NAMEWHAT IS ARSENIC? 2 D E S T I N AT I O N #ARSENICWORLDTOUR I N F O R M AT I O N APPENDIX: ARSENIC HISTORY 2 3 ARS E N IC : F E M AL E F O U N D ED, NE XT G E NE RATION OF MED I A FOUNDED BY MODEL EXPONENTIAL SOCIAL EXPANDED TO ENCOMPASS A WOMAN NETWORK MEDIA GROWTH YOUTH CULTURE One Woman. Crowd-Sourced Viewership Bigger Art, Music, Events One Mission. Model Community Than Cable Fitness, & Beyond Arsenic was founded by a She ignited a crowd- In weeks, the viewership on Soon Arsenic became a hub woman. She believes in sex- sourced network of models Instagram & Snapchat began of cultural influencers. Music positive feminism and vowed and creatives. Models were to surpass that of established artists, fine artists, etc. Content to shift power from male empowered in the creation cable networks. And incoming verticals expanded from photographers to female process, and the community interest sparked from major beauty to Art, Music, Events, models. She races Formula was empowered to participate media conglomerates and Fitness, Style, resulting in an Cars, conquered the Gumball, in a democratized media traditional press. authoritative voice of youth is an expert Polo Player, is on the board of 6 companies, and movement. Bottom up power, culture. produced her first movie at 24. instead of top down. 3 4 MUSIC ’S TO P AR T I S T S CO L LABORATE W ITH ARS E NIC THESE AND MANY OTHERS HAVE BEEN PART OF ARSENIC STEVE AOKI G-EAZY NERVO TINASHE MAJOR LAZER DIPLO CASSIE 2 CHAINZ FUTURE SKRILLEX FETTY WAP ZEDD JEREMIH LIL JON DILLON FRANCIS 4 5 POWE RF UL R EACH ACR O S S YOUTH C ULTURE WE COLLABORATE WITH TOP INFLUENCERS IN ALL GENRES ATHLETES DIGITAL MEDIA CELEBRITIES ART KALEIGH GILCHRIST OLYMPIC GOLD LOGAN PAUL WRDSMTH (11M IG) VANESSA HUDGENS MEDALIST, USA WATER POLO, PRO SURFER TODD GURLEY NFL BRITTANY FURLAN GUY HEPNER NAZANIN MANDI FOOTBALL PLAYER, (2.2M IG) ART GALLERY LA RAMS ANTHONY NAPOLITAN X GAMES MEDALIST, PIQUES (8.4M FB) GORE VERBINSKI TAX COLLECTION DEW CUP CHAMPION, ART CURATOR PRO BMX RIDER YASIEL PUIG SOMMER RAY LA DODGERS (14.9M IG) TYSON BECKFORD UTA ARTIST SPACE 5 6 YOU TH C ULT U R E D R I V ES BUS INE S S PARTNER, COLLABORATOR, AND CLIENT BRANDS 6 7 T RAD ITION A L P R ES S H AS AC KNOW LE DG E D ARS E NIC ’ S POWER “Arsenic’s team is building a media powerhouse based on being real, raw, and edgy.” - BUSINESS INSIDER “The venture capital world is “The fact Arsenic has built such a big audience is amazing... very excited by Arsenic” In the same way that when cable came along CNN and ESPN - BLOOMBERG were able to build giant media businesses.” - BLOOMBERG “Arsenic, a female-driven, Instagram-savvy media company that’s leading the charge for sexual empowerment.” - INSIDE HOOK “ArsenicTV has exploded as a business.” “A startup for the - INC “Arsenic has double the fans of Maxim” people, by the people” - BUSINESS INSIDER - SMASH’D 7 8 T HE A UD IE N CE I S U N DEN I ABLE PROPRIETARY CONTENT CHANNELS INFLUENCER NETWORK 3M AU D IE N C E 1M STO RY VI EWS 180M MONTHLY IMPRESSIONS 40M AU DIEN CE 5K CON TR IB U TOR S 5M+ STORY V IEWS 10+ CONT E N T C HA N N E L S 30K SUBM I SS I O NS P ER M O NTH HOSTS MODE L S P H OTO F IT NE SS CO M E DY FI LM A R S E N IC S IMU L CA S T S B R A N D E D CO NTE NT B ROADC AST AC ROSS NE T WORKS BY MU LT I PLE I N FLU E N C E R S 8 9 ARS E N IC OV ER - D EL I V ER S FOR BRAND P ARTNE RS event event WET REPUBLIC BKSTG - GRAND OPENING WEEKEND THE LIVE NATION BACKED APP a c t i v at i o n c o m p o n e n t s a c t i v at i o n c o m p o n e n t s RED BULL AIR FORCE THE CHAINSMOKERS STEVE AOKI PREAKNESS NERVO PRIVATE JET ARSENIC HAKKASAN THE ARSENIC HOUSE & ARSENIC GIRLS a r s e n i c ’ s i n v o lv e m e n t a r s e n i c ’ s i n v o lv e m e n t 24M IMPRESSIONS 4445% INCREASE IN ENGAGEMENT VIP ACCESS EXPERIENTIAL + DIGITAL HAKKASAN RETURNED FOR MORE ACTIVATIONS LIVE NATION (MAVERICK) INVESTED 9 NAME WHAT IS ARSENIC? 10 D E S T I N AT I O N #ARSENICWORLDTOUR I N F O R M AT I O N APPENDIX: ARSENIC HISTORY 10 11 T HE # A RSE N I CW O R L DT O U R E XP E RIE NC E Arsenic will travel with it’s key creative contributors and models spending about 4 weeks in each city. This is enough time to engage with local artists, cast local talent, and become woven into the fabric of that city before heading to the next destination. 11 12 T HE E X PE RI EN CE I N D ET AI L HERE’S WHAT WE MEAN BY #ARSENICWORLDTOUR INTERACTIVE TOUR “POP UP” ARSENIC HOUSE CULTURAL EPICENTER The Audience Demands We Bring The Arsenic Beauty, Art, Music And The Destinations House Experience Community Combine For each major city we visit, we ask our audience A “pop up” Arsenic House is the “must visit” Like the original Arsenic House we’ll host artists for and they vote on the destination. Thus we ensure destination and hub of activity in each city. People live paintings, models & photographers for editorial shoots, music artists, live performance, powerful participation from our community. (We can line up around blocks to visit the original Arsenic and “open staff meetings,” where we invite our schedule cities based on Brand Partner mandates House and this will be heightened. The house community to participate in Arsenic decisions as well.) concept is an ideal showcase for an array of brands. & direction with us. 4 WEEK STAY CROWDSOURCED PHILANTHROPY We’ll Inhabit City Long Enough Local Talent, Influencers, And At Least One Philanthropic To Be Woven Into It’s Fabric Audience Participates Effort Per City Unlike other types of tours that leave a day or 2 There’s viral exposure opportunity as local talent Arsenic believes in leaving each place or thing after arrival, we stay long enough to impact the submits on social media to participate. In addition better than we found it. We’ve conducted several culture of the city. Buzz builds and momentum is to bringing key talent and crew to each city, we’ll volunteer days and philanthropic partnerships and captured. We form relationships with new Arsenic cast local models, artists, filmmakers, etc. to both will require of ourselves at least one per community ambassadors and leave a contributor infrastructure in place upon departure. engage with the community and keep things fresh. visited. 12 13 WHY # A RSE N I CW O R L DT O UR IS S O P OW E RF UL WHAT INSPIRED ARSENIC TO TOUR? WHY IS IT A GREAT OPPORTUNITY FOR YOU? #1 AUDIENCE REQUEST OUR GREATEST BRAND 78% OF MILLENNIALS KEY SAMPLING IS INVITE TO ARSENIC AMBASSADORS ARE PREFER EXPERIENCE OPPORTUNITY FOR HOUSE FORMER VISITORS TO PRODUCT CONSUMERS 4.3% OF AUDIENCE IS NOW WE BRING THE GEO TARGETING BY ASSOCIATION WITH LA (95% ELSEWHERE) ARSENIC EXPERIENCE CITY TREASURED MOMENTS/ TO THEM EXPERIENCES 13 14 ARS E N IC C R EAT I V E S P AC E E XAMP LE S MEXICO CITY EXAMPLE HOMES 14 15 36 0 D E GRE E C R EAT I V E ASS E TS & DIS TRIBUTION WE WILL CREATE CONTENT IN MOST RELEVANT FORMATS AND DISTRIBUTE OPTIMALLY MOBILE DESKTOP PHYSICAL TRADITIONAL “IRL” MEDIA* INSTAGRAM WEBSITE EVENTS CABLE TELEVISION SNAPCHAT FACEBOOK BRANDED MERCH OTT OPERATORS (ROKU, HULU, NETFLIX, ETC.) COFFEE TABLE FACEBOOK NEWSLETTER RADIO ART BOOK CONTRIBUTOR SPOTIFY PLAYLIST SPOTIFY PLAYLIST PRINT NETWORK “BOOTS ON GROUND” * IN DISCUSSIONS 15 16 DE STIN A TIO N S T AI L O R ED TO YOUR TARG E TS POTENTIAL CITIES SUMMER 2017 FALL 2017 WINTER 2017-2018 SPRING 2018 • Mexico City, Mexico • Miami • Rio, Brazil (for Carnival) • Chicago • Scottsdale • Atlanta • Miami • Caribbean • Austin • New Orleans • Sydney • Miami • Dallas • Dallas • Bali • Bali • Nashville • Austin • Vietnam • Vietnam • Chicago • Amalfi Coast • Thailand • Thailand • New York • London • Hyderabad, India • Hyderabad, India • Amalfi Coast • Milan • Caribbean (e.g. St. Lucia, • Ibiza Turks & Caicos, Punta Cana, • London • Barcelona • Detroit Dominican Republic) • Milan • Ibiza • Vancouver • Barcelona • Cote D’Azur • Toronto • Ibiza • Germany • Cote D’Azur • Vancouver • Toronto 16 17 CON TA C T EM A IL PA RT NERSH I P S @ A R S E N I C . TV 17 NAME WHAT IS ARSENIC? 18 D E S T I N AT I O N #ARSENICWORLDTOUR I N F O R M AT I O N APPENDIX: ARSENIC HISTORY 18 19 FE MAL E F OU N DER ARSENIC WAS COFOUNDED BY A DYNAMIC WOMAN “Arsenic is my vehicle that empowers women to express themselves in whatever way they feel best, including, but not limited to, their sexuality!” - A M A N DA M I C A L L E F Board member of Jamak (the largest privately owned silicone manufacturing company in the nation) with offices in the US, UK, China & Hong Kong; Reata Restaurant Group; as well as 4 other boards with holdings in real estate, manufacturing and automotive. Independent Producer of Film, Commercial & Music Video Financed and produced over 20 productions in 12 years. Produced her first movie at age 24 with cast including Julia Roberts. Hobbies: Polo, Formula Racing, Gumball 3000 19 20 FE MAL E E MP O WER M EN T THE SPARK THAT IGNITED THE ARSENIC FIRE FEMALE CREATIVE CONTROL Initially our founder observed that women in commercial photography were often treated “like mannequins.” Not disrespected overtly, but directed what to do without any participation in the creative process. The direction often related to what she felt was very personal actions; someone else, telling the women what to do to look beautiful or be sexy. She began producing shoots where all of the creative control sat with the women involved. Famously, in the Arsenic Community, in one of the first shoots, she kicked the male photographer off set when he didn’t leave sufficient creative control with the models, and the women resorted to shooting each other. A COMMUNITY OF WOMEN Buzz spread around Los Angeles and women asked to be part of Arsenic. There was no money at that stage, so they volunteered their time in order to “be part of the movement.” The first 10 volunteers were all female. 20 21 T HE D E MO C R AT I Z AT I O N OF C ONTE NT THE MOVEMENT Early on, the group decided to do media different. Rather than having tight editorial control, the community would be in control. Maxim has their “Hot 100” issue, where the editors selected the group. Arsenic said to it’s audience “who do YOU feel is most beautiful? And it could be you! All of you can submit, all of you can vote on who is featured, this is YOUR magazine, we’re just here to help you run it. TRADITIONAL MEDIA HAS POWER AT THE TOP ARSENIC INVERTS THE POWER PARADIGM SINGLE DECISION THE CROWD HAS POWER AND DRIVES COMPANY C R O W D CONTENT DECISIONS MAKER AT THE TOP CONVERSATION FLOWS IN ALL DIRECTIONS CONVERSATION FLOWS IN 1 DIRECTION CONTENT TRICKLES DOWN FROM ON LEADERSHIP RESPONDS TO AUDIENCE CROWD HIGH, WITHOUT A LOT OF RELEVANT COMPANY VOTING & CUES TOUCHPOINT 21 22 ARS E N IC ST AR T S W I T H O UR FUNDAME NTAL BE LIE FS WE HAVE 4 CORE TENENTS S E X P OS I T I V E - D EM O C R A T I ZA T ION FE M I NI S M O F C O N T EN T A U T H E NT ICIT Y OPENNESS A woman has no less value based We believe the crowd is the Most people live their lives Lead with love, not hate. Every upon her choices to express company. We are always crowd pretending (afraid to be real). voice matters. Even the voices her sexuality. A woman’s image sourced and crowd curated. Arsenic is a community that we disagree with. Higher truth is should project whatever she People don’t need someone to empowers its members to be their our guide. We love music, culture, wants. No one knows better than tell them what’s dope or sexy or authentic selves. We prioritize art, and other “celebrations of a woman what makes her feel sexy, beautiful and powerful. We cool. You know it when we see it. authenticity > polish in our content humanity” support creating visual content We know if we shut up and listen and audience engagement. As we in line with what makes our to the people, they guide us to grow, our core mandate is to keep female ambassadors feel like the the dopest, sexiest and coolest the authenticity that got us here. empowered warrior- princesses new content. they are. 22 23 PA RT NE RS HI PS @AR SE NI C. TV 23