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Consultancy specializing in consumer brands with a focus on consumer trends, media campaigns and branded content. The name is born from culture with its origins in music. Before records were to be released to the public, often before official artwork was designed and printed, promotional copies were sent out in a white unbranded sleeve to DJs to solicit radio and nightclub play, in an effort to build hype and gauge public interest by the record labels, ultimately to better estimate manufacturing quantities. This created a situation where record labels could test & learn by way of consumer & industry response to better optimize launches. Fast forward to today where the lines between paid and earned media blur beyond recognition, we use them as a form of expression by creating meaningful branded content that maximizes reach and frequency across paid media, owned channels and public relations. We white label our thinking for brands, venture capitalists, creative agencies and thought leaders to make commercial content that consumers want to engage with - and share. EDITORIAL / CONTENT / PAID MEDIA CREATIVE COLLABORATIONS / MEDIA PARTNERSHIPS