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Upgifs partners with brands to host GIFs that can be shared as marketing promotions via social media channels. The company also created artist profiles on the website, which allow GIFs to be attributed to the artist(s) who created them. Upgifs enlisted a team of digital partners, including Tumblr, Fox ADHD, Frederator, Cut & Paste[disambiguation needed], New Museum, Eyebeam, Rhizome, The Webby Awards, Pratt[disambiguation needed], The Huffington Post and Dribbble to support the event. Upgifs has partnered with over 200 companies and brands to host all their existing content on their own branded channel. Upgifs’s partners include Disney, Calvin Klein, GE, and Pepsi.