HarbourView Fairness Companions, another asset administration firm targeted on funding alternatives within the sports activities, media and leisure area, has tapped strategic agency The CultureShaker, based by Lucinda Martinez, to guide all model, advertising and marketing and PR promotional efforts for the agency and its portfolio, which incorporates Mucho Mas Media, its slate of hip-hop biopics in partnership with Will Smith’s Westbrook Studios, Taste Unit and Jesse Collins Leisure and their most up-to-date funding in Usher’s 2024 live performance movie “Rendezvous in Paris.”

Lucinda Martinez will function HarbourView’s Chief Advertising Officer, whereas Deborah Renteria on her group will function Vice President, Model & Content material Technique.

“We’re thrilled to welcome Lucinda and Deb to the HarbourView household. The agency has expanded quickly over the previous couple of years and it was solely a matter of time earlier than we wanted a formidable CMO and advertising and marketing group to guide HarbourView’s general model administration and connectivity between tradition drivers and the stakeholders we service,” HarbourView Fairness Companions founder and CEO Sherrese Clarke Soares stated. “The CultureShaker is our first working companion underneath our Create Platform, additional cementing our place as a valued companion to artists, content material creators, buyers as we broaden our footprint and deepen our focus throughout the leisure and inventive ecosystem to proceed to drive ROI.”

With greater than 25 years of expertise remodeling world media & leisure manufacturers together with Netflix, Max, HBO, HBO Latino and Comedy Central, Martinez is an industry-recognized model advertising and marketing chief identified for creating award-winning world campaigns for titles comparable to “Video games of Thrones,” “Insecure,” “The Wire” and “The Defiant Ones.”

In 2022, Martinez based The CultureShaker, a advertising and marketing technique agency that gives shoppers with revolutionary audience-first approaches that drive consciousness and focused viewers engagement using culturally aligned promoting and promotion ways.

Renteria is an skilled leisure marketer with intensive information in content material growth, social/digital technique, and viewers growth. Beforehand at Lionsgate, Fb and HBO, she spearheaded initiatives that ignited fandom in underserved audiences and developed award-winning campaigns throughout TV and Movie.

“HarbourView is an unbelievable, forward-thinking firm that has carved out a novel and highly effective place within the leisure panorama,” Martinez stated. “I couldn’t cross up the chance to work with one other feminine founder and have interaction with world audiences in new methods. It’s a privilege to hitch forces alongside Sherrese to maximise the worth of her rising movie, music and sports activities belongings.”

2024 has been an energetic 12 months for HarbourView, most lately financing a slate of hip-hop biopics in partnership with Will Smith’s Westbrook Studios, Taste Unit and Jesse Collins Leisure, beginning with a Queen Latifah biopic. This adopted an funding in Usher’s 2024 live performance movie “Rendezvous in Paris.”

Earlier within the 12 months, HarbourView invested in Mucho Mas Media, an inclusive LatinX multimedia platform cultivating expertise and producing content material for world audiences. Alongside Mucho Mas, HarbourView govt produces the movies within the Mucho Mas content material slate, which has included the function “The Lengthy Sport,” in addition to an upcoming “La Bamba” remake with Sony and the brand new Jenni Rivera biopic “Jenni”, hitting theaters quickly.

These offers adopted HarbourView’s 2023 funding in Charles D. King’s award-winning, multi-platform media firm, MACRO. The agency additionally closed quite a few artist partnerships and high-profile music catalog acquisitions and thru its partnerships and investments within the movie and tv area, persevering with the corporate’s growth within the leisure {industry} and constructing upon its mission of changing into an ecosystem for the creator economic system and inventive neighborhood at giant.