Does a business pay for an advertising campaign fully up front,
particular is very common in that space. Most time is like more costumer for cash. Or more sales for cash. Depending on agency or PR work for cash to look better.
IMO the Hive situation it's simple.
Some imagine Marketing Proposal wants 150$ a day. that's 4500$/month ( to be real is not much). Imagine one Thing goes "viral" and brings some active new users. It's a gift.
So I would say Hire fast, fire fast.
Weekly report ( for example). Report sucks? defund the project. Work looks good? perfect.
Marketing is needed, space is free. So why not?
Nothing to lose.