Havas Group and Atom Factory have formed a joint venture aimed at bridging the gap between culture and technology.
Announced Tuesday, the two companies describe The SMASHD Group agency model as the artist, development and production arm of Smash Studios that will have access to Atom Factory's existing services, such as editorial platform SMASHD.co, and startup accelerator SMASHD Labs.
The SMASHD Group includes SMASHD Brand Innovations, a brand consultancy, SMASHD.co, an editorial platform and SMASHD Labs, a tech startup accelerator.
The joint venture will become an advisory for companies like TD Ameritrade, and WeTransfer, among others looking to experiment with technology, content and talent.
Through L.A.-based SMASHD Labs, led by CEO Troy Carter and formed in 2015, the Atom Factory manages the careers of artists. Carter managed the careers of artists such as Lady Gaga. He also invested in a portfolio of early-stage technology companies, such as Uber, Spotify, Dropbox, Warby Parker, and Lyft.
The Atom Factory's company represents talent such as Kamasi Washington, Ryn Weaver, and Grammy award-winning singers Charlie Puth and Meghan Trainor.
About 20 employees from Havas Group and Atom Factory will support The SMASHD Group.
Andrew Benett, global CEO, Havas Creative Group, believes the two companies can identify opportunities in cultural shifts and fuel the creation of new technologies and programs.
The consultancy will tap into Havas’ global footprint and full set of integrated marketing capabilities and Atom Factory’s roots in music, media, culture and technology.
While the first iteration of the joint venture will focus on consumers, the next phase will support business to business.