Gushcloud Indonesia tightens creator and IP integration as entertainment marketing evolves

Gushcloud Indonesia is repositioning itself beyond traditional creator management, strengthening its role as a strategic connector between creators, intellectual property (IP) owners, live entertainment promoters, and brands, following a series of portfolio and partnership moves executed throughout 2025.

Rather than focusing solely on talent aggregation, the company spent the past year tightening its integration across content, distribution, and entertainment IP, signalling a broader ambition to become infrastructure within Indonesia’s digital entertainment and marketing ecosystem.

At the creator level, Gushcloud Indonesia added 14 new talents to its managed portfolio while expanding its multi-channel network (MCN) with the inclusion of two established YouTube channels. Notably, the MCN expansion included channels from Najwa Shihab and Narasi Group, extending Gushcloud’s reach into premium commentary, journalism, and long-form storytelling alongside lifestyle and entertainment content.

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The company also advanced its creator venture programme (CVP), which is designed to support long-term, cross-platform content development. Through the programme, Gushcloud Indonesia worked with Boy William and Nicky Tirta on sustained content initiatives that move beyond one-off campaigns.

In parallel, Gushcloud Indonesia refined its exclusive talent strategy by partnering with creators positioned as category authorities, including chef and food stylist Brian Adrianto, news anchor Naila Husna, fashion creator Lintang Aqmarina, and lifestyle creator Nadia Cantika. The focus, the company said, was on aligning creators with specific audience segments and brand communication needs.

A more flexible “talent partner” model was also expanded, enabling adaptive collaborations with creators and actors such as Mayang Lucyana, Mamang Osa, Nino Fernandez, Sindi Grande, Salshabilla Adriani, Dinda Cresheilla, Cut Keysha, and Arjun Fahri. The approach allows campaigns to be structured around individual strengths rather than fixed representation formats.

Beyond creators, Gushcloud Indonesia significantly broadened its work with IP owners and entertainment promoters. Across 2025, the company was involved in 11 strategic collaborations spanning film, music, and live events, embedding creators directly into entertainment-led marketing activations.

In film, Gushcloud Indonesia collaborated with Visinema on Jumbo, partnering with family creator Abe Cekut to deliver experience-based campaigns aimed at family audiences. The company also supported creator collaborations for Panggil Aku Ayah, further strengthening its footprint in film-related influencer strategy.

Live entertainment became another key pillar. Gushcloud Indonesia worked across major concerts and festivals, including the M2M Concert by Akselerasi Entertainment, concerts by Boyz II Men and Air Supply, eaJ Park’s show promoted by Rajawali Indonesia, and Lalala Fest organised by The Group. Through these projects, creators were positioned as amplification and engagement drivers for large-scale events.

With these foundations in place, Gushcloud Indonesia said it is entering 2026 focused on deepening creator-IP integration and expanding strategic collaborations, as brands and entertainment players increasingly look to creators not just for reach, but for narrative, credibility, and audience connection in a crowded digital landscape.

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