HarbourView Fairness Companions has tapped Netflix and WarnerMedia veteran Lucinda Martinez as its new Chief Advertising and marketing Officer, whereas Deborah Renteria will be a part of as Vice President of Model and Content material Technique.
As a part of the deal, HarbourView has employed The CultureShaker, the corporate based by Martinez, to guide all model, advertising, and PR efforts for the agency and its portfolio firms.
HarbourView has constructed a portfolio of over 70 music catalogs, amongst them Nelly, Wiz Khalifa, George Benson, and Christine McVie of Fleetwood Mac fame. Nevertheless, the funding agency – having gathered $1.6 billion in whole property underneath administration since its launch in 2021 – is increasing its sights past music, as an illustration with the acquisition of Mucho Mas Media, which produced the Netflix hit film The Lengthy Recreation.
The corporate has additionally just lately financed a slate of Hip Hop biopics in partnership with Will Smith’s Westbrook Studios, Taste Unit, and Jesse Collins Leisure, beginning with a Queen Latifah biopic. Additionally this 12 months, HarbourView invested in Usher’s live performance movie Rendezvous in Paris.
All these property and investments will now have its model, advertising, and PR efforts led by Martinez as CMO and Renteria, from Martinez’s crew, as VP for Model and Content material Technique.
Martinez launched The CultureShaker in 2022, having served as Vice President, World Model & Multicultural Advertising and marketing at Netflix, the place she led the event, technique and execution of brand name transformation, viewers engagement and model positioning.
Previous to Netflix, Martinez spent 20 years with WarnerMedia, the place she served in quite a few roles together with Government Vice President, Model Advertising and marketing, the place she was liable for branding for HBO, MAX, and HBO Latino.
Renteria brings content material growth, social/digital technique, and viewers growth experience from Lionsgate, Fb, and HBO. She is understood for spearheading initiatives to develop fandom in underserved audiences, and creating award-winning campaigns throughout movie and TV.
“The agency has expanded quickly over the previous couple of years and it was solely a matter of time earlier than we wanted a formidable CMO and advertising crew…”
Sherrese Clarke Soares, HarbourView Fairness Companions
“The agency has expanded quickly over the previous couple of years and it was solely a matter of time earlier than we wanted a formidable CMO and advertising crew to guide HarbourView’s total model administration and connectivity between tradition drivers and the stakeholders we service,” HarbourView founder and CEO Sherrese Clarke Soares mentioned.
“The CultureShaker is our first working accomplice underneath our Create Platform, additional cementing our place as a valued accomplice to artists, content material creators, traders as we broaden our footprint and deepen our focus throughout the leisure and inventive ecosystem to proceed to drive ROI.”
Martinez added: “HarbourView is an unimaginable, forward-thinking firm that has carved out a novel and highly effective place within the leisure panorama. I couldn’t cross up the chance to work with one other feminine founder and interact with world audiences in new methods. It’s a privilege to hitch forces alongside Sherrese to maximise the worth of her rising movie, music and sports activities property.”
“It’s a privilege to hitch forces alongside Sherrese to maximise the worth of her rising movie, music and sports activities property.”
Lucinda Martinez, The CultureShaker / HarbourView
Earlier this 12 months, HarbourView secured $500 million in debt financing led by funding big KKR.
The capital will assist HarbourView “additional our mission of investing in property and firms pushed by premier mental property whereas striving to make sure that creators are appropriately valued for his or her contributions to the world,” Soares mentioned on the time.
In an interview with MBW this 12 months, Soares mentioned HarbourView has a “world viewers body” and is “centered on constructing an funding agency throughout the leisure, media, and sports activities segments. We put money into issues outdoors of music [and] what that creates is a really wealthy ecosystem. It’s greater than buying solely music and music catalogs.”
This number of IP has allowed HarbourView to have a look at “creating different forms of content material or adjoining forms of content material,” Soares added.Music Enterprise Worldwide
