Youth Culture

Client

Responsibilties

Multiple

Content Development, Marketing, Social & Digital, Audience Development, Partnerships, Talent Relations

Partners

XBOX Live, Kraft Foods, Duran Duran, Steve Aoki, Fuse, Pluto TV, Electronic Arts, Warner Bros. Studios, Corona, LA Film School, Union Bank, Bandai, Level 8 Games, Ogilvy Enterainment founder Doug Scott

Moving at the speed of youth culture, between 2009-2016, Justin his energy in this arena, as an entrepreneur, content & brand strategist, journalist and marketer. Justin founded a popular music blog, worked at global ad agency Dentsu, and became part of the early team at Magnetic Magazine from the guys behind the first U.S. dance music magazine BPM. 

 

He then joined startup Onebeat TV as its first Manager, Marketing & Partnerships to launch a content network in the EDM space, a $4B sector. In 2014, Justin became Sr. Director, Content & Strategy at SKEE TV, one of the largest global youth culture video publishers, founded by DJ Skee who broke artists like Kendrick Lamar, Lady Gaga and Justin Bieber on radio.

Outcome 

  • Produce 1K+ content pieces and 1 10-episode TV season.

  • Unique licensing agreement rather than sale of IP to Fuse.

  • Create slates of digital original series for two companies.

  • First of kind distribution partnership with XBOX Live and produced Microsoft's NewFronts.

  • Cross 1 billion all-time impression mark.

  • Best on-air ratings during 'SKEE TV' television run, featuring Floyd Mayweather, 2Pac and more.

  • Trident 'See What Unfolds' with Duran Duran and Steve Aoki.

  • 'Entourage: The Movie' Pop-Up station on Dash Radio.

  • Launch Language Media, a collective of youth culture publishers including The Hundreds and Nice Kicks.

  • Space Jam inspired skit during 2015 NBA Finals generating $700K earned media value via micro influencers.

  • Create ad network & film production representation agency.

  • Early adopter of 360-degree camera use for production.

  • Debut The Chainsmokers and Post Malone on TV.

  • Mentor underrepresented talent and produce current events & social issues TV segment.

  • Work with all major labels and global artists including Bebe Rexha, Eric Prydz, Little Dragon and Peanut Butter Wolf.

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