Usher signs on with Sydney tech startup: What startups need to know about brand ambassadors

ASX-listed Sydney tech startup MSM Corporation International has signed US pop superstar Usher as its new creative director and brand ambassador, with the singer-songwriter also set to be a brand ambassador, judge and mentor for the startup’s Megastar Millionaire competition.

News of the partnership comes on the same day the company announced a $10.5 million capital raise ahead of its global launch. The raise was led by CPS Capital Group and Cadmon Advisory, with the funds allocated towards marketing, production and judges for the Megastar competition.

Megastar Millionaire is a software platform for online talent contestants that connects performers with fans through a gamified, interactive experience.

After completing a backdoor listing on the Australian Securities Exchange in 2015 and raising $5 million last year to expand the platform into Asia, MSM has recently launched its mobile-only talent discovery competition in the UK, South Africa, New Zealand and Canada. Launches are also set for the US and Australia next month, according to the company. Read more

Angela Castles - Smart Company - 16 Aug 2017