First Tube

This week we hosted our first ever First Tube Town Hall, where we discussed the POWER OF MOMENTS. Mike Owen (Chief Growth Officer), kicked things off by introducing the audience to the challenge and opportunity of engaging the HYPER TUNED IN CONSUMER.? Walking through the impact of appointment viewing on the decline and how brands need to rethink their approach to meeting consumers when their attention is at their PEAK, which is when they are tuned into moments they care about. Marissa Roberts (Creative Director) & Jamie Harju Hallquist (VP Brand & Media Solutions)? then walked through our 5C’s framework to design MOMENT ARCs that can meet this HYPER TUNED IN CONSUMER and drive massive impact.? There was a real buzz in the audience as Mike then led a spirited panel conversation of industry experts Michelle Moscone (she/her), Jeff Swierk from Group Black, Matt Chylak from Universal Music Group, and Alison Joseph from Horizon Media’s WHY Group who shared their unique perspectives and insights on how they approach moments based marketing. Some Highlights:? It’s more critical than ever to understand people’s passions to connect with the HYPER TUNED IN CONSUMER. Brands must go deep to learn what their audience cares about and why. We’re in an era where people are giving permission for brands to humanize themselves in marketing. When done right, your brand is more relatable to the people you want to engage. Incorporate measuring resonance and relatability into your brand health measurement studies to track how you’re doing here.? Understanding people + being relatable leads brands to specificity. Be intentional about identifying where your brand can offer real intrinsic value to the HYPER TUNED IN CONSUMER who engage in a particular interest or culture. Thank you to our team and all of our panelists for participating and helping us create our own memorable MOMENT THAT MATTERS.

First Tube went with New Balance and Joe Freshgoods to help produce Conversations Amongst Us: Paris Olympics edition! Working closely together Joe, New Balance, and their guest speaker - Sainté - had an intimate conversation surrounded by athletes, artists, and entrepreneurs during the biggest event in sports. Take a look at the whole conversation on New Balance’s YouTube, or check out a conversation cutdown on Joe and New Balance’s s Instagram: @joefreshgoods @newbalance Paula Goldfarb Resh Nicole Ransom Jara Wallace Brian Davidson Audrey Stiffle John Pennebaker https://lnkd.in/dEMa5tbX

We were thrilled to partner with New Balance back in May for this Conversations Amongst Us event with Joe Freshgoods & Amine in Portland! ???We are excited to share this authentic conversation on culture and creativity, and are proud the great work of team! https://lnkd.in/dkZBy_9y

We’re excited to announce that First Tube’s Andrew Beranbom, Mike Owen, Howard Rubin, and Anthony Ward will be attending CES 2025 in Las Vegas from January 7–10! If you’ll be there, let’s connect! We’d love to meet up, share insights, and introduce you to our LiveAMP Ad Suite—a game-changer that engineers and amplifies brand moments. Drop a comment below or shoot us a DM to set something up. #CES2025

We're growing at First Tube. We're looking for a Director, Media to join our team to help us help brand engineer and amplify Moments.

As 2024 comes to a close, we’re taking a moment to reflect on all the incredible things we accomplished together. First Tube launched LiveAMP bringing a decade-long vision of connecting the power of live programming into a scalable & measurable marketing solution into a reality. The LiveAMP Ad Suite enables seamless execution across the Moment Arc ensuring maximum business impact throughout the consumer journey (Pre, Peak and Post) of a trending cultural moment or live event. We welcomed our newest team members— Mike Owen, Tom Snelgrove, Shannon Crawford, Anthony Ward, and Makda Tekeste-Berhan. And a big congratulations to Jordan Canell and Audrey Stiffle on well-deserved promotions! Our collaboration with CBS’s hit show, Fire Country, revolutionized fan engagement through a captivating blend of digital & musical experiences. Our dedication to innovation & creative excellence was recognized with a nomination at Horizon Media’s 8th Annual Business Impact Awards. Launching BODYARMOR Flash I.V.’s partnership with Anitta was one of our top moments this year. Working with their team on the ground for an incredible commercial spot, campaign photography, & behind-the-scenes content was so special. From sun up, to sun down we lived and breathed Flash I.V. & got amazing content for the partnership. We collaborated with Southwest Airlines to create the Hawaii Heart Beats concert, providing an unforgettable evening with country music star, Russel Dickerson & local legend, Lily Meloa, and a large give-back to the Boys and Girls Club of Maui. The entire experience went beyond promoting Southwest’s new interisland direct flights & offered an opportunity for the community to celebrate. Continued our Mastercard priceless? experiences this year with over 10 new demonstrations. From cooking lessons to sports panels, these experiences have driven loyalty & made exclusive experiences accessible for all valued cardmembers globally. With New Balance, we produced three Conversations Amongst Us shows this year in Portland, Chicago, and Paris at the Summer Olympics. We love capturing New Balance’s support of their partners, from uplifting key sports moments to amplifying artistic pursuits— like the Parisian gallery that Joe Freshgoods created. It’s been incredible to experience NB’s Magic since 2022! We had a blast at the Magic Mile with HEYDUDE & NASCAR! Our talent, The Hockey Guys, brought the energy, & we loved every minute of capturing the fast, loud, and electric vibe of race day. We loved being with our First Tube team this past October for our Q4 Summit in NYC. We aligned on our key initiatives, strengthened our product & service offerings, & continued to nurture our relationships with one another. Our gift to you: A playlist of the First Tube Team’s top songs of the year. https://lnkd.in/dMvHJ5pN Happy Holidays! See you in 2025!

Huge shout out and congratulations to our friends at the new One Horizon! Excited for future collaborations & well deserved success in the new year! Roberto Alcazar (He/Him/El)

Last month, Jordan Canell and I had the privilege to represent First Tube at the 8th Annual Horizon Media Business Impact Awards, showcasing our CBS Fire Country campaign. Our work was recognized as the leading program in the Innovation and Creativity category. By leveraging new technologies and cultivating impactful collaborations, we aim to deliver even more immersive, measurable, and unforgettable experiences that redefine the possibilities of marketing. We are filled with anticipation for what lies ahead as we approach 2025. Building on the success of this campaign, we remain committed to pushing the boundaries of live event amplification and digital engagement.

We are thrilled to welcome Anthony Ward to our team as Sales Director! Anthony brings a wealth of experience and expertise, with over 15 years of helping brands navigate the evolving media landscape. Over the course of his career, Anthony has played impactful roles at AdColony (acquired by Opera Mediaworks), Spotify, and Sabio, where he demonstrated exceptional leadership and strategic vision. In his new role, Anthony will oversee growth initiatives across all channels—working directly with brands and agencies—to amplify awareness and adoption of our best-in-class products and services. Outside of work, Anthony enjoys spending time with his wife and three children, as well as skiing and golfing in Washington State. Welcome to the team, Anthony! We’re excited about the future we’ll build together.

It’s Giving Thanks! At First Tube, we’re thankful for creativity, culture, and our clients! Our team took a moment to reflect on what they’re thankful for. Here’s what some of them shared: “My gratitude is simple this year. Healthy family and friends, passionate teamwork, and working on challenging and innovative opportunities while of course balancing life with great live music." "Thankful to create incredible experiences for awesome brands in cool places with colleagues who are always ready to make things happen." "Thankful to learn through amazing opportunities with such talented and inspiring colleagues." "I’m grateful to be part of a team filled with intelligent, compassionate, and dynamic individuals." “I'm very thankful for having the opportunity to travel the world working for great brands with the kindest and most creative team in the business.” We are wishing you all a restorative break from business and quality time with those you love. And If you happen to recreate this photo, we’d love to see it!