NEWLY ADAPTED: Guggenheim Media’s sister publications, Billboard and The Hollywood Reporter, have created a native advertising division called Adapt Studios.

Adapt will be headed up by M. Tye Comer, who most recently served as Billboard.com’s editor. Comer, whose role shifts to senior director, will “inform the branded content with an editorial perspective,” and report to Dan Strauss, general manager of digital at Billboard and THR, the firm said.

According to Guggenheim, Adapt will produce branded content and native advertising for brands in the entertainment, music and fashion space via THR’s Pret-a-Reporter outlet.

“Adapt Studios is very much rooted in, and the product of, an entertainment company,” said Billboard and THR copresident John Amato, who played a lead role in the launch.

Guggenheim touted Billboard’s proprietary chart data, including Billboard+Twitter Realtime Charts, which will be featured in select branded content and native campaigns.

Adapt isn’t the company’s first foray into native. The media company has worked on brand partnerships such as Billboard’s work with American Express on “AmEx Unstaged: AIR,” which featured videos with musicians Mary Lambert, Betty Who and the band, Rixton.

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