A new fan engagement platform is set to launch with backing from entertainment industry partners and talent like Jack Harlow and Emilia Clarke.
It’s called MITH and is designed to give creators “a unified platform allowing unprecedented freedom to control how they create, connect with and distribute to their fans.” Part of that will also include e-commerce amid the rise in social media shopping tied to recommendations and direct product offerings from influencers, artists and content creators.
MITH, set to debut in early 2024, was co-founded by a team of industry veterans from entertainment, including experiential marketing and music executive Michelle Sanchez, former ID-PR vp of digital strategy and partnerships and current Range Media Partners exec Natalie Bruss, IBM marketing veteran Lillian Marsh, TinyWins co-founder and chief creative officer Matty Ayers, and Range Media Partners CEO Peter Micelli. The team also includes Cort Langworthy, Stephanie Smellie, Martin Kaczynski and Victoria Taylor.
Per today’s official launch announcement, MITH was incubated inside Hollywood management firm Range Media Partners alongside product and design studio TinyWins. It’s led by CEO and co-founder Sanchez, veteran of Reef, the Sundance Film Festival and TAO Group, and backed by investments from Warner Music Group, CMT Digital, Winklevoss Capital, Synergis Capital, the Near Foundation, 4RC and Alpha Praetorian Capital.
“With little-to-no first party data, and at the mercy of algorithmic distribution, culture movers lack direct visibility, ownership and creative control of their fans’ experience with their content,” said Micelli, who in addition to his role at Range, serves as MITH chairman. Added Ayers: “Through a harmonious collaboration with MITH’s visionary founders, TinyWins helped design the soul of this platform — a place that conquers the hurdles faced by artists and pioneering brands, allowing them to build unbreakable bonds with their most dedicated supporters on their own terms.”
As for Harlow and Clarke, they serve as founding talent advisors for MITH, which launches with a client roster that also includes Equinox, Salesforce and Warner Music Group. For now, MITH is an invite-only, self-serve fan relationship platform that will offer features like memberships, fan subscriptions, connection-driven commerce, content publishing and generative-AI enabled collaboration tools, among others.
MITH’s inaugural launch project will be a partnership with the chart-topping rapper Harlow through his creative collective Private Garden. “The launch of my Private Garden community marks the first time we’re accepting donations to the Jack Harlow Foundation in any capacity, thus extending its reach, impact and purpose. With Private Garden, my goal is to provide a new sense of community for my dedicated fans through unprecedented access and one-of-a-kind experiences,” he explained.