You’d think creative types would have an array of niche social networking sites just for them – and created by their peers. Apparently not. Whattalent.com, founded by Oliver Mardling and launched in May, is attempting to fill the perceived void. By showcasing content for photographers, musicians, writers, broadcasters, fashionistas and artists, among others its long-term aim is to connect talent to like-minds and the people who can leverage talent (directors, producers, casting agents). Agents beware!

So does the world really need another social network? Upon a cursory search for UK sites for the creative world the closest to it appears to be RSVP London, which appears to be at an equally early stage and is entirely focused on the country’s creative hub, the capital. In the US there’s Shooting People for indie filmmakers, and entertainment community Talentmatch.com, but none are doing what he wants. “My frustration with social networking platforms is that it’s all or nothing. There’s no control over the way you present yourself, no granular level of control.”

While there’s still much to be done, Mardling’s not a Johnny-come-lately bandwagon jumper. Whattalent has been a more than five years in the planning. The former child performer moved into a career in TV production before being inspired. “My experience was that there are many barriers to entry in the creative industries. I envisage a free platform that enables talented people to promote themselves, share and sell the digital content they create, develop a network of useful contacts and collaborate with individuals, groups, businesses, service providers, venues and events within the creative industries.”

Whattalent was incorporated in July 2007 and from December raised £27,800 in seed investment and over £175,000 in sweat equity deals, having leveraged over £100,000 of advice from his mentor Solutions MTD in exchange for shares plus the services of the web developer behind social networking platforms for Playboy. Despite this he retains some 84% of the company. Revenue, Mardling hopes, will come via a combination of contextual advertising, sponsorship, affiliated e-commerce, data-mining for the direct marketing sector, and events. Further down the line Mardling plans to create TV and radio spin-offs, where the best content will be pushed for non-creatives to access talent and entertainment. For that he’s already has registered the .tv and .fm suffixes. Mardling’s in the process of seeking further angel investment to the tune of £250,000, which he forecasts will take the company to profitability. We’ll watch with interest.