Bustle Digital Group Launches Branded Content Arm in Partnership With Hero Collective

Branded content makes up 70% of the revenue generated across BDG’s nine brands

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Bustle Digital Group, the publisher of nine titles including Bustle, Elite Daily, Input, Inverse, Mic, Nylon, Romper and The Zoe Report, has partnered with the Black-owned creative agency Hero Collective to launch a new production studio called Undercurrent.

The new production group, which complements BDG’s existing 65-person in-house production team BDG Studios, will develop branded content for BDG advertising partners with a focus on social impact issues, especially those concerning race, gender and sexuality. It expects to generate “low-mid seven figures” in its first 12 months, according to a company representative, and will be staffed by existing Hero Collective and BDG Studios employees.

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