Sommer Ray Launches on Passes, Betting on a More Direct Relationship With Fans

After a decade building one of the largest followings on the internet, the creator, DJ and entrepreneur has joined Passes to give fans a closer look at her life, music and what comes next. 

LOS ANGELES, Sept. 15, 2026 /PRNewswire/ -- Sommer Ray, the creator, DJ and entrepreneur who has spent the past ten years building one of the largest audiences on social media, has launched on Passes, the creator accelerator founded by Lucy Guo. For Ray, the move reflects a broader shift in the creator economy from simply building the biggest possible audience to building deeper relationships with the fans who are most engaged.

Ray has more than 43 million followers across her social platforms. On Passes.com, she'll share more with the fans who want to go deeper, including behind-the-scenes footage from the studio and the road, unfiltered moments from her day-to-day, early looks at her music, and direct messages back and forth with the people who subscribe.

"I've shared so much of my life online over the past decade, and social media has changed so much in that time, that it doesn't always leave a lot of room for real connection anymore. I'm excited about Passes because it gives me a more personal way to connect with the people who have supported me and share more of what I'm working on and what's happening in my life," said Sommer Ray.

Ray started posting on Instagram in 2015, before "creator" was a job title and before there was much of a playbook for turning an online following into a career. Since then, she has built businesses across fitness, activewear and skincare, and expanded into music and DJing. She released "LaLaLa (Everybody's Up)" with multi-platinum Danish producer HEDEGAARD, has collaborated with Martin Jensen and DJ PRESS PLAY, and holds a Las Vegas residency at LIV Beach and LIV Nightclub at Fontainebleau. Passes gives her one place to bring those different parts of her life and career together for her most engaged fans. 

Ray's first 150 Passes subscribers each receive a personally signed Polaroid from her.

"Sommer has spent over ten years knowing where the internet is going before the rest of the world catches up. She was building on Instagram when it was still just something fun to do. She has never once stayed in the box people put her in. She sees where the creator economy is headed, and we're glad she's building with us," said Lucy Guo, founder and CEO of Passes.

Sommer Ray's page is live now at https://www.passes.com/sommerray. 

Passes is built to help creators turn their audiences into businesses they own. Creators can earn directly from fans through subscriptions, exclusive content, paid messaging, livestreams, one-on-one calls and merchandise. Passes charges a 10% platform fee, roughly half what other creator platforms charge, and pays creators out instantly. Creators get a full set of tools for building direct relationships with their most engaged fans.

SOURCE Passes