Amsterdam-headquartered direct messaging platform for artists I AM POP has raised €2 million in funding. The startup’s product is a platform that allows artists — or anyone else — to interact with subscribers on Facebook Messenger by “broadcasting” messages in a way similar to email newsletters.

According to the company’s data, while “social media newsfeeds now delivering engagement rates as low as 2% due to filtering and algorithms, I AM POP [achieves the] average open rates of 94%,” it stated in a press release.

“We are entering an era of post-social. Private messaging is the new social network,” said Tim Heineke, founder of I AM POP. “Users are increasingly flocking to DM, private chat, groups and stories, fuelled by privacy concerns. Meanwhile, messaging apps are turning into full platforms. With 2 billion users and 100 billion messages shared daily, messaging services are the most popular apps in the world, however, many artists don’t yet have a presence. Our goal is to provide a simple platform that anyone can use and this funding will enable us to continue developing it.”

Founded in 2016, I AM POP employs 15 people and plans to use the fresh funding to hire more. It also lists artists and labels like MAMA Festivals, Mad Decent, The Orchard, Elrow, Ministry of Sound, Sony, Warner, AWAL, and [PIAS] among its clients.

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