The Future. Candle Media, the Blackstone-backed entertainment empire founded by Kevin Mayer and Tom Staggs, has struck a deal with TikTok which will let Candle leverage the social platform’s community and reach, while giving TikTok the ability to stretch into the world of film and TV. If the partnership births a few breakout projects, we may start to see social media leveraged as a more official breeding ground for top-tier movies and shows.
From #BookTok to screen
Kevin Mayer is getting back together with TikTok.
- Candle Media and TikTok entered a “broad strategic partnership” that will see them co-develop both premium and branded content.
- Leveraging Reese Witherspoon’s Hello Sunshine will be a major part of that deal, as the brand will look for stories from the popular #BookTok to adapt for film, TV, and podcasts.
- Candle will also become a TikTok Pulse Premiere publisher, which means advertisers can buy ads specifically to be shown on Candle content (revenue is split with TikTok).
- Also, Candle-owned companies like ATTN, Moonbug Entertainment, and Exile Content will work with advertisers on branded content for the platform.
While Candle Media has been busy acquiring stakes in entertainment brands for the past couple of years, the TikTok deal is one of the best examples of the company’s “three Cs” strategy: “content, community, and commerce.”
We’ll see how it pays off.