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Early interest indicates a focus on Pride festivals, pride stories, coming-out stories, music festivals with queer artists and performers and an NFT queer artist forum “so queer artists from everywhere can sell their works virtually and also physically.”Īdditionally, the company is looking to heavily expand into branded content with video and social. Kelley said of the first marketing campaigns for the legacy brands is to encourage subscribers to donate read issues to local youth centers, LGBTQ centers, affirming churches and accepting schools.Īs for, which Kelley says is “arguably the most valuable URL in all of LGBTQ media,” Equal Pride will be taking “a hard look,” doing focus groups with the LGBTQ community and advertisers to find out what they want. Meanwhile, Out will have a lifestyle-oriented focus on both the gay male experience and a larger audience of women and people of color. Plans are to expand existing ventures, with continued dedication to print, returning the 55-year-old Advocate brand “to its roots of news, politics and entertainment told through a lens of equality,” Kelley said.
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“We are thrilled that we were able to get these leading voices for the LGBTQ+ community into our portfolio and can really begin to grow and focus them at the most important time, arguably, in our country’s history.” You can imagine the rich stories we have,” Kelley told THR. “We’ve now got not just amazing American history, but LGBTQ history and 55 years of media outlets tracking the rise of equality from Stonewall to today. At the same time, the company was facing public backlash over Levine’s political donations, with the equity firm CEO found to have donated to anti-LGBTQ Republican politicians after pledging to stop doing so, according to LGBTQ Nation.ĭespite the magazine’s recent rocky history, Kelley and Berryhill see the acquisition of Pride Media as a significant move to expand the brand, affirm current readership and bring in new audiences. (That same year, an across-the-board pay cut was instituted and tensions around payment in Pride Media’s offices reportedly resulted in work stoppages.)Ĭoyle published a response promising payment while pointing the blame at the company’s complicated web of corporate ownership. This was preceded by 42 freelancers publishing an open letter demanding Pride Media compensate them for their work. The acquisition comes four years after Adam Levine, CEO of the Los Angeles-based investment firm Orevea, acquired Pride Media in 2017 through a management-backed buyout of Here Publishing. In 2018, Pride Media kicked off a new era that saw then-CEO Nathan Coyle hire Phillip Picardi - known for launching Conde Nast’s Them - as Out editor-in-chief and Zach Stafford, A Strange Loop co-producer, former Grindr CCO and editor-in-chief of the app’s digital magazine Into - as editor-in-chief of The Advocate.īy December 2019, Coyle, Picardi and Stafford - who also made history as The Advocate’s first Black editor-in-chief - had resigned or were departing, along with a round of staff layoffs and additional executive departures, as then reported by The New York Times. Berryhill served as Meredith’s vp news and marketing before becoming vp programming and creative affairs.
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Prior to Equal Entertainment, which specializes in daily TV, celebrity docuseries and branded content production, Kelley came from PwC, where he ran the entertainment innovation practice that built Hulu and, in the early days, AT&T’s ad offerings.
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Kelley and Berryhill are life and business partners with a history in the media industry.