Nylon Launches New Creator Membership Program with Advertiser-Funded Events

“광고주가 비용 부담” 패션·문화 잡지 Nylon, 크리에이터 멤버십 프로그램 출범

패션과 문화 전문 매거진 Nylon이 최근 새로운 크리에이터 멤버십 프로그램을 선보였다. 이 사업의 가장 큰 특징은 행사 비용을 광고주가 전액 부담한다는 점이다. Nylon의 모회사인 버슬 디지털 그룹(Bustle Digital Group)은 그동안 Coachella, Stagecoach Festival, Art Basel 등 대형 행사를 통해 크리에이터와 브랜드 간 협업을 지원해 왔으며, 이번 프로그램으로 이를 본격적·체계적으로 확대하고자 한다.

버슬 디지털 그룹의 설립자 겸 최고경영자(CEO)인 브라이언 골드버그는 최근 몇 년간 오프라인 이벤트, 특히 체험형(Experiential) 마케팅과 SNS 인플루언서 마케팅에 대해 광고주들이 높은 관심을 나타내고 있다고 분석했다. 패션·뷰티·음악 등 문화 전반에 걸친 크리에이터 이코노미가 성장하면서, 온라인뿐 아니라 현장 경험을 함께 제공하는 것이 브랜드에 큰 가치를 가져다준다는 것이다.

Nylon Launches New Creator Membership Program with Advertiser-Funded Events

Nylon, the leading fashion and culture magazine, has recently unveiled a new creator membership program designed to foster deeper collaboration between brands and creators. The most distinctive feature of this initiative is that all event costs are fully covered by advertisers, removing financial barriers for participating creators.

Nylon’s parent company, Bustle Digital Group (BDG), has a track record of supporting partnerships between creators and brands at major events such as Coachella, Stagecoach Festival, and Art Basel. With this new program, BDG aims to expand these collaborations in a more systematic and large-scale manner.

Brian Goldberg, founder and CEO of Bustle Digital Group, noted that advertisers have shown increasing interest in offline events, particularly experiential marketing and social media influencer campaigns, over the past few years. “As the creator economy continues to grow across fashion, beauty, music, and other cultural sectors, brands are finding tremendous value in offering not only online engagement but also real-life experiences,” Goldberg explained.

The new membership program reflects the evolving landscape of the creator economy, where authentic, in-person interactions are seen as key to building community and brand loyalty. By fully funding event participation, advertisers can connect with a diverse range of creators, while creators gain new opportunities to engage with audiences both online and offline.

This initiative signals a broader shift in the industry, as brands and media companies recognize the importance of blending digital influence with tangible, real-world experiences to maximize impact.

Bustle의 장기적 축적: Coachella·Art Basel 등 대형 페스티벌 경험

버슬 디지털 그룹은 그간 다양한 국제 페스티벌과 문화 행사에 참가하며 크리에이터와 셀러브리티, 업계 인플루언서들을 초청해 왔다. Coachella, Stagecoach, Art Basel 같은 아이코닉한 이벤트에서 특정 브랜드 제품이 노출되고, 해당 크리에이터들의 소셜 미디어를 통해 현장 분위기가 공유되면서 제품 판매 및 브랜드 인지도 측면에서 유의미한 성과가 확인됐다.

이러한 경험은 단순히 인플루언서 마케팅 차원을 넘어, 커뮤니티를 구축하는 것의 중요성을 재확인시켰다. 골드버그는 “인플루언서 네트워크나 에이전시를 만들려는 시도가 많지만, 진정한 커뮤니티를 형성해 크리에이터가 믿고 자발적으로 참여하도록 이끄는 것은 훨씬 어렵다”고 강조했다.

Bustle Digital Group Leverages Years of Experience at Major Festivals to Build Creator Communities

Bustle Digital Group (BDG) has spent years cultivating its presence at some of the world’s most iconic festivals and cultural events, including Coachella, Stagecoach, and Art Basel. By inviting creators, celebrities, and industry influencers to these high-profile gatherings, BDG has enabled brands to showcase their products in authentic, experiential settings. The result: meaningful boosts in both product sales and brand recognition, amplified by creators sharing the energy and atmosphere of these events across their social media channels.

This approach has proven that the impact of such initiatives goes far beyond traditional influencer marketing. Rather than simply leveraging creators for one-off promotions, BDG’s long-term strategy has focused on fostering genuine communities around brands and cultural moments.

Brian Goldberg, founder and CEO of Bustle Digital Group, highlights the challenge and value of this approach: “There are many attempts to build influencer networks or agencies, but creating a true community—one that creators trust and willingly participate in—is much more difficult,” he explains.

BDG’s experience at major festivals has reinforced the importance of community-building as a cornerstone of modern marketing. By providing immersive experiences and authentic connections, the company has set itself apart in the rapidly evolving creator economy, demonstrating that real engagement and loyalty are built through shared experiences and mutual trust.

“Nylon Membership” 프로그램: 어떻게 운영되나

이번에 발표된 멤버십 프로그램은 “Nylon Membership”이라는 이름으로, 크리에이터와 브랜드가 서로를 더 쉽고 체계적으로 연결할 수 있도록 돕는 것이 핵심 목표다.