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Track Star Invests Big in YouTube & TikTok

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  Published in Stocks and Investing on Sunday, February 8th 2026 at 10:50 GMT by The Hollywood Reporter
      Locales: California, New York, UNITED STATES

New York, NY - February 8th, 2026 - Track Star, the rapidly emerging music investment fund, has significantly deepened its commitment to the evolving digital music landscape with substantial investments in both YouTube and TikTok. The move, initially reported by Rolling Stone, confirms what industry observers have long suspected: short-form video is no longer a peripheral marketing tool for musicians, but a central pillar of artist discovery, fan engagement, and revenue streams.

Track Star, co-founded by former Spotify executive Sten Jarvi, alongside a consortium of industry veterans, has quickly established itself as a disruptive force in music financing. Backed by major record labels - including Universal Music Group, Sony Music Entertainment, and Warner Music Group - the fund isn't simply offering loans or traditional advances; it's seeking to fundamentally reshape how artists access capital and build sustainable careers. These latest investments signal a strategic pivot towards platforms that directly facilitate this new model.

While the specific financial figures remain closely guarded, sources within the investment community indicate that the amounts committed to YouTube and TikTok are considerable, surpassing previous investments in emerging music tech startups. This isn't about simply buying equity in the platforms themselves, though that's likely a component. Track Star appears to be leveraging these investments to create dedicated funding streams and strategic support programs within these ecosystems, benefiting artists who are already thriving - or showing significant promise - on these platforms.

"We've seen a paradigm shift in how music is consumed, and YouTube and TikTok are at the forefront," explains music industry analyst Eleanor Vance. "Artists are building dedicated fanbases, achieving viral success, and generating significant income without needing traditional radio play or even major label support. Track Star recognizes this and is positioning itself to capitalize on it by empowering those creators."

This represents a substantial change from the historical model, where record labels often held all the cards. Traditionally, artists relied heavily on label funding for recording, marketing, and touring. While labels still play a role, short-form video platforms have democratized access to audiences, allowing independent artists to bypass gatekeepers and connect directly with fans. Track Star is aiming to provide the financial infrastructure to support that independence - and to profit from it.

The involvement of Gus Wenner, son of Rolling Stone founder Jann Wenner, continues to be a key element of Track Star's story. Wenner has spent several years cultivating a profile in the venture capital world, focusing specifically on music and entertainment technologies. His presence isn't just a matter of familial legacy; he's demonstrated a keen understanding of the changing dynamics of the industry. He is reportedly instrumental in identifying investment opportunities and shaping the fund's long-term strategy, particularly regarding content creation and platform integration.

Wenner's vision appears to be centered around fostering a more holistic approach to artist development, encompassing not just financial support but also strategic guidance in areas like content creation, social media marketing, and brand building. Track Star is actively recruiting a team of experts in these areas, aiming to provide a comprehensive suite of services to its portfolio artists.

Beyond direct investment in YouTube and TikTok, Track Star is also exploring opportunities in related areas, such as virtual concerts, fan engagement platforms, and AI-powered music creation tools. The fund is positioning itself as a one-stop shop for artists seeking to navigate the complex and rapidly evolving digital music landscape.

The implications of Track Star's moves extend beyond just its portfolio artists. This investment signals a broader trend within the music industry - a recognition that short-form video is here to stay, and that companies willing to adapt and embrace these platforms will be best positioned for success in the years to come. The competition amongst platforms like Instagram Reels and emerging rivals will also likely increase, driving further innovation and opportunities for artists and investors alike. Experts predict more venture capital funds will follow Track Star's lead, creating a surge in investment directed towards the short-form video music ecosystem.