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How Stylehaul Is Entering Its Next Phase

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How Stylehaul Is Entering Its Next Phase week 21 / 21 May 2015 Style NEWS How StyleHaul is entering its next phase France Germany Germany M6 Publicité launches A second season of Thomas Gottschalk ‘UP – Programmatic Sing meinen Song – celebrates his birthday by M6’ Das Tauschkonzert on air on Vox week 21 / 21 May 2015 Style NEWS How StyleHaul is entering its next phase France Germany Germany M6 Publicité launches A second season of Thomas Gottschalk ‘UP – Programmatic Sing meinen Song – celebrates his birthday by M6’ Das Tauschkonzert on air on Vox Cover Montage Publisher RTL Group 45, Bd Pierre Frieden L-1543 Luxembourg Editor, Design, Production RTL Group Corporate Communications & Marketing k before y hin ou T p r in t backstage.rtlgroup.com backstage.rtlgroup.fr backstage.rtlgroup.de QUICK VIEW Riveting online beauty StyleHaul p.4–9 M6 Publicité goes programmatic! M6 Publicité p.10 Congratulations, Thomas Gottschalk RTL Television Lemon to strike back FremantleMedia UK p.11 p.12 Expanding its A guided tour through geographical footprint the corridors of power IP Network RTL-TVI p.13 p.14 Big Picture p.15 SHORT NEWS p.16–17 RIVETING ONLINE Backstage interviewed StyleHaul’s senior management to lift the lid on its upcoming projects. BEAUTY North America – 21 May 2015 StyleHaul 4 Online video is at the heart of RTL Group’s digital strategy. To this end, in December 2014 RTL Group increased its shareholding in the leading beauty, fashion and women’s lifestyle multi-channel network (MCN) StyleHaul to 94 per cent. StyleHaul’s network comprises 6,000 online creators who share their beauty, fashion and expertise tips with millions of Youtube subscribers every day. The company has recently announced a series of new projects which will revolutionise the business by introducing new technology, original content and international expansion. At the same time, StyleHaul made several new executive appointments which will spearhead StyleHaul’s global expansion and rebranding efforts: Philip Kitcher as Vice President of Asia Pacific and Tracy Crane as Chief Marketing Officer. To unite its talents, the leading MCN recently announced the launch of StyleHaul Society, an Olivier Delfosse, Chief Operating Officer at StyleHaul exclusive new technology product that aims to connect brands and creators globally across Olivier Delfosse, Chief Operating Officer at multiple social platforms at scale. StyleHaul Society StyleHaul, explains: “StyleHaul Society is a is currently being tested with selected clients and proprietary technology product created by StyleHaul talents, and is scheduled to fully launch in summer to connect brands to a larger section of our network of 2015. 6,000 creators. StyleHaul Society will be the internal technology tool that StyleHaul uses to manage all aspects of our business, from recruiting channels, to building and monitoring sales campaigns to scaling content across multiple platforms. This product was specifically designed to capitalise on the strength of engagement in the StyleHaul community and translate it into larger sales opportunities to produce more content at scale – both video and social. Online video at the heart of RTL Group’s digital strategy Next > Q1/2015: RTL Group’s catch-up TV services, Making RTL Group websites and MCNs attracted a total of the #2 player on Youtube +160% 18.7 billion Year-on-year 1 online video views (Q1/2014: 7.2 billion) 2 Following the most recent acquisitions of Divimove and YoBoHo, RTL Group now generates 3 6.4 billion 4 online video views per month 5 Online video is at the heart of RTL Group’s digital strategy 1 5 In addition, there will be an outward facing dashboard for creators where they can receive relevant information about their business and STYLEHAUL IS... content performance.” ...the largest fashion and beauty multi-channel network on Youtube and is the leading online global community of women who are passionate about style. The company has offices in Los Angeles, Chicago, San Francisco, New York, Singapore and London, and is home to some of the world’s most popular and influential digital fashion stars such as Zoella, iJustine, Dulce Candy, Pixiwoo, and Its My Raye Raye. StyleHaul dominates this category, with the majority of Youtube’s top style creators being part of the StyleHaul network. Mia Goldwyn, Chief Content Officer at StyleHaul On the series side, StyleHaul recently revealed its first scripted series called Vanity. Mia Goldwyn, Chief Content Officer at StyleHaul, describes how Stephanie Horbaczewski, the idea came along: “We have been fans of Bernie Co-Founder and CEO of StyleHaul Su, Emmy-Award winning creator of Vanity, for a long time at StyleHaul. We believe that he has a unique Stephanie Horbaczewski is the Co-Founder and and engaging approach to storytelling that resonates CEO of StyleHaul, which first opened its doors in with millennial audiences across multiple platforms. 2011. Under her leadership StyleHaul has grown He created Vanity exclusively for StyleHaul and to more than 70 employees, over 6,000 content our partner, Maybelline, has been involved in the creators in 62 countries and 1.2 billion video views creative process since the show’s genesis. We all per month. collaborated on the concept, which has created a one-of-a-kind experience that fans can only find on StyleHaul that brings together traditional elements with digital within the style categories.” StyleHaul has also disclosed that it is working with Sean Avery and James Cox on a new series inspired Speaking about the production details, Mia Goldwyn by a true story. “The series follows eight kids from the says: “Vanity is envisioned as 12 11-minute episodes underground scenes of New York City as they use that fit the consumption patterns of Youtube viewers, Instagram to successfully launch a clothing line. The while also allowing StyleHaul to create six half-hour story speaks to the importance of social media in episodes for ancillary distribution. Vanity is currently driving influence and creativity,” says Goldwyn. “We in production, which consists of 12 shooting days have a script and are currently evaluating bringing on of a script that is 156 pages in total; production is the appropriate producing and distribution partners.” scheduled to wrap in May 2015.” The storyline follows Lily (Alex Frnka) as she infiltrates the world of high fashion in an attempt to discover how her mother (Denise Richards) died. “The show has a ‘Gossip Girl’ and ‘Devil Wears Prada’ feel to it. There is a plot twist at the end that sets up the show for future seasons, similar to how TV series often end on what we call cliffhangers,” says Mia Goldwyn. Next > 6 Earlier in 2015, the leading beauty MCN also by Sacha Jenkins and stars A-list celebrities such partnered with Samuel Goldwyn Films to acquire as Kanye West, Pharrell Williams, and Sean the North American rights to the documentary ‘Diddy’ Combs. We felt that this story aligns with Fresh Dressed, a mass appeal production in our audience who are at the forefront of what is partnership with CNN Films. The feature-length considered ‘fresh’ in fashion today. This is a unique documentary, which premiered at the Sundance distribution opportunity. In partnership with Goldwyn Film Festival, highlights the uniqueness of New Films, Fresh Dressed has both a theatrical release York’s hip-hop culture and offers a glimpse inside (i.e. in cinemas) and a digital release (transactional the complex relationship between fashion and window) on the video platform Vimeo in June 2015. hip-hop that brought baggy pants and We are also providing a unique value proposition to graffiti-drenched jackets from the street to the our network of talent to participate in this story by catwalk and Middle American shopping malls. creating content relevant to the film,” Mia Goldwyn continues. StyleHaul’s Chief Content Officer explains the strategic objective behind this acquisition: Finally, StyleHaul also announced its partnership “Fresh Dressed explores the evolution of street style with Amazon by extending its stories on its platform. through the lens of hip-hop. The film is directed Hip hop with style Watch the trailer of Fresh Dressed to discover the uniqueness of New-York’s hip-hop fashion culture Next > 7 RUNNING SHOWS ON STYLEHAUL Web Therapy, a comedy series from Lisa The Crew is a new original talk show from Kudrow and Dan Bucatinsky, has found a new StyleHaul and FremantleMedia featuring digital home on the StyleHaul Youtube portal. Youtube heartthrobs Alfie Deyes, Caspar Lee, The sixth season of webisodes debuted in Jim Chapman and Marcus Butler, along with September 2014 with Youtube superstar and special guest appearances from popular StyleHaul partner Caspar Lee guest-starring StyleHaul stars. Filmed in front of a live audience alongside Project Runway judge and Marie and tackling everything from fashion and beauty Claire creative director, Nina Garcia. Previous routines to roommates and first dates, the show Web Therapy seasons, which initially aired covers all things Girl with a Guy’s perspective. on CBS corporation’s premium TV network The production was done by FremantleMedia Showtime, are also available for viewing on North America’s digital content studio Tiny Riot. StyleHaul. 8 A GOLDEN NEWCOMER On 5 May 2015, StyleHaul made its debut to the Newfronts stage by hosting Stylefronts. 100 VIPs, including brand and agency partners and clients, StyleHaul talents across its network, representatives from RTL Group, Bertelsmann, BroadbandTV, FremantleMedia, as well as Youtube executives and key press from media outlets such as The Wall Street Journal, Ad Week, and Media Post attended the StyleHaul presentation. In addition to StyleHaul Co-Founder and CEO Stephanie Horbaczewski the speakers were Mia Goldwyn, Chief Content Officer of StyleHaul, Sacha Jenkins, Director of Fresh Dressed, Peter Goldwyn, of Samuel Goldwyn Films, and several StyleHaul creators including Dulce Candy, Blogilates, Hello KatyXO, Adelaine Morin and Megan Hearts Makeup.
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