Talentir: A digital revolution for the creative industries

When the coronavirus brought public life to an abrupt halt in 2020, it hit the creative industry with full force. Concerts were canceled, productions put on hold, and revenues plummeted. The crisis exposed the fragility of the structures that keep artists, agencies, and platforms running. Two visionaries saw an opportunity in the crisis: Lukas Steiner and Johannes Kares founded the financial technology start-up Talentir. It uses blockchain technology to automate payment processes and make them more profitable.

The founders had already developed initial concepts for a digital billing platform before the pandemic. But it was the sudden standstill in the industry that gave the project urgency. “Many colleagues didn't know how they were going to make a living – the uncertainty was enormous,” recalls Lukas Steiner. The two industry experts recognized the potential for transformation in the creative industries and used the crisis as a catalyst. Their idea was to optimize cash flows where they had previously been slow and opaque.

The technological basis is a blockchain solution that was originally developed for the settlement of YouTube revenues. It enables revenues to be made available almost in real time. The principle behind it: "Capital that is already in motion is managed more intelligently. Between deposit and withdrawal, there are no longer days or weeks, but a smart process that optimizes and continuously processes every transaction. The system is designed to integrate seamlessly into existing structures, operate in a regulatory-compliant manner, and remain internationally scalable," explains Steiner. What began with a small team and a vision of fairer, more direct remuneration is now the basis for a new financial infrastructure.

Both worked in well-paid positions in the music industry. With the first lockdown, it became clear that the industry needed a fresh start. The decision was radical but consistent: Steiner and Kares quit their jobs to build the financial tool of the future. They submitted their concept to the Vienna Business Agency three times and were rejected three times. In retrospect, however, this phase proved to be decisive. Finally, the funding came through and Talentir took off.

Originally, the product was intended as a digital marketplace where fans could invest directly in YouTube content. The technology worked, prominent acts such as Klangkarussell were on board, and Bitpanda CEO Erik Demuth invested. But the industry was cautious. Too many players, too complex decision-making processes.

The founders responded with a strategic change of course. Talentir moved away from fan investment and focused on a digital financial backend for the creative industry. The decisive breakthrough came with an algorithm for real-time financing. This is because creatives are usually at the end of the value chain and often wait months for money from streams or licenses to arrive.

Today, the technology is no longer aimed solely at artists, but also at agencies, labels, and platforms that manage thousands of payments every month.

Whether you're a platform, brand, or creator network, if you make regular payments, Talentir lets you use the same mechanism that already powers today's largest content payout systems. This approach strikes a chord, especially in an environment of declining margins and increasing volatility. “Money no longer sits idle; it's constantly on the move,” says Steiner. “With Talentir, we're making real-time payments the standard—and ensuring that creativity is paid on time.”

Further information: https://www.talentir.com/de