AI Giant Nvidia Invests in Entertainment Startup Higgsfield

Higgsfield, the AI video and image generation company dabbling across both marketing and entertainment spaces, extended its Series B funding round with new investments from Nvidia and TCV.

The San Francisco-based company marked the investments as Nvidia CEO Jensen Huang visited Kazakhstan on Friday, where much of Higgsfield’s founding team hails from. The investments, the amounts of which the company declined to disclose, come after Higgsfield launched its Series B funding round in August with investments from DST Global, Goldman Sachs Alternatives, Tribe Capital, AI Capital Partners, Smash Capital, GFT Ventures, and Valor Capital. That round raised $400 million at a $5.4 billion valuation, and Higgsfield hit $1 billion in annualized revenue in September.

“Every brand, studio and creator now needs more visual content than traditional production can supply, and a new category is forming to meet that demand,” Higgsfield CEO Alex Mashrabov said in a statement. “TCV has backed iconic companies that have transformed media, and NVIDIA has powered every generation of our platform. With leaders from compute to media development we’re well positioned to lead this new frontier.”

“We believe Alex and the Higgsfield team are delivering on a powerful vision at a pace of product velocity and market adoption that we have rarely seen: a radically faster, professional-grade and AI-native mechanism for creators, brand marketers and agencies alike to turn ideas into images and video,” Neil Tolaney, General Partner at TCV, added.

Nvidia has invested in other entertainment-minded AI startups before, including two separate investments in Lionsgate partner Runway. Its Higgsfield investment, Nvidia’s first in the company, comes as the startup has relied on the tech behemoth’s resources to power its platform, where it processes 12 trillion tokens a month across 150 million generations.

“AI factories produce intelligence in the form of tokens and the application layer is where those tokens become useful,” said Rev Lebaredian, Nvidia’s vice president of physical AI simulation, in a statement. “The collaboration between Higgsfield and NVIDIA across hardware and software is turning compute into creative work for millions of users and hundreds of the world’s largest brands.”

Higgsfield, founded in 2023, has tried to position itself as a partner to entertainment studios, marketing clients and upstart filmmakers through its array of generative tools, even as the company produces its own content. The company made a controversial splash in the film industry in May through “Hell Grind,” an AI-generated action-adventure film that premiered at the Marché du Film, the Cannes Film Festival’s marketplace for films. It followed that up with an animated short film “Kök Börü” and the action film “Cully Hill Boys,” the latter of which included the likenesses of the streamer N3on, and UFC fighters Israel Adesanya and Quinton “Rampage” Jackson.