Bad Behavior

What is true virality? 25 million impressions. This is what Penn Weinberger was taught in the year he spent working for Jerry Media, the advertising company built around a portfolio of multi-million-follower Instagram accounts in the 2010s. He's since started an agency called Bad Behavior, where he helps brands crack social media, including by developing wildly popular, creator-driven short-form video shows. Had Penn on Creator Spotlight this week to chat: ???Differences between celebrities, creators, and influencers ??Building viral, highly monetizable short-form video shows ???Pricing contracts with brands and creators ???How the creator market has changed in the last five years I'll drop the podcast and newsletter in the comments. Check it out!

I had the amazing opportunity to produce my first red carpet segment at the premiere of "Piece by Piece," the captivating biographical Lego film about Pharrell. As a producer and creative, I knew we had to make the most of our brief minute with him, so we asked the key question: “What advice do you have for creatives?” Here’s what he had to say: A big thank you to the Bad Behavior team and Kai for an unforgettable night! ???

My team and I at?Bad Behavior partnered with?Live Nation Entertainment to lead creator-focused content creation for the brand’s owned TikTok channel. Over the course of the past ~15 months we’ve had the opportunity to work with some really amazing creators and personalities - all leaders in their respective verticals. Some of the talent we’ve worked with (in alphabetical order): ?? Ari Elkins - A music curator + tastemaker who is a leading voice in music-tok. You might also recognize him from Live Nation’s L2L Creator House ? Chelsea Briggs - An entertainment host and on-air correspondent known as the creator and face of HollyWire. A red carpet pro ?? Daniel Wall - Another pioneering member of music-tok known for his unique socially-native breakdowns of culturally significant moments and topics ? Ruba’s World - One of the best on-street hosts we’ve ever had the pleasure of working with. Known for running around the streets of LA, Ruba is hilarious and knows social-first content better than anyone ?? Taryn Delanie Smith- Our east coast on-street host who casually happened to be MISS NEW YORK (!!!). Also known for her viral ‘Heaven’s Receptionist’ content series Some of the locations you might have seen this team at: ?? iHeartRadio Festival in LV ?? Governors Ball in NYC ?? Jennifer Lopez red carpet for her visual album ?? NYC + LA Pride It's about to be a fun summer. Stay tuned y'all! Bad Behavior Petra Jarrar Marilyn Warshawsky Adam Sultan Laura Rozner Alex Dekelbaum Dan Shein Tarek Chamma Kaprielle Trenard Jilly Gray Taryn Delanie Smith Shoshannah Cutler Ruba Wilson Jordan W. Eaton. Chelsea Briggs Ari Elkins Ryan MacAvoy Daniel Wall Alec Udell #contentcreation #contentcreator #tiktok #livemusic #livenation #shortformcontent #shortformvideo

Last week our amazing client Benefit Cosmetics tapped us to create real-time content at their global influencer event in New Orleans. Over the course of 4 days we got an inside look at why Benefit is... Benefit. From spontaneous drumlines to masquerade balls and mansion takeovers, we truly experienced Mardi Gras culture through a pink lens. We created 50x unique assets for TikTok and Instagram Reels. The IG content leaned editorial and geared towards the brand's global followers + social channels. The TikTok content was more raw, authentic to the platform, and designed to be consumed organically on viewers' FYP. We also created trend content in real time - anyone know how to say "brows" in Italian? This was an amazing opportunity for the team at Bad Behavior who I am unbelievably proud of. Our partner at Benefit, Samantha Quintanar, did an amazing job briefing us, joining us for late night editing sessions, and welcoming us as part of the team. Sam is a total pro who I now consider a friend. Check out some of the attached content. To see more go check out Benefit's global social channels on TikTok and Instagram. Bad Behavior Marilyn Warshawsky Petra Jarrar Alex Dekelbaum Dan Shein Azia Egbe Anna McClanahan Adam Sultan Laura Rozner #contentcreation #influencer #tiktok #instagramreels #shortformcontent #shortformvideo #mardigras

Officially wrapped our time in New Orleans! So grateful to be given the opportunity to capture all of this for Benefit Cosmetics’ global social channels? Special shoutout to Bad Behavior for being such incredible partners on this project!

Bad Behavior branded phone case incoming...?

Thanks to everyone who helped bring this to life. One of our favorite projects to date.

Growing the Bad Behavior team. If anyone comes to mind please send them our way! Need to be based in NYC

2023 was an epic first year #shortformcontent #contentstudio #digitalagency #tiktokmarketing #virality