Hearst Tower turned into a Chippendales for a moment Wednesday night.
A crew of male dancers gyrated on a small makeshift stage on the 44th floor of the publishing house’s headquarters in New York. Slowly peeling off their clothes, the shirtless dancers began grinding with potential advertisers and Hearst employees as onlookers sipped cocktails and documented the show via social media.
This was the opening act of Hearst’s first NewFronts presentation, which gives advertisers and press insight into the video strategy of the company for the year ahead. The strip show was a teaser to the arrival onstage of “Magic Mike” actor Channing Tatum’s, who would deliver the news that cosmopolitan.com is partnering with his “Magic Mike Live” show at the Hard Rock Hotel in Las Vegas.
“If we’re going to revolutionize the way that men entertain women, then we have to start by actually asking women what they want, and then giving it to them,” said Tatum. “There’s nothing that deepens a relationship more than getting a little crazy.”
Tatum explained that the yearlong partnership with Cosmo includes multiple video series, articles, galleries, Facebook Live broadcasts, virtual reality, Snapchat takeovers, Instagram and quizzes.
Lee Sosin, Hearst’s digital media senior vice president, said the partnership would “melt the Internet,” before rolling out a slew of video partnerships for the company’s various titles. Cosmo has partnered with Elizabeth Banks’ women’s comedy site WhoHaHa for a video series that will be distributed on the actress’ site and on its Web site. The women’s glossy will also debut “All In,” a Triple Threat TV-produced series that follows women who are on the cusp of making their dreams a reality, be it through qualifying for the Olympics or auditioning for a spot in the New York City Ballet.
Cosmo will also roll out SnapHacks on its Snapchat Discover channel; “Beautiful Nights,” a series on what makeup and clothes to wear on a special night to run on its Web site, and “Show Day,” a series from Hearst and Sony Music. That series takes an inside look at the life of a pop star on the day of their big concert.
For Elle, its Web site will debut “How Do I Wear That?,” a show hosted by stylist Cecila Lee Roach on how to wear today’s trendiest looks. Elle is also developing “My Turn,” a video series that showcases inspiring, powerful women who break boundaries and lead change.
Esquire editor in chief Jay Fielden is getting some airtime of his own this summer when he will appear on a Facebook Live show dubbed “Who’s That Guy?” Fielden and a well-known guest will interact with Esquire’s Facebook audience, playing a guessing game that combines celebrity, humor and fashion.
The men’s title will also debut “How to Be a Man with Frank Kobola,” a video series that follows Kobola, a former cosmopolitan.com employee, on his quest to “reclaim his manhood.” Tasks include eating spicy food, chopping down a tree, starting a fire, day-trading and other stereotypical male activities.
Lastly, the title will roll out “Manhood,” a raw documentary series that gets real men talking about issues about identity, sexuality, race, relationships, fatherhood and career.
Harper’s Bazaar will unveil a video series called “The Younger Games” hosted by Kelly Deadmon. She goes on a quest to regain her youth through plastic surgery and antiaging treatments. The fashion site will also launch a series on how to find a unique bridal look called “Bazaar Unbridaled.”
Turning to Hearst’s Snapchat channel, Sweet, the company said it would publish “The Sweet Guide to Living a Better Life” on its Discover platform.
“Hearst is about continual innovation,” said Troy Young, president of Hearst digital. “Our digital business is evolving at a staggering pace and video is at the heart of it. We’re creating content that cuts through the noise of the internet and drives enormous viewership across our properties and the most important social and mobile platforms.”