Rolling Stone, Meta Team on Creator-Focused Festival and Event Series, Starting at SXSW
variety.comTodd Spangler NY Digital EditorRolling Stone inked a partnership with Meta — parent company of Facebook and Instagram — for an initiative to host creator experiences at festivals and custom events throughout 2022.
The brands will join forces to host “Creator Houses” at some of the biggest music and cultural festivals, beginning with an installation at SXSW.Variety and Rolling Stone are both owned by P-MRC, a joint venture between Penske Media Corp.
and MRC. In April 2021, P-MRC announced a deal to become a partner and shareholder in SXSW.Rolling Stone and Meta will develop “unique and engaging experiences” for festival attendees to “explore the creative products and tools that support creators’ storytelling ambitions,” including Reels, Meta Quest 2 VR headsets and Ray-Ban Stories smart glasses.
The partners will bring together creators, artists, journalists and industry leaders at the creator spaces to participate in conversations about the future of content creation and the creator economy. “We are thrilled to partner with Meta on this long-term creative endeavor across some of the most culturally significant live events of the year,” said Gus Wenner, CEO of Rolling Stone. “Our shared commitment to champion creators and celebrate artists, made this project deeply meaningful to us.
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