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THE

HOUSE LOS FELIZ, LA, CA


150 2

MILLION EYES Do you want your brand in front of 150 million eyeballs?


DO YOU WANT YOUR BRAND IN FRONT OF THE MOST INFLUENTIAL PEOPLE? MUSIC ARTISTS, SOCIAL MEDIA CREATORS, BUSINESS INFLUENCERS, FINE ARTISTS, TASTEMAKERS, INVESTORS

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THEN YOU WANT YOUR BRAND AT THE ARSENIC HOUSE 4

REACH + INFLUENCE =


WAIT, WHAT’S ARSENIC? 5


“A modern day Playboy on its way to becoming a modern day MTV” The provocative & sexy media brand for the social media generation CLICK TO SEE REEL 6


ARSENIC: FEMALE FOUNDED, NEXT GENERATION OF MEDIA FOUNDED BY A WOMAN

MODEL NETWORK

EXPONENTIAL SOCIAL MEDIA GROWTH

EXPANDED TO ENCOMPASS YOUTH CULTURE

One Woman. One Mission.

Crowd-Sourced Model Community

Viewership Bigger Than Cable

Art, Music, Events Fitness, & Beyond on

Soon Arsenic became a hub of

network of models and creatives.

Instagram & Snapchat began to

cultural influencers. Music artists,

Models

in

surpass that of established cable

fine artists, etc. Content verticals

the creation process, and the

networks. And incoming interest

expanded from beauty to Art,

community was empowered to

sparked

Music,

Gumball, is an expert Polo Player,

participate

conglomerates

is on the board of 6 companies,

media

and produced her first movie at

power, instead of top down.

Arsenic was founded by a woman.

She

She

believes

feminism

and

in

sex-positive

vowed

to

shift

power from male photographers to

female

Formula

24.

7

models.

Cars,

She

conquered

races the

ignited were

in

a

crowd-sourced empowered

a

movement.

democratized Bottom

up

In

weeks,

press.

the

from

viewership

major and

media

traditional

Events,

Fitness,

Style,

resulting in an authoritative voice of youth culture.


MUSIC’S TOP ARTISTS COLLABORATE WITH ARSENIC THESE AND MANY OTHERS HAVE BEEN PART OF ARSENIC

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STEVE AOKI

G-E A Z Y

NERVO

TINASHE

MAJOR LAZER

DIPLO

CASSIE

2 CHAINZ

FUTURE

SKRILLEX

FETTY WAP

ZEDD

JEREMIH

LIL JON

DILLON FRANCIS


POWERFUL REACH ACROSS YOUTH CULTURE WE COLLABORATE WITH TOP INFLUENCERS IN ALL GENRES

ATHLETES KALEIGH GILCHRIST OLYMPIC GOLD MEDALIST, USA WATER POLO, PRO SURFER

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DIGITAL MEDIA MARK DOHNER (3.2M IG)

CELEBRITIES

ART

VANESSA HUDGENS

WRDSMTH

GUY HEPNER ART GALLERY

TODD GURLEY NFL FOOTBALL PLAYER, LA RAMS

BRITTANY FURLAN (2.2M IG)

NAZANIN MANDI

ANTHONY NAPOLITAN X GAMES MEDALIST, DEW CUP CHAMPION, PRO BMX RIDER

PIQUES (8.4M FB)

GORE VERBINSKI

TAX COLLECTION ART CURATOR

YASIEL PUIG LA DODGERS

SOMMER RAY (14.9M IG)

TYSON BECKFORD

UTA ARTIST SPACE


YOUTH CULTURE DRIVES BUSINESS PARTNER, COLLABORATOR, AND CLIENT BRANDS

M I C H A E L E I S N E R ( D I S N E Y )

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TRADITIONAL PRESS HAS ACKNOWLEDGED ARSENIC’S POWER “Arsenic’s team is building a media powerhouse based on being real, raw, and edgy.”

“Arsenic has added new accounts dedicated to music, art, and bts.... They’ve done music collaborations with A-listers like Diplo, Skrillex, Jeremih, and Dillon Francis… the result is that people tell their friends to check out Arsenic…”

- BUSINESS INSIDER

- BOOK (HOW TO TURN DOWN A BILLION DOLLARS)

“The venture capital world is very excited by Arsenic” - BLOOMBERG

“ArsenicTV has exploded as a business.” - INC

“The fact Arsenic has built such a big audience is amazing... In the same way that when cable came along CNN and ESPN were able to build giant media businesses.” - BLOOMBERG

“Arsenic, a female-driven, Instagram-savvy media company that’s leading the charge for sexual empowerment.” - INSIDE HOOK

“Arsenic has double the fans of Maxim” - BUSINESS INSID-

“A startup for the people, by the people” - SMASH’D

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RAD, SO WHAT’S THE ARSENIC HOUSE? 12


“ANDY WARHOL’S THE FACTORY MEETS THE PLAYBOY MANSION”

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“The ultimate influencer house.” The house in the hills of LA where Arsenic hosts creative sessions and social gatherings 14

“Arsenic is the influencer of influencers”


POWERFUL HUB OF CULTURAL & BUSINESS INFLUENCERS WHERE CREATIVITY, BEAUTY, AND BUSINESS COLLIDE

MODELS

The Arsenic House is a hub of cultural, business, and social media influencers

CELEBRITY

MUSIC ARTISTS

We open the Arsenic House to creators to use as a shared place for inspiration & creation “150 million followers” have walked in

SILICON VALLEY

FINE ARTISTS

our door*

ENTERTAINMENT EXECS

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* If you add up the followers of the guests we’ve hosted it would exceed 150 million


CREATIVE SESSIONS AT THE ARSENIC HOUSE

SOMETIMES WE PRODUCE, OTHER TIMES WE OPEN OUR DOORS TO CREATIVES AND HOST

THE ARSENIC HOUSE HOSTS WEEKLY CREATIVE SESSIONS. THESE RANGE FROM:

PHOTOSHOOTS

LIVE PAINTING

MUSIC VIDEO SHOOTS

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VIDEO CREATION

ARTIST INTERVIEWS

PODCAST RECORDING

MUSIC RECORDING & PERFORMANCE


EVENTS & SOCIAL GATHERINGS The Arsenic House is the “happy place” for events, social gatherings, and parties. We regularly host:

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• Community Days

• Shared Workspace Days

• Girl Power Events

• Town Hall Meetings

• Art Exhibits

• Power Brunches

• Philanthropy

• Brand Samplings

• Sunday Fundays

• Happy Hour

• Executive Mixers

• Expert Speaker Panels

• Music Showcases

• Pool Parties

AMANDA MICALLEF (ARSENIC FEMALE FOUNDER) GIVING A SPEECH AT #GIRLPOWER IN NYC

DRAM (BILLBOARD TOP 100) WITH ARSENIC AT AUSTIN CITY LIMITS COURTESY OF ATLANTIC RECORDS


LIVE MUSIC PERFORMANCE & EVENTS

MUSIC IS AN INTEGRAL PART OF THE ARSENIC EXPERIENCE

The Arsenic House is home to music performance & music events. • Both Major And Emerging Artists • Listening Parties • Live DJ Sets • Music Artist Interviews • Curated House Playlists • Pop Up Performances • Record Releases • Exclusive Music First

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2 CHAINZ WITH (OFFSCREEN TY DOLLA $IGN) AT ARSENIC INTERVIEW


ART EXHIBITION & CREATION “GALLERY/STUDIO”

THE ARSENIC HOUSE EXHIBITS IMPORTANT ART AND IS THE “STUDIO” FOR ART CREATION

The Arsenic House serves as a gallery/museum. Artists loan their work to the Arsenic House for exhibition, because of the powerful attention gained from be displayed here. Some of that art has actually been created at the Arsenic House, like a live studio. The power of both our tastemaker guests as well as the aggregate reach of our influencer guests has drawn artists to Arsenic Gallery such as: WhIsBe, WrdSmth, MegZany, @LoveWatts, Guy Hepner Art Gallery, UTA Artist Space, Tax Collection, etc.

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PHILANTHROPY & PUBLIC SERVICE IS ARSENIC WE BELIEVE IN USING OUR POWER TO GIVE BACK

We host volunteer days at the house and support worthy causes. We are proud that contributors from our community have founded organizations that we support, like Courage has No Gender and Project Paper Bag. We serve as mechanism to help organize our 500+ social media street team, 5000+ contributors, and 3 million + followers to give back.

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TV DEVELOPMENT, DRIVEN BY THE ARSENIC HOUSE CABLE TV PROJECTS ARE BEING DEVELOPED RELATED TO THE ARSENIC HOUSE

The Arsenic House has been such a phenomenon it has been the subject of both attention from

ELLEN RAKIETEN OPRAH PRODUCER

major Hollywood TV producers as well as formal projects in development.

The Arsenic House will be a key location in production as those shows air. NBC HEAD

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AMAZING, SO WHAT CAN YOU DO FOR MY BRAND? 22


UNFORTUNATELY, WE DON’T INCLUDE 75% OF THE BRANDS REQUESTING TO HIRE US Don’t be discouraged if we don’t approve you the first time. As Arsenic and your brand evolve that could change.

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WHY? Because, then if we say yes, your brand has credibility with our community.

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SO THOSE BRANDS INVITED GET THE BEST OF BOTH WORLDS POTENT EXPOSURE

AUTHENTIC CREDIBILITY

• Guests with 150 million in aggregate followers have visited the Arsenic House

• The #1 request we receive is to visit the Arsenic House

• 3+ million followers across Arsenic social channels

• Our greatest brand ambassadors are our prior visitors

• 1-10 million a week in aggregate guest followers

• So when we present a brand to our guests it has deep resonance - they are in our “home” so these are the brands we endorse

• 1 million total submission to Arsenic • 5,000 creator contributors • 24 million impressions for Hakkasan activation as example

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• Like when an influencer curates a “style box” we hand curate each brand included in the Arsenic House experience


WHICH WORKS! WE WIN FOR BRAND PARTNERS WE HAVE OVER-ACHIEVED CONSISTENTLY FOR PARTNER BRANDS! STILLHOUSE/G-EAZY

WAV (LINE/NAVER)

Headline: Arsenic turned a simple event, into an epic block party

Headline: Arsenic was their most powerful source of app downloads

• G-Eazy’s Whiskey Brand Stillhouse • Stillhouse was integrated into the pop up Arsenic Lake House in Austin during Austin City Limits • We activated our community to support a Halloween Party tied to the launch of G-Eazy’s newly released album The Beautiful & Damned • Stillhouse: “Arsenic way overachieved. We were blown away. Our key accounts said they’ve never seen such an amazing turnout.”

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• WAV is a music mobile app (a division of Line/Naver, a $24 billion company) • WAV needed downloads and wanted music focused content • Arsenic created and executed an Austin City Limits (music festival) campaign • Arsenic collaborated with music artists: Dram, Rufus, Goldfish, Tee Grizzley • Flew a contest winner for artist area access at festival


THE SPECIFICS OF WHAT WE DO

INTEGRATING YOUR BRAND IN THE ARSENIC HOUSE FOR EXPERIENTIAL AND DIGITAL CONTENT CREATION & BROADCAST

Integration

Broadcast

We organically integrate you into the house

Arsenic. We frequently create & distribute content from the

• A tap for a beer brand • A liquor brand displayed at the bar • A video game console at main TV in Living Room

Experiential So you become part of the irl experience for our influencer & tastemaker guests. • Sampling opportunities • New brand evangelists

Arsenic House so your brand will appear in those social media broadcasts with appropriate tags

Community. Our guests are primarily broadcasters, either micro-influencers or influencers. The Arsenic House is “highly instagrammable” so as they create and distribute content your brand will appear across an incredible network.

Campaigns For VIP clients, we manage brand campaigns. Think of the Arsenic House like a living breathing “gifting suite” where we can manage both influencer gifting and their resultant posting

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NEWSLETTER: THE ARSENIC HOUSE CHRONICLES ONE OF THE MOST INFLUENTIAL LISTS IN THE WORLD

• 2-4 times a month, Arsenic distributes a newsletter covering activity from the Arsenic House • Brand partners are integrated (for example, Anheuser-Busch partnered with Arsenic in the Dominican Republic for a pop up) • The list is a who’s who. Our list over-indexes to billionaires, celebrity, media leaders, and mavens. • Because Arsenic was groundbreaking. Because of the unique way Arsenic used social media like a TV network and surpassed MTV’s ratings

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Media Conglomerate CEOs; Sports Team Owners; Celebrities; Celebrity Managers; Silicon Valley Leaders; Tastemakers


WE ARE HIGHLY-EXPERIENCED IN MANAGING EXPERIENTIAL HOUSES

ON THE #ARSENICWORLDTOUR WE MANAGED 10 HOUSES IN 6 MONTHS

Mexico City

NYC

Nashville

Frida Kahlo family

Fashion Week

Pilgrimage Music Festival

Aspen

Miami

Chicago

Nitro Circus offsite

Art Basel/Forbes

Lollapalooza/Atlantic Records

Austin

Dominican Republic

Ozarks

Austin City Limits/Atlantic Records

Presidente Music Festival/ Anheuser-Busch

Beckham Cave

Dallas 2 Chainz

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To amplify your brand marketing EMAIL

PARTNERSHIPS@ARSENIC.TV

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APPENDIX ARSENIC HISTORY 31


FEMALE FOUNDER

ARSENIC WAS COFOUNDED BY A DYNAMIC WOMAN “Arsenic is my vehicle that empowers women to express themselves in whatever way they feel best, including, but not limited to, their sexuality!� - AMANDA MICALLEF

Board member of Jamak (the largest privately owned silicone manufacturing company in the nation) with offices in the US, UK, China & Hong Kong; Reata Restaurant Group; as well as 4 other boards with holdings in real estate, manufacturing and automotive. Independent Producer of Film, Commercial & Music Video Financed and produced over 20 productions in 12 years. Produced her first movie at age 24 with cast including Julia Roberts. Hobbies: Polo, Formula Racing, Gumball 3000

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ARSENIC STARTS WITH OUR FUNDAMENTAL BELIEFS WE HAVE 4 CORE TENENTS

S EX PO S IT I VE F EM IN IS M

DE MOCRATI Z A T IO N O F CO N TE NT

A woman has no less value based

We believe the crowd is the

Most

lives

Lead with love, not hate. Every

upon

company. We are always crowd

pretending (afraid to be real).

voice matters. Even the voices

sourced

Arsenic

that

we disagree with. Higher truth is

People don’t need someone to

empowers its members to be their

our guide. We love music, culture,

tell them what’s dope or sexy or

authentic selves. We prioritize

art, and other “celebrations of

sexy, beautiful and powerful. We

cool. You know it when we see it.

authenticity > polish in our content

humanity”

support creating visual content

We know if we shut up and listen

and audience engagement. As we

in line with what makes our

to the people, they guide us to

female ambassadors feel like the

the dopest, sexiest and coolest

her

choices

to

express

her sexuality. A woman’s image should

project

whatever

she

wants. No one knows better than a woman what makes her feel

empowered warrior- princesses they are.

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and

new content.

crowd

curated.

A UT HE NT ICIT Y people

is

a

live

their

community

O P E N N ES S

grow, our core mandate is to keep the authenticity that got us here.


SEXUAL EMPOWERMENT

THE SPARK THAT IGNITED THE ARSENIC FIRE

FEMALE CREATIVE CONTROL Initially our founder observed that women in commercial photography were often treated “like mannequins.” Not disrespected overtly, but directed what to do without any participation in the creative process. The direction often related to what she felt was very personal actions; someone else, telling the women what to do to look beautiful or be sexy. She began producing shoots where all of the creative control sat with the women involved. Famously, in the Arsenic Community, in one of the first shoots, she kicked the male photographer off set when he didn’t leave sufficient creative control with the models, and the women resorted to shooting each other.

A COMMUNITY OF WOMEN Buzz spread around Los Angeles and women asked to be part of Arsenic. There was no money at that stage, so they volunteered their time in order to “be part of the movement.” The first 10 volunteers were all female.

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THE DEMOCRATIZATION OF CONTENT THE MOVEMENT Early on, the group decided to do media different. Rather than having tight editorial control, the community would be in control. Maxim has their “Hot 100” issue, where the editors selected the group. Arsenic said to it’s audience “who do YOU feel is most beautiful? And it could be you! All of you can submit, all of you can vote on who is featured, this is YOUR magazine, we’re just here to help you run it.

TRADITIONAL MEDIA HAS POWER AT THE TOP SINGLE DECISION

C O M P A N Y MAKER AT THE TOP

ARSENIC INVERTS THE POWER PARADIGM THE CROWD HAS POWER AND DRIVES

C R O W D CONTENT DECISIONS CONVERSATION

FLOWS IN ALL DIRECTIONS

CONVERSATION

FLOWS IN 1 DIRECTION CONTENT TRICKLES DOWN FROM ON

C R O W D HIGH, WITHOUT A LOT OF RELEVANT TOUCHPOINT

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COMPANY

LEADERSHIP RESPONDS TO AUDIENCE VOTING & CUES


To market through the Arsenic movement, email: EMAIL

PARTNERSHIPS@ARSENIC.TV

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Arsenic House Experience Deck  

Arsenic House Los Feliz - LA, CA

Arsenic House Experience Deck  

Arsenic House Los Feliz - LA, CA

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