Brut, the emerging digital media company whose backers include James Murdoch and François-Henri Pinault, is bringing the Cannes Film Festival to Epic Games. Fortniteas well as grow its global presence and creative economy platform.
Operation Fortnite is one of many initiatives targeting young adults spearheaded by Brut as part of his new media partnership with the Cannes Film Festival.
Brut also plans to host a House of Creators in Cannes and will bring some 100 creators from around the world to the Croisette, where they will meet high-profile filmmakers, actors and agents in small groups.
William Lacroixwho co-founded Brut with veteran producer Renaud le Van Kim in 2016, said the idea behind House of Creators was “to bridge the gap between the film and digital native industries and enable these talented young creators to grow and stand out in the marketplace.” . long-term.”
“Creators [on social media] traditional content creators have often been opposed, but the truth is that if filmmakers who are now in their 40s and 50s had had smartphones like we have today when they started, everyone would have jumped at the opportunity to create content instead. of using old VHS tapes,” Lacroix said.
Brut is also developing blockchain tools to put creators in direct contact with their fans and allow them to maximize revenue. Lacroix said that “there are 50 million creators and there is no tech stack for the creator economy,” so Brut is well positioned to fill that space thanks to its technology and massive reach.
“We look to leverage our monthly reach of half a billion unique viewers and our trusted platform profile to become a key outlet for creators’ content commerce,” said the executive who previously ran Black Dynamite, which was acquired by Mediawan. . and he co-founded Studio Bagel, one of YouTube’s leading channel producers and creators, which was bought by Canal Plus.
Along with its new subscription-based service BrutX, the banner has also launched a Brut Live that allows creators to record videos that Brut can turn into a podcast. These features will be combined into a single platform accessible to creators looking to improve their content.
Lacroix said that Brut has a different approach than other apps when it comes to living. “We want Brut Live to be a place where people can have quality conversations of a manageable size, because I think having a million conversations with 10 people is preferable to having 10 conversations with a million people,” Lacroix said.
In keeping with his DNA, Brut has maintained his focus on issues of cultural and social impact, leading him to partner with politically engaged stars like Kerry Washington, who used Brut to help get voters to the polls in the state of Georgia, or the Leonardo DiCaprio Foundation. . Brut also got exclusive interviews with French President Emmanuel Macron and Apple Chairman Tim Cook, among other high-profile figures.
Brut is currently a global media brand among young adults. In France, it reaches 100% of people between the ages of 15 and 34 who see at least one a month. It has also increased significantly in the US and India, where it reaches more than 40% and 80% of Gen Z and Millennials, respectively. The company is now looking to accelerate its presence in South America and Africa.
The company raised $75 million from James Murdoch’s Lupa Systems, Francois-Henri Pinault’s Artemis, Orange Ventures and Tikehau Capital last year.