Online publisher Refinery29 has called on a select group of online influencers to join its new content and distribution network, with Australian beauty vlogger Lauren Curtis among the talent chosen.
The network, titled Here and Now, will see a small number of popular YouTube, Snapchat, Instagram and Pinterest stars produce video and editorial that will be hosted on the Refinery29 website in addition to their personal channels.
The partnership will create new content and distribution opportunities for Refinery 29. Joining Curtis, the talent signed to Here and Now includes vlogger Casey Holmes, fashion blogger and Instagram maven Danielle Bernstein, and interior designer and Pinterest influencer Justina Blakeney. The network will be led by general manager Nathan Coyle.
"Through Here and Now, Refinery29 is expanding its relationships with a select group of content creators whose mission aligns with our core belief of telling meaningful stories with a sense of purpose and an empowered point of view," says Refinery29 co-CEO Justin Stefano.
Coyle adds: "The Refinery29 audience spends so much time on the platforms where Here and Now's talent have established followings, craving the real-time and relatable content they are producing daily. This new collective will create more opportunities to provide content that speaks to every aspect of our audience's life, while vastly extending our reach across multiple platforms straight out of the mobile social core."
Advertisers will be given the opportunity to work with the Here and Now content creators on targeted campaigns.
Image: Instagram.com/lozcurtis
