Everyone is trying to get a piece of the digital avatar pie these days, from Facebook Messenger to Apple, but what’s the situation with avatars in Asia? Genies is one company trying to capitalize on a highly lucrative market by bringing its distinctive product to the Asian market. CEO Akash Nigam and Evan Rosenbaum, co-founders, have recruited executive talent with proven track records of success: Peter Loehr, former head of Creative Artists Agency in China, and John Possman, experienced music exec.
Genies Avatars
The Genies platform uses proprietary avatar technology to provide an alternative to communicating via text, audio, and video. Genies, and the numerous messaging apps and other platforms that it is compatible with, such as SnapChat, make available an extensive library of visual
customizations for personal avatars, and animations for them to perform. Users can search using keywords, emotions, or even browse topical action packs.
Genies Avatar Agency
There is a second string to Genies’ bow, however. The technology is also put to use to offer opportunities to artists such as Rihanna and J-Lo. When celebrities can’t be in two places at once, their custom-designed avatars can fulfil branding and marketing obligations, appearing in sponsored posts and other social media. Genies operates an Avatar Agency to both provide this service to celebrities, and court opportunities from brands receptive to the idea. Aside from the previously mentioned stars, other personalities represented by the agency include A$AP Rocky, Blink 182, Pink, and Carmelo Anthony.
Both Loehr and Possman are well-situated to advocate for the Genies app in Eastern markets, thanks to their backgrounds in the Asian entertainment industry, from Legendary East to Jive Records Japan and V2 Japan.
Based in Venice, California, the Genies app hit the App Store after the company’s founding in 2015. It’s raised $40 million from a combination of angel investors and venture capital firms, who have been rewarded for their faith by the app’s continued expansion. Genies avatars continue to expand into new platforms, from Instagram and WhatsApp to popular Asian social platforms such as WeChat, Line, and Kakao.
Loehr has been monitoring Genies’ success for some time and picked a ripe moment to hop on the train.
“I’ve kept a close eye on all their celebrity deals and brand partnerships such as Gucci and am excited about bringing Asian brands and talent into the mix,” he said.
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