Female-focused Refinery29 sees its audience responsibility as \u201cto service them, not to sell them\u201d and it\u2019s further expanding its video reach with a streaming service later this year. Called Channel29, the over-the-top offering will be available on smart televisions and on Refinery29\u2019s digital channels to reach young and progressive women.<\/p>\n
\u201cI truly believe the audience is the boss,\u201d Refinery29\u2019s Chief Content Officer, Amy Emmerich, says in this interview with Beet.TV at the recently completed Digital Content NewFronts<\/a> 2018.<\/p>\n Refinery29\u2019s audience makes itself known through \u201cthe way they talk to us every single day\u201d through comments, shares, engagements and \u201cdirect interactions\u201d via its Mad Chatter<\/a> feedback platform plus live events, Emmerich adds. Those insights are mixed with \u201cthe love and care and attention of people who work within the building who are also women of all kinds. And then we put them together to decide where can we use all of this power and make sure that we\u2019re covering the things that we know matter to them.\u201d<\/p>\n Topics like representation, sex and money \u201care the categories that they\u2019re trying to own in the future that people are still quite ignoring them on.\u201d<\/p>\n Refinery29\u2019s editorial team leads with stories and series as opposed to platforms in considering how best to engage with its audiences. \u201cIt\u2019s not where it is, it\u2019s what it is,\u201d says Emmerich<\/a>.<\/p>\n At its NewFronts presentation, Refinery29 announced the upcoming launch of \u201cBeauty and the Beats,\u201d which executive creative director and Refinery29 co-founder Piera Gelardi described as a \u201cmobile, virtual reality DJ battle. It will be like a dance party that can go anywhere,\u201d as MediaPost reports<\/a>.<\/p>\n In all, Refinery29 announced 10 new and six returning digital video series, some in partnership with companies and brands.<\/p>\n Emmerich describes the new series as \u201ca bit more investigative. Really taking our editorial team and putting them in front of the lens and trying to dive into the topics that they cover.\u201d<\/p>\n A new series titled Shady investigates the business of counterfeit cosmetics, while Pride is a six-part documentary series featuring producer Christine Vachon that addresses LGBTQ issues \u201cthrough a historical lens but also layering pop culture,\u201d says Emmerich.<\/p>\n