Refinery29 only started getting serious about web video at the beginning of 2015, but since then, the women’s lifestyle brand has managed to carve out a space for itself in a crowded category. A key part of its growth has been partnerships with digital media stars like Jenn Im and Pixiwoo, who have contributed videos to the Refinery29 channel.
Now, through a new initiative, Refinery29 has created a system through which it can foster more partnerships with digital media influencers. It has launched Here and Now, a “talent collective” that will connect content creators to high-quality branded projects.
The description Refinery29 offers on the Here and Now website is filled with buzzwords, but in essence, the new initiative seems to be a studio that will work with YouTube, Instagram, Pinterest, Vine, and Snapchat stars to create branded content for release on both Refinery29’s network and the channels of participating creators. The first brand partner is Smashbox, which will work with Here and Now to promote its Camera Ready BB Water Broad Spectrum SPF 30 makeup.
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Refinery29 has already recruited a strong group of content creators–including Lauren Curtis, Casey Holmes, Danielle Bernstein, and Justina Blakeney–to work on Here and Now projects. “Through Here and Now, Refinery29 is expanding its relationships with a select group of content creators whose mission aligns with our core belief of telling meaningful stories with a sense of purpose and an empowered point of view,” said Justin Stefano, co-founder and CEO of Refinery29, in a press release. “Establishing Here and Now is a natural next step for us as we continue to find new ways to grow our network of contributing experts and delve further into mobile platforms.”
The release date for Here and Now’s first project has not yet been announced.