Playboy is putting influencers at the centre of its new business model

Business Insider US
Social media influencer Julia Römmelt was crowned Playmate of the Year 2021.
Felix Hörhager/picture alliance via Getty Images)
  • Playboy has put influencers at the centre of its business after it shut down its print magazine.
  • Loren Piretra was named VP of creator and influencer marketing for Playboy's Centerfold platform.
  • Centerfold allows creators to interact directly with fans and subscribers through their content.
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Playboy is putting influencers at the centre of its new business model after the magazine-turned-lifestyle brand discontinued its iconic print product in 2020.

Earlier this week, Playboy owner PLBY Group Inc announced it had hired Loren Piretra as its new vice president of creator and influencer marketing to head strategy, per Variety.

According to the outlet, she will lead the company's new Centerfold digital platform, per Variety.

Most recently, Piretra worked at Amazon-owned live-streaming platform Twitch as its global head of creator and influencer marketing, per Variety.

Launched in December, Centerfold allows creators to interact directly with fans and paid subscribers through their pay-per-view content, Forbes reported, describing it as a "rival" to the OnlyFans platform. 

"What differentiates Centerfold from other creator-led platforms is the power of our brand," Ben Kohn, CEO of PLBY Group, told Insider. "The Playboy brand elicits an emotional connection with people."

He added that while other platforms "prioritize advertisers over creators," Centerfold is "not dependent on advertisers."

Kohn added that the platform also provides influencers with a "full suite" of tools to "monetize their audiences." 

"In turn, they will benefit from the broad reach of the Playboy brand and grow their audiences organically as well," he said.

A number of big names were associated with the launch of Centerfold — most notably rapper Cardi B, who was named a founding member of the platform. 

A post shared by Cardi B (@iamcardib)

Besides focusing on influencers, Playboy's entrance into the NFT space last year also indicated how the company is on a path to reposition the nearly-70-year-old adult entertainment company as a lifestyle brand and boost its appeal among younger audiences. 

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