Condé Nast taps celebs to sell advertisers on new content
Condé Nast called in celeb friends Lena Dunham and Christina Aguilera on Tuesday to help convince advertisers to spend money with the company.
At a company event held in Ralph Walker’s swanky 14,500-square-foot penthouse in Tribeca, the publisher of Vogue and Vanity Fair offered up a preview of LGBTQ content — as well as videos on style and entertainment for advertisers to sponsor.
Dunham, whose digital Lenny Letter is owned by Condé, revealed her plans to work with Teen Vogue Editor-in-Chief Phillip Picardi to create a project promoting the work of LGBTQ writers using the company’s archives.
Dunham said “really important queer and gender non-conforming figures of now will engage” in the work in different ways through essays, videos and photo shoots.
Although Dunham was light on details, the work will coincide with the company’s short docu-series in development with “Transparent” creator Jill Soloway, which retells popular films with same-sex protagonists.
Think “When Sally Met Sally,” quipped Picardi.
The company also unveiled a new OTT [over-the-top] offering with channels dedicated to Wired, GQ and Bon Appétit, which will be available on AppleTV, Roku and Amazon Fire.
Dawn Ostroff, president of Condé Nast Entertainment, touted her division’s upcoming feature film, “The Old Man and the Gun,” starring Robert Redford, which will be distributed by Fox Searchlight later this year.
“Look how easy it is to buy our influence,” said Ostroff , who noted that the company is renewing 35 digital series and has plans to launch 60 pilots. Ostroff highlighted a Glamour series “You Sang My Song,” which showcases a famous singer watching an amateur cover their song.
In true Condé style, the company brought in Aguilera, who watched backstage as “American Idol” runner-up Vonzell Solomon sang “Beautiful.” As the song came to an end, a pregnant, pant-suit wearing Aguilera greeted a surprised Solomon.
“Wow, girl. That’s amazing! Oh my god,” said Aguilera, who didn’t perform but instead made a beeline out of the penthouse and onto the street — where a black car and a handful of fans awaited her arrival.
Source: Read Full Article