Turns 10

One of the best-known brands of the amateur niche for adult site fans is Matt’s Models ( The site is already stocked with 871 fresh models, many performing online for the first time. The models star in 2,742 exclusive photo sets, totaling more than a quarter of a million individual images, and 1,006 exclusive adult videos. Now celebrating its 10th anniversary online, we take a look at how Matt’s Models has developed such a loyal following and what plans it has made for continued success in the future.

“I had some luck by starting Matt's Models in 1999. Timing really helped me distinguish myself and has ingrained the name in surfers’ minds for 10 years. We are a smaller company and have been able to stay alive due to the loyalty of our customers and our affiliates,” said Matt, the owner of the eponymous “I believe whether personal or business, relationships are everything in life. I owe much of our success to developing friendships with many of the great minds in the industry over the years.”

Launched in October of 1999, Matt’s Models has rewarded its loyal, hardworking affiliates with the Matt’s Money sponsor program (, paying out $30 per signup, 60 percent rev-share, and 5 percent on second-tier webmaster referral payouts. The huge catalog of promo materials, wealth of knowledge possessed by the support staff, and commitment to continuing to produce the best possible product are a matter of momentum for Matt and his team.

“We've kept it pretty simple,” Matt explained. “Why change something that works? With that said we've made minimal changes to the design, added new navigation features, and improved the quality of the content. We've also branched out into DVDs with our Vivid line and cable TV through InDemand. Moving forward during our next 10 years, I see us producing a lot more video, focusing on more interactivity, expanding our brand with fresh sites, and of course — finding even hotter 18- to 24-year-old babes!”

While the team at Matt’s Models remains optimistic about the future of online adult entertainment, they also have a long view of industry history, having been an integral part of it for an entire decade. “There have been many challenges faced by the industry in the last 10 years, including government intervention, 2257, porn saturation, content theft, proliferation of large adult companies, tube sites, and now the economy,” said Matt. “I think one of the main issues is that this generation doesn't believe they should have to pay for anything. Software, music and porn can all be found for free somewhere on the Internet. One of the ways to battle that is by continually developing our brand name.” Working hard to create an experience for the consumer that is simply better than what they might find elsewhere and developing a name that consumers trust is even more essential now, when so many other choices exist.

“This summer we'll roll out Matt's Models 10-Year Anniversary Model Search. The winner will be announced at a party in October 2009. We're also always looking to hire new amateur photographers and videographers who may be starting out just like I did, with a cheap digital camera and a model,” Matt told AVN Online. “Interactivity continues to be key, and we just started broadcasting our photo shoots live so that members can watch a live shoot of the latest model and chat with her. Following that, we'll be making many of the models available for personal, one-on-one webcam shows. We’re giving members (and non-members) a chance to really get to know their favorite model.” For Matt’s Models, all part of providing an immersive and entertaining experience that will maintain existing loyalties from customers and develop new buyers at the same time.

Best of all, it’s clear that Matt still maintains the same eager attitude he had when it all started; his enthusiasm for the adult online business and the people in it are obvious even after all these years. “This site has been my entire life for 10 years. It's been an incredible experience, and I've learned so much along the way,” reflected Matt. “It's also been a platform for me to meet people from all walks of life, including celebrities. That doesn't come with any old job or career, so I'm extraordinarily grateful. To celebrate the 10-year anniversary of, I'll probably just be having more barbeques this summer than usual!”


This article originally appeared in the August 2009 issue of AVN Online. To subscribe, visit