Posts tagged with "collaborations"

Headphones illustration by Alex Bogdan for use by 360 Magazine

JENA ROSE LIFESIZE CHESS MUSIC VIDEO – CHECKMATE

Cuban-American gen-Z artist Jena Rose hit a 5-week streak on MTV’s Friday Livestream with Kevan Kenney, joining a-list artists including Harry Styles and Zayn in the fan-voted Top 10 rankings. The larger-than-life music video, “Checkmate”, released via Gem Street Music and Sweety High, was inspired by “The Queen’s Gambit” and her lifelong fascination with chess. The pop track visually follows Jena as she takes the power back in a toxic relationship. Watch here.

Since releasing “Checkmate” in June, Rose has experienced tremendous momentum across social media and DSPs. By the numbers, “Checkmate” has generated 4.65M total views and streams, 450K monthly Spotify listeners and 70K new TikTok followers. Additionally, the “Checkmate” sound has been used in 8.3K videos.

The single kicks off an exciting new chapter for Jena Rose and prepares listeners for her forthcoming debut EP Baby, Maybe. The project is slated for release later this year and will feature collaborations with all-star co-writers/producers including Nick Furlong and John Feldmann (Blink 182, Panic! At The Disco).

Christened a “tour de force” by American Songwriter, Jena has toured with Aly & AJ, Echosmith and Why Don’t We, attended NYFW (dressed in Alice+Olivia, Anna Sui, Tom Ford, etc), and worked on brand partnerships with Tommy Hillfiger, FabFitFun and MAC.

About Jena Rose

Growing up with a father who immigrated from Cuba and a mom raised in Chicago, Jena was inspired by a wide array of musical influences from a very young age. Displaying a precocious talent early on, she started playing her own songs on tour with AJR, Echosmith and Why Don’t We when she was only 17-years-old. Trained as a multi-instrumentalist, singer and dancer, with over 1M social followers and 10M likes, she is an artist to watch in 2021. Gearing up for a slate of releases, fashion week, and her debut EP, Rose will be back on tour just as soon as the world allows.

About Gem Street Music

Gem Street Music, based in LA and Nashville, was created as a solution to a new music market that requires artists to drive continual growth across their digital platforms. Their core business, spanning from A&R and content production to growth and distribution, delivers the cultural scale essential to building real fan bases and driving positive ROI. Owning one of the largest Gen Z platforms and growth networks in the U.S. (Sweety High and Social Impact), they leverage their diverse audiences and employ innovative, collateralized strategies for both established stars and promising newcomers.

The 6th Clothing Co image via Badi Tolo for use by 360 Magazine

The 6th Clothing Co. QxA

The 6th Clothing Co. creates athleisure wear that inspires greatness and brings people together. On the 6th Clothing Co.’s website, the brand defines their mindset as such: “6th man” mentality: patience and sacrifice in the face of adversity, but always a belief in himself and what could be accomplished when it’s your time to shine.” The recent drop of the Summer of 6th Collection highlights this optimistic attitude. Pieces from the collection, such as the One Tribe Unisex Demin Jacket and the Summer ’21 Give More Tee are printed with positive messages to uplift and motivate customers to “Do More, Be More, and Give More Together.” To learn more about the 6th Clothing Co., visit their website. A portion of proceeds from all purchases will be donated to various non-profit organizations.

We spoke with founder/CEO Badi Tolo about the inspiration behind the 6th man mentality, nonprofits that the 6th Clothing Co. collaborates with, and exciting upcoming pop-up shop opportunities. 

How do you define the clothing style of streetwear?

Unisex athleisure wear for all ages.

What nonprofits does the 6th Clothing CO. work with?

Currently, I’m spotlighting two great nonprofits, A Little Help (support elderly citizens by connecting neighbors) and Colorado Skateboarding Society (trying to get funding and support to build a top-of-the-line skate facility in Colorado where everyone is welcome). I’ve worked with close to 15 various non-profits though over a span of just over 2 years (one of which included a pandemic, haha) and all my products that aren’t specific to those nonprofits automatically contribute 6% of proceeds to various select nonprofits with every order. Long story short–the spotlight periods are focused on one or two [charities] at a time, but I want to continue to support as many causes and organizations as I can over time, with the resources I have available. I believe [that] helping out those who help those beyond my reach is having an impact [that] I (and my customers) can’t measure, but it’s one the world needs.

On your website’s About section, you mention sacrifice in the face of adversity. Did you come up with the “6th Man” mentality? If not, where does this idea come from?

As far as I know, I came up with it haha. I think generally a 6th man on a bench has a mentality that drives him/her, but I guess I just decided to define it as the core of my brand because I played ball when I was younger and [it] just kind of fit the career and passions I’ve had professionally. When I played, I started but I never viewed myself as someone who was just given anything. So, I always tried to leave it out there and play with that chip on my shoulder, like a 6th man would.

It was something I defined a little later in life as my “6th Man Mentality”. I think I honed-in on that message most coming out of high school when I reflected on regretting not giving basketball another shot after I was cut from my sophomore team and diagnosed with lymphoma cancer shorty after. That was pretty traumatic for me as a 15–16-year-old kid. I just kind of moved on through the rest of my high school life without revisiting the game I loved so much before the cancer thing. Going into college, I knew that I had sort of quit on something that I loved doing because of the cancer, because of the fear, because of pride. I knew I had more to give than that, so I decided going into college I would do everything I loved and could and go hard with it. I got more into music, I played new sports. I played gym ball for hours a day multiple times a week for basically 5 years. I became pretty decent and just had fun playing again while going through college. I was just grateful for the opportunity again, and I would give it everything I could–whether it was gym ball, city league hoops, music, school, family, work. That’s what the 6th man/woman does. They sacrifice for the team, but they know what they [need to do to] bring and relish those opportunities. That approach has driven me throughout life and lead to many more opportunities, personally and professionally, that I’m grateful for.

What is your favorite piece of apparel you have ever produced?

The first tee I ever did. [The] logo was huge right across the front of the chest and it says, “One Tribe” (which is my slogan/tagline) in a script font. I got a small run of tees printed and was just excited. [It] felt like that vision to have a brand where I could spread that [6th Man] mentality was finally here and real. I gave one to my mom, [and] kept one for myself. Funny story–I actually had a friend who [went] to a Meet and Greet with Mike Shinoda, at a concert of his we went to back in 2018. My buddy did me a solid and gave him one of my shirts, which I was super hype on because I was a big fan back in the day. [The] Linkin Park/Jay-Z collab was on repeat back then! Anyways, [I] always hoped I’d see a photo of him randomly wearing it someday haha, but it was just cool that he accepted it and signed a card my buddy gave to me. I don’t even think I have it up on my store anymore, but I might have to bring it back!

How would you describe the look of the “Summer of 6th ’21 Collection”?

[The] Summer of 6th look is just rolling with the current trend of tie dye prints. I wanted a little pop of color, which I’m trying to do a little more of with my brand. So, [I] got pink, sky blue, and black mixed with white tie die all over [the] print products. [Staying] true to the brand, I have to keep that message going, so a couple [pieces] say “DO MORE, BE MORE, GIVE MORE.” I’ll be adding a couple pieces to match (bathing suit, women’s dress and some youth options) probably in late June. There’s a little something for everyone, so get it while it’s hot! Everybody’s rockin’ the tie dye right now. Might as well give back and make a difference automatically while you’re shopping for it.

Do you have a favorite piece from the “Summer of 6th ’21 Collection?

The Diamond Mentality Tee. [It] has my logo masked out in tie die with a diamond shape around it, and the word “mentality” across the front. Simple and to the point. That’s what it’s all about for me. That’s how I built this brand, how I’m building my life and career. It’s always about your mentality through the ups and downs. Sometimes you need a reminder, so why not say it with your chest? It’s there for you and for anyone who can draw a little fire and inspiration from it.

Can you tell us about any exciting, upcoming artists who are to be featured within The Drop Collection?

I do have a collab in the works that will speak to the Stop Asian Hate movement, so I will hopefully be dropping a tee for that in July. I have a sponsor [who is working] on that tee who is based in the Bay area. Th[ey] do a lot for youth in the Asian community there. A percentage of sales proceeds will go directly back to them to support their efforts in the community and spread the word.

Aside from that, I’ll continue to feature a friend, Curt Fulsty of C Fulsty Books as one of my current featured artists. He illustrates children’s books about difficult issues that sometimes adults tend to gloss over or avoid. I think that’s important in today’s world, so I was happy to collab with him.

I’d love to work with a music artist for sure as I’ve always just been a big music fan. My first Drop Collection collab was with an artist/radio personality out of LA, named Jackie Hollywood. We did some lyric merch from a music video when it dropped, so I want to do more of that. The 6th is a new brand on the scene, so really I’m just hustling to try and get the name out, make a few sales, and support these nonprofits. So, I’m open to opportunities or people of interest that like the vibe and want to make something happen.

What is to come from the 6th Clothing Co. in the rest of 2021?

Some new merch for sure. With my current nonprofit spotlight, I’ll be doing a little popup at an event later this month where there will be a bunch of skate brands and other partners there to support their mission of building a skate facility here in Colorado. So, that’s exciting to be a part of that. I’ve got a couple more nonprofit spotlights lined up, so [I] will be working behind the scenes on that. Aside from that, sky is the limit. I always say, “Wherever I’m at in life with my brand, with my mission–I’m just getting started.” It’s all about mentality so who knows what the future holds, but I’m excited about it.

The 6th Clothing CO. Hat image via Badi Tolo for use by 360 Magazine

Heather Skovlund Graham & Brown illustration for 360 Magazine

Wallpaper Release by Graham & Brown

FIND YOURSELF IN THE MIDST OF A JEWEL TONED MAZE WITH ALCAZAR

These geometric shapes resemble a winding puzzle, bringing a truly unique pattern to your walls. Use as part of a natural themed décor, or up the ante with this alluring and sophisticated wallpaper with striking gold accessories.

Graham & Brown, the UK-based wallpaper company, has been busy this year celebrating its 75th anniversary with collaborations including Sacha Walckhoff and the National Portrait Gallery, amongst others. Today, I’m reaching out to share the company’s latest spring wallpaper introductions, including playful, lush botanicals (and a surprise appearance starring tropical fish) plus soothing geometric shapes. See the latest drop below!

Aquarium

This quirky wallpaper is packed with character and life. Turn any space into an enticing aquatic setting with Aquarium. Striking tropical fish swim amongst rich green leaves on this large repeat print. Use for a quirky and fun pop of color. Currently available in Deep Sea.

Graham & Brown Wallpaper

Glasshouse Flora

Glasshouse Flora relishes in the trend of jewel-tone hues and does it perfectly. Rich colored florals sit on gorgeous rich hues, creating an opulent feel within any room. This impactful design will turn your décor in any space into a sophisticated floral haven. Available in Glasshouse Flora, Glasshouse Flora Amethyst, Glasshouse Flora Emerald, and Glasshouse Flora Sky.

Above: Glasshouse Flora Amethyst 

Below: Glasshouse Flora Emerald

Alcazar

Find yourself in the midst of a of a jewel-toned maze with Alcazar. These geometric shapes resemble a winding puzzle, bringing a truly unique pattern to walls. Use as part of a natural themed décor, or up the ante with this alluring and sophisticated wallpaper with striking gold accessories. Available in Noche and Forest. 

Above: Shown in Forest

Below: Shown in Noche

Manuel Turizo illustration by Heather Skovlund for 360 Magazine

Manuel Turizo × Dopamina

MANUEL TURIZO PRESENTS “DOPAMINA” 

FEATURING LEGENDARY COLLABORATIONS, INFECTIOUS TRACKS, 

AND ALL THE GOOD VIBES

Latin superstar Manuel Turizo is celebrating the launch of his sophomore studio album Dopamina. STREAM DOPAMINA HERE.

Under the wing of La Industria INC record label, Manuel Turizo released this extraordinary project created for his fans, to make them express and feel all of their emotions and increase their dopamine (Dopamina) levels. 

“Your brain releases dopamine when you’re feeling pleasure, when you’re doing things you like, when you’re with the person you love, when you’re eating something you enjoy, or watching something entertaining. So, this album is that, a dopamine release because it’s going to make you feel that good!” Manuel Turizo said.

“This is not an album to enjoy one or two songs, we took the time to work with detail and passion on each song to make them stand out and have the potential of becoming singles. Dopamina is an album to listen to from the beginning to end,” he added. 

Dopamina shows Manuel Turizo’s clear artistic maturity and musical evolution. While his first album ADN served as his introduction to the music industry, Dopamina will demonstrate his versatility in singing rhythms such as reggae, ballads, and, of course, everything that falls under the urban genre umbrella. Manuel himself, together with his brother Julián Turizo worked first-hand in the writing and production of the majority of the tracks, making this a very personal project.

The album includes the already-hits Quiéreme Mientras Se Pueda (51 million YouTube views), La Nota featuring Rauw Alejandro and Myke Towers (122 million views), Mala Costumbre featuring legendary duo Wisin y Yandel (37 million views), and the newly-released as of yesterday, Amor En Coma featuring Maluma. Other notable collaborations include El Alfa and will.i.am, Farruko, Dalex, Justin Quiles, and Jay Wheeler and Miky Woodz, making up 13 unique tracks that are going to take you to another level.

In his 4 years of musical career, Manuel Turizo has managed to win the hearts of millions of fans from his native Colombia to Latin America and the United States. With more than 11 million followers on Instagram, and over 20 million monthly listeners on Spotify, he continues to cement his place in Latin music lovers’s hearts. 

Announcing Manuel Turizo USA Tour 2021

Additionally, the singer shares his excitement by announcing a new concert tour.  This time, it will take place in the United States with more than 20 confirmed dates. It will be passing through cities such as Chicago, El Paso, Atlanta, Orlando, Tampa, and Houston.

Follow Manuel Turizo on:

Instagram

Twitter

Facebook

YouTube

Photo Credit: Album Cover La Industria Inc.

NETSKY Releases “I Don’t Even Know You Anymore”

Today, award-winning globally renowned electronic music producer NETSKY releases the brand-new single “I Don’t Even Know You Anymore” ft. Bazzi & Lil Wayne via Republic Records and Casablanca Records.

Listen HERE.

About the release, NETSKY said, “As soon as I heard Bazzi’s topline I knew it was special. We ended up doing a few different versions of the song before we found the production that felt perfect. It turns out it had always been a dream of both of ours to work with Lil Wayne and we couldn’t think of anyone we’d rather have to jump on the track and complete the song. I’m excited for the world to hear what we’ve done together.”

“I Don’t Even Know You Anymore” is the third installment from forthcoming Palmtrees & Powerlines, the two-part project that explores both NETSKY’s magnetic brand of pop music (on Palmtrees) and his genre-bending innovation as a creator of club tracks (on Powerlines).  Each song from Palmtrees & Powerlines will find a place within one of these two worlds NETSKY has built.  “I Don’t Even Know You Anymore” continues to build upon Palmtrees, alongside the previously released “Téquila Limonada” feat. A.CHAL.  While last fall NETSKY released “Ice Cold” with David Guetta, which finds its home in Powerlines.

NETSKY closed out an exciting 2018 by releasing Abbot Kinney EP, which featured five new songs with collaborations from Stargate and 1991, as well as features from KyleToulouse, and Jozzy.

Stay tuned for more to come from Palmtrees & Powerlines.

Illenium’s New Single

ILLENIUM’S NEW SINGLE, TAKE YOU DOWN, IS OUT NOW

Single Marks His First Release On Astralwerks

Summer Festival Performances Include Lollapalooza On Saturday, August 4, Plus Outside Lands, Bumbershoot, Electric Zoo And More

August 29 Headline Show At Colorado’s Red Rocks Amphitheatre Is Sold Out

Illenium’s Combined Streams Surpass 1 Billion

Download / Stream Take You Down
View visualizer HERE

Denver-based artist Nick Miller, known professionally as Illenium, has signed to Astralwerks and makes his debut on the renowned dance label with the highly personal single Take You Down. After hearing from many fans about how his music has gotten them through dark periods, he felt compelled to share how music saved his life, too, following a heroin overdose six years ago.

In a letter to fans, posted HERE, Illenium explains, “Take You Down is about my struggles with addiction and what it can do to families and loved ones. It’s more specifically about my mom, and how no matter what, she never gave up on me. To anyone struggling like I did, not just with addiction but anything in life, I hope you guys can find peace in your struggles and know that anything can be overcome. I’ve been clean since that overdose and I owe that to finding my passion and being surrounded by the most loving people I could ever ask for.

Download / stream Take You Down HERE and view the visualizer HERE.

Fresh off a sold-out tour of Australia and New Zealand, Illenium will perform at Lollapalooza tomorrow, August 4. In addition to a full slate of festival performances, including Outside Lands, Bumbershoot, Electric Zoo, Lost Lands, Austin City Limits and EDC Orlando, he will play a sold-out headline show at Red Rocks Amphitheatre in Morrison, CO on August 29. See below for itinerary. Tickets are available at http://illenium.com/tour/.

Reviewing Illenium’s Coachella 2018 performance, Your EDM.com noted, “In the hour long set, Illenium played his heart out to tens of thousands of fans, some of whom were probably only at the festival to see him. Bringing out some deeper cuts as well as all of his newest music from Awake and Ashes, Illenium proceeded to take fans on an absolutely wild ride.

Illenium creates immersive emotional experiences, displaying an adeptness for crafting aural arrangements that vary in style, beauty, complexity and depth. With two full-length albums to his credit and sundry singles and remixes, he has surpassed the one billion stream mark across his discography.

His debut album, Ashes, was released to critical acclaim in early 2016. Awake followed in 2017 and hit #1 on in the iTunes Electronic Dance Charts in 12 countries. Named one of the 10 Best Dance/Electronic Albums of 2017 by Billboard, it included such singles as Feel Good (with Gryffin featuring Daya) and Crawl Outta Love. Praising the album as a gorgeous collection of future bass, piercing vocals, and barefaced lyrics, Dancing Astronaut said, While it might seem premature to call an album a masterpiece, no other title would fit Awake so well. Billboard observed, “The phoenix is Illenium ‘s mascot, and Awake is the emergent moment of that story.

Illenium’s Awake Live headline tour captivated audiences across the country, and sold out such renowned venues as The Shrine, Terminal 5, Bill Graham Civic Auditorium, Aragon Ballroom and Red Rocks. His remix of Flume’s Say It earned him an Electronic Music Award for Best Remix in 2017. Illenium’s recent collaborations include Don’t Give Up On Me with Kill The Noise ft. Mako and Gold (Stupid Love) with Excision ft. Shallows.

Follow Illenium:
Illenium 2018 Tour Dates

8/3 | Las Vegas, NV | Hakkasan Nightclub

8/4 | Chicago, IL | Lollapalooza

8/5 | Chicago, IL | Concord Music Hall (Lollapalooza Aftershow)

8/11 | San Francisco, CA | Outside Lands

8/12 | Baltimore, MD | Moonrise Festival

8/19 | Pointe-calumet, QC | Beach Club

8/29 | Morrison, CO | Red Rocks Amphitheatre | SOLD OUT

8/30 | Bellvue, CO | Mishawaka Amphitheatre | Throwback Set | SOLD OUT

9/1 | Seattle, WA | Bumbershoot

9/2 | New York, NY | Electric Zoo

9/6-9 | La Cygne, KS | Dancefestopia

9/14-16 | Thornville, OH | Lost Lands

9/14-15 | San Bernardino, CA | Nocturnal Wonderland

9/29-30 | Chandler, AZ | Goldrush Festival

10/5-6 | Nashville, TN | Breakaway Music Festival

10/5-7 | Austin, TX | Austin City Limits Music Festival

10/12-14 | Austin, TX | Austin City Limits Music Festival

11/9 | Orlando, FL | EDC Orlando

About Astralwerks:
Established in New York City and now finding its new home in the historic Capitol Records Tower in Los Angeles, Astralwerks was the brainchild of staffers at Caroline Records who saw an opportunity for a label focused on the emerging electronic and ambient scene. Having reached a milestone of 25 years, Astralwerks has quickly become a modern, artist-first label with a true focus on nurturing talent across the electronic genre and beyond. Acting with a scalable, independent and global thinking mentality with the capability to tap into the resources of a major label, has allowed Astralwerks to retain and sign up-and-coming artists such as I Illenium, Jonas Blue, Alison Wonderland, EDEN, Sigma and Axwell /\ Ingrosso. As a testament to this pioneering approach, Astralwerks has amassed 30 GRAMMY nominations, taken home six GRAMMY Awards and had historic releases from the likes of The Chemical Brothers, Swedish House Mafia, Halsey, Porter Robinson, Phoenix, Eric Prydz, Fatboy Slim and many more.

ComplexCon Returns

WHAT HAPPENS NEXT…HAPPENS HERE

COMPLEXCON RETURNS FOR ITS 3RD ANNUAL FESTIVAL & EXHIBITION

NOVEMBER 3-4, IN LONG BEACH, CA

Pre-Sale Tickets Are Available Friday, July 20 For Groundbreaking Festival that Mixes Music, Art, Fashion, Innovation and Food into Powerful Enriching Experiences

ComplexCon, the world’s largest gathering of visionary pop culture enthusiasts, returns for its third annual event on November 3-4, 2018, in Long Beach, California for a weekend of exclusive sneaker drops, musical performances, bleeding edge streetwear, and fashion, and the return of ComplexCon(versations) bringing together icons, influencers and celebrity speakers.Pharrell Williams and Takashi Murakami return as host committee chairs again this year. Additional host committee members, panel discussions, performance line-ups, programming and activations will be announced in the coming weeks. A limited supply of pre-sale tickets for the festival are on sale Friday, July 20 at 3 pm Eastern/12pm Pacific at ComplexCon.com.

The two-day festival is the epicenter for tens of thousands of the most active, influential and engaged individuals in the world. ComplexCon mixes concert performances, retail pop-up shops, in-depth panels and conversations, art, food, brand activations, interactive technology and much more into a one-of-a-kind experience that brings together creators and audiences to celebrate culture, spark creativity, and forge new collaborations.

This year, ComplexCon is focusing on the enlightenment and empowerment of the individual, reflecting the issues and conversations that permeate and influence culture today from entertainment to art to politics. ComplexCon unveiled a new logo, which incorporates Murakami’s modern interpretation of the ensō, an ancient zen symbol that represents the cycle of all creativity and life, from chaos to growth to enlightenment.

“There is a cycle to everything – art, culture, design, life – it’s always moving from present to future. ComplexCon has this cycle, where so many ideas are swirling, the atmosphere is charged with potential and from that energy, amazing ideas, new interpretations, and collaborations are formed and the cycle continues,” said Takashi Murakami. “There is chaos in the world right now but also an incredible movement of young people rising up to create something better and from that energy new ideas and movements are forming ripples through everything in culture. It was important to embrace this at ComplexCon this year.”

Fans told us and we listened! This year, ComplexCon is catering to fans with bigger, bolder, better experiences and activations. This third annual festival and exhibition will feature even more panels and speakers as part of the popular ComplexCon(versations) track in which today’s most significant cultural figures tackle the most important topics of our times. Also new for this year, the Pigeons & Planes Stage is moving into the larger arena space so fans can be fully immersed in the musical experience. The ComplexCon footprint is also expanding this year as we take over the Rainbow Lagoon next to the Long Beach Convention Center for an elevated food court hosted by First We Feast.

A limited number of pre-sale tickets for ComplexCon are available on Friday, July 20th at 12pm PST, or while supplies last, for our most passionate attendees to secure their spot early. The tickets give attendees access to brands and organizations on the show floor, panels and discussions, daytime performances, merchandise and shops, food trucks, and more. A very limited number of VIP packages are available again this year, giving fans early access to ComplexCon to shop first, a special concert viewing area, VIP lines for entry into the festival, select booths, food trucks and exhibits and more.

Pre-Sale Packages include*:

Saturday 1-Day Ticket $55
Sunday 1-Day Ticket $55
2-Day Tickets $90
VIP Package $300

(*ticket prices do not include fees.)

Launched in 2016 by Complex Networks and ReedPOP, the two-day event has become a must-attend for fans, brands and cultural icons. Last year over 50,000 fans, 200 leading cultural figures converged for the two-day festival including performances from N*E*R*D*, Gucci Mane, M.I.A., Young Thug, DJ Khaled, SuperDuperKyle, A$AP Ferg, Jaden Smith, Virgil Abloh, iamOTHER: #BeGreat Party ft. Kap G X Bia X WatchtheDuck, Ski Mask The Slump God; exclusive retails experience fromPuma, Colette, Billionaire Boys Club, Human Made, Union Los Angeles, Modernica, Off-White, Nike, Undefeated, Concepts, RSVP Gallery, New Balance, Pintrill, Adidas andClot; and cultural icons Andre 3000, Cam’ron, Chelsea Handler, Lavar Ball, Don C, Hiroshi Fujiwara, Jerry Lorenzo, Rick Ross, Roy Choi, Wale and more leaders.

Facebook’s Upcoming Influencer Tool

The world’s largest social network just sent a clear signal that the future of advertising on its platform is in influencer marketing.

Facebook’s launch Monday of its Branded Collabs Manager search engine—which will help connect marketers to social media influencers—demonstrates just how vital this form of marketing has become to the social media giant. Soon brands will be able to search the platform for the audience they want to reach, and have the tool point them in the direction of creators that fit the bill.

The Branded Collabs Manager platform can transparently break down a creator’s audience demographics and industry-specific parameters, ranging from geographical areas to interests to home ownership status.

The plans confirm that the industry is continuing its march towards increasingly targeted and individualized advertising—with ad revenues migrating from mass media to digitally programmatic to influencer marketing. It also signals an increased value placed on ads that are not only highly targeted, but also embedded in content that audiences actually want to engage with.

While the tool is only launching on Facebook at the moment, it’s a first step towards incorporating such tools and metrics from other platforms, most notably Facebook-owned Instagram, which is the social media network of choice for most creators.

The move also signals Facebook’s acknowledgement of the importance of influencer marketing on the future sustainability of the platform itself. After all, if creators believe they can earn more money on other platforms, they would gradually migrate elsewhere, taking their audiences with them.

The Branded Collabs Manager search engine, coupled with Facebook’s recently launched Creator App, demonstrates a clear commitment to the huge potential of creators and the future of influencer marketing. Not only will influencer marketing help the company keep content creators on its platform, but also improve the experience for users by serving them with more engaging ads.

This is an exciting opportunity this presents to the community of creators and marketing partners. Facebook’s new tool will significantly improve the discovery process, making it easier for brands to find creators that meet their needs and fit their brand messaging. At the same time, their push towards more influencer marketing on the platform will only increase the value of the relationships brands have with individual creators, and the collaborations that result.

Unlike traditional ad targeting, finding the right audience and the right avenue to engage them is only one part of the equation. The next vital step is building a relationship that can result in strong, mutually beneficial content partnerships between creators and marketing partners.

Less than five years ago, content marketing was considered by many to be a niche industry. With the world’s largest social media platform jumping in on it, it’s hard to deny that influencer marketing has gone mainstream.