swsh, a fan engagement platform for live experiences, has closed a $4 million seed round led by Game Changers Ventures, an early-stage venture firm investing at the intersection of sports, media, entertainment and technology. This fundraise also included participation from Stellation Capital, SignalFire and MaC Venture Capital, as well as notable angel investors like Scooter Braun, Guy Oseary, Julie Greenwald, Cory Levy, Hans Tung, Chris Detert, Shachar Scott and Austin Rief.

With swsh, fans are able to find photos of themselves at an event, upload their user-generated content in bulk to the service and connect with other event-goers online. This helps artists — or other public figures utilizing swsh — to quickly and easily obtain fan-created content to use on their social media pages by searching through a library of owned media, powered by artificial intelligence. In an age where clipping, UGC and fan page strategies are core to breaking artists, swsh is a way to scale these strategies quickly and maximize the reach an artist can have online.

swsh has already become a popular offering in the music industry and is commonly used when artists go on tour, helping them capture videos of their performances from every angle. Now, the company hopes to expand into other industries where live experiences are paramount, like collegiate sports. According to a press release, this funding round will be spent on accelerating adoption for swsh, especially in music, sports and global brands that invest in experiential marketing. The round will also be used to continue swsh’s growth across “team expansion, product and infrastructure, acquisition channels, and enterprise partnerships.”

“Today, brands, artists, teams, and agencies rely heavily on live experiences to generate some of the most powerful audience engagement in culture, yet they often leave events without structured insight into who participated or what resonated,” says Alexandra Debow, co-founder and CEO of swsh. “swsh solves this gap by transforming fan-captured content into shared albums organizations own — unlocking both scalable content libraries and first-party engagement data. Fans are already documenting everything that happens at concerts, games, and brand activations. swsh turns those moments into measurable data, while strengthening the communities of superfans around the experiences they care about most.”

“Live experiences are becoming one of the most important environments for understanding audiences,” adds Roger Ehrenberg, managing partner at Game Changers Ventures. “As organizations shift toward first-party audience relationships and participation-driven engagement strategies, swsh is the infrastructure for capturing the moments that define live culture. In a world of infinite AI-generated content, real human UGC will stand out and outperform.”

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