Inspiration Highlight

48 Million Followers: How the Elevator Boys turn pop culture into business

What began as a viral phenomenon is now an international business case with huge charisma and appeal: the Elevator Boys represent a new generation of entrepreneurs who are translating reach into sustainable value creation.
At Innovation Day, you will experience Bene Schulz, Jacob Rott, Julien Brown, Luis Freitag and Tim Schäcker not only as creators, but as the strategic minds behind an independent entertainment ecosystem.

With their company KABU Artist Management, they bring together management, creative agency and production within a creator-led structure – and are intentionally shaping their careers independently. Instead of classic campaigns, they focus on co-creation with global brands such as Mercedes-Benz, Prada, L’Oréal Paris and Samsung, where creatively produced stories and cultural relevance take centre stage.

At the same time, they are continuing to pursue their careers as artists – from international music to their first Prime Video feature film ‘Back To The 90s’. The Elevator Boys impressively demonstrate how social media can be used to build a multidimensional business – and how today’s pop culture is actively shaped, rather than just followed.