At 2023-24 NewFronts, Revry Propels LGBTQ+ Media Into ‘Fabulous’ Mainstream

It’s not easy breaking through the ever-expanding global sources of information and entertainment from thousands of streaming apps to the massive content investments from traditional media powerhouses. But the 2023-24 Interactive Advertising Bureau’s (IAB) NewFronts provided the opportunity for at least one (way) out of the box demonstration of how to do this. Revry, which bills itself as the “world’s largest and most-inclusive multicultural streaming network,” used the oldest medium we have – a live in-person event – to demonstrate the story of its unique placement in the media firmament.

Admittedly I’m not much of an objective observer here, as I’ve been tracking the rise of Revry for several years now. The company was founded in 2015 by four friends – Damian Pelliccione, Christopher Rodriguez, Alia Daniels and LaShawn McGee – to fill what they saw as a void in the media marketplace for stories about and by their LGBTQ+ community. I might be far outside the Revry target demo, but it’s not hard to recognize a good story, with good people at its center, and a fascinating business opportunity.

The digital ad marketplace today isn’t a tale of two cities, it’s a tale of many. Digital advertising has long been dominated by the digital giants of Facebook and Google (and increasingly Amazon
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) but despite their still-800-pound gorilla status, they have been confronted with their own set of challenges in the last few years. This includes the spread of disinformation and unsafe brand environments to the rising threat of Chinese-owned TikTok to the frightful unknown of artificial intelligence. The IAB’s recently released 2022 revenue report noted that social media and search revenues declined in 2022 and the share of overall digital ad revenue for the top 10 digital advertising companies fell in 2022 for the first time in 6 years. Of course, the shrinking legacy TV business would happily take the overall 19.3% growth in digital video advertising in 2022.

The NewFronts has always provided a forum for not just the biggest stars in the digital ad world but a large constellation of smaller ones as well. Yet it has never been easy to sustain a digital ad-based business, as evidenced by a glance at the list of 2016 NewFronts presenters, which included Maker
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Studios, Defy Media, PopSugar, Machinima, Woven, Fullscreen, She Knows Media, Newsy, StyleHaul, HealthiNation, WhistleSports, Trusted Media Brands and Mashable. None of these companies were on the bill for 2023 and few even remain independent media companies. This year’s NewFronts sent forth a new lineup of PowerPoint presenters, celebrity endorsements and data-infused value propositions all in the hopes of breaking through in a choppy economic environment.

And then there was Revry. In that all-too-challenging-just-before-lunch slot, Revry almost literally burst onto the NewFronts stage with its live-action “The Wizard of YAAAS” (rhyming with Oz of course). It was a mixture of brilliantly colorful costumes, drag queen and drag king performers, explosive dancing, and of course witty repartee (“Oh yes, I’m a friend of Dorothy!”). With a crowd ready for its free lunch, you couldn’t miss the wide smiles and heartfelt rooting reverberating in the room. As to what exactly Revry stands for, to borrow from the hip-hop world, if you know you know.

Revry sure knows how to have fun, but it is deadly serious about assembling the necessary building blocks for a secure future of its own. The company is certified by the National LGBT Chamber of Commerce and has established marketing partnerships with iconic consumer brands such as McDonald’s, Disney, Lexus, Cadillac, and the city of Las Vegas. Paul Kontonis, Revry’s Chief Marketing Officer, spoke to me with pride about the company’s newly-launched PrismRiot, which it bills as “the only multi-minority certified LGBTQ+ advertising network.” This offering should facilitate an easier entry point with other major brands looking to expand their investments with diverse platforms and audiences. According to Revry’s CEO and Co-Founder Pelliccione: “With this ad network, brands can align with our mission of celebrating and empowering the LGBTQ community, while also tapping into the immense loyalty and purchasing power of this influential audience.”

None of Revry’s big plans come to fruition without financing. Kermit the Frog told us “It’s not easy being green,” and it’s not always easy to raise it either. Revry has secured roughly $5 million to date, is now closing an additional round of bridge financing and expects to head to the financial markets later this year for its Series A funding. It is banking on a one-way evolution of continued openness to spend in the LGBTQ+-focused marketplace. Maybe you can do well and do good at the same time? If so, it will surely be fun to watch.