New Platform Connects Businesses, Content Creators

The state of Connecticut is launching a new platform to help businesses connect with content creators and influencers.

C4—the Connecticut Content Creator Collaborative—is designed to serve as a centralized database of creators who can help businesses tell their stories and grow their bottom lines.

The Lamont administration announced C4 as part of Content MADE—the latest installment of the Connecticut MADE Leadership series.

“Connecticut’s story is being told every day by people who live here, work here, and love this place,” Governor Lamont said at the Jan. 12 launch of the platform.

“C4 is about recognizing that power and giving it structure.”

Making Connections

Creators can list their profiles on the platform at no cost.

Businesses can then use the searchable database to filter and connect with creators based on industry focus, geography, audience demographics, cost, and content specialty including:

• Lifestyle
• Culinary
• Travel
• Culture
• Family
• Entrepreneurship

“Creators are no longer a side channel.”

Chief Marketing Officer Anthony Anthony

The platform is open not only to Connecticut‑based creators but also to regional voices who regularly tell Connecticut stories.

The goal is to reflect how audiences consume content today.

“Creators are no longer a side channel—they are a primary way people discover places, brands, and experiences,” said Chief Marketing Officer Anthony Anthony.

“[C4 is] a smart, practical tool that helps businesses find the right voices and helps creators build real, professional partnerships that are aligned, transparent, and impactful.”

Creator Community

The platform currently includes a growing list of more than a dozen creators.

The database organizes each creator by their content focus areas and social media platforms.

“I’m hyped to be a small part of it,” said justPerezPlay’s Mike Perez in an Instagram post.

“Love seeing this little state level up and champion the creators who pour so much love into it.”

“Love seeing this little state champion the creators who pour so much love into it.”

justPerezPlay’s Mike Perez

The Lamont administration said C4 will give creators visibility and credibility while providing businesses with a trusted, efficient way to find partners to help share their stories.

“Connecticut has an incredible creator community, and for too long there hasn’t been a clear front door for collaboration,” Anthony said. “C4 changes that.”

“When the right creator and the right organization find each other, that’s when real storytelling happens.

“That’s when Connecticut wins.”