NYCs digital members-only clubs are harnessing the power of the citys most influential tastemakers and major brands are buying in

Membership is free, but it still has its privileges.A new breed of digital private clubs is courting young influencers and creatives with the same sort of exclusive networking opportunities offered by traditional members-only entities like Soho House and Aman.But, there are no clubhouses — or membership costs.Instead, major brands, eager to access a curated network of social media stars and the internet’s coveted tastemakers, are footing the bill.“We’ve taken the membership model and twisted it,” said Brian Goldberg, founder and CEO of Bustle Digital Group, which launched NYLON Membership — an offshoot of the lifestyle and culture magazine of the same name — earlier this year.

“There are thousands of really cool, influential, culturally relevant people, especially younger women, who feel that they should be treated to these membership clubs.We agree with them,” Goldberg told NYNext.Two other digital members-only clubs have launched in recent months: Contra and Syndicate11.While these online VIP rooms offer some of the same benefits as traditional members-only clubs, they’re not necessarily in competition with them.“There’s places in the world for both,” Nikole Powers, a leading members club consultant who has worked with Annabel’s in London and The Moore in Miami, told NYNext.

“Really, these digital clubs are in competition with PR firms.”To that end, partnering with brands is one of their main objectives.The clubs offer companies pre-vetted guest list of influencers and creatives who can lend instant credibility to a party, product or launch.

Companies pay for this access.The big advantage for the clubs themselves is that they aren’t tied to single locations like their brick-and-mortar brethren.In effect, they can roll out the red carpet anywhere.As Levi Lomey, founder of Syndicate puts it, “Every place becomes a playground.”NYLON Membership popped up at the Classic Car Club in Manhattan for Fashion Week, and earlier in th...