Billboard and The Hollywood Reporter have launched new branded content division, called Adapt Studios.
Through premium branded content and native advertising projects, Adapt Studios will leverage the Billboard and The Hollywood Reporter's industry esteem and following, offering brands access to their combined 23.1 million monthly unique visitors in the U.S. and more than 15 million followers on major social media platforms. Adapt Studios will also leverage the fashion clientele of The Hollywood Reporter's style and beauty outlet, Pret-a-Reporter.
"Entertainment and music are intrinsically linked to all of today's pop-culture moments," said Dan Strauss, general manager of Digital at Billboard and The Hollywood Reporter. "Adapt Studios will draw on that central role by creating authentic experiences that touch all advertising verticals, enhancing natural brand partnerships."
"Adapt Studios is very much rooted in, and the product of, an entertainment company," said John Amato, co-president of Billboard and The Hollywood Reporter, who played a lead role in the launch. "With the power of three industry-leading properties in Billboard, The Hollywood Reporter and Pret-a-Reporter, we see untapped potential for smart content that represents brands, and cultivates and engages our already diverse audiences."
Former Billboard.com editor M. Tye Comer will lead the branded content team as senior director. Comer, who will report to Strauss, was instrumental in building Billboard.com's consumer audience and will inform the branded content with an editorial perspective.
"The Hollywood Reporter and Billboard connect with readers to a large extent on account of the quality, precision and excellence of the content they produce every day," said Comer. "With this experience, we'll be able to offer brands a similarly powerful connection to entertainment and music audiences."
Adapt Studio's launch follows a number of high-profile branded projects for Billboard. Among those have been a partnership with American Express for their Unstaged: AIR artist-in-residence program and Ford's Fan Ride, which documented Grammy-winning singer David Bisbal offering two surprised fans a ride to the Billboard Latin Music Conference 25th Anniversary Concert.
Billboard and The Hollywood Reporter are both part of Guggenheim Media's Entertainment Group.