StyleHaul first made a name for itself with fashion, beauty, and lifestyle content, but at its 2016 NewFronts presentation, it unveiled a number of initiatives that will broaden its reach across several categories. The network’s new and upcoming ventures include a vertical aimed at moms, a branded content marketplace called StyleHaul Society, and several new original programs.
The new vertical is titled Millennial Moms, and it caters to the 900 StyleHaul partners who make mommy content; according to StyleHaul CEO Stephanie Horbaczewski, 50% of the network’s viewers are over the age of 25, suggesting an audience that is particularly interested in family content. “People come to our video for the hair, but they stay for our family,” said Mindy McKnight of Cute Girls Hairstyles, who is working with the Millennial Moms vertical.
StyleHaul Society caters to the brands who wish to make use of the incredible influence held by the popular creators in StyleHaul’s network. StyleHaul’s team works with advertisers by helping them select the right influencers to work with and giving them the ability to optimize Society campaigns after they’re live.
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“StyleHaul Society draws on our expertise in the branded content space to further extend a brand’s message by using our community of storytellers,” said Horbaczewski in a press release. “Society ensures the inclusion of the important brand position in the conversations we create can continue. Retaining their place as a key part of the content is more important than ever before.”
The new developments on the content side of StyleHaul’s business also speak to the increasing variety of its networks. A program called Free to Fall will combine two recent trends in online video — VR and adaptations of young-adult fiction — to create a show that will feature 360-degree segments with each 22-minute episode. Two more projects will dive into the world of music. Singer Pia Mia will take center stage in a series produced by partnership with Madonna’s Material Girl fashion line, while a pact with music rights company BMG will spotlight artists like Andra Day (pictured above).
Here, via StyleHaul are additional details about the network’s upcoming programs:
· Collide with BMG
StyleHaul and BMG have partnered to bring fashion, beauty and music together in one incredible experiential program: Collide. BMG’s rising stars have partnered with StyleHaul creators to create original content. The first of BMG’s talent to participate is Andra Day. She launched her career on YouTube, has been nominated for two Grammys and collaborated with Spike Lee on her music video for Forever Mine.
· Free to Fall + VR
Popular YA book Free To Fall, released in 2014, is set in a not-so-distant future, where every choice is dictated by an app designed to ensure optimal decision-making. StyleHaul has launched a VR-series based on the book that features the protagonist Rory as she enters her first year in college. Each 22 minute episode will have a 3-5 minute 360-segment where the viewer will be able to follow Rory from a first person perspective and truly tap into her emotional journey as she undergoes critical moments in the story.
· Material Girl and Pia Mia:
Madonna’s fashion line Material Girl has recently crowned singer Pia Mia to serve as 2016 Creative Director. In partnership with Iconix, StyleHaul will produce a docu-series documenting Pia’s role and giving viewers and intimate look into her world and her artistic inspirations. The first episode will launch on July 14th on StyleHaul and align with the launch of the Material Girl collection exclusively at Macy’s.
