Husslup Startup Case Study: Transforming the Entertainment Industry Networking

Husslup

Husslup was an online platform designed to connect creative professionals in film and television with production companies and studios. Its mission was to streamline talent discovery, democratize access, and foster diverse connections in an industry often reliant on personal networks. It was closed because of a challenging entertainment market and difficulty securing further funding.

Founding Year: 2021

Headquarters: Los Angeles, California, United States

Industry: Information/Entertainment Platform

Status: Closed

Business Model

Type: B2B, Two-sided, Product & Service

• Clients: Production Companies and Studios
  These are companies involved in film and television production. They seek to hire skilled professionals for their projects. They are looking for efficient and diverse talent sourcing solutions.
• Suppliers: Creative Professionals
  This includes individuals working in various roles within the film and television industry, such as writers, directors, producers, editors, and other freelance creatives. They are actively seeking professional opportunities and a platform to build industry connections.

It’s Like: LinkedIn but for the Entertainment Industry

Husslup aimed to be the go-to professional networking platform for individuals and companies in the film and television industry, much like LinkedIn serves a similar purpose for a broader range of professions.

With some differences, though:

• Niche Focus: While LinkedIn caters to a diverse global workforce, Husslup specifically targeted professionals in the film and television industry.
• Project-Based Networking: Husslup emphasized project-based connections, allowing users to showcase their work on specific productions and connect with others involved in those projects.
• Talent Discovery: Husslup incorporated AI-driven tools to streamline the talent discovery process, making it easier for production companies to find and hire skilled professionals.

Key Industry Challenges

• Inefficient Networking: The traditional Hollywood networking model heavily relied on personal connections and word-of-mouth, creating barriers to entry for newcomers and limiting opportunities for diverse talent.
• Siloed Talent Pool: The industry lacked a centralized platform for creatives to showcase their skills and connect with potential employers, leading to missed opportunities and a reliance on outdated hiring practices.
• Lack of Transparency: Traditional hiring processes often lacked transparency, making it difficult for individuals to understand the specific requirements for roles and track their progress through the application process.
• Industry Slowdown: The 2023 strikes by the Writers Guild of America (WGA) and the Screen Actors Guild – American Federation of Television and Radio Artists (SAG-AFTRA) resulted in widespread job losses and a significant slowdown in hiring within the entertainment industry, exacerbating existing challenges in finding work.

Husslup’s Solutions

• Centralized Platform: Husslup provided a dedicated online platform for film and television professionals to create profiles, showcase their work, and connect with industry peers and potential employers.
• Project-Based Profiles: Users could create profiles highlighting their experience on specific productions, providing a more comprehensive view of their skills and contributions than a traditional resume.
• AI-Powered Matching: Husslup utilized AI-driven tools to match creative professionals with relevant job opportunities based on their skills, experience, and project history.
• Networking Opportunities: The platform facilitated networking through features such as direct messaging, group creation, and industry events, fostering a sense of community and enabling valuable connections.
• Diversity and Inclusion: Husslup actively promoted diversity and inclusion within the entertainment industry, partnering with organizations like Women In Film and NALIP to create a more equitable playing field for underrepresented groups.

Founding Story

• Problem Recognition and Founding (2019): H Schuster, a seasoned TV producer and executive with over two decades of experience (notably on shows like MasterChef and The Biggest Loser), recognized the outdated, clique-based talent discovery system in Hollywood—relying heavily on personal networks and limiting access for emerging and diverse creatives. Motivated to create a more inclusive and efficient approach, she began work on Husslup during the invite-only beta phase around 2021, with the public debut occurring in January 2024.
• Founder’s Background and Motivation: Schuster’s extensive experience as a creative professional, including her role as Chief Content Officer at Detour and founder of Morocco Junction Entertainment, provided her with firsthand insights into the challenges faced by both talent and companies in the industry. Her vision for Husslup stemmed from a desire to create a more equitable and efficient system for connecting creatives with opportunities.
• Initial Traction and Growth (2021-2024): Husslup launched in invite-only beta in 2021, quickly gaining traction with over 4,000 professional members and partnerships with over 20 production companies and studios. This growth continued, reaching 15,000 members and over 50 industry partners. The platform’s early success was driven by its focus on community building, user-friendly design, and industry-specific features.
• Innovation and Technology: Husslup differentiated itself through its use of robust data analysis and AI-powered search functionalities to match talent with opportunities. The platform allowed users to create comprehensive professional profiles showcasing their experience, verified credits, and encrypted creative work samples. The introduction of AI-powered tools, such as Greenlight Studio, which offers script assessment capabilities, further enhanced its value proposition.
• Challenges and Funding: Despite early success, Husslup faced challenges in securing sufficient funding to sustain its growth. The company raised a $2.5 million seed round in 2022, but the entertainment industry downturn in 2023, exacerbated by labor strikes, created a difficult fundraising environment.

Key Growth Milestones

• 2019: Husslup was founded.
• 2021: Launch of invite-only beta.
• 2022: Platform surpasses 4,000 members and partners with over 20 production companies.
• 2023: Husslup launches its web app in beta and is recognized as an honoree in Fast Company’s World Changing Ideas Award.
• 2024: 
  • By January 2024, the platform officially launched publicly, boasting approximately 10,000 freelancers, 65% self-identifying as diverse, and expanded toolsets (workflow management, demographic reporting, etc)
  • September: Launch of AI-powered Greenlight Studio. Shortly after, Husslup announces an indefinite hiatus.

Market & Competition

Target Market

• Geography: Global, with a specific focus on the U.S. (Los Angeles)
• Market Size:
  • Creative Professionals: Approximately 10,000 registered freelancers before the platform went on hiatus, with around 65% self-identifying as diverse creatives.
  • Production Companies & Studios: Partnered with 50+ organizations, including top-tier names like NBCUniversal, Blumhouse, AGBO, Bankable Productions, This Radicle Act, and Women in Film.
• Market Growth:
  • The global media and entertainment market rebounded strongly post-pandemic, jumping 10.4% in 2021 to approximately US$2.34 trillion, and is expected to grow at a 7.8% CAGR through the mid‑ to late‑2020s.
  • OTT video streaming surged 22.8% in 2021 to US$79.1 billion, projected to grow at ~7.6–7.7% CAGR through 2028.
  • The AI market in media & entertainment generated US$14.8 billion in revenue in 2022 and is forecast to reach nearly US$19.8 billion by 2030, growing at a 24.2% CAGR.
• Growth Trends:
  • Increasing demand for diverse talent within the entertainment industry.
  • Growing adoption of AI tools in film and TV production.
  • Expansion of the over-the-top (OTT) video streaming market.

Competitor Landscape

Husslup operated in a competitive market with established professional networking platforms and specialized industry job boards and directories.

• Behance: A large online platform for connecting with professionals from the creative industry.
• TONGAL: An online platform focused on branded and original video content.
• ProductionBeast: A job portal specifically for entertainment professionals.
• Zerply: A professional network focused on creative people, particularly in VFX and animation.
• Everyset: A platform for film and media productions, offering background casting services.
• Casting Workbook: An online platform providing casting management solutions.
• Stage 32: A social and educational platform for the entertainment industry.
• Mandy: An international film and TV production directory.
• UI.CN: A job board specifically for UI and logo designers.
• Talentcart: A talent discovery platform for performing arts (now inactive).

Marketing & Sales

Main Positioning Values: Mission-driven, AI-powered talent marketplace built specifically for the film and television industry, focused on democratizing access, diversifying hiring, and streamlining talent discovery.

Website & Socials

Husslup’s website, husslup.com is now a parked domain.

Media Coverage

• Yahoo Entertainment: Emphasized Husslup’s social mission, featuring its partnership to amplify opportunities for sexual violence survivors in the entertainment industry.
• IMDb News (Greenlight Studio): Noted the introduction of its AI-powered creative studio tool—Greenlight Studio—highlighting Husslup’s incorporation of “ethical gen-AI” to support script and content development.
• Showrunner.Tech: Featured Husslup as a purpose-built response to “Hollywood’s hiring challenges,” showcasing its positioning as a clique-busting network where creatives own their professional narrative via verified profiles and creative samples.

Marketing Strategies

• Partnerships:
  • Roadmap Writers: Husslup partnered with Roadmap Writers in March–April 2022 for an invite-only beta and a co-hosted pitch competition. The collaboration featured exclusive invite codes and culminated in a script pitch contest judged by industry execs.
  • Los Angeles Post Production Group (LAPPG): Husslup teamed up with LAPPG, offering access to their member base through shared announcements and likely exclusive sign-up invitations.

• Webinars and Events: They hosted webinars, often in collaboration with partners like Roadmap Writers, to demo the platform and attract users. They also participated in industry events like Streaming Media Connect for networking and visibility.
• Content Marketing: 
  • Husslup Big Break Podcast: Hosted by Husslup, this podcast featured interviews with entertainment professionals, engaging the target creator community and boosting platform awareness.
  • Medium Blog Posts: Through articles like “Why a Husslup Profile Helps You Succeed in Hollywood” and other industry insights, Husslup leveraged blog content to promote its benefits.
• Social Media: They maintained an active presence on platforms like Twitter, Instagram, LinkedIn, and Facebook to engage potential users.
• Press Coverage: Husslup actively sought and secured media coverage from outlets like TechCrunch and Fast Company to enhance brand awareness and credibility.
• Target Audience: Husslup primarily targeted creative professionals in film and television, including writers, directors, producers, and editors, seeking networking and job opportunities. They specifically focused on freelancers and aimed to connect them with production companies and studios seeking diverse talent.

Product & Innovation

• AI-Driven Talent Discovery: Husslup’s use of AI and data analysis to streamline the hiring process for film and television productions was a key innovation point.
• Project-Based Networking: The platform’s emphasis on connecting professionals based on their involvement in specific projects differentiated it from traditional networking sites and catered to the collaborative nature of the entertainment industry.
• Encrypted Creative Samples: Husslup prioritized the security of its users’ work by offering encrypted storage for creative samples, addressing concerns about intellectual property protection within the industry.

Financials & Metrics

Revenue Sources

Husslup operated as a B2B, two-sided platform connecting creative professionals with production companies and studios. While the platform was initially free for individual creatives during its beta phase, there were plans to introduce a subscription model as indicated by founder H. Schuster in a 2022 interview, stating that Husslup intended to roll out a subscription model the following year.

The revenue model likely included:

• Premium Features for Companies: Offering enhanced features, such as advanced search filters, talent matching algorithms, or access to a wider pool of candidates, to production companies and studios for a fee.
• Talent Sourcing Services: Providing direct recruitment and staffing services to companies seeking specific skill sets or experience levels, leveraging the platform’s network of creative professionals.
• Advertising Revenue: Potentially incorporating targeted advertising within the platform, focusing on businesses and services relevant to the entertainment industry.

Metrics

• Funding and Investments:
  • Pre-Seed Round: Before the seed round, Husslup received an undisclosed amount in pre-seed funding in 2021. This included participation in the Comcast NBCUniversal LIFT Labs Accelerator powered by Techstars, as well as investments from strategic angel investors such as Joshua Yguado, co-founder and COO of Jam City, and Alon Shtruzman, former CEO of Keshet International.
  • Seed Round: In December 2022, Husslup raised $2.5 million in a seed funding round. The round was led by f7 Ventures and Fuel Capital, with participation from Ulu Ventures, Gaingels, and 360 Venture Collective.
• Employee Count: Estimates of 2-10 employees.

Structure & Culture

Leadership:

• H. Schuster: Founder and CEO of Husslup, H. Schuster is a seasoned media executive with over 20 years of experience in television production and executive roles. Before founding Husslup, she served as Chief Content Officer at Detour and founded Morocco Junction Entertainment.
• Alex Maghen: Chief Technology Officer

Team Structure:

Husslup operated with a small, agile team, estimated between 2 to 10 employees. The company emphasized a flat organizational structure, fostering a collaborative environment where team members could contribute across various functions.

Culture

• Mission-Driven: Husslup’s core mission was to “diversify and democratize Hollywood’s old clique with one click,” aiming to transform the traditional, network-driven hiring practices in the entertainment industry. 
• Community-Centric: The company prioritized building a positive and supportive community for creatives. This focus was reflected in features that allowed users to share achievements, collaborate on projects, and support one another’s careers.
• Innovation and Technology: Husslup leveraged technology to streamline talent discovery, introducing features like ProSearch and Serendipity Mode to enhance user experience and promote diverse hiring.
• Inclusivity and Diversity: A significant emphasis was placed on inclusivity, with over 65% of its members self-identifying as diverse in terms of race, ethnicity, gender, sexuality, or age.
• Entrepreneurial Spirit: The team embraced an entrepreneurial mindset, characterized by a bias for action, adaptability, and a commitment to challenging the status quo in the entertainment industry’s hiring practices.

Impact & Success

Customer Feedback

• Product Hunt Reviews: Husslup earned a 5.0/5 rating on Product Hunt, with users highlighting its clean, community-focused design and effectiveness at connecting entertainment professionals:
          “Fills a glaring need – adds structure to a typically informal and scatter‑shot process.” — David Saxton.
  

           “A total game‑changer when it comes to the entertainment industry. The connections are those I would never have had…” — Melissa Wallace.

• Other reviewers praised the quality of networking and job access:
  “It is a wonderful community of media professionals. Leadership is top notch and down to earth.” — Chad Newsome

These testimonials reflect strong community sentiment and positive brand reception.

Success Stories

• Roadmap x HUSSLUP Competition: In collaboration with Roadmap Writers, Husslup hosted a pitch contest culminating in a win for writers Sarah Mack and Josh Price, who pitched their script “Shrink Retreat” to Alon Shtruzman, CEO of Keshet International. Thanks to this competition, the winners gained further momentum in script meetings and development.
• First Hires and Industry Placements: H. Schuster shared that a member was hired as a permanent production assistant at AGBO (the Russo Brothers’ company), highlighting real-world placement facilitated by Husslup.

Closure Rationale

Challenges faced

• Industry Downturn: The entertainment industry experienced a significant downturn in 2023 due to labor strikes and economic uncertainty, impacting Husslup’s growth and fundraising efforts.
• Funding Challenges: Despite securing seed funding, Husslup faced difficulties in raising additional capital, ultimately contributing to its decision to pause operations.
• Competition: The company operated in a competitive market with established players like LinkedIn and industry-specific platforms.

On September 11, 2024, Husslup announced it would go on an “indefinite hiatus” starting September 13, 2024, due to a challenging entertainment market and difficulty securing further funding.

All user profile data was deleted when the hiatus began. The founder expressed hope for a future relaunch pending improvements in industry conditions. However, no concrete plans have been publicly announced.

The company’s decision to create a Facebook group for its community suggests a desire to maintain connections and potentially reactivate the platform in the future.

Key Takeaways for Entrepreneurs

• Embrace niche markets—but plan for volatility: Husslup succeeded by focusing solely on film & TV talent—a niche underserved by LinkedIn. However, niche markets can also mean greater sensitivity to industry-specific downturns, as seen during Hollywood’s contraction.
• Solve real pain points—and validate revenue models early: Husslup addressed inefficiencies in entertainment hiring and promoted inclusivity. Yet while early adoption was strong (10K users, 50+ studios), the lack of a mature monetization plan—relying on future B2B premium features—hindered its ability to sustain during slowdowns.
• Leverage technology for innovation: Embrace technology to differentiate your product and streamline processes. Husslup’s use of AI for talent matching and encrypted storage for creative samples set them apart.
• Build community through partnerships: Collaborate with industry organizations and influencers to reach your target audience. Husslup’s partnerships with groups like LAPPG and Roadmap Writers provided valuable access and credibility.
• Content is king, but context is queen: Create high-quality content that resonates with your niche audience and addresses their specific pain points. Husslup’s podcast, blog posts, and webinars provided valuable insights and showcased their platform’s benefits.
• Don’t fear the giants: Husslup directly challenged LinkedIn by offering a tailored solution for the entertainment industry. Identify opportunities where established players fall short and provide a superior alternative for a specific market segment.
• Turn industry disruption into opportunity: Husslup capitalized on the changing landscape of the entertainment industry, driven by the rise of the creative economy and challenges to traditional models. Recognize and adapt to industry shifts to position your startup for success.