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People just misunderstood this and pigeonholed themselves with this domestic thinking of saying, oh, it’s a legacy print magazine, It doesn’t have any application today. The magazine was a product that the company used to really talk about the brand. “I never viewed this as a legacy media brand,” Kohn said. That’s why it keeps announcing deals like these, as well as another back in August (the company’s acquisition of Australia-based luxury lingerie brand Honey Birdette). doesn’t really want to be known as a media company at all anymore. You could argue that Playboy is artfully dodging the question of what kind of media company it wants to be in the digital era, since it seems like the company. The magazine as a product - one among many The result was the company’s first NFT drop called Liquid Summer - a collection of digital artworks created in collaboration with the artist Slimesunday. Playboy actually made its first foray into the world of NFTs and blockchain technology in the spring of this year.
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They’ll be inspired by Playboy’s iconography and heritage, and they’ll also serve as digital “keys” to what the company says will be a reimagined Playboy Club - “giving owners access to benefits like special members-only events, merchandise, artwork, and exclusive artist collaborations.” As an homage to the company’s founding year of 1953, Playboy is releasing 11,953 unique “Rabbitars,” 3D rabbit characters, in NFT form. the first step, a cornerstone of what’s going to be a much larger digital and membership play going forward.”Īlso this week, Playboy’s owner unveiled a new collection of NFTs, Playboy Rabbitars. This was really something we’ve had in the works as the next phase in the evolution of the company, after we shuttered the magazine. “(Centerfold) is something we’ve had in the works, and we alluded to this months and months ago.
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“This was not just because of the chaos at OnlyFans,” Kohn told me, a reference to the fears of some creators that they could be shut out of that platform someday soon over moderation concerns. The latter serving as a future home where creators can interact with their fans and expand their own online communities and commerce businesses. That platform, in turn, is going to function as the backend for Playboy’s forthcoming creator-led site Centerfold. That was in gaming, and in magazines.”Īlong these same lines, Playboy parent company PLBY Group announced a $30 million deal in recent days to acquire the social content platform Dream. (A brand) that had Playboy clubs all over the country and all over the world. “This is a brand whose first consumer product was a pair of cufflinks. “This is the original lifestyle brand,” he told me. Indeed, if it was the latter, Playboy probably wouldn’t be now embarking on the first step in a digital OnlyFans-style membership play - something that landed the company back in the headlines this week.īut first things first, Kohn took a step back in our conversation. Instead, with Playboy CMO Rachel Webber on hand, Kohn walked me through the component parts of an operation that looks nothing like some sort of fallen media enterprise. With the end of the magazine in print, in other words, it might have been tempting to assume that this was yet another victim of the media industry’s digital Grim Reaper, the company now casting about for a business model that will save it. When Kohn spoke with me this week about the future of the company, however, the scenario he laid out was not what’s passed for conventional wisdom about Playboy.