ATTN:
 | |
| Founded | 2014 in Los Angeles, California, United States |
|---|---|
| Founders | Matthew Segal and Jarrett Moreno |
| Headquarters | , |
| Owner | Candle Media |
Number of employees | 120 |
| Website | www |
ATTN:, Inc. (stylized in all lowercase) is a digital media company based in Los Angeles, California. As of January 2018, the company receives millions of monthly video views, primarily on social media platforms like Facebook,[1] Instagram, TikTok, and YouTube.
ATTN: was founded in 2014 by Matthew Segal and Jarrett Moreno. According to the company, they "break down important societal topics and conversations into digestible, entertaining videos and series across all platforms and are leaders when it comes to reaching people who want context on the issues and conversations that matter to them". The New York Times called ATTN:, “particularly skilled at translating complicated issues into short, cogent content.”[2]
In May 2022, Candle Media announced that it would acquire ATTN: for $100 million.[3]
History
[edit]Prior to founding ATTN:, Matthew Segal and Jarrett Moreno started Ourtime.org, a nonprofit dedicated to promoting voter registration among young people.
Funding
[edit]In November 2014, Segal and Moreno founded ATTN: in Los Angeles and raised $4.1 million from several investors including Marc Rowan, RTS Ventures, Ross Levinsohn, Hope Taitz, The Seacrest Global Group and Troy Carter.[4]
In February 2016, ATTN: raised $18 million in a Series B led by Evolution Media Partners that also included Main Street Advisors.[5] Comedian Bill Maher is also an investor and has stated that, “in 90-second videos, ATTN:’s getting young people to care about things that actually matter.”[2][1]
In November 2016, ATTN: and Tribune Media announced a strategic distribution partnership that also included an investment by Tribune in ATTN:.[6]
Formats
[edit]ATTN:’s content focuses primarily on subjects that matter to Millennials and Gen Z like the environment, health and wellness, social issues, and personal finance.[7] The company consists of producers and creatives as well as an in-house production and animation studio that produces original video content primarily for social distribution, but more recently also for streaming services such as Apple Music, HBO Go and Spotify and networks like NBC, ABC, CBS, Freeform and MTV.[8][9][10]
ATTN:’s most popular videos are custom made for consumption on social media: short, viral videos with subtitles for viewing without sound. Within this format, they have found particular success with mid-form content for social, specifically with IGTV and TikTok, for whom they have created several series including one featuring former First Lady Michelle Obama[11] and a scripted series in partnership with producer and creator Lena Waithe[12]
They also produce original live-action videos, such as a series on parental that stars Nev Schulman, the host of MTV's Catfish, and his wife Laura Perlongo.[13] The company has also developed several original series for Facebook Watch, including a modern dating hit entitled "We Need to Talk" and a series with Zooey Deschanel titled “Your Food Roots”.[14]
Since its founding, ATTN: has had an in-house team of animators in their Los Angeles offices. ATTN: recently premiered an animated horoscope series developed alongside Will Arnett.[15] They use animation for videos that break down complex political issues such as gerrymandering, comprehensive immigration reform and the Electoral College.[1]
The company also has a large branded team and creative agency that works with partners to create custom content for social distribution. In 2021, ATTN: announced the launch of a TikTok Studio[16] to create content specifically for distribution on the platform and to work with partners on their TikTok strategy, targeting Gen Z audiences with short form video content.
References
[edit]- ^ a b c de Moraes, Lisa (October 13, 2016). "Bill Maher Gets Animated About Donald Trump As "Grown Up Pain-In-The-Ass Kid" For ATTN". Deadline Hollywood.
- ^ a b "Matthew Segal Wants Your Attn". The New York Times. October 20, 2016.
- ^ Goldsmith, Jill (May 17, 2022). "Candle Media Acquires Gen Z Social Video Company ATTN". Deadline Hollywood.
- ^ Swisher, Kara (December 4, 2014). "Attn: Gets $4.1 Million From Ryan Seacrest and Others to Get Attention of Millennials". Recode.
- ^ "Political Media Startup Attn: Inc. Raises More Than $18 Million". Los Angeles Business Journal. February 19, 2016.
- ^ "Tribune Media Inks Investment, Distribution Deal with Digital Site Attn". The Hollywood Reporter. November 16, 2016.
- ^ "How this West Hollywood company is helping citizens understand what they're voting on". Builtinla.com.
- ^ "Black Eyed Peas Remixed 'Where Is the Love' With A-Listers and You Have to Watch!". Entertainment Tonight. September 2, 2016.
- ^ Moran, Lee (October 14, 2016). "Bill Maher Gets Animated In His Latest Shutdown Of Donald Trump". HuffPost.
- ^ "Spotify Unveils New Animated Video Series on Politics Behind Musical Movements". Billboard.
- ^ Sara, Fischer. "Exclusive: Michelle Obama launches Instagram video series". Axios.
- ^ "Here's Why You And Your Girls Should Tune In To 'Girls Room'". Essence. December 6, 2020.
- ^ Konecky, Perri (September 23, 2016). "This Eye-Opening Video About Paternity Leave Is Guaranteed to Leave You Scratching Your Head". PopSugar.
- ^ Honkus, Mary. "Zooey Deschanel Talks Unrealistic Food Standards In New Season of Your Food's Roots". People.
- ^ Spangler, Todd (October 16, 2019). "Quibi Picks Up Animated Daily Horoscope Series From Will Arnett and ATTN". Variety.
- ^ Liffreing, Ilyse. "ATTN LAUNCHES TIKTOK STUDIO WITH UNILEVER, CLOROX, GOOGLE". AdAge.