British GQ and social network Vero have announced an innovative content partnership that will see specially commissioned GQ editorial regularly on the Vero platform.
Vero is a social network that makes sharing the things we love simpler and more focused, especially music. Thanks to Vero’s unique integration with Apple Music, users can listen to songs recommended by their friends without leaving the app.
This collaboration delivers brand presence and content creation, combined to maximise the impact of GQ’s journalism, in this case offering a specific focus on music and the various lifestyle areas it impacts. British GQ’s channel on Vero will be home to recommendations and commentary from its award-winning writers and editors.
Dylan Jones, Editor-in-Chief of British GQ, commented: “By creating British GQ content for Vero users, a platform designed to make sharing what we love simpler, a raft of new readers will be exposed to our brand with its reputation for commissioning the highest quality writing and imagery. Music has always been a core part of the GQ mix, and this is increasingly important online.”
This collaboration sees the creation of a new hire. Kathleen Johnston takes up the specially created role of Social Content Editor, responsible for producing editorial for the Vero platform as well as GQ’s existing social platforms. Kathleen brings to this new role editorial experience from Condé Nast Traveller, British GQ and Wonderland magazine.
Vanessa Kingori, Publisher of British GQ, said: “GQ’s focused approach to digital content is very much in line with Vero’s core objectives: a more sociable, less disruptive experience for their users. This collaboration gives a wider audience access to the unparalled GQ editorial. We’re delighted to work with Vero and to have Kathleen Johnston concentrating on this exciting initiative.”
Launching today, British GQ’s Vero profile will already be populated with examples of what’s to come. Running throughout 2018 and beyond, the collaboration will highlight GQ’s access and authority in the music arena, introducing a new audience to the compelling, entertaining and engaging GQ world.
This partnership with Vero follows a successful 2016 collaboration between GQ and Oliver Spencer, which created a unique catwalk experience and menswear first in allowing fans of the designer to buy straight from the catwalk through Oliver Spencer’s Vero profile – heralding a new way of shopping for style savvy men.
Ayman Hariri, Vero CEO & Co-Founder, added: “Vero offers our users a new way of discovering more from trusted brands, artists and influencers in an advertising free environment. GQ isn’t just a magazine – it’s a unique cultural resource, and bringing its informed cultural recommendations and editorial content to Vero will add to the collective wisdom our users can access, while enabling its readers to enjoy a shared musical experience through Vero.”
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