Unique Approach to the Creator Economy Speeds Roll-Out of Several New, Original Series and Accelerates Social-First Content Production
Today, Emergent Media announced the launch of its Creator Program which is geared towards increasing the company’s mix of original content while also scaling creator-led editorial output across Emergent’s family of brands, including Paradise, SHLTR, Golden State, Cabinfeed, Surfers and California Love. Emergent Media has already on-boarded its first wave of highly talented creator-partners and is in the process of tripling the size of its creator network roster by year end. In addition to contributing video and photo assets for use in Emergent-owned editorial properties, creators representing a variety of backgrounds and styles will be collaborating with the Emergent studio team to deliver assignments for various Emergent-owned and branded content projects.
This network of visual storytellers represents the essence of Emergent’s “Modern Explorer” audience. They are globally minded adventure-seekers driven by insatiable curiosity and a hunger for authentic experiences, and this program’s tiered approach gives opportunity to well-established filmmakers with a cinematic eye, and also UGC creators who live in the moment with a phone in their hand.
“We wanted to create a mutually beneficial model that rewards creators for their amazing talent and dedication to their craft while also allowing us to develop a stable of original programming that fuels each of our brands, ” says creative director, Bryce Lowe-White. “We are building real, supportive relationships with each of our creators as we aim to integrate their voices and personalities into our brands in a way that feels like a natural extension of who they are and the content they love creating.”
Emergent is already tapping into its Creator Network to fuel several of its original, social-first series. The Paradise channel’s “Roaming” and “Postcards” series feature the best of the creators’ stunning imagery. California Love’s “BKT LST” entices viewers to see and do once-in-a-lifetime things while “The Hype,” featuring Jake Toohey, gives viewers a first-person perspective on famous California destinations and activities to determine whether they are worth “the hype.” “Tune Out” on Golden State pairs lush visuals with natural, ambient sounds to provide viewers with true Zen moments. And “Single Serving,” featuring chef Amber Sullivan, provides the SHLTR community with inspiration and instructions for creating delicious dishes for one.
Read release here.
Seasonal Initiative Amplifies the Pacifico Tentpole Promotions
By leveraging Emergent’s California-based and adventure-loving communities across its owned and operated social channels (Golden State, Paradise), the Pacifico campaign aims to increase awareness and relevance among beer lovers in the key Southern California DMAs of Los Angeles and San Diego. This campaign features sponsored editorial content as well as strategic integration within existing lifestyle programming to enhance the ongoing Pacifico tentpole initiatives. Each execution is designed to engage Emergent’s “Modern Explorer” audience, which aligns directly with the Pacifico target audience of intrinsically motivated adventurers who believe in following their own path, living life with a sense of freedom, and viewing every experience as an opportunity for personal growth.
“Emergent’s communities are a perfect fit for Pacifico, and we’re thrilled about how this creative collaboration enhances the brand’s positioning among Gen Z.”
– Ryan Anderson | Senior Director, Brand Marketing, Pacifico
The campaign, which began in May and will continue into October, is geo-targeted to hit Southern California and adheres to Legal Drinking Age (LDA) standards. The campaign kicked off right before Memorial Day with a custom edition of Golden State’s “Hey Weekend” editorial series. It includes a combination of Instagram posts and an editorial feature that promote the popular Pacifico “Yappy Hour” concept, showcasing Southern California’s top dog-friendly beaches and watering holes. The second execution, featured on Paradise Instagram through a social media takeover, highlights signature adventures and activities to be found in the San Diego area. This will be followed by another edition of “Hey Weekend” that focuses on one of surfing’s most prominent events, the 2023 Wallex U.S. Open of Surfing presented by Pacifico in Huntington Beach. The editorial boosts the Pacifico presenting sponsorship of the summer classic by celebrating the rich history and unique beach culture of “Surf City USA.” The Emergent-Pacifico program concludes with a second social media takeover on Paradise Instagram that amplifies the Pacifico collaboration with premier e-bike brand Super73. The promotion includes a limited edition Pacifico x Super 73 e-bike sweepstakes and provides inspiration for viewers to get out and explore.
“This partnership is rooted in the natural connection between Emergent’s diverse communities, the lifestyle content they gravitate toward, and the brand ethos of Pacifico,” says Matt Muir, Emergent’s VP of Brand Partnerships. “The integration is seamless and allows us to introduce our audience to the brand in a contextually relevant way—so they’ll want to grab an ice-cold Pacifico and hit the beach.”
Read release here.
On Earth Day, Emergent Media introduced “Roaming” by Paradise, the first of several new, original content series being generated through Emergent’s proprietary Creator Program. “Roaming: Antarctica” was selected to premiere on Earth Day as its stunning imagery and thoughtful narration inspire viewers to reflect on what it means to appreciate paradise on earth (watch the video here).
In addition to “Roaming,” Emergent Media celebrated Earth Day with themed content running across its social and web properties: