Conde Nast men’s magazine GQ posted an impressive 300 percent gain in video viewers over last year thanks to the cheeky digital shorts the brand has been making with its cover stars.
The videos, like a scripted comedy short in which Dwayne Johnson auditions for sequels to “Goodfellas” and “Home Alone,” are responsible for 85 million views on the GQ site alone. That’s not counting millions of views through third-party platforms like Facebook and the magazine’s YouTube channel.
The content represents a pivot from the traditional way video is used to promote magazine covers — which typically manifests as extended behind-the-scenes footage from photo shoots and a few quick sound bites from a star.
“We try to ask ourselves, ‘What’s going to feel like a natural fit?’ Super-funny, late-night types of things can be a perfect fit,” GQ Executive Video Producer Dorenna Newton said.
Indeed, content featuring bold-face names has been boiled down into viral novelties over the past few years.
Take the success of SpikeTV’s “Lip Sync Battle” or the enduring power of “Carpool Karaoke,” currently airing as a web series exclusive to Apple TV. The GQ team pointed to an April cover featuring NBA star Steph Curry as evidence of how they’re trying to break out.
“We didn’t try to make him be funny or perform, but we had him do something that he was very passionate about — an intense game of street ball,” GQ Executive Digital Director Mike Hofman said of the clip, in which Curry plays a game of horse with unsuspecting high school kids.
The team shoots on location or builds sets to scale at Conde Nast’s headquarters in Manhattan’s Freedom Tower at the World Trade Center. They also recruit name directors and Hollywood up-and-comers like Vikram Gandhi (Netflix’s “Barry”), who helped Robert Pattinson find the best hot dog in New York City to promote his August cover.
“There are a lot of studios out there that wish that they produced films with The Rock and Robert Pattinson this year,” Hofman said.
Party Report: Leo DiCaprio, Jamie Foxx Celebrate 4th of July, 'Baywatch' Star Puts Her Gloves On (Photos)
Jamie Foxx was among the slew of guests at the Bootsy Bellows' "Red, White & Bootsy" party at Nobu Malibu on July 4. He was joined by fellow Oscar winner Leonardo DiCaprio as the pair hung out at the VIP table.
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"Twilight" star Taylor Lautner stuck to the all white clothing requirement at the annual Independence Day bash, as guests were decked out in Pacsun jean jackets, while being served specialty drinks by Absolut Elyx, Perrier Jouet, and Avion Tequila.
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John Terzian and Brian Toll with The h.wood Group hosted the celebrity and model-filled event. NFL star Odell Beckham Jr. was also spotted at the after party at SHOREbar in Santa Monica.
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Model and actress Sofia Richie was one of the first to arrive at the beach-side location in Malibu for the 4th of July party.
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Headliner DJ Khaled and Nicole Tuck posed together ahead of the Maxim Hot 100 party at the Hollywood Palladium on June 25.
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Joanna Krupa was one of the stars photographed on the gold carpet at the Maxim Hot 100. Not photographed however was Floyd Mayweather, whose front row table was moved by his entourage after party-goers tried to snap pics.
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Alec Baldwin's niece Hailey Baldwin showed off her best model pose ahead of the Maxim Hot 100, which was supported by Pure Model Club.
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"Baywatch" star and model Charlotte McKinney attended the VIP opening of BoxUnion, a new boutique boxing studio in Santa Monica, California, that offers offers exhilarating workout classes and private boxing training.
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McKinney, also known for her sexy Carl's Jr. Super Bowl ad, was among the guests getting refueled by SweetGreen and Perfect Bar, and hydrated on Austin Cocktails and Bai beverages.
BoxUnion
Daring attendees also got to try out a signature 45 min high-intensity workout that consisted of shadowing boxing, plyometric cardio and heavy bag drills.
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Inside and backstage the best industry bashes with The Party Report
Jamie Foxx was among the slew of guests at the Bootsy Bellows' "Red, White & Bootsy" party at Nobu Malibu on July 4. He was joined by fellow Oscar winner Leonardo DiCaprio as the pair hung out at the VIP table.