LOS ANGELES (CelebrityAccess) — Refinery29, a media, and entertainment company that caters to young women, announced a partnership with entertainment giant IMG, to expand Refinery29’s live event series 29Rooms.
The multi-year deal will see IMG launch 29Rooms in at least four new markets, as well as bolstering the events in their current locations.
Starting in 2019, IMG will manage the production, operations and branded partnerships of the series’ existing events in New York and Los Angeles. It also plans to expand 29Rooms into other U.S. cities and launch an international tour that will include Canada, Europe, and potentially Australia and Asia.
With the first edition launched in 2015 29Rooms provides event attendees with “interactive installations, performances and activities rooted in storytelling and self-expression.”
Past editions of 29Rooms events have featured Janelle Monáe, Demi Lovato, Jake Gyllenhaal, Kesha, Lena Waithe, Kali Uchis, Rupi Kaur, Jill Soloway, Alexa Meade, Shantell Martin, Petra Collins, Cleo Wade, Planned Parenthood, ACLU, GLAAD, Snapchat, Google, Facebook, and more.
“We believe Refinery29 has created an incredibly unique, meaningful and engaging experience in 29Rooms, which has drawn in more than 100,000 international visitors and garnered a powerful following in only four years. There is so much potential for this series, and we are very excited to be working with them to bring 29Rooms to even more audiences in new cities,”
Refinery29 had an existing relationship with IMG, starting in 2018 when it appointed the agency as its global licensing agency in 2018 and is represented by WME, part of the Endeavor network alongside IMG.