• by Ray Schultz , Columnist, January 30, 2024

BuzzFeed, Inc. has formed a long-term strategic partnership with Culture Genesis, a Black-owned digital network, to expand diversity in media. 

Culture Genesis will become the preferred BuzzFeed partner for multicultural advertising. The arrangement will allow Culture Genesis to leverage BuzzFeed’s brands, including Cocoa Butter and HuffPost Voices, BuzzFeed, HuffPost, First We Feast and Tasty. 

“This alliance extends our lead by expanding our network with an additional 33 million multicultural consumers in the US, gives us additional targeting and technology capabilities, and an unparalleled portfolio of iconic brands,” says Cedric J. Rogers, co-founder and CEO of Culture Genesis.

The goal is to “bring innovative offerings to market, and partner to expand Black ownership in independent media," adds Jonah Peretti, CEO, BuzzFeed.

The joint offerings will include: 

• A media network of minority-owned brands and an addressable multicultural audience of 55 million US households
• Brand activations powered by leading creators and brands with over 600 million cross-platform followers
• Editorial sponsorships across BuzzFeed, HuffPost, First We Feast and Tasty
• Black History Month opportunities
• Video sponsorships
  
• HuffPost Black Voices, including The Black Love Project,” a multimedia endeavor focusing on love stories that debunk 

Also available is Black Voices in Food, an editorial series by HuffPost.

Cocoa Butter features personal stories and celebrations of Black culture tied to identity, style, beauty and food.