GlobalGrind to Launch Hip-Hop Network with Glam

June 27, 2008

There’s been big news for Glam Media lately:

It acquired Monetise Ltd, an online media sales company based in the UK.
It formed a partnership with Brightcove to boost video content for Glam’s network.
Expanded to include video distribution across its network of sites, in partnership with Sony BMG, E! Online, Lifetime Networks, and TV Guide Broadband.
And it’s extending its reach in the UK through a slew of super smart moves.

But one of the most unreported deals to happen for Glam as of late is one with urban/hip-hop content aggregator and sharing site Global Grind. A smattering of hip-hop and urban blogs reported about the network deal, and ClickZ turned it into Glam Aims to Dominate Social Hip Hop…Maybe. I think Global Grind aims to dominate social hip hop, and Glam is the distribution channel that will help them get there. It’s even likely that Glam is a partnership of many to come for the upstart. At least that’s if the folks at GG are smart.

I think they are. I met with Navarrow Wright, President & CEO of GlobalGrind earlier this week and was a little surprised that I was just hearing about this deal now, given that it was initially announced earlier this month. It’s an interesting maneuver for Glam, considering its a woman-centric media brand, and even more interesting for GG in the sense that it’s building a relationship with a player like Glam as opposed to a traditional urban or hip-hop oriented brand — like BET.com or even Interactive One.

What that says about GG’s execs is that they see their urban/hip-hop brand as a broader construct than one that simply falls into an African-American or minority demographic. Back in November, when I interviewed Russell Simmons for FastCompany.com, he told me that Hip-Hop was the only International culture. And in that regard, it’s Global Grind’s mission to unite the entire demographic — regardless of race, ethnicity, or religion. And with partnerships with other distribution channels, like Glam, or social media sites, GG can better extend its reach.

So what does this deal mean for both Glam and Global Grind?

It’ll be what Wright calls a publishing network, as opposed to an advertising network (as most blogging networks are). In essence, there’ll be a co-branded vertical with content from GG, including hip-hop based blogs and sites. The ads for the vertical will be managed by Glam. (See the press release.) Acquiring and managing the content to power this relationship is most likely the drive behind the recent hire of Kim Osorio as VP of Content. Osorio was previously executive editor at Bet.com and Editor-in-Chief of The Source.

It could be a smart play for GG, and may help to diversify the brand.

It worked for Lifetime.

Lifetime Digital extended its reach, branding and sales opportunities to more than five million unique visitors per month when the Lifetime-Glam Network kicked off in April, 2008. [mylifetime]

Here’s a listing of the Lifetime-Glam Network Publishers.

GG is going to have to wed quality content providers to get the ball rolling on this one. And, it’s going to have to clearly define hip-hop in order to appeal to the broad range of consumers the site plans to reach. If nothing else, this deal has presented itself as a clearer picture of the strategy behind this venture and what the site could potentially become.

Category: Content | Tags: content distribution deal, glam, global grind, Hip-hop

Liz

Hmm, I can see why it worked for Lifetime, both Glam and Lifetime are female media properties. But Glam and hip hop? Not so sure that's so much of a slam dunk, but you're right, if they partner with some other properties of a different vein, collectively it can come together for them.

Lynne d Johnson

@Liz - it does seem an unlikely union, but they both must see some potential here. So far every (well most) moves glam has made have been sensible. But I hope for glam's sake, it isn't extending itself beyond its means too fast. I know it's not like glam started yesterday, but it's been making a lot of moves lately. Glam does have some urban experience though, as honeymag.com was in its publishers network. Though that's women's content and it seems like a stretch in this case, women are into hip-hop, and well, globalgrind isn't just hiphop in the sense of simply hiphop the music. I don't know. I guess we'll see soon.

I am sticking to my point about more distribution deals though. If they leverage relationships properly, it could end up at least making a difference and extending the brand. But of course, as I may have already said, they have to be real clear about what the brand is. And I guess that definition can come about by the overall content they carry, as well as whom they choose to partner with.

MrMecca

Glam and hip hop mix about as much as oil and water

This is mad funny.

Markus

I think this deal will work. It allows Global Grind to enter the Ad network business with a great infrastructure (Glam's MVN platform) and a great sales team backing them. Already a step ahead most other urban ad networks. Also, I would bet that majority of GG's audience are women.