LONDON - September 16, 2025 (NEWMEDIAWIRE) - CreatorHub Madrid, a first-of-its-kind multi-day activation of creativity and technology, today announced leading partnerships with both Luffa and UMusic Hotel Madrid. The event will unite creators across entertainment, fintech, gaming, lifestyle, and more, alongside collaborators Social Shop Network (SSN) and the city of Madrid, to showcase how emerging technologies can empower creators, energize fan communities, and support municipalities in building cultural infrastructure.
As CreatorHub’s strategic technical partner, Luffa will power engagement experiences, giving attendees access to a unified platform that merges wallet, messaging, loyalty, and community. Fans and creators will connect through quests, rewards, SuperGroups, and live activations, transforming participation into real-world and digital value.
UMusic Hotel Madrid’s role as a leading partner expands the event’s vision, blending hospitality and culture with programmable fan engagement. Together with Luffa and other innovative collaborators, UMusic Hotel Madrid is redefining how hotel stays, concerts, and brand activations can integrate with digital identity, loyalty, and community.
“CreatorHub Madrid isn’t just another conference or festival - it’s proof of what happens when cities, creators, and technology companies work together to build something lasting,” said Robert Lavia, CEO of UMHL. “With innovative partners like Luffa, Social Shop Network, and the city of Madrid by our side, we’re demonstrating how the fan economy can power culture and real-world growth on every level.”
Creator Lineup
CreatorHub includes more than 50 creators with over 5 billion combined monthly impressions. The first wave includes:
Adley Kinsman - Viralish
Mckenzie Brook - Singer, dancer entertainer
Teresa Giudice - Real Housewives of New Jersey
Gia Guidice - Next Gen NYC
Angelina - Jersey Shore
James Dumoulin - School of Hard Knocks
Michelle Barone-Lepore - Below the Deck Star, red carpet reporter
Perez Hilton - Celebrity blogger and media personality
Ash Mcphereson - Prominent podcast host and Creator
Booba Official - Madrid’s #1 IRL Creator
Chanel Ayan - Real Housewives of Dubai
John Cerasani - Prominent content creator and entrepreneur
Jojo Scarlotta - The Circle
Nicky Scarlotta - The Circle
Louie Ruelas, co-founder of SSN said, “CreatorHub is where creators, brands, and technology leaders unite under one roof to unlock the true potential of the creator economy. More than an event, it’s a catalyst - empowering creators with tools, community, and cultural amplification on the iconic stage of the UMusic Hotel Madrid. Luffa embodies this vision perfectly, bridging technology and loyalty into one seamless experience. With its global launch, we’re excited to put it directly into creators’ hands and ignite a movement that redefines how culture and commerce converge.”
Luffa Officially Launches Worldwide
The CreatorHub announcement coincides with the global launch of Luffa, the social operating system for the fan economy. Unlike traditional apps, Luffa isn’t just another place to scroll or stream - it’s a daily destination where creators can own their communities and fans can own their value.
At its core, Luffa offers a programmable loyalty layer built around meaningful fan actions - chatting with creators, tipping, minting tokens, joining SuperGroups, completing quests, and unlocking exclusive access. Each action is recorded and rewarded, creating a living fan graph that grows richer over time.
For creators and their teams, Luffa provides a seamless interface to launch campaigns, distribute perks, manage community, and get paid. For fans, it’s a digital passport where loyalty is treated like currency.
“This is the beginning of a new kind of platform - one that doesn’t just host fan engagement, but powers it,” said Esra Ozturk, Head of Product at Luffa. “Fans want more than feeds and likes. They want connection, recognition, and real participation. Luffa is built to turn those moments into memories that matter - and with CreatorHub and UMusic Hotel Madrid, we’re tapping into an ecosystem at the forefront of music, culture and lifestyle to bring this vision to life.”
The Connective Tissue Between Physical and Digital Experiences
Through its partnership with CreatorHub and the UMusic Hotel Madrid, Luffa is helping to build the bridge between in-person and digital fandom. At hotel check-ins, concerts, activations, or even QR codes on merch tables, fans can seamlessly onboard into the Luffa ecosystem in order to receive exclusive rewards, interact with artists, IP and communities that they love.
With SSN building better attribution and Luffa driving programmable rewards, this composable product ecosystem will serve as a full-stack loyalty and monetization engine for creators, fans, and brands. Together, Luffa, UMusic Hotel Madrid, and SSN are setting the standard for a new kind of fandom - verified, rewarded, and lived across digital and real-world touchpoints.
Redefining the Future of Cultural Commerce
By integrating identity, loyalty, and monetization into one seamless experience, Luffa positions itself as the operating system for the fan economy. It isn’t a social app - it’s infrastructure for the next generation of cultural commerce, where memory becomes currency and attention becomes something fans can own.
About Luffa
Luffa is the operating system for the fan economy - combining wallet, messaging, loyalty, and community into one seamless experience. Built for fans and the global creative class, Luffa transforms attention into ownership and social connection into meaningful connection and real-world perks, campaigns, and value. Learn more at https://luffa.im/.
About UMusic Hotel Madrid
UMusic Hotel Madrid, located just a few steps from the Puerta del Sol, combines accommodation in a five-star hotel with the best entertainment of the refurbished UMusic Hotel Teatro Albeniz. The choice of a renowned and well-known property within the epicenter of the city's music and entertainment scene is part of UMusic Hotels' firm commitment to recover a historic building and bring it back to life for the local community. The hotel has 130 rooms and has undergone extensive renovation to transform it into a 5-star establishment, maximum comfort in all its rooms and suites, two elegant lobbies, the "El Albeniz" restaurant, an outdoor swimming pool, the rooftop “UMusic Rooftop Casa Chicote” with views of the Madrid skyline, meeting rooms and direct access to the iconic theatre inside. The accommodation represents an international first, joining other UMusic Hotels projects aimed at creating music-based experiences, which will be located in Europe, the United States and Latin America.
About UMusic Hospitality & Lifestyle (UMHL)
UMusic Hospitality & Lifestyle (UMHL), developed in partnership with Universal Music Group, is an innovative hospitality and lifestyle company with UMusic Hotels at the heart of its portfolio. UMusic Hotels reimagine traditional hospitality by blending immersive guest experiences, live entertainment, and cultural storytelling in destinations around the world.
Beyond hotels, UMHL extends into UMusic Shop, branded residences, and immersive experiences - creating a global ecosystem where music and hospitality intersect. By integrating entertainment, culture, and community at every touchpoint, UMHL fosters authentic connections, champions creativity, and delivers meaningful social and economic impact in the places it calls home.
About Social Shop Network
Social Shop Network (SSN) is a social tech agency built for the creator economy. By combining AI, automation, and live commerce infrastructure, SSN transforms how creators engage fans, monetize content, and scale their reach. Acting as the conduit between brands and creators, SSN powers everything from TikTok Shop to creator-led lead generation campaigns - redefining how culture and commerce converge in real time.
Contact:
Jonathan Phillips
Luffa@PhillComm.Global
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