Adweek: You’ve launched a branded content studio that targets black consumers. What is different about marketing to this demographic?
Samuels: In an ideal world, the story will come out of culture that will be relevant for more than just people who are of African-American ethnicity.
Stories that are coming out of black content and lifestyle are hot right now. If you look at things like Unsung, Empire and Blackish, you can see that those stories are very popular. Black culture has always been hot, but now it has a platform that maybe we haven’t seen in the past. Content is not just relevant for black people—it’s relevant for mainstream culture.
Dispatches From The Front 