Following the trend of publishers shifting significant resources to video production and distribution especially on behalf of brands, Nylon is launching its own studio arm aptly named Nylon Studios. The division will function much like an in-house creative agency, which has become a staple for publishers looking to work with brands directly. Nylon Studios will be activated to produce both IRL and digital experiences on behalf of its brand clients.
And as part of the new initiative, Nylon is upping former director of events and partnerships Kristin Welton to VP of Nylon Studios and Lauren Cohen to VP of Marketing and Entertainment. In her role, Welton had been producing partnered events and activations for Nylon over the last three years while Cohen has been charged with leading Nylon’s OTT and video projects.
“Kristin brings deep knowledge of style, music and events to this role that gives her a unique perspective on brand activation and content creation that will set Nylon apart in the marketplace,” says Elden, adding that “Nylon is emerging as a major player in the content space, and the appetite for ‘more’ originals from our audience has increased dramatically. As a result, we’ve carved out a unique, yet scalable space for ourselves in today’s cluttered content landscape.”
Publishers including Refinery29, Complex, Buzzfeed and Vice have all built out in-house creative services as a mechanism for supporting revenue growth as programmatic advertising cuts into revenues derived from traditional ad campaigns. The move also comes as a response to brands need to reach audiences in more creative ways than thru media buys and ad units.