Mass Appeal, an urban culture-focused media and entertainment company, has announced the combination of its production arm, Decon, into a fully integrated operation under the flagship Mass Appeal brand. Effective immediately, Mass Appeal will operate as a single entity media, content and production company.
This shift will allow Mass Appeal to offer a comprehensive network of services that will better serve the company’s roster of clients and attract new brand partners looking to connect with urban culture.
“This has always been my dream for this company,” said Peter Bittenbender, CEO of Mass Appeal. “Between Mass Appeal’s heritage as a culture setter, and Decon’s production capabilities and unique roster of directors and photographers, Mass Appeal now has an unparalleled offering for brands looking to do something fresh for consumers.”
In 2013, Decon teamed up with media brand Mass Appeal to leverage the publisher’s expertise on youth-born culture, and together, they have built a cross-platform content model that extends into film, TV, digital media, music and commercial content.
“These changes come at a pivotal moment in the advertising industry, as the lines between entertainment and advertising continue to blur more every day. By rolling Decon into Mass Appeal, we’re positioning ourselves smack in the middle of the intersection of culture, entertainment and advertising,” said Mike Lobikis, executive producer at Mass Appeal. “As we consider the future of this industry, we’re creating a new model that allows for bold partnerships with creators, entertainment companies, brands and agencies alike.”
Most recently, Mass Appeal developed and produced the series Rapture for Netflix The series–four episodes of which were helmed by three of Mass Appeal’s rostered directors–is an ambitious, raw and compelling look at hip-hop and its influence on culture in 2018. Each episode explores the persona of a different modern-day rap star, including Nas, T.I., Logic, 2 Chainz, Just Blaze and more. Additionally, Mass Appeal has partnered with big name brands to produce award-winning work for Google Doodle’s Anniversary of Hip-Hop, Asics’ “I Move Me” campaign featuring Steve Aoki, SoundCloud’s first advertising campaign, exclusive projects with HBO for Game of Thrones, and many others.
