Chad Bennett, Reveille’s former head of brand development, has launched Populus Brands, a company which aims to build lifestyle brands derived from and driven by reality show content.
The Los Angeles-based company already has two production partners on board, Reveille and Litton Entertainment, as well as two brands, Power Music and Quepasa’s social networking sites Quepasa.com and myYearbook.com.
Bennett, who serves as founder and CEO of the new venture, tells realscreen: “Having been at Reveille for almost eight years now and having the benefit of working in current development, running current productions, and doing strategic sponsorship in licensing and promotion partnerships, I quickly found that the brand development department that was closely tied to content was sort of an anomaly at Reveille.
“For me, it was about expanding my horizons to work with as many different content creators as possible in the reality space and bring to life as many lifestyle brands [as possible] around the content they’re creating.”
During his time at the production company, Bennett helped create ancillary revenue streams for Biggest Loser and MasterChef, which he will continue to do as a consultant.
Populus will work with content creators to build lifestyle brands, create promotional partnerships, and develop consumer products, while for the brands, the company will create strategic relationships with programming.
“So [often] producers are focusing on creating the best content and they don’t have the time or resources to think long-term about strategies that can build out their brand,” says Bennett. “As content creators shift their thinking from the beginning, it allows them to set up a more authentic engagement.
“If you’re offering [viewers] products and experiences that allow them to be motivated, educated and inspired, they’re more likely to continue to watch your TV show and provide ancillary revenue streams in a time with reduced media dollars and production budgets,” he adds.