NewFronts: Liquidthread and Condé Nast Bet on Millennial Latinos
Last week our Digital Media Correspondent Susan Kuchinskas reported about the maturing Newfronts Marketplace, the digital upfronts that are finishing today in New York City after two very hectic weeks. Now let’s look at the most important Multicultural related news that came out of the 2015 NewFronts.
Starcom MediaVest partners with MiTu and Maker to reach Hispanics
Starcom MediaVest Group's Global Creative Practice LiquidThread, signed a deal to invest more than US $10 million to reach Hispanic audiences around the world through a new partnership between Maker Studios and Hispanic-focused online video network MiTu that will have the companies developing original series for that audience, says Juan Davila, LiquidThread's global head of business development and SVP. LiquidThread services clients globally including US Hispanic and Latin America.
Davila tells Portada that "When you sum the totality of this group, both native and of Hispanic origin, it becomes an imperative to keep a pulse of their cultural evolution. Maker Studios and MiTu are leading the way in the cultural media evolution." Davila adds that the partnership will be about "seamless, organic integration of branded entertainment in order to respect the integrity and authenticity of the influencer and its programming.
The partnership will be about seamless, organic integration of branded entertainment.
The target audience for this new LiquidThread/MiTu/Maker Studios partnership is, according to Davila, a wide spectrum of product categories, but it may be skewed towards Millennial and generation Z but that is also changing with the addition of new influencers and the rapid proliferation of internet entertainment engagement. "Some of these influencers have more fans than traditional Hollywood celebrities, " Davila concludes.
Condé Nast introduces Vida Belleza Latina
Condé Nast Entertainment (CNÉ), Condé Nast's video production arm announced 'Vida Belleza'--a new lifestyle channel targeting Hispanic millennials. Vida y Belleza is Conde Nast’s 19th channel, Vida Belleza and features programming for and by influential female Latino Millennial. Launching later this year, Vida Belleza will bring together the authenticity of a new generation of Latino storytellers with the access and reach of CNÉ’s network. Vida Belleza will offer a full spectrum of programming covering beauty, food, lifestyle, celebrity, culture and docuseries.
Dawn Ostroff, President, CNÉ commented: “Like cable in the early days, the economics of premium digital video are maturing and enabling the industry to up its game. CNÉ started out with a mandate to launch digital video channels for Condé Nast and, in just a few short years, has become a major player in the production, distribution and innovation of digital video. At last year’s NewFronts, we put our stake in the ground and announced the launch of The Scene, the first-ever platform for premium digital video. This year, we’re taking our business to the next level. Our rapid growth confirms what we have always believed: digital video is a strong and valuable business with an exciting future.”
CNÉ is said selling advertisers inventory on The Scene at higher rates than YouTube can charge, leveraging its brand equity, the quality of its programming, and branded video series,