Fashion and luxury goods behemoth LVMH is increasing its investment in branded entertainment. The company launched 22 Montaigne, a new division that will explore content opportunities for its various brands. LVMH is home to Fendi, Kenzo, Tiffany & Co and Dior. The new division was created by Superconnector Studios, founded by former CAA Marketing exec Jae Goodman and John Kaplan, who for years have focused on the intersection between brands and entertainment.
LVMH North America chairman and CEO Anish Melwani said Superconnector will connect the entertainment industry and the company’s brands (which Melwani calls “maisons”). According to Fast Company, Goodman and Kaplan will figure out an individualized approach for each of LVMH’s brands.
Goodman and Kaplan were the brains behind Nike’s foray into entertainment back in 2021, when the sports giant’s content studio produced feature documentaries The Day Sports Stood Still and Promiseland. They told Fast Company that branded entertainment is finally coming into its own as the entertainment industry sees the potential for brand marketing budgets to extend the reach of its projects – and brands increasingly see the value of entertaining audiences.
Why this matters: Brands could grow their investment in entertainment content significantly in 2024. Already, documentary company XTR launched a brand content division, run by Kelly Spencer, former VP of growth at Mediamonks. The company’s new division has projects with Toyota and the Olympics in the works.
Earlier this year, WhatsApp released a new feature-length documentary called “Ugo: A Homecoming Story.” In the film, NBA star Giannis Antetokounmpo travels to his homeland, Nigeria, to understand their culture and roots. The film was directed by The Mandalorian director Rick Famuyiwa and released on YouTube and Prime Video. Meanwhile, on the heels of the Barbie movie, Mattel announced it will be making an American Girl movie. And hotel brand Marriott company has launched two series on Amazon Prime, each “presented” by Marriott and focusing on creative minds behind the company’s hotels as well as on entrepreneurs who stay in Marriott hotels.
As with other types of content, brand marketers are trying to figure out how to connect with consumers as the role of advertising recedes. For those with deep pockets, entertainment may be the answer. Meanwhile, “alternative sources” of information continue to resonate with audiences, which now see brand-funded content as a meaningful source of information and entertainment.