LOS ANGELES – AmateurPorn.com announced today it has officially rebranded as APClips.com, after four years operating under the AmateurPorn.com label. The rebrand, along with an effort to cater to a “global audience of independent content creators and their fans” gives the site “an influential new identity in the expansion and development of the site and our customer base,” a representative for APClips said in the rebrand announcement.

The transition to APClips.com, which took place earlier this month, will not impact subscribers’ login information, account data, saved content – or the presence of AmateurPorn.com’s cherished ‘caticorn’ mascot, “Cathy.”

The representative for APClips said the site remains “a virtuous circle, designed by content creators for content creators. Same site, same company, same people, same everything – with a new name.”

“As AP has grown, the term ‘Amateur’ is no longer an accurate description of many of AP’s content creators, and we did not wish to insult or inaccurately categorize any of our creators in this manner,” the company representative added. “We also realized that the term ‘Porn’ was perhaps not entirely inclusive of and might even be alienating to many creators who did not consider ‘porn’ to be an accurate description of their content, such as creators of softcore erotica, glamour, or non-nude content. We also feel that ‘APClips’ is far more brandable internationally than ‘AmateurPorn,’ which we think is an important long-term consideration for international creators and their fans.”

The change over to APClips will affect the company’s online presence “with a more inclusive freedom in presenting our content creators’ brands, away from the expectation of producing amateur porn,” the APClips representative said.

According to APClips, there are over 3,000 independent content creators on the platform, selling more than 70,000 video clips, with over 200 new creators signing up every month. The site currently has over 100,000 registered fans and active purchasers, who buy videos using the platform’s token-based system for simple one-click purchasing and tipping.

For more information, visit APClips.com and follow the site on Twitter @ap_clips.