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Dear Pulse Readers,
“Creator” has become the marketing buzzword du jour, being used alongside, or sometimes replacing “influencer.” Why? Creators who create something more than content can be a more meaningful ‘way in’ for a brand to reach consumers beyond influencer-fueled FOMO.
But, what does this mean for your marketing plan?
The emergence of Creators allows brands to get more niche and tap talent who bring additional perspectives and targeted assets to the table. These specialists are filmmakers, designers, artists, athletes, advocates, musicians, and more – who also just happen to have large and dedicated followings.
Call it a rebranding, call it an update, but more importantly make sure your brand is calling on Creators.
In this issue, our Engagement Team opens the door to a bevy of insights garnered from their years of staying ahead of trends and close to truths in the global, cultural and digital spheres.
Click, like, subscribe…and follow us on @instagram ;)
Stay inspired.
Bruce, Brian, Ed + The BMF Team
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Pulse Check: Creator Marketing
Our Engagement Team spoke with long-time BMF x Amazon collaborators Aaron, of the Luxury Stores at Amazon Ambassador Program and Drew, a Creator for Amazon's Internet Famous! platform, to share their thoughts on today’s Creator economy. Click through to hear what they have to say about the future of creator collaborations and the importance of authentic brand relationships. ➔
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The New + The Noteworthy
Everything Worth Doing/Seeing/Getting/Booking
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BMF collaborated with Australian actress and Ambassador for Luxury Stores at Amazon, Phoebe Tonkin (who's starring in the highly anticipated film Babylon alongside Brad Pitt and Margot Robbie) for the program's most recent content drop. Donning a Missoni tank and Aquazzura platform heels as she frolicked in the Hinterlands - escape the ordinary and check out her dreamy content here! ➔
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You either heard about Bretman Rock because of his MTV Following show or, even more likely, you found his incredible work on your social channels. In an effort to attract the Gen Z, socially-minded audience, Rock was tapped by Balmain to host the brand’s pre-event TikTok Live, showing fans what happens behind the scenes of Balmain Fest. Look at his instagram post here. ➔
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BMF’s Engagement Team worked with Amazon Merch on Demand to launch Mom-fluencer, recent Elle Magazine covergirl, and TikTok superstar Abbie Herbert’s first ever collection. As the merch launched, Abbie’s social platforms were abuzz with some BIG upcoming news – her second pregnancy (!!) – which was covered exclusively by PEOPLE. By leaning into Abbie’s authentic voice and humor, the collection became even more relevant and desirable after the announcement – creating buzz beyond the product launch and a way to connect with the story through tangible goods. Check out the collection here! ➔
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Funko, the pop culture collectibles company, understands the unrivaled advantage of collaborating with Creators. One of their latest drops pays tribute to the third most followed TikTok personality, Bella Poarch. For this drop, the social media influencer is dressed in the outfit from her new music video - a great example of how partnerships between brands and Creators can be a win-win. Get yours here. ➔
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Sephora knows how influential beauty Creators' opinions are on what consumers purchase. That’s why SEPHORiA’s Virtual House of Beauty has been so successful. This year’s edition featured classes from Mona Kattan and Patrick Starr. And it was even bigger and better than last year as the event was finally open to fans in Canada, France, Spain, and Italy. Check out more here. ➔
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The secret’s out…the next Met Gala theme honors designer Karl Lagerfeld. While most of the legendary outfits will be gracing the world’s biggest celebs, you’re likely to see more Creators in attendance than ever before. Last year everyone from Emma Chamberlain to Chiara Ferragni made an appearance so we expect some of Chanel and Fendi’s biggest influencer collaborators, like Brittany Xavier and Xenia Tchoumi to step into the spotlight. And you can bet the follow up content will be all the internet can talk about. ➔
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This week, Tiffany released a short “music video style” film along with a series of static images with Beyonce, sparking buzz and discussion – even though the drop was tied to nothing on the cultural calendar. While Beyonce is more super human goddess than Creator, Tiffany is potentially leading a new trend in marketing where brands authentically align with talent and throw the marketing calendar out the window. Do you need to align with Mother’s Day or do you need to trust your talent? Consider Tiffany and maybe rewrite the rule book based on your Creators. Check out more Tiffany x Beyonce magic here. ➔
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Inspired by last year’s successful TikTok Latinx Creatives incubator program, done in partnership with MACRO, UnbeliEVAble Entertainment and BMF, TikTok is showing up once again for this diverse Creator community. Check out this year’s program, including a list of Latinx Trailblazers doing big things as well as the Visionary Voices Salon Dinner series before Latinx Heritage Month ends on October 15. Read more here and follow along at #CasaTikTok. ➔
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The Frequency
What We're Listening To Now.
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We’re obsessing over BMF Music PR client Alexander Stewart who is the very definition of a Creator. From YouTube impresario to pop heartthrob, he is 100% THE artist to watch out for in 2023. Having broken into the top 20 Billboard charts in Canada, and garnering 20MM++ streams with first single "Backwards,” his two subsequent singles "Echo" & "When You Love Someone" have already amassed 23MM combined streams – an impressive feat for an indie artist. His most recent single "Back To You" hit a few weeks ago and has already become a fan fave. Listen to it here. ➔
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The Destination
Now Departing...
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Creator-Curated Destinations
Travel and being in the know are seemingly part of Creators’ job descriptions. We tapped Creators to share their favorite destinations and addresses around the world. Read BMF’s first-ever Creator-curated Travel Guide. ➔
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The Sublime
Creators, Innovators, And Cool $#!+ You Should Know About.
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BMF partnered with Meta to connect Creators to the content that moves them in ‘The Living Room,’ an event in NYC last week. Centered around the way Meta supports tastemakers in sharing their authentic and meaningful perspectives, the experience was inspiring from start to finish. Check out the night, as experienced by Creator Sydney Bell, here. ➔
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Nowadays, Fashion Week’s catwalks are not only for models, as social media Creators are entering the fashion sphere. Already a fashion world favorite with his first collaboration with Hugo Boss, Khaby’s strong TikTok influence has propelled him to the catwalk, closing for the designer’s show at the Milan Fashion Week. Take a look at the collection here. ➔
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Matilda Djerf is the queen of “Scandi cool”. Her fashion videos have inspired people around the world to dress up in blue button down shirts and oversized blazers. After various fashion collabs, Djerf wanted to assume more creative control and launched her own brand: Djerf Avenue. Her brand is authentic, effortless and good quality, connects her even more to her fans, and was just profiled by the NY Times. Now, you can dress like her here. ➔
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If you’ve been scrolling on TikTok recently, you probably recognize this kitchen. Emma Chamberlain’s Architectural Digest interview blew up as fans were obsessing over her Pinterest-perfect home. Known for her taste as a Creator (partnering with Louis Vuitton and Vogue in the past) AD made a brilliant move connecting her to their brand, bringing Gen Z to their new favorite media source for home design. ➔
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If you haven’t heard of Parris Goebel you’re late to the game! This superstar choreographer and Creator extraordinaire is one to watch. Having recently won A Primetime Emmy for the Savage X Fenty: Vol. 3 by Rihanna show, and with the news of Rihanna headlining The Super Bowl (Halftime Show), Parris will likely be the name on everyone’s lips. For an extra treat, check out BMF’s work with Savage x Fenty here. And keep your eyes peeled for a future BMF x Parris Goebel moment currently in the works! ➔
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Eternal tastemaker and trendsetter Bella Hadid STILL has us gasping. Sure, the Coperni show at Paris Fashion Week happened last Friday, but that moment will be remembered forever. To add our BMF spin to the story, what we find most interesting is HOW this iconic moment went viral…it was Creators. Everyone at the show shared their targeted – and dedicated – social followings, making this news before it was news. If you’ve been living under a rock, peep the video here. ➔
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The Week In Review
ICYMI...
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Travel
- First Friday Marks Two Decades Of Bringing Art To The Streets ➔
- DJ Alesso Loves to Travel—But He's Most Creative at Home in Stockholm ➔
- Inside Trondheim, One of Europe’s Northernmost Creative Hubs ➔
- These Maldives Resorts Are Leading The Charge On Sustainability ➔
- Four Seasons Launches Complete Creative Re-Branding ➔
- Hilton Unveils Biggest Marketing Push In Six Years As Travel Surge Continues ➔
Fashion & Beauty
- A New Generation of Creative Thinkers Is Changing Paris Fashion Week ➔
- The Hidden Meanings Behind Fashion's Most Dramatic Colour ➔
- A Spray-On Dress And A Solid Gold Bag: Coperni Goes After Gen Z With Novelty And Fun ➔
- ‘In All Manner Of Things, We Were Creative’: The Byrds Reflect On Music And Fashion ➔
- Four Ways to Get Creative With Curls and Coils This Fall ➔
- What’s ‘Laminated Skin’? A New Trend In Next-Level Glow ➔
Entertainment
- 'House Of The Dragon' Defends ‘Creative Decision' To Make Show Dark As Viewers Struggle To See ➔
- Oscar-Nominated Screenwriters Andrea Berloff, John Gatins Form Creative Partnership With Netflix ➔
- 42 Creative Thanksgiving Cocktails To Kick Turkey Day Off Right ➔
- With 'Little Nicky,' Adam Sandler Made One of His Most Creative Movies ➔
- Follow Taylor Swift’s Creative Process To Improve Business Storytelling Skills ➔
Technology
- The Art Of Innovation: How Technology & AI Can Energize Creative Communities ➔
- Lyft and Mobilitas Insurance Companies Further Expand Commercial Insurance Partnership ➔
- 4 Strategies For Retaining Quality Talent In The High-Tech World ➔
- A Bionic Pancreas Could Solve One Of The Biggest Challenges of Diabetes ➔
- AI Can Now Create Any Image In Seconds, Bringing Wonder and Danger ➔
Media
- Instagram Is Loving This Creative Spin On Ina Garten's 'Favorite' Tart ➔
- 15 Creative Ways Businesses Can Use Instagram Live ➔
- Snap Powers AR Experiences for Vogue World Event at New York Fashion Week ➔
- TikTok’s Secret To Explosive Growth? ‘Billions And Billions Of Dollars’ Says Snap CEO Evan Spiegel ➔
- Instagram Brings Together Creators And Creative Agencies to Empower Women-Owned Businesses With Reels ➔
Events
- What We Expect From The Microsoft Surface Fall 2022 Event ➔
- Biden Heads To New York For IBM Jobs Event And Fundraisers ➔
- Introducing Vogue World: New York, A Fashion Show And Street Fair Coming To NYFW ➔
- Everything Amazon Announced At Their Big 2022 Hardware Event ➔
- Netflix's Tudum Global Fan Event: How To Watch Live Today And What To Expect ➔
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