Today marks an exciting new chapter for gen.video as we officially launch our new collaboration platform, partnrUP, and announce the acquisition of Bounty, a platform revolutionizing UGC (user-generated content) for ecommerce brands on Shopify. This milestone represents a significant step forward in our mission to create the most powerful and effective creator commerce tools for brands—both global enterprises and growing DTC businesses.
As the CEO of gen.video, I’ve witnessed firsthand the evolving needs of brands and creators. Our industry is changing rapidly, with more emphasis than ever on authentic creator content and its direct impact on commerce. We believe in empowering brands to navigate this shift by providing tools and solutions that simplify the collaboration process, enhance performance, and ultimately drive measurable business impact. Today, we’re taking that mission even further.
Why We Built partnrUP
For years, we’ve heard from our clients that the process of collaborating with creators—especially at scale—can feel cumbersome. The back-and-forth between content creators, managers, and brand teams often takes too long, with approval processes that are too slow to keep up with the pace of today’s digital landscape. That’s why we built partnrUP.
PartnrUP is designed to be a first-of-its-kind collaboration platform that makes content creation and approval more efficient and enjoyable. We didn’t just want to build another tool; we wanted to create something that addresses the frustrations we see every day in the industry. Our aim is to simplify workflows, so brands, creators, and agencies can focus on what they do best: making great content.
We're excited to announce the launch of partnrUP - a new creator content platform designed to revamp how brands, agencies, and creators collaborate on content projects. We created PartnrUP as a solution to the growing complexities of making video content and unlocking usage across organizations.
One of the core benefits of partnrUP is its mobile-friendly, interactive review process, which allows team members to give precise feedback, timestamped and pinpointed directly on the video or image in question. This means fewer rounds of revisions, quicker turnarounds, and a smoother collaboration experience. We’ve also integrated AI-driven search technology to help brands find the right creators faster, based on past performance, content style, or niche audience. Additionally, deeper commerce integrations help close the gap between content creation and sales impact—an area that’s increasingly crucial in today’s performance-focused marketing strategies.
Why Bounty?
While partnrUP is all about simplifying collaboration, our acquisition of Bounty expands the opportunities for brands to leverage user-generated content (UGC) in a way that’s performance-driven and commerce-centric. Bounty has built an incredible network of micro and nano creators who engage their communities authentically, creating the type of content that resonates with audiences.
What makes Bounty unique is its ability to automate the collection of UGC and tie creator compensation directly to performance metrics—such as video views on TikTok or Instagram. This performance-based incentive model is the future of creator content, aligning brand goals with creator success in a more direct and meaningful way. By combining this with gen.video’s existing expertise in commerce-driven influencer marketing, we’re able to offer a more holistic solution to brands that want to scale their influencer programs quickly and effectively.
Bounty also brings with it a deep focus on Shopify integration. For ecommerce brands, particularly those running DTC businesses, this opens up new opportunities to connect creators directly to their storefronts, driving conversions more seamlessly. We’re incredibly excited about the potential this integration holds—not only for scaling UGC but also for improving how brands track the impact of influencer content across platforms.
A Future of Expanded Capabilities
At gen.video, we understand that brands are in different stages of their creator marketing journey. Some are ready to run large-scale influencer campaigns independently, while others prefer to rely on expert agency support. That’s why we’re excited to offer solutions that cater to both.
With partnrUP, we’ve created a toolkit that gives brands the freedom to manage creator relationships, collaborate on content, and measure performance all in one place. This helps them stand up their internal creator practices with greater efficiency.
Meanwhile, our Bounty acquisition adds another layer to our service offering—helping brands tap into the authentic voices of micro and nano creators while simplifying the logistics of UGC collection and performance tracking. Together, these platforms offer an unparalleled suite of tools designed to make it easier for brands to build and scale their creator commerce programs, whether through internal teams or with agency assistance.
What This Means for You
The combined capabilities of partnrUP and Bounty are a direct response to what we’ve heard from you—our clients. You’ve told us you need tools that make it easier to collaborate with creators, measure the impact of that content, and, most importantly, tie those efforts back to business outcomes. Today’s launches give you exactly that. Whether you’re a global brand working across multiple platforms or a smaller DTC business, these solutions will help you optimize your creator strategies in new and powerful ways.
In the coming months, we’ll be rolling out even more features and integrations designed to enhance these platforms further. From expanded commerce measurement to new ways to activate creators, we’re committed to staying at the forefront of what creator commerce can achieve.
Thank you for being part of this journey with us. We can’t wait to see the incredible things you’ll accomplish with partnrUP and Bounty.
Thanks for reading,
Jessica Thorpe
CEO, gen.video
Read full release here.