A new content hub and event and video platform, Mandela Media, will focus on some of today’s most pressing issues. It is the creation of advertising agency DMA United and the family of Nelson Mandela.
With the goal of raising discourse and action around topics like racism, gender equality, mental health, food security and social justice, Mandela Media will produce scripted and unscripted video content, audio and podcasts, live events and editorial content.
Mandela Media has structured deals across long-form scripted content with Michael Sugar's Sugar23. Sugar won an best picture Oscar in 2016 for “Spotlight.”
“Maki Mandela and I were in talks and realized there is a real need for a pro-social platform that addresses important topics, such as race relations and gender equality. Together, we aligned to form Mandela Media,” DMA United CEO-founding partner Marc Beckman told Publishers Daily.
“We both agree the timing is perfect, given the current state of affairs worldwide.”
Luxury retailer Dover Street Market has also signed on as a partner and “will reach several consumer touch-points, ranging from live speaking panels to exclusive merchandise,” said Beckman.
More partners are expected to join.
Mandela Media will roll out through a comprehensive activation plan that includes owned, earned and paid-for media platforms. Beckman also anticipates “an organic, grass-roots upswell, too.”
Makaziwe Mandela, daughter of Nelson Mandela, stated: “My father spent his life fighting for freedom and equality.”