Billboard and The Hollywood Reporter launch branded content studio
The Hollywood Reporter and Billboard have launched “Adapt Studios,” which will create premium branded content for brands looking to connect with consumers in the entertainment and music realm.
Adapt Studios
Adapt Studios will offer advertisers access to an highly targeted demographic of fans. Billboard and The Hollywood Reporter now draw a combined 23.1 million monthly unique visitors in the US and more than 15 million followers on major social media platforms.
Dan Strauss, general manager of digital at Billboard and The Hollywood Reporter, said entertainment and music are linked to all of today’s pop-culture moments. “Adapt Studios will draw on that central role by creating authentic experiences that touch all advertising verticals, enhancing natural brand partnerships.”
Former editor of Billboard.com M. Tye Comer will lead the branded content team as senior director. He will report to Strauss and will inform the branded content with an editorial perspective.
The launch of Adapt Studios comes after a string of high-profile brand partnerships and projects, such as Billboard’s work with American Express on “AmEx Unstaged: AIR,” an artist-in-residence programme with videos featuring Mary Lambert, Betty Who and Rixton that allowed fans to engage and follow artists on the rise.
Adapt Studios will remain highly mobile, with on-location production capabilities at music and film festivals.