Licensing Mixtape: How BuzzFeed Turned a Media Empire into a Licensing LeaderLicensing Mixtape: How BuzzFeed Turned a Media Empire into a Licensing Leader
Eric Karp, senior vice president, global brand licensing, BuzzFeed, discusses the data-driven power of digital brands in the latest episode of License Global’s podcast.
BuzzFeed has quickly made a name for itself in the licensing realm. Its leading brands such as Tasty and Nifty have made the BuzzFeed name one of the prominent examples of success for digital media companies. BuzzFeed's quick ascendancy in licensing has even helped the brand make License Global's 2019 list of Top 150 Leading Licensors.
In the “Licensing Mixtape's” latest episode, License Global editors speak with Eric Karp, senior vice president, global brand licensing, BuzzFeed. Karp shares how BuzzFeed leverages data and quick thinking to find valuable opportunities for the digital media brand in retail during this far-reaching conversation. He specifically highlights how the modern retail landscape has shifted to make BuzzFeed's core tenets vital for success.
"Every four products you launch in 2020, only one of them will still be on the shelf in 2021," says Karp. "Those are just the real numbers that we're dealing with."
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