A private equity giant just snapped up a creator company, and it points to the next phase of investment in the sector
H.I.G. Capital launches Waveborn with a Jake Rosen Entertainment deal, signaling private equity's next bet on the creator economy.
Private equity firm H.I.G. Growth has acquired Jake Rosen Entertainment, a company focused on creator economy deals. The investment firm, which has $76 billion in capital under management, is betting on the growth of the creator economy and aims to build a company similar to Whalar Group. Whalar Group, which was valued at $400 million in 2025, spanned agencies, talent management, and influencer-tech companies.
H.I.G. Growth plans to expand its platform, Waveborn, by acquiring other companies in the creator economy ecosystem, including those focused on brand relationships, content production, and creator monetization. The sector has seen explosive growth, with ad spending in the creator economy growing four times faster than overall media spending and reaching $44 billion in the US this year.
H.I.G. Growth's entry into the space reflects the growing recognition of the potential of the creator economy among financial giants.
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