Tumblr’s new Creatrs initiative aims to pair some of the site’s most popular artists with brands to create a more authentic approach to advertising. With about 420 million monthly viewers, Tumblr has become a popular avenue for brands to target consumers. The problem however, is that brands have yet to figure out how to effectively reach them. The launch of Creatrs is an attempt to educate brands about how to best promote and market themselves on unique social media sites like Tumblr.

Tumblr fully endorses its community of users. The company strongly believes brands can benefit from ads being pushed through some of the company’s most popular artists. Tumblr is banking on the fact that ads coming from Tumblr users will be less alienating to a consumer as opposed to ads being pushed through traditional advertising practices.

“The move is in line with a greater movement by social companies that want to court advertisers who may not be well-versed in creating advertisements that work well with a specific platform,” reports The New York Times.

Tumblr says the program will benefit both sides. In addition to compensation for their work, artists should expect to gain greater exposure across the platform.

Tumblr has already lined up 300 artists to take part in the program.