Licensing 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.

License Global

September 14, 2020

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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 episodeLicense 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."

Hear more from Karp in the latest episode of the “Licensing Mixtape,” and be sure to subscribe to the podcast on iTunesStitcherGoogle PlaySoundCloud or Spotify

The Licensing Mixtape · Episode 4: How Digital Brands are Redefining Home with Buzzfeed


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License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

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