THE
HOUSE LOS FELIZ, LA, CA
150 2
MILLION EYES Do you want your brand in front of 150 million eyeballs?
DO YOU WANT YOUR BRAND IN FRONT OF THE MOST INFLUENTIAL PEOPLE? MUSIC ARTISTS, SOCIAL MEDIA CREATORS, BUSINESS INFLUENCERS, FINE ARTISTS, TASTEMAKERS, INVESTORS
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THEN YOU WANT YOUR BRAND AT THE ARSENIC HOUSE 4
REACH + INFLUENCE =
WAIT, WHAT’S ARSENIC? 5
“A modern day Playboy on its way to becoming a modern day MTV” The provocative & sexy media brand for the social media generation CLICK TO SEE REEL 6
ARSENIC: FEMALE FOUNDED, NEXT GENERATION OF MEDIA FOUNDED BY A WOMAN
MODEL NETWORK
EXPONENTIAL SOCIAL MEDIA GROWTH
EXPANDED TO ENCOMPASS YOUTH CULTURE
One Woman. One Mission.
Crowd-Sourced Model Community
Viewership Bigger Than Cable
Art, Music, Events Fitness, & Beyond on
Soon Arsenic became a hub of
network of models and creatives.
Instagram & Snapchat began to
cultural influencers. Music artists,
Models
in
surpass that of established cable
fine artists, etc. Content verticals
the creation process, and the
networks. And incoming interest
expanded from beauty to Art,
community was empowered to
sparked
Music,
Gumball, is an expert Polo Player,
participate
conglomerates
is on the board of 6 companies,
media
and produced her first movie at
power, instead of top down.
Arsenic was founded by a woman.
She
She
believes
feminism
and
in
sex-positive
vowed
to
shift
power from male photographers to
female
Formula
24.
7
models.
Cars,
She
conquered
races the
ignited were
in
a
crowd-sourced empowered
a
movement.
democratized Bottom
up
In
weeks,
press.
the
from
viewership
major and
media
traditional
Events,
Fitness,
Style,
resulting in an authoritative voice of youth culture.
MUSIC’S TOP ARTISTS COLLABORATE WITH ARSENIC THESE AND MANY OTHERS HAVE BEEN PART OF ARSENIC
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STEVE AOKI
G-E A Z Y
NERVO
TINASHE
MAJOR LAZER
DIPLO
CASSIE
2 CHAINZ
FUTURE
SKRILLEX
FETTY WAP
ZEDD
JEREMIH
LIL JON
DILLON FRANCIS
POWERFUL REACH ACROSS YOUTH CULTURE WE COLLABORATE WITH TOP INFLUENCERS IN ALL GENRES
ATHLETES KALEIGH GILCHRIST OLYMPIC GOLD MEDALIST, USA WATER POLO, PRO SURFER
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DIGITAL MEDIA MARK DOHNER (3.2M IG)
CELEBRITIES
ART
VANESSA HUDGENS
WRDSMTH
GUY HEPNER ART GALLERY
TODD GURLEY NFL FOOTBALL PLAYER, LA RAMS
BRITTANY FURLAN (2.2M IG)
NAZANIN MANDI
ANTHONY NAPOLITAN X GAMES MEDALIST, DEW CUP CHAMPION, PRO BMX RIDER
PIQUES (8.4M FB)
GORE VERBINSKI
TAX COLLECTION ART CURATOR
YASIEL PUIG LA DODGERS
SOMMER RAY (14.9M IG)
TYSON BECKFORD
UTA ARTIST SPACE
YOUTH CULTURE DRIVES BUSINESS PARTNER, COLLABORATOR, AND CLIENT BRANDS
M I C H A E L E I S N E R ( D I S N E Y )
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TRADITIONAL PRESS HAS ACKNOWLEDGED ARSENIC’S POWER “Arsenic’s team is building a media powerhouse based on being real, raw, and edgy.”
“Arsenic has added new accounts dedicated to music, art, and bts.... They’ve done music collaborations with A-listers like Diplo, Skrillex, Jeremih, and Dillon Francis… the result is that people tell their friends to check out Arsenic…”
- BUSINESS INSIDER
- BOOK (HOW TO TURN DOWN A BILLION DOLLARS)
“The venture capital world is very excited by Arsenic” - BLOOMBERG
“ArsenicTV has exploded as a business.” - INC
“The fact Arsenic has built such a big audience is amazing... In the same way that when cable came along CNN and ESPN were able to build giant media businesses.” - BLOOMBERG
“Arsenic, a female-driven, Instagram-savvy media company that’s leading the charge for sexual empowerment.” - INSIDE HOOK
“Arsenic has double the fans of Maxim” - BUSINESS INSID-
“A startup for the people, by the people” - SMASH’D
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RAD, SO WHAT’S THE ARSENIC HOUSE? 12
“ANDY WARHOL’S THE FACTORY MEETS THE PLAYBOY MANSION”
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“The ultimate influencer house.” The house in the hills of LA where Arsenic hosts creative sessions and social gatherings 14
“Arsenic is the influencer of influencers”
POWERFUL HUB OF CULTURAL & BUSINESS INFLUENCERS WHERE CREATIVITY, BEAUTY, AND BUSINESS COLLIDE
MODELS
The Arsenic House is a hub of cultural, business, and social media influencers
CELEBRITY
MUSIC ARTISTS
We open the Arsenic House to creators to use as a shared place for inspiration & creation “150 million followers” have walked in
SILICON VALLEY
FINE ARTISTS
our door*
ENTERTAINMENT EXECS
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* If you add up the followers of the guests we’ve hosted it would exceed 150 million
CREATIVE SESSIONS AT THE ARSENIC HOUSE
SOMETIMES WE PRODUCE, OTHER TIMES WE OPEN OUR DOORS TO CREATIVES AND HOST
THE ARSENIC HOUSE HOSTS WEEKLY CREATIVE SESSIONS. THESE RANGE FROM:
PHOTOSHOOTS
LIVE PAINTING
MUSIC VIDEO SHOOTS
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VIDEO CREATION
ARTIST INTERVIEWS
PODCAST RECORDING
MUSIC RECORDING & PERFORMANCE
EVENTS & SOCIAL GATHERINGS The Arsenic House is the “happy place” for events, social gatherings, and parties. We regularly host:
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• Community Days
• Shared Workspace Days
• Girl Power Events
• Town Hall Meetings
• Art Exhibits
• Power Brunches
• Philanthropy
• Brand Samplings
• Sunday Fundays
• Happy Hour
• Executive Mixers
• Expert Speaker Panels
• Music Showcases
• Pool Parties
AMANDA MICALLEF (ARSENIC FEMALE FOUNDER) GIVING A SPEECH AT #GIRLPOWER IN NYC
DRAM (BILLBOARD TOP 100) WITH ARSENIC AT AUSTIN CITY LIMITS COURTESY OF ATLANTIC RECORDS
LIVE MUSIC PERFORMANCE & EVENTS
MUSIC IS AN INTEGRAL PART OF THE ARSENIC EXPERIENCE
The Arsenic House is home to music performance & music events. • Both Major And Emerging Artists • Listening Parties • Live DJ Sets • Music Artist Interviews • Curated House Playlists • Pop Up Performances • Record Releases • Exclusive Music First
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2 CHAINZ WITH (OFFSCREEN TY DOLLA $IGN) AT ARSENIC INTERVIEW
ART EXHIBITION & CREATION “GALLERY/STUDIO”
THE ARSENIC HOUSE EXHIBITS IMPORTANT ART AND IS THE “STUDIO” FOR ART CREATION
The Arsenic House serves as a gallery/museum. Artists loan their work to the Arsenic House for exhibition, because of the powerful attention gained from be displayed here. Some of that art has actually been created at the Arsenic House, like a live studio. The power of both our tastemaker guests as well as the aggregate reach of our influencer guests has drawn artists to Arsenic Gallery such as: WhIsBe, WrdSmth, MegZany, @LoveWatts, Guy Hepner Art Gallery, UTA Artist Space, Tax Collection, etc.
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PHILANTHROPY & PUBLIC SERVICE IS ARSENIC WE BELIEVE IN USING OUR POWER TO GIVE BACK
We host volunteer days at the house and support worthy causes. We are proud that contributors from our community have founded organizations that we support, like Courage has No Gender and Project Paper Bag. We serve as mechanism to help organize our 500+ social media street team, 5000+ contributors, and 3 million + followers to give back.
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TV DEVELOPMENT, DRIVEN BY THE ARSENIC HOUSE CABLE TV PROJECTS ARE BEING DEVELOPED RELATED TO THE ARSENIC HOUSE
The Arsenic House has been such a phenomenon it has been the subject of both attention from
ELLEN RAKIETEN OPRAH PRODUCER
major Hollywood TV producers as well as formal projects in development.
The Arsenic House will be a key location in production as those shows air. NBC HEAD
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AMAZING, SO WHAT CAN YOU DO FOR MY BRAND? 22
UNFORTUNATELY, WE DON’T INCLUDE 75% OF THE BRANDS REQUESTING TO HIRE US Don’t be discouraged if we don’t approve you the first time. As Arsenic and your brand evolve that could change.
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WHY? Because, then if we say yes, your brand has credibility with our community.
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SO THOSE BRANDS INVITED GET THE BEST OF BOTH WORLDS POTENT EXPOSURE
AUTHENTIC CREDIBILITY
• Guests with 150 million in aggregate followers have visited the Arsenic House
• The #1 request we receive is to visit the Arsenic House
• 3+ million followers across Arsenic social channels
• Our greatest brand ambassadors are our prior visitors
• 1-10 million a week in aggregate guest followers
• So when we present a brand to our guests it has deep resonance - they are in our “home” so these are the brands we endorse
• 1 million total submission to Arsenic • 5,000 creator contributors • 24 million impressions for Hakkasan activation as example
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• Like when an influencer curates a “style box” we hand curate each brand included in the Arsenic House experience
WHICH WORKS! WE WIN FOR BRAND PARTNERS WE HAVE OVER-ACHIEVED CONSISTENTLY FOR PARTNER BRANDS! STILLHOUSE/G-EAZY
WAV (LINE/NAVER)
Headline: Arsenic turned a simple event, into an epic block party
Headline: Arsenic was their most powerful source of app downloads
• G-Eazy’s Whiskey Brand Stillhouse • Stillhouse was integrated into the pop up Arsenic Lake House in Austin during Austin City Limits • We activated our community to support a Halloween Party tied to the launch of G-Eazy’s newly released album The Beautiful & Damned • Stillhouse: “Arsenic way overachieved. We were blown away. Our key accounts said they’ve never seen such an amazing turnout.”
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• WAV is a music mobile app (a division of Line/Naver, a $24 billion company) • WAV needed downloads and wanted music focused content • Arsenic created and executed an Austin City Limits (music festival) campaign • Arsenic collaborated with music artists: Dram, Rufus, Goldfish, Tee Grizzley • Flew a contest winner for artist area access at festival
THE SPECIFICS OF WHAT WE DO
INTEGRATING YOUR BRAND IN THE ARSENIC HOUSE FOR EXPERIENTIAL AND DIGITAL CONTENT CREATION & BROADCAST
Integration
Broadcast
We organically integrate you into the house
Arsenic. We frequently create & distribute content from the
• A tap for a beer brand • A liquor brand displayed at the bar • A video game console at main TV in Living Room
Experiential So you become part of the irl experience for our influencer & tastemaker guests. • Sampling opportunities • New brand evangelists
Arsenic House so your brand will appear in those social media broadcasts with appropriate tags
Community. Our guests are primarily broadcasters, either micro-influencers or influencers. The Arsenic House is “highly instagrammable” so as they create and distribute content your brand will appear across an incredible network.
Campaigns For VIP clients, we manage brand campaigns. Think of the Arsenic House like a living breathing “gifting suite” where we can manage both influencer gifting and their resultant posting
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NEWSLETTER: THE ARSENIC HOUSE CHRONICLES ONE OF THE MOST INFLUENTIAL LISTS IN THE WORLD
• 2-4 times a month, Arsenic distributes a newsletter covering activity from the Arsenic House • Brand partners are integrated (for example, Anheuser-Busch partnered with Arsenic in the Dominican Republic for a pop up) • The list is a who’s who. Our list over-indexes to billionaires, celebrity, media leaders, and mavens. • Because Arsenic was groundbreaking. Because of the unique way Arsenic used social media like a TV network and surpassed MTV’s ratings
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Media Conglomerate CEOs; Sports Team Owners; Celebrities; Celebrity Managers; Silicon Valley Leaders; Tastemakers
WE ARE HIGHLY-EXPERIENCED IN MANAGING EXPERIENTIAL HOUSES
ON THE #ARSENICWORLDTOUR WE MANAGED 10 HOUSES IN 6 MONTHS
Mexico City
NYC
Nashville
Frida Kahlo family
Fashion Week
Pilgrimage Music Festival
Aspen
Miami
Chicago
Nitro Circus offsite
Art Basel/Forbes
Lollapalooza/Atlantic Records
Austin
Dominican Republic
Ozarks
Austin City Limits/Atlantic Records
Presidente Music Festival/ Anheuser-Busch
Beckham Cave
Dallas 2 Chainz
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To amplify your brand marketing EMAIL
PARTNERSHIPS@ARSENIC.TV
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APPENDIX ARSENIC HISTORY 31
FEMALE FOUNDER
ARSENIC WAS COFOUNDED BY A DYNAMIC WOMAN “Arsenic is my vehicle that empowers women to express themselves in whatever way they feel best, including, but not limited to, their sexuality!� - AMANDA MICALLEF
Board member of Jamak (the largest privately owned silicone manufacturing company in the nation) with offices in the US, UK, China & Hong Kong; Reata Restaurant Group; as well as 4 other boards with holdings in real estate, manufacturing and automotive. Independent Producer of Film, Commercial & Music Video Financed and produced over 20 productions in 12 years. Produced her first movie at age 24 with cast including Julia Roberts. Hobbies: Polo, Formula Racing, Gumball 3000
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ARSENIC STARTS WITH OUR FUNDAMENTAL BELIEFS WE HAVE 4 CORE TENENTS
S EX PO S IT I VE F EM IN IS M
DE MOCRATI Z A T IO N O F CO N TE NT
A woman has no less value based
We believe the crowd is the
Most
lives
Lead with love, not hate. Every
upon
company. We are always crowd
pretending (afraid to be real).
voice matters. Even the voices
sourced
Arsenic
that
we disagree with. Higher truth is
People don’t need someone to
empowers its members to be their
our guide. We love music, culture,
tell them what’s dope or sexy or
authentic selves. We prioritize
art, and other “celebrations of
sexy, beautiful and powerful. We
cool. You know it when we see it.
authenticity > polish in our content
humanity”
support creating visual content
We know if we shut up and listen
and audience engagement. As we
in line with what makes our
to the people, they guide us to
female ambassadors feel like the
the dopest, sexiest and coolest
her
choices
to
express
her sexuality. A woman’s image should
project
whatever
she
wants. No one knows better than a woman what makes her feel
empowered warrior- princesses they are.
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and
new content.
crowd
curated.
A UT HE NT ICIT Y people
is
a
live
their
community
O P E N N ES S
grow, our core mandate is to keep the authenticity that got us here.
SEXUAL EMPOWERMENT
THE SPARK THAT IGNITED THE ARSENIC FIRE
FEMALE CREATIVE CONTROL Initially our founder observed that women in commercial photography were often treated “like mannequins.” Not disrespected overtly, but directed what to do without any participation in the creative process. The direction often related to what she felt was very personal actions; someone else, telling the women what to do to look beautiful or be sexy. She began producing shoots where all of the creative control sat with the women involved. Famously, in the Arsenic Community, in one of the first shoots, she kicked the male photographer off set when he didn’t leave sufficient creative control with the models, and the women resorted to shooting each other.
A COMMUNITY OF WOMEN Buzz spread around Los Angeles and women asked to be part of Arsenic. There was no money at that stage, so they volunteered their time in order to “be part of the movement.” The first 10 volunteers were all female.
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THE DEMOCRATIZATION OF CONTENT THE MOVEMENT Early on, the group decided to do media different. Rather than having tight editorial control, the community would be in control. Maxim has their “Hot 100” issue, where the editors selected the group. Arsenic said to it’s audience “who do YOU feel is most beautiful? And it could be you! All of you can submit, all of you can vote on who is featured, this is YOUR magazine, we’re just here to help you run it.
TRADITIONAL MEDIA HAS POWER AT THE TOP SINGLE DECISION
C O M P A N Y MAKER AT THE TOP
ARSENIC INVERTS THE POWER PARADIGM THE CROWD HAS POWER AND DRIVES
C R O W D CONTENT DECISIONS CONVERSATION
FLOWS IN ALL DIRECTIONS
CONVERSATION
FLOWS IN 1 DIRECTION CONTENT TRICKLES DOWN FROM ON
C R O W D HIGH, WITHOUT A LOT OF RELEVANT TOUCHPOINT
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COMPANY
LEADERSHIP RESPONDS TO AUDIENCE VOTING & CUES
To market through the Arsenic movement, email: EMAIL
PARTNERSHIPS@ARSENIC.TV
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