EXCLUSIVE: Fashion and pop culture company Nylon Media — best known for its fashion and pop culture magazine, Nylon — hopes to expand its reach and appeal to advertisers with the creation of Nylon Studios, a unit that will develop live events and video.
Kristin Welton will run the operation as VP of Nylon Studios, reporting to company President Jamie Elden. As the magazine’s director of Events & Partnerships, Welton has been responsible for gatherings at Fashion Week, Coachella and SXSW.
In addition, Lauren Cohen was promoted to VP of Marketing & Entertainment, also reporting to Elden. She’ll oversee the development of the company’s entertainment arm as well as other marketing efforts. The company says that she has closed “a number of TV development deals” and is working with United Talent Agency on digital and TV initiatives.
Nylon and UTA announced in April an alliance to “expand Nylon’s content strategy and move Nylon’s offerings into other media platforms.”
Elden says that his company has “a long established reputation for executing custom programs for our clients, and with the launch of Nylon Studios, brands will benefit from next level 360-degree capabilities, all amplified through our extensive digital and influencer network.”
Nylon says that its magazine has a circulation of more than 1.2 million, and a digital network that reaches more than 35 million people per month.
Elden moved to Nylon in April Media General’s Federated Media, where he was Chief Revenue Officer and Head of Entertainment.
Nylon’s backers include Marc Luzzato’s Los Angeles-based Diversis Capital.