Billboard and The Hollywood Reporter have launched Adapt Studios, a branded content unit looking to create native advertising for brands aiming to connect with consumers in the entertainment and music spaces. The new unit will also leverage the fashion audience of Pret-a-Reporter, The Hollywood Reporter's style and beauty outlet.
Adapt Studio's launch follows a number of brand partnerships and projects, including Billboard's work with American Express on AmEx Unstaged: AIR, an artist-in-residence initiative featuring video content with Mary Lambert, Betty Who and Rixton which culminated in an exclusive concert. Billboard also helped create Fan Ride with Ford, which featured Grammy-winning singer David Bisbal giving two fans a personal ride to the Billboard Latin Music Conference 25th Anniversary Concert.
Billboard's proprietary chart data, including its Billboard+Twitter Realtime Charts, will be featured in select branded content and native campaigns
"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,” says John Amato, co-president of Billboard and THR.
Publishers are pushing deeper and deeper into native advertising – in the UK, the Guardian has launched a new unit, Guardian Labs, to produce branded content for clients like Unilever