Home / creator-economy / No. 0057
No. 0057
Published
Air bets on Boy Throb, a viral boy band's quest for legitimacy
Why it matters
Fashion label Air is backing the debut concert of Boy Throb, a band born and grown almost entirely on social, converting internet virality into cultural legitimacy and a real fanbase. The money is moving from one-off posts toward equity style partnerships that build durable creator IP and live moments.
The source
Ad Age
Air bets on Boy Throb, a viral boy band's quest for legitimacy
Read the original at adage.com , opens in a new tab