During both Coachella and Stagecoach, guests partied at the Gallery Desert House.Photo: Courtesy of Gallery Media Group
The parent company of lifestyle brand PureWow that includes a portfolio of 75-plus social-first consumer brands such as @cocktails, @moms, and @recipes, GMG also boasts an experiential arm, known as Gallery House, which has popped up at tentpole events including Art Basel, F1, Coachella, and Stagecoach.
Most recently, in August, Gallery Beach House was on site in East Hampton, N.Y., with a month’s worth of programming, marking the one-year anniversary of the experiential franchise.
“Each Gallery House serves as a foundation for large-scale content creation,” explained Anna Plaks, chief creative officer of Gallery Media Group, referring to the company’s “Events 4 Content” strategy.
“Since we aren’t bound by a specific editorial model, every house is unique—featuring different creators and guests, programming, partners, and branding, all tailored to align with the cultural moment and most relevant trends. This flexibility allows us to drive maximum earned reach and authentic amplification,” she added.
The combination of GMG’s influencer marketing business that includes a vast creator network with top-name brands at buzzy events equals big money. The company plans to end 2024 with $50 million in revenue, CEO and founder Ryan Harwood told Axios last week.
Chris Anthony, chief revenue officer of Gallery Media Group, explained that the Events 4 Content strategy works because it feeds the social media machine.
“We believe that the social platforms and algorithms capturing consumer attention today thrive on a high volume of content," he said. "Most brands struggle to keep up with this demand, and experiential marketing offers a platform for this level of content creation. Combining these principles, we design every Gallery House partnership to enable brands to generate hundreds of pieces of content from the experience. This isn't the usual recap content—that’s just the baseline. Instead, it’s authentic social content that brands can leverage both during and long after the event.”
So far, the franchise has created 7,500 original pieces of content, generating 2 billion press impressions. Over the course of the first year, GMG has partnered with more than 75 brands including Patrón, Delta, Frito-Lay, Gap, Coach, Infiniti, Unilever, and Chase.
Anthony described the process of bringing the right brands together with the right content creators as “an important marriage” that first takes into consideration the cultural moment. “What does F1 look like in Miami versus Vegas? Is Stagecoach going to be the festival this year? From there, our talent and influencer team identifies the creators, DJs, influencers, and celebrities who are making waves right now and evaluates which of them would be a great fit for our Gallery House community.”
He added that “if someone is trending on your ‘For You’ page, you'll probably see them at a Gallery House event, whether they're doing a workout class, a GRWM video, or a pickleball game.”
As for the brands on hand, GMG looks for those that will provide real value to the guests “while also standing out on social,” Anthony explained. “Many brands want to understand how to show a better ROI for experiential marketing. We believe experiential should be viewed more through the lens of ‘return on influence.’”
Because the Gallery House concept offers brands a way to snag hundreds of pieces of content from top influencers and talent, Anthony explained that the GMG events “function almost like a creative agency output of content.”
Keep scrolling to see more from the various Gallery Houses...
