Refinery29 Already Has 25 Million fans, Now It wants To Win At Sundance

Can Lena Dunham, Lisa Kudrow, and Jill Soloway lend a hand the rising lifestyle brand get there?

may just 15, 2015

The lower new york Refinery29 place of job in spring is the true-existence an identical of the way of life company’s website online. it is all whites and pastels, ladies all over in type-ahead seems to be, a buzz within the air that makes a customer wish to be part of this world.

however don’t be fooled by using the dreamy atmosphere: there’s exhausting work being performed right here. And if you happen to look closer, that 52-inch plasma isn’t flashing fashions in jean-kinis—it’s a glowing Chartbeat grid displaying what number of users are on each and every site web page at this moment. the general message is obvious: Aesthetics subject—and so does the mission. (That mission, according to the company’s website: “To be the #1 new-media brand for smart, inventive and classy women all over the place.”)

Amy Emmerichpicture: Andrew H. Walker, Getty photography for Refinery29

“I didn’t know that girls cared if what they were observing was once created by a girl or in keeping with a true story,” says Refinery29’s executive vice chairman of programming, Amy Emmerich. “the answer is overwhelmingly that yes, they care. they only hadn’t been given the choice.”

as of late, Refinery29 offers some 25 million guests monthly that choice. And beginning soon, women—and males—might be given even more options with content material created out of the Refinery29 desktop. at the latest NewFronts, the company—essentially a web page that’s grown from a fashion and way of life hub to an editorial playground for daring tales via and for girls—introduced it’s going bigger with scripted series and new short documentaries (while persevering with its Webby Award-successful tutorials). How giant? the brand new lineup features heavy-hitting Hollywood skill, and shows will likely be produced by means ofnodetelevision cofounders Jill Soloway and Rebecca Odes, Illeana Douglas, and Emily Ratajkowski for deliberate Parenthood (extra on that partnership soon).

“R29 Originals” is the brand new branded video creation and distribution arm of the company, going some distance beyond its way of life and grace content to discover stories round politics, meals, intercourse, well being and wellness, and shuttle. And although, in keeping with one learn about, it could take an individual over 5 million years to observe the quantity of video as a way to cross international IP networks each month in 2018, Refinery29 believes it knows learn how to take hold of eyeballs and keep them on its shows.

“perhaps I’m ingesting the Kool-help,” says Emmerich, “but I in reality do consider we’re trying to cover your entire 360 degrees of a woman’s life. There are some issues which are somewhat touchy and it’s nice to tell them through a scripted atmosphere. doctors will at all times be near and expensive to my heart, however [with this new scripted space] it’s a little bit facet meets optimism.”

(L-R) Amy Emmerich, Mamie Gummer, Mae Whitman, and Piera Gelardi attend Refinery29 items: perpetually ahead on the 2015 Digital content New Frontsphoto: Andrew H. Walker, Getty images for Refinery29

That’s the place the talent comes in. Jessie Kahnweiler, a female Louie CK operating in a broad city world (and, full disclosure: a chum of mine), first became heads along with her brief movie Meet My Rapist. Her new series, the skinny, is an autobiographical account of Kahnweiler’s combat with bulimia. govt produced through Odes and Soloway, the ingenious force in the back of Amazon’s Golden Globe-winning clear, it’s supposed to be darkish—and humorous.

“Jessie’s voice is so powerful and singular,” says Odes in an email. “She goes to the twisted places that resonate with so many people but are so infrequently seen on the reveal. This subject material is daring and essential. So many women go through this, and so few individuals speak about it openly.”

Soloway sees the most important chance on a new platform. “We’re the use of the internet to get voices like Jessie’s to the audiences that crave them, without needing to argue for their validity to a room filled with suits,” she says.

talking of suits, Refinery29 co-CEOs Justin Stefano and Philippe von Borries don’t appear fascinated with working cautiously, a indisputable fact that’s underscored by using the deliberate Parenthood partnership.

“Justin and Philippe don’t think small,” says Emmerich. “It’s why I took this job. individuals get apprehensive when thinking about the whole thing at the similar time, but why can’t we be all over? when I first started, they requested me how I’d get them into Sundance and likewise how we have been going to get the best tutorials and nonetheless win awards.”


Refinery29 grew out of Von Borries and Stefano’s kitchen launching in 2005 as a way blog that aimed to refine data on this planet of favor right down to its essence—hence the identify. After 5 years, they rounded up more funding and increased to quilt different major U.S. cities—TechCrunch has known as it a go between DailyCandy and elegance.com. in the beginning the content was once extra gender neutral, however as they grew it was clear the website online used to be resonating more with girls. A decade later, they’re aiming to be a one-cease keep for millennial-minded ladies. to do so—and to help produce the new collection—the firm secured a $50 million injection from WPP Digital and Scripps network Interactive (Emmerich’s former enterprise).

part of that money might be spent on the planned Parenthood partnership, which happened when Emmerich attended a birthday party at Sundance in January, soon after she took her Refinery29 submit. together, the two firms will produce Her Shorts, a scripted series about reproductive and sexual well being considerations. again, comedy and drama will mingle intently.

“It’s basically giving the gross sales community a middle finger,” Emmerich says of the shared content. “In my experience, gross sales is just not going to take a look at this as a [lucrative] possibility. We’re placing a flag within the sand and pronouncing we’re developing content that matters to women.”

For now, such work continues to be within the experimental stage. Emmerich has been prime Refinery29 for most effective 5 months, and has been constructing the video division from scratch. When all this recent content hits the web and feedback is available in, she will commence asking the hard questions: where can we need to distribute it? How can we need to promote it? How does our target market want to devour it?

“We’ll be trying out loads out this 12 months and revising based totally off the info,” Emmerich says. “this is the fun part.”

Refinery29 is, of course, no longer by myself. we are in the course of an enormous surge in digital video manufacturing, so much in order that variety has recognized a “View-niverse,” an increasing cosmos full of storytelling. It’s no longer just the Hulus, Netflixes, and Amazons producing all these displays—now even retailers are a part of the action, to assert nothing of kids with the apps Vine or Meerkat or Periscope. but if anyone’s worried that market saturation may well be a problem, Medialink senior vice chairman and analyst David Anderson just isn’t amongst them—at least now not but.

“I don’t’ assume there’s a bubble, per se,” says Anderson. “not directly these publishers and structures—if you want to refer to them commonly—are responding to the consumer development, and there appears to be an unbelievable urge for food for online video that is consumed locations rather then just the television. while you have a look at Refinery29, the property has built up an awesome target audience of millennial ladies, and that urge for food for content material is being met via articles, slideshows, and social systems. i feel bringing [what] appeals to them in sight, sound, and motion is actually just a pure next step.”

In January 2012, when Emmerich left her job as a VP in production and construction at the shuttle Channel—having spent a whole lot of time within the television world with Oxygen, HBO, and MTV—and went to work at the then-fledgling Vice, individuals notion she was nuts to ditch the cushy confines of tv. She saw it otherwise, feeling that the digital sandbox used to be a nicer position to play. inside community tv, chums have been in short provide—Emmerich was once searching for a more collaborative spirit.

“It used to be this get-it-made scrappiness that made [creating digital content] fun,” she offers. “the rationale [audiences are now] leaving cable is that the they’re no longer getting everything they want there. right here, there’s no censorship.”

So where does Refinery29 go subsequent in this vast, reputedly limitless realm? That’s where it will get somewhat complicated. Tutorials on tips on how to perfect the cat eye, in spite of everything, demand a special kind of distribution than the scripted sequence do, and should allow for a longer online shelf lifestyles and seo strategy. As for the brand new collection, Emmerich’s goal is to align them with the precise accomplice—Visionaire Media and New form Digital are additionally in for upcoming shows—and to distribute them with an unique window.

“Three years in the past, I do not have been making content namely for systems,” notes Emmerich. “i might have made digital content material and rolled it out all over. Now you’re creating namely for fb and Twitter and Instagram.”

This brings up a pair tough questions for content material producers: Who will ultimately fund all these creative endeavors? And the place will they play, with the intention to make them price-efficient?

Emmerich sees sponsorship as one that you can imagine solution. this enables a brand with a connection to the content’s audience an elegant strategy to reach them—equipped sponsors and creators make sense as companions.

“That’s a lot extra meaningful then some piece of preroll on the top of the display that has no connection to the content,” Emmerich says. “seeking to get faraway from that’s our intention. What excellent is an ad that you could skip in three seconds versus a meaningful conversation?”

the Refinery29 Homepage

For Refinery29, those conversations are originating with the likes of Kahnweiler and Soloway, and Dunham and Konner who are writing, directing, and producing original works for the Her Shorts series. The analyst Anderson sees a course just like television being taken within the digital content panorama.

“We had slightly few selections to start with [of TV] that had been programmed in an extraordinarily specific approach,” he says. “Over time, like in the cable business, these area of interest-oriented houses popped up. i feel Refinery29 has carved out their very own area of interest—a very specific audience of loyal girls who’re smart, who are tech savvy and extremely engaged, they usually’re developing content for them. There aren’t too many individuals programming in that house.”

And simply as AwesomenessTV was swallowed up with the aid of DreamWorks and Maker Studios was once bought by using Disney, trade consolidation is going down quick. “people develop these precious media properties and perhaps find there’s a better house that’s part of a broader entity,” Anderson continues. “for those who have a look at the developments and the activity at NewFronts, all of these presenters confirmed marvelous growth in viewership and engagement. As of these days, I don’t see that waning. like every markets, there’ll come some stage of maturity. however i believe with the combination of shopper consumption and the market demand for it, the market has a methods to grow ahead of there’s concern.”

Now Emmerich’s team of 25 is rising, and the corporate’s newly created skill Desk is considering what content works perfect on which platforms and in what structure. they are scanning Pinterest and Instagram attempting to find new talent. they’re desirous about how a series of brief items may work as a half of-hour show and the way longer movies can also be minimize into more net-friendly installments.

“individuals are really fascinated about new tech,” says Emmerich, “however they’re additionally eager about telling new tales and figuring out how we carry them.”

She pauses to believe the most recent device for latest storytellers.

“folks concept Snapchat wasn’t going to work—and obviously a technology has taught us differently.”

associated: Go inside Refinery29’s the big apple workplace

[photo: Ingalls photo, courtesy of Refinery29]

fast firm , read Full Story

(169)