momentum and society
curating what is going on
momentum and society
An ‘antidote’ to short-form video: Why some brands are leaning into short films
marketingbrew.com
For some wellness brands, like Cowboy Colostrum, partnering on smoothies, beverages and, most recently, a protein bowl — at Pressed Juicery — has been key to growth. Cowboy Colostrum launched in January 2024 and, just a month later, was included as an ingredient in Sofia Richie Grainge’s Sweet Cherry Smoothie at Erewhon. At Erewhon, brands pay to... See more
Article
Wellness and collabs
Netflix delivered not just a brilliant marketing moment but an experience that got people out of their homes, and in many cases, out of their cities, to attend. It is one example of the incredible job they are doing to localize authentically. Netflix’s success in Mexico isn’t accidental: they are using formulas that resonate locally, partnering... See more
How Netflix is Rewriting the Rules of IRL Engagement
https://www.billboard.com/music/latin/juan-gabriel-concert-screening-mexico-city-zocalo-1236108879/
Many of the Gen Zers who took the stage, including creators, actors and creative directors, highlighted how they’re consciously cutting back on doomscrolling and becoming more intentional in their selection of online content. Several discussed how they’re deliberately spending more time at in-person gatherings and community events in an attempt to... See more
Article
Under Armour for years has supplied professional athletes from leagues including the NFL, the MMA and Unrivaled. Now it wants to tap athletes to star in new promotional efforts that go well beyond the typical TV commercial.
The athleticwear company is launching Lab96 Studios, a new in-house content studio that will show off its brand and products in... See more
The athleticwear company is launching Lab96 Studios, a new in-house content studio that will show off its brand and products in... See more
Under Armour Launches Lab96 Studios to Help Tell New Athletic Stories
““We’ve been sort of handcuffed by, ‘Do a 30 second spot. Do a 15 second spot.’ That no longer exists,” the executive says. Under Armour seeks “an open playbook where we can we can evolve our content strategy just based off of consumer habits and consumption across the platforms.” In some cases, that might mean creating YouTube videos half an hour long, or creating other long-form content that come with extensions built for different social-media outlets.” The studio will also help Under Amour strike alliances with independent creators, who may have interest in coming up with ideas that help boost the company among athletes”
We would not be in business without our community of paying members (thank you!) but a lot has changed in five years, and some new obstacles have made the outlook for web publishers particularly dire. Advertising still accounts for the vast majority of Stereogum's revenue (hit us up if you would like to advertise!) but starting this year the... See more
Getting Killed By AI
There are a lot of open questions about how GenAI will affect the media business (some of which I outlined in How Far Will AI Video Go? and a recent presentation). Most important, we don’t know how good the technology will get or to what degree consumers will accept it, and for which use cases. There are still critical legal questions around the... See more