Nylon Magazine Co-Founders Launch Digital Media Brand, Popular (Exclusive)
'Popular' will feature a website with editorial and video content aimed at female millennials and will also publish a quarterly magazine.
The co-founders of Nylon magazine have launched a media firm aimed at a new generation of women.
Husband-wife duo Marvin Scott Jarrett and Jaclynn Jarrett have started Popular, a digital magazine that features editorial and video content targeted at always-connected women ages 18 to 25 that touches on fashion, music, celebrity, beauty, culture and travel. The tag-line Popular is "the anti-social network," which Scott Jarrett explains "promotes individualism. It's irreverent."
Among the video series launching on Popular is music news-centric The Queue hosted by Brandi Cyrus, beauty-focused Kiss Off with Paramore frontwoman Hayley Williams, culture show Runaway with model Cailin Russo, and style show Denim Hunters. All the shows and editorial content will be short and snappy with a mobile audience in mind.
Popular will also feature brand ambassadors, celebrities and other user-generated videos from women from all walks of life. These short user-generated videos, which can be submitted via the Popular website, will show women talking about who they are, what they love and where they draw inspiration. "I want it to be a huge part of the platform," Scott Jarrett tells The Hollywood Reporter. "It's interesting to see these little snapshots and portraits of girls from around the world."
In addition to the digital brand, Popular will publish a quarterly magazine. The first edition will arrive this spring with Sofia Richie, daughter of music mogul Lionel Richie, on the cover. "I think magazines in general need to feel more special and more collectable if they're going to be relevant," Scott Jarrett explains. "But it's still an interesting medium to me. I believe in something tactile, and I believe that it's great for offline messaging."
Popular, which is based in Los Angeles but also operates out of New York, has launched with a full-time team of 12 including former Nylon executive editor Ashley Baker and former Teen Vogue editors Mary Kate Steinmiller and Katie Dickens.
Scott Jarrett says that he wants Popular to be a digital-first brand with video at the core of its content, noting that consumers have come to expect a multi-platform approach in the years since he launched Nylon in 1999. "The way people consume media is very different today than it was 15 years ago," he adds. "It's exciting to launch a new brand and take into account the media landscape today."