Richard Beckman, a well-known publishing guru, has teamed up with investor Ron Burkle for a new branded entertainment venture.
Beckman will partner with Yucaipa Cos. (owned by Burkle) and Joel Katz, an entertainment attorney, to create 3 Lions Entertainment. According to an official press statement, the new company will focus on creating branded entertainment events and content platforms.
One of the company’s first projects will be a couple of revivals: Fashion Rocks and Movies Rock.
Beckman will be the company’s chief executive.
As more consumers switch channels during traditional ad spots, brands will be searching alternate ways to reach their audiences. As a result, product placement and branded entertainment become a feasible option for brands and producers,