors, writers, camera operators or hair and makeup artists — it's an opportunity to expand their network, find opportunities and have access to a searchable marketplace. For example, the marketplace includes those looking to rent out camera equipment.
Ultimately, HUSSLUP plans to move beyond film and TV into other areas like podcasts and gaming, so that executives and content creators can search for potential hires in these realms.
HUSSLUP began with an app and will later offer a desktop version. The app is currently in an invite-only beta phase. The company started with an app for a few reasons: to give creatives and those working behind-the-scenes community-building tools, and to appeal to younger generations that do almost everything on their phones.
Foundation
As a longtime TV executive producer and C-suite executive, Schuster said she “loves making great content.”
But she’s also experienced “the frustration of trying to source diverse candidates," she said.
“This industry has been beset by a persistent diversity problem, perpetuated by a clubby culture and an informal dues-paying system,” she told L.A. Inno.
So one of her goals was to avoid cliques and nepotism, and level the playing field for everyone involved in making films and TV shows.
She launched the company in 2021. HUSSLUP participated in the Techstars Comcast NBCUniversal LIFT Labs Accelerator that same year.
Funding
The company recently closed a $2.5 million seed round and intends to use these funds to grow its membership, by focusing on product-led growth and marketing. The seed round was led by f7 Ventures and Fuel Capital, with participation from Ulu Ventures, Gaingels and 360 Venture Collective.
The startup's pre-seed investors included Joshua Yguado, co-founder and CEO of gaming company Jam City, and Sharon Tal Yguado, founder and CEO of Astrid Entertainment, who previously headed scripted television for Amazon Studios and led Fox International Studios.
The company has raise more than $3 million to date, Schuster said.
App's reach grows
In total, more than 5,000 professional creatives have joined the app, Schuster said. The app has facilitated 24,000 connections, matched diverse candidates with jobs and launched a series of inclusion initiatives with its partners, she added.
Those initiatives include a bi-monthly in-person Table Read Series, which spotlights emerging voices. This was launched in conjunction with Tyra Bank’s Bankable Productions.
As of now, the app is free for all users.
Strong demand for content
The global media and entertainment industry is expected to reach $2.6 trillion by 2025.
Despite corporate consolidation and executive layoffs, there’s still a “strong demand” for content, which requires creative talent to produce, Schuster said.
“Regardless of subscriber churn, streamers, cablers and networks all need to produce great content to retain viewers and drive revenue,” Schuster told L.A. Inno. “Whether Netflix charges a subscription fee, sells ads or accepts bitcoin as payment, their content budgets remain strong. Although, they may be revising their content strategies and reallocating dollars to more cost-effective shows.”
One major concern, though, is that diversity, equity and inclusion initiatives could get cut or downsized in a “difficult” economy, she said.
“DEI is not a luxury for flush times, and we need to remind the industry that diversity is good for business,” she added.
The landscape
HUSSLUP launched at a time when there are other production talent networks and databases serving the industry, including Array Crew, launched by director Ava DuVernay. This is a nonprofit database specifically designed to bridge the hiring gap for women and people of color.
There's also Staff Me Up, a database and job board for freelancers working in unscripted television.
Schuster said she believes these services complement her "all-encompassing mission."
