Konbini (Media)

Konbini is a multi format media company producing its own mix of culture, art and news content. It promotes online journalism, advocating an emphasis on pop culture and a commitment to develop local emerging talents.^[1]

Now a Lifestyle brand, Konbini was originally launched in 2008 in Paris, with two satellites in Los Angeles and London. At the time, its founders, David Creuzot and Lucie Beudet had already broken the ground within the European Media industry. They wanted to move forward by creating a new concept, so Konbini became one of the first websites to put Social Media platforms at the heart of their strategy.^[2]

Konbini's aim is to constantly adapt to the needs of the web community by proposing highly visual, multi-format, and intelligent content. Konbini recognises social media as a new power, and channels it to take strong positions in subjects such as combatting HIV amongst youngsters, sustainability in the future of water, and Gender Equality progress. Konbini also regularly showcases works by emerging artists across multiple disciplines and offers sponsorships to both niche cultural events and programs with international visibility with household names like Michel Gondry.^[3]

Konbini has offices in Paris, London, New York and Mexico. It is also expanding its network of journalists and collaborators in order to spread its initiatives worldwide. The company has its own creative in-house production studio, a global editorial team and brand strategists and counts collaborators including Apple, Chanel, Nike, Netflix and Coca-Cola.^[4]

History and Growth

In 2008 David Creuzot and Lucie Beudet launched Konbini as one of the first web TV channels in response to "an outdated media landscape". They believed that Digital media should evolve from the closed tech world to become a tool that could give a voice to new audiences. It was an out-of-the-box underground video platform, allowing the exploration of new journalistic formats and promotion of new music, all in a fun atmosphere. Konbini was one of the first websites to understand the potential of integrating with Social Media.^[5]

The company adapted into the new media landscape post the Dot-com bubble burst by becoming a media player with an innovative advertising proposition. A turning point was in 2011 when Orange S.A. partnered with Konbini to create the SOSH brand^[6] and provide 360 degrees support (branding, content, TV ads, communication strategy consulting…).^[7]

In 2013 David Creuzot and Lucie Beudet relocated to London to launch the expansion of Konbini to become a multi-format global leader in the production of Pop Culture content. The Konbini growth strategy is based on the rapid sharing of content between its geographically split editorial teams who act as local curators, ambassadors and content generators.^[8] In 2015, Konbini opened offices in New York City and Mexico City.

Content: ALL POP EVERYTHING!

Unlike generalist content publishers, Konbini exclusively curates content on selected popular subjects. The content philosophy is rooted in five key areas:

Challenging Editorial Line

Rather than publishing sensationalist or negative content, Konbini aims to bring fresh perspectives and creative responses to social media conversations and encourage awareness of relevant themes without relying on sensationalism or fear. Its timeline offers a mix of selected themes, formats and tones whilst maintaining a very recognisable identity. Content ranges from Konbini's "Brief History of Pop" light educational funny videos to deeper messages, such as a personal open letter from a young HIV positive girl, all as a non-intrusive experience.^[9]

Causes to be Championed

Konbini sees social media as a tool to help “click-start” change. Their editorial team selects topics to highlight when they feel some further visibility would make a difference, as demonstrated in their article sharing a letter received from a fan exposing her personal history around the lack of real HIV treatment knowledge amongst young people.^[10]

Konbini tries to play a role raising awareness and sharing its view with its audience, leveraging social media which makes it possible for activists and leaders of positive change to bring important topics to wider audiences. As well as HIV treatment, other topics that Konbini has supported through the sharing of inspiring content include: the future sustainability of water, improvements in gender equality, and more.

Launch platform for Artists

Pop culture is built upon the continuous exchange between artists and audiences, and Konbini facilitates the transit of new ideas and work through social media.

Konbini regularly showcases work by emerging and established artists across multiple disciplines from photography and illustration^[11] to sculpture, music, performance art and fashion. It also offers sponsorships to both niche cultural events ADD REF and programmes with international visibility by household names like Michel Gondry.^[12]

The micro-video playground

Videos lasting up to 10 seconds of high impact imagery designed to make viewers smile. Konbini is the precursor of this new media format, the micro-video, which they believe is the best tool to attract an otherwise over-exposed audience in search of an element of positive surprise.^[13] For example, Konbini’s humorous micro video “What a tortilla sounds like on a record player” received tens of millions of views on Facebook, and hundreds of thousands of likes and shares.^[14]

Aesthetics

Konbini has translated the fun, simple and sharp into its own lifestyle brand. Headed by Arthur King as Artistic director they pass the POP culture spirit of the company into their different collaborations, should it be a Web Commercial, a Music video, sneaker.^[15]

Creative Studio

“For a brand to succeed it does not need publicity anymore, but rather, it must be recommended”. Konbini extends its expertise as an advertising agency to collaborate globally with selected brands. This is designed to achieve synergies in order to generate superior content and curate engaging projects.^[16]

Konbini's creative production studio was established when the organisation was first created, and has been driving the strategy ever since. Their brief is to participate in, and contribute to, visual trends. By keeping their content accessible and with the widest possible appeal, it is rapidly shared and consumed globally. The unstoppable generation of new formats is a constant source of ideas for David Creuzot and Lucie Beudet who have applied exactly the same editorial approach to its creative studio. The result is a wider appeal to a very supportive audience making content reaching further faster whislt remaining more accessible.

Core specialisms of Konbini’s operation are: Integrated Advertising Campaigns, Digital Design and Development, Creative and Brand Strategy, Social Media Marketing, Viral Marketing and Brand Entertainment, Digital Influencer Networks, Integrated Production, Live Action, Animation and Post.^[17]

Konbini Management Team

• David Creuzot (CEO and Co-Founder)
• Lucie Beudet (Senior Vice-President and Co-Founder)
• Arthur King (Artistic Director)
• Patricia de Middel (Chief Operating Officer)
• Mathieu Marmouget (Managing Director, France Office)^[18]
• Louis Daboussy (Global Head of Content)^[19]
• Alexandre Faure (Global Head of Sales, Managing Director United States Office & Latin America Office)
• Emmanuelle Moatti (Chief Financial Officer)

References