Now that Playboy has said goodbye to nude images, the popular magazine has a lot of pages to fill. With a revamped website and a newly redesigned magazine, Playboy has been busy creating new content to appeal to younger audiences.
The company unveiled plans to offer a mix of original digital video offerings on its website, videos that will begin with the 2016-17 season.
Playboy’s reach, when combined with Playboy’s properties, hits more than 150 million consumers each month. The publisher hopes to leverage that captive audience to attract content creators and advertisers that may be hoping for more exposure with a young (mostly male) millennial audience.
Today’s event was emceed by Waris Ahluwalia, a designer and frequent Wes Anderson collaborator. Joined by British import Chelsea Leyland, who served as the DJ for the afternoon, the duo helped Playboy unveil its new venture.
There will be an all-new slate of digital video programming. Playboy previewed the hosted documentary series “Journalista,” which stars Playboy correspondent, Yoonj Kim.
Kim will take audiences into the worlds of sex, drugs, and alternative lifestyles through experiential and immersive journalism.
“For decades, Playboy has been a platform for expression and creativity – a catalyst for progress,” said Scott Flanders, CEO, Playboy Enterprises. “We’ve often been an advocate and an activist – a proponent of individual freedom. We have always pushed the boundaries of imagination, we’re an aspirational brand and have been a vanguard for exploration, all the while giving a voice to provocative opinions. Now, with the debut of our original video slate, we’re continuing to usher in a new era of Playboy. And we’re just getting started…”
Playboy hopes to offer a blueprint on everything from entertainment and travel, “to food and drinks, to nightlife and style, to gaming and technology, to humor – and, of course, sex,” according to the company’s announcements.
The new slate will offer cross-platform solutions for advertisers and media buyers through digital, mobile and social spaces, as well as via content publishing, custom ad products, experiential activations, licensing partnerships and talent alignment.
In addition to its summer lineup of new shows, Playboy announced today the formation of Playboy Studios, the company’s in-house branded content studio, which will be headed up by Playboy magazine’s Deputy Editor and resident style expert, Hugh Garvey.
“Nothing has been more exciting than leading this content transformation at Playboy,” said Cory Jones, Chief Content Officer, Playboy Enterprises. “The slate of original video programming we have introduced today reflects our authoritative voice, advising and entertaining men. We have never had a bigger audience at Playboy and we are all very eager to introduce them to this incredible collection of new franchises.”
Playboy’s Chief Digital Officer, Phillip Morelock commented, “As a top 10 social media publisher, Playboy is one of the most digitally engaged media brands available to advertisers. The introduction of this ambitious slate of original video programming and the formation of Playboy Studios are the next steps in building a comprehensive platform for advertisers that enables them to tap directly into the lives of young, ambitious men and women – wherever and however they consume our content.”
Among the new scripted / unscripted series for the 2016-17 season are: (as detailed by Playboy)
House of Waris: Waris Ahluwalia hosts a regular dinner party with interesting luminaries. The first episode features Natasha Lyonne (Orange Is the New Black), Kim Gordon (Sonic Youth), comedian Horatio Sanz and filmmaker Liz Goldwyn.
The Life by Playboy: Get an inside look at the process of editing the iconic lifestyle section of Playboy magazine.
Tech 360: Famed tech blogger, Jon Rettinger, of TechnoBuffalo, and model / pro-gamer, Amy Willerton, take audiences on a full-fledged tour of the most hallowed tech destinations. Tech 360 is Playboy’s first series shot in virtual reality.
Meccas: Playboy explores the world’s most sought after destinations – from the one wave that every surfer dreams of riding, to the vineyard every sommelier dreams of visiting. The pilot episode is shot in Cuba’s rum haunts.
Coaching Trees (Chef Edition): In this documentary series, Playboy delves into the interconnections between the most respected chefs. The first episode shows how lauded chef and restaurateur Thomas Keller has spawned a movement of perfectionist cooking from French cuisine to hamburgers and fried chicken.
Journalista: In the hosted documentary series Journalista, Playboy correspondent, 25-year-old Yoonj Kim takes audiences into the fascinating worlds of sex, drugs, and alternative lifestyles through experiential and immersive journalism.
Food & Spirits
What The Food?!: Preeminent molecular gastronomist Wylie Dufresne (WD50) and molecular mixologist Dave Arnold (Booker & Dax) star in this food series that’s more MythBusters than traditional food show. Watch them deconstruct and reconstruct celebrities’ favorite food in each episode.
Dinner Date with Furious Pete: YouTube star Peter Czerwinski, better known by his stage name Furious Pete, has built a following of more than four million viewers by showcasing both his inspiring fitness regimen, as well as his competitive eating ability. How can a guy with washboard abs eat 12 pizzas? The world isn’t fair. That’s how. In Dinner Date, Pete teaches guys how to cook impressive yet easy meals for their dates, and his female friends give him feedback on both his food and dating skills.
The Booze Room “All the News That’s Fit to Drink”: In this weekly comedy news show, comedian Josh Wolf (Chelsea Lately) and world renowned mixologist Alex Day (Death & Co.), discuss the news of the week. One part news, two parts comedy and one stiff drink.
Sprout: Follow protagonist Chris Cooper, an overweight, foul mouthed, cigarette smoking Hollywood-type, through a hilarious satirical view of Los Angeles culture. Expect lots of fun cameos from actors and social media stars.
Fronting: Infused with high caliber actors from popular films and TV shows and featuring Facebook and Vine star Jon Paul Piques, Fronting is a raucous comedy series about a group of misfits running a sports agency together.
Robots Are Hard: Set three years into the future, this scripted comedy series follows the brilliant engineers at an artificial intelligence (AI) robotics company. Their only problem is that their robots, who are all played by social media stars, have more personality than they can handle and there is no way to destroy them. Robots Are Hard is created by Aaron Shore (The Office) and Jonathon Magnum (Whose Line Is It Anyway?).
Strangeplay with Mr. Sark: Hosted by the Grand Poobah of gaming and YouTube sensation Mr. Sark, this series explores the world of gaming. Through hilarious skits, reenactments and game play commentary, viewers are taken on a journey of the latest in gaming with appearances by the biggest names in the industry.
Gamer Next Door: Brought to you by hardcore gamer and Playmate Pamela Horton, Gamer Next Door is what every gamer wants: a chance to catch up with influencers in the gaming community; a way to check out previews, learn limited edition details and dispel game rumors; and an opportunity to play some video games.