Cycle Media Revolves Around Culture

Cycle Media Revolves Around Culture

When the Houston Rockets–L.A. Clippers matchup on Martin Luther King Day in January erupted into a bizarre fight scene after the game, NBA fans and commentators on TV and Twitter lost their minds. Cycle Media is built for the rapidly emerging world where “advertising and media, media and brands are becoming the same thing,” says CEO Jason Stein. Stein believes that this kind of modern creative, which can be distributed anywhere, “is really what we do.” Leading with culture–Cycle is arguably smarter about the NBA, for example, and why it’s so resonant globally as both popular culture and sports entertainment than any other media brand–allows the company to work backwards and then figure out the best place to reach people with compelling material for mostly younger audiences. With its early success, Cycle Media showed it to ESPN as part of the coup it scored in October with the cable giant to improve ESPN’s social cachet. Buckets is now distributed across ESPN’s social media, reaching more than a million viewers per episode. “Buckets is a modern point of view on sports culture, hosted by people with a large following on the internet for just that,” Stein says. Cycle Media’s approach is to maximize the value of one production to get everything it needs to have content for any media, digital or analog. That’s what makes us unique. Cycle Media is an honoree on Fast Company’s 2018 World’s Most Innovative Companies list.

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When the Houston Rockets–L.A. Clippers matchup on Martin Luther King Day in January erupted into a bizarre fight scene after the game, NBA fans and commentators on TV and Twitter lost their minds. Except for the folks who’d watched a Cycle Media employee named Rob Perez, aka World Wide Wob, break down the rising pettiness in the NBA a few days earlier on his digital talk show Buckets. The program is one of the premier offerings from Cycle, a subsidiary of Cycle Media, which blends marketing and content creation. It taps popular culture to create products that can live anywhere from a billboard to Facebook Watch–and makes money every step of the way. Cycle Media is built for the rapidly emerging world where “advertising and media, media and brands are becoming the same thing,” says CEO Jason Stein.

Stein believes that this kind of modern creative, which can be distributed anywhere, “is really what we do.” Leading with culture–Cycle is arguably smarter about the NBA, for example, and why it’s so resonant globally as both popular culture and sports entertainment than any other media brand–allows the company to work backwards and then figure out the best place to reach people with compelling material for mostly younger audiences. “With Cycle,” Stein says, “[clients] want original content that resonates on the internet. When they go to an entertainment property, they want someone who gets advertising and understands return on investment.” Having started with a full-service creative agency, Laundry Service, the company developed that ROI muscle which has allowed it to…

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