'Variety' Launches Branded Content Studio

The entertainment trade Varietyhas launched its own branded content studio to serve brands owned by parent company PMC.

Variety CMO Dea Lawrence stated the content studio will “build upon our successful digital and events marketing strategies.”

The studio will be run by Lawrence, as well as Variety vice president and executive editor Steven Gaydos.

The content studio already has a few projects under its belt. It produced a cross-platform video program for Amazon Studios, called “Films of Our Time,” which takes a deeper look at movies “Manchester By the Sea” and “Gleason,” both distributed by Amazon Studios.

Variety also created a five-part article series built around Focus Features’ movie “Loving,” with contextual information about the Civil Rights movement and the historical Loving case, set in 1967.



According to the company, Variety's content studio has been contacted by advertising clients in the entertainment industry, as well as clients like Mercedes-Benz and Delta Airlines.

As part of the studio's launch, senior features editor David S. Cohen, at the helm of the brand’s “Artisans” video project, has been promoted to the newly created role of digital features director. The company has also hired Adrian Fulle as digital features producer.

Publishers are continuing to bring branded content creation in-house to provide an alternative revenue stream to traditional print advertising dollars.

For example, entertainment and fashion magazine publisher Nylon Media formed a creative content studio last November and New York  created one early last year, joining the trend of other publishers like The New York Times and BuzzFeed.

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