When you think of Tumblr, a lot of interesting fandoms and users generating an incredible amount of content comes to mind. For artists to be prominent on the platform, the content they create really has to stand out in the stream.

Tumblr has seen the value of this content for brands and as of today, has launched a program that will make it easier than ever to tap artists on Tumblr to create content for branded campaigns called Creatrs. As of now, the program’s site is just a simple landing page with a prompt to email Tumblr’s internal team which works to make these connections. All the showcasing of art, of course, is readily available as a user of the platform. The Creatrs group will do the footwork of matching the campaigns with the correct artists  for events, advertising campaigns, media partnerships and various causes.

According to VentureBeat, Creatrs had been in development stages for about a year in order to expand Tumblr’s work with brands even outside the platform while leveraging their vibrant communities. Tumblr has apparently already invested a quarter of a million dollars to artists in the testing phase of the program, but will look to open these advertising opportunities to even more of their users.

Head of creative strategy at Tumblr, David Hayes, spoke at [a]list summit in December to talk about the different ways in which Tumblr has been working with brands through their creators. Hayes was adamant about brands reaching out to communities on the platform utilizing one of Tumblr’s 7 different post-types.

“Brands that sit it out, that say ‘we don’t have the infrastructure yet’, if you’re not actually posting inside that stream, you don’t exist.”

Tumblr has long been a home of the Internet’s creative communities, with 100 different books that have been born from Tumblr’s microblogs, like the ever-popular Humans of New York.