Black Creatives is a global network of over 9,000 creatives in marketing, advertising, technology, media, communications and fashion. We help connect, inspire and advance creatives via our digital channels, live events and personal brand development programs. We're advocates for diversity, tracking the growth and impact of diversity in communications across the US.

Our events connect industry talent influencers and decision-makers in stimulating environments designed to inform, build relationships and grow your network. Contact us at to join our exclusive list.


« Negotiations Between SAG-AFTRA, ANA and 4A's Result in Mandate for Ad-ID in All Commercial Production | Main | New iPhone App ‘Around the Way’ Locates Black-Owned Businesses »

Russell Simmons' New Venture: Digital Marketing. Launches 'Digital-Solutions Shop' Called Narrative. by Maureen Morrison for AdAge

First it was Def Jam, and then it was Phat Farm. Now, Russell Simmons is launching his latest venture in the advertising world.

Mr. Simmons, who founded the pioneering hip-hop label Def Jam records and clothing label Phat Farm, among other things, has launched Narrative, a digital marketing, entertainment and technology company, with longtime business partner Tricia Clarke-Stone.

But both Ms. Clarke-Stone and Mr. Simmons are quick to avoid labeling their venture as an agency. "We want to make sure agencies don't view us as a competitor," said Ms. Clarke-Stone. "We're not trying to be agency of record for different brands and clients. We believe we have a level of expertise that's really rooted in creating immersive brand experiences across platforms."

"We work for agencies, we're not an agency," said Mr. Simmons. "We're a digital solutions [company]. We think our future is working for agencies, not working around them." Narrative is launching with about 9 employees, and by end of year Mr. Simmons and Ms. Clarke-Stone expect to have close to 20, mostly based in New York, with some key people in Los Angeles.

Narrative touts itself as a company that provides marketing solutions for publishers, agencies and brands. Its purpose is to create digital campaigns that are rooted in social media, branded entertainment and celebrity-driven content, using techniques such as crowd-sourcing, gamification and rewards. Campaigns are distributed through pop-culture, entertainment, music and lifestyle websites, bolstered by behavioral-data analytics and a custom ad-serving platform, among other technologies.

Read more on 

Reader Comments

There are no comments for this journal entry. To create a new comment, use the form below.

PostPost a New Comment

Enter your information below to add a new comment.

My response is on my own website »
Author Email (optional):
Author URL (optional):
Some HTML allowed: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <code> <em> <i> <strike> <strong>