Creating an impactful and iconic brand that connects the power of mainstream Hollywood talent with the most impactful digital influencers to create oceanic-like waves for our clients. That was the mission statement from entrepreneur and branding expert Carson Jones when asked about why he partnered with the founder of New Hollywood, Ashwin Jacob to create a “super agency” of sorts.
Carson Jones has made his impact on the influencer marketing space through Influencer Collabs, an influencer feeder agency that connects influencers and talent with some of the biggest brands in the world. Now, he says the agency will partner and recruit directly for the brand, New Hollywood. New Hollywood, founded by Hollywood’s well-known star connector Ashwin Jacob, who is known for hosting and producing some of the biggest events and brand activations for the biggest celebrities in Hollywood. This includes a recent Halloween party in the Hills that had guests the likes of Snoop Dogg, Trippie Redd, Swae Lee and hosted by Justin Combs.
The unique combination of Hollywood star access and digital superstars will allow New Hollywood to make an impact online while drawing recognition and publicity from large media outlets in the U.S. and around the world.
“Influencer marketing is a great resource for brands to make an impact and grow their brand online, but they are going to have a tough time cracking the mainstream media because of their resistance to classify influencers as the true media stars they are,” said Jones. “New Hollywood now has access to all of the digital superstars and talent we have worked with for years, but now we can combine those superstars with Hollywood’s best talent to generate the biggest impact for our clients,” he added.
Jones started making a name in the influencer space by ghostwriting content and creating campaigns for free so he could work with some of the biggest talents in marketing. This led to him founding a successful podcasting agency and media clients requesting to work with the same talent. Those requests eventually led Jones to start a “feeder” agency named Influencer Collabs. The brand defines itself as an influencer recruiting agency for brands and marketing agencies across the U.S. and worldwide. Now, all of those resources will fall under the New Hollywood umbrella, creating an agency that could compete for business with the biggest brands in the space.
“We are Looking forward to what Carson and his team bring to the table with the vision of strategy, execution, and value-driven opportunities to both talent and brand clients in the ever-evolving landscape of marketing, media, and experiences,” said Jacob. “Together we combine two worlds to truly be able to deliver exceptional results for our clients and manage our extensive team in various satellite offices.”
While some view influencer marketing as a simple process consisting of finding an influencer, sending them a product and having them post about it, Jones explains that it’s so much more than that.
“Brands want to work with us because we have built long-term relationships with the talent and have the best reporting platforms that can predict the success of a campaign while identifying the right influencers for that campaign,” Jones explained. “If you are simply sending your product to an influencer that has a large following in hopes they will post what you want them to, you are going to waste thousands and potentially hundreds of thousands to not get the results you want.”
New Hollywood now has access to the biggest talent across multiple industries. More importantly, that talent has opted into their reporting platform which means more in-depth analytics and influencer information that saves agencies time and resources by working with the right influencers the first time. The platform allows agencies to better understand an influencers demographics by examining metrics like reach, engagement, location demographics and typical information that other agencies have access to. However, they also develop an overall influencer score for each brand based on personality archetypes, follower income levels, follower interests, common connections, ethnicity, and even religion. This type of information allows agencies and brands to focus on influencers that will be most effective for their event or campaign and take the guesswork out of the process.
The partnership with New Hollywood now means that New Hollywood will boast the largest talent pool in the world in the music, tech and fashion industries.
“Our goal is to be able to create an impactful, star-studded event or initiative that can kick off our digital campaigns. We want to build a huge buzz through an activation so that within 30-60 days when they begin seeing that campaign on Instagram, they will already know who the brand is and what they are about, said Jones. “A lot of people don’t have that launch point and they fail at the distribution of that content afterward. If we can create buzz ahead of the campaign, then leverage that event to launch a campaign, it becomes that much more powerful for the brand and sponsors involved.”