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Brut.

Consumer Services · Paris, France · Founded 2016

Brut. is a digital media company that emerged in France in 2016, founded by Renaud Le Van Kim, Guillaume Lacroix, and Laurent Lucas. Le Van Kim, a former producer of the well-known French television show "Le Grand Journal," alongside his partners, identified a gap in the market for news consumption tailored to younger, mobile-first audiences. The founders leveraged their extensive experience in television production to create a new form of video journalism specifically designed for social media platforms. The company produces and distributes short-form video content covering a wide array of topics, including current events, social issues, culture, and entertainment. Its primary distribution channels are social networks such as Facebook, Instagram, TikTok, and Snapchat, where it has cultivated a substantial global following, particularly among Millennial and Gen Z demographics. This strategy allows Brut. to reach audiences where they are most active, bypassing traditional media outlets. By 2021, the company had successfully expanded its reach, boasting over 400 million unique monthly viewers and publishing content in multiple languages. Brut.'s business model is multifaceted, initially relying on branded content and advertising partnerships with major corporations like LVMH, Orange, and Dior. The company creates custom video campaigns for these clients, designed to resonate with its young audience. To diversify its revenue streams, Brut. has ventured into subscription services with the launch of BrutX, a subscription video-on-demand (SVOD) platform in France, offering original documentaries and series. Furthermore, the company has developed educational courses and has plans to expand its live event offerings, building on its brand as a voice for contemporary social conversations. Financially, Brut. has attracted significant investment to fuel its growth. A notable funding round in 2021 raised $75 million from investors including James Murdoch’s Lupa Systems and the investment bank Lazard, signaling strong confidence in its digital media model. This capital injection was earmarked for expanding its operations in key markets like the United States and India, as well as for developing its newer revenue initiatives. The company's certification as a B Corporation in April 2021 underscores its commitment to social and environmental performance, accountability, and transparency, aligning its operational ethos with the values often highlighted in its content. Keywords: digital media, short-form video, social news, branded content, video journalism, Millennial audience, Gen Z media, subscription video, B Corporation, content creation