Pret-a-Reporter

The Wall Group Launches an E-Magazine

Courtesy of The Thick

Brooke Wall's mega artist management agency makes its digital editorial debut with The Thick, and goes inside the minds, homes, offices and parties of "the industry" in the process.

These days, no matter what one's bread and butter, every business needs an editorial website. And not just any website — but one chock full of influencers, photo shoots and other lifestyle content just ripe for the sharing. And as of this week, bi-coastal artist management behemoth The Wall Group — which boasts a client roster that includes superstylist Elizabeth Stewart, celeb makeup artist Beau Nelson and hair guru Jen Atkin — is the latest high-profile entity to launch such a site with the arrival of The Thick, a slick digital property that, according to a press release, focuses on "the industry — fashion, beauty, media, entertainment and the people who comprise it." 

"We developed The Thick with a first-person approach to content that allows industry insiders — whether behind the scenes or in the front row — to share who they are, what they love and what drives them," says site editor Anthony Rotunno, a Conde Nast vet and former Departures editor. 

Launch content focuses on a myriad of creatives — both Wall Group clients and not — including an in-depth look at the artwork hung in photographer Patrick McMullan's Manhattan apartment, a rather candid, engaging conversation between Rachel Zoe and her fashion directors Jill Lincoln and Jordan Johnson and an interesting look inside the latest campaign of luxury headphone-maker Master & Dynamic.

New content will debut sporadically throughout the week and, unlike other digital editorial upstarts who use affiliate links and other various means to sell goods, the site won't have an e-commerce component. Though it will be interesting to see what, if any, link the stories on The Thick have with Violet Grey, Cassandra Grey's e-commerce beauty website of which Wall Group founder Brooke Wall is an advisor (not to mention office neighbor on L.A.'s tony Melrose Place). 

"The best part of being at an agency isn't just working with artists we love," says Rotunno. "But actually getting to know them as creative individuals."

Now that we know how much Rachel Zoe likes hugs, consider us to be right in the thick. 

 

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