Younger Hero launches PRIDE 365 to assist LGBTQ+ artists year-round
Young Hero offers LGBTQ + artists and brands a platform to join forces and collaborate on creative projects and branded content
Creative youth culture agency and production company Young hero launched PRIDE 365, a new initiative aimed at increasing brand support for LGBTQ + artists year round. PRIDE 365 provides a platform for LGBTQ + artists and brands to join forces and collaborate on creative projects and branded content year-round, beyond the focused focus during the Pride Month celebrations in June.
Argentine artist Baby Yors helped launch PRIDE 365 with the initiative’s first project in collaboration with NOMO SOHO, a live music performance and interview filmed from the hotel’s penthouse suite, and a social media face filter.
“As June ends and brands remove their rainbow logos, many artists in our network and LGBTQ + colleagues in the space have expressed frustration at companies losing interest in their creative work,” said Roberto Max Salas, President and Co-Founder by Young Hero.
“As a company, we are always committed to diversity and increase the visibility of talents from traditionally underrepresented communities. To further support LGBTQ + creatives, we developed PRIDE 365 as a continuous resource for brands to get involved and support the community. “
“It’s not about showing support, it’s about giving support,” said Baby Yors. “Historically, brands have been more performative during Pride – and often only during Pride – than the performers themselves. So many artists have a real vision and truth to express, and if brands listened to us more and offered more persistent support, we would have the opportunity to reach a wider audience and change the global perspective. Don’t just invest in us as rainbow flag logos or shop window decorations; invest in us as what all true artists are: cultural designers. Cultural designers are needed everywhere, and the introduction of PRIDE 365 is a big step in the right direction to inspire brands to create more visibility for LGBTQ + artists. “
After his first appearance, Baby Yors is in the process of making several music videos in preparation for his album’s release this fall. Next PRIDE 365 projects currently in development include fashion designer Jacques Abgogly’s SS22 Black Boy Knits CAPSULE 2 collection, due to hit the market during NYFW 2021 in September, and a short film by filmmaker Junting Zhou.
