This is the archived SXSW 2012 schedule. Please see the current schedule here.

The New Hollywood: Building Celebrity Brands Online

#sxsw #celebbrand

Lights, Camera, Log-on. The evolution of social media has provided personalities the opportunity to manage & build their brand online. Celebrities create & share original content with followers & often interact with them directly. Leveraging the existing fan base, celebrities are building huge online followings for their sites, Twitter, Facebook & more. Join the innovators of social media platforms for Lauren Conrad, Meghan McCain, the Jonas Brothers & Kraft and Walgreens as they discuss the impact for celebrities & brands. Online celebrity communities provide significant value to marketers & brands & financial opportunity for the personalities. This panel discusses the value, growth and phenomenon of celebrity brands online.



Kevin Winston CEO, Founder Digital LA

Kevin Winston (@kevinwinston) is founder of Digital LA, the Los Angeles based networking group of more than 25,000 professionals across Facebook, LinkedIn, Twitter, etc. in digital entertainment (movies, TV, web series, music, games, VFX and 3D), marketing, advertising and tech. Digital LA organizes Digital Drinks mixers, panels, and other networking events for the tech entertainment community. @DigitalLA Previously, at Fox Interactive Media (MySpace, IGN), he worked in integrated marketing and sales development, creating social media marketing campaigns with movie studios for blockbuster movies (Avatar, Dark Knight, Incredible Hulk, etc.), TV shows and video games. He also created sponsorship packages for marketing entertainment content sites, including video game trailers, home video, and more. At Sony Pictures Digital Entertainment, he worked in Strategic Alliances, creating revenue-generating programs linking consumer brands (Toyota, etc.) to Sony brands (Spider-Man, etc.) online, via custom campaigns and brand integration, including online games, music downloads, online-offline events, etc. At McKinsey & Company, the leading international Fortune 500 consulting company, his projects included online entertainment strategy, operations, and marketing. Kevin graduated from Yale University, and has a M.S. from Harvard University. He also co-founded both Yale in Hollywood and IVY Entertainment.

Meghan McCain McCainBlogette

As the daughter of U.S. Senator John McCain, Meghan McCain was propelled into the national spotlight at an early age. Meghan's unparalleled exposure to American politics gave her the opportunity to hear voters debate the most complex issues first-hand. Meghan's time on the campaign trail with her father inspired her acclaimed memoir, Dirty Sexy Politics. The book chronicles her personal journey across the American political landscape. Campaigning with her father also inspired Meghan to publish My Dad, John McCain, an illustrated children's book that brings her father's heroic story to life. As an MSNBC contributor and columnist for The Daily Beast, she passionately discusses women's issues, social issues, marriage equality and her firm belief that there is room for all walks of life in the GOP. While in college, Meghan worked at Newsweek magazine and Saturday Night Live. She is a graduate of Columbia University and currently resides in New York City.

Miles Beckett CEO EQAL

Miles Beckett is the Cofounder and CEO of the social entertainment company, EQAL, and is the co-creator and Executive Producer of the web series lonelygirl15 and KateModern. After graduating from medical school and entering a plastic surgery residency, Miles came up with the idea of posting a serialized drama on the internet and along with Mesh Flinders and Greg Goodfried, created lonelygirl15 in the summer of 2006. Miles and Greg followed this success by launching KateModern in the summer of 2007 and forming EQAL to build communities around entertainment and consumer brands. lonelygirl15 and KateModern became pop culture phenomena, and are the most popular online interactive shows, collectively receiving over 400 million views to date.

Miles holds a B.S. in Neuroscience from the University of California at Berkley and an M.D. from the University of California at San Diego. He completed an internship year in the Integrated Plastic Surgery residency program at Loma Linda University Medical Center and one year of tissue engineering research at the National Institute of Health as a Howard Hughes Medical Institute Research Scholar. He was the founder and co-editor of "The Pulse," a UCSD Medical School newsletter and "The Inhuman Condition," a UCSD Medical School underground comedy newsletter as well as the Design Editior and staff writer for "The Heuristic Squelch," the UC Berkeley humor magazine. Prior to forming EQAL, Miles was the Founder and CEO of SHOUTBOY, a comedy video podcast website and the Writer/Director of the political spoof, "West Wingers."

As an expert on the convergence of entertainment and technology and online video, Miles has been a speaker on panels throughout Europe, Australia and across the US and Canada, and was a co-host (with Greg Goodfried) of Mixed Media, a live streaming web show on NowLive.

Nathan Coyle GM

Nathan Coyle is the General Manager for Cambio, an interactive entertainment experience, connecting teens and young adults to their favorite celebrities and musicians. This iconic destination delivers an experience fusing information, social interaction, exclusive video and compelling entertainment content together to bring its passionate audience from fans to friend. As General Manager, Coyle oversees Cambio’s vision and all aspects of its operations.

Prior to joining Cambio, Coyle was a Business Development Agent at Creative Artists Agency (CAA), the leading entertainment and sports agency. In this role, Coyle worked to identify and create opportunities within the emerging digital media marketplace for CAA clients. Coyle helped establish new revenue models and negotiated cross-platform distribution for digital media projects, in addition to developing opportunities for corporate brands to collaborate with artists in new and effective ways through original content. Coyle created direct relationships for a multitude of Fortune 100 brands, including Microsoft, Ford Motor Company, Kraft and Sony, with such high-profile content creators as Overbrook Entertainment, Broadway Video, Jonas Brothers and Playtone, among others.

Before CAA, Coyle was a Lead Strategist at Faith Popcorn’s BrainReserve, a marketing consultancy and trend-forecasting firm based in New York City. At BrainReserve, Coyle provided Marketing and Business Strategies for a range of Fortune 500 companies, including Johnson & Johnson, Novartis Pharmaceuticals and Yum! Brands. Among other programs, Coyle helped the Tylenol brand create non-traditional marketing programs that wove the brand into the culture. The Tylenol work earned an Effie Award for marketing effectiveness in 2006.

Leading up to his time at Faith Popcorn’s company, Coyle was a Strategic Planning Director at New York City advertising agencies including Saatchi & Saatchi and BBDO.

In his spare time, Coyle enjoys following contemporary art, travel and exploring Los Angeles.

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