Sub Genre

Sub-Genre is a strategic consultancy that guides brands through the process of leveraging entertainment for marketing & CSR initiatives.

The Attention Economy has made it increasingly difficult to reach consumers with advertising. Alongside that, people are demanding that brands be more authentic. Entertainment is a space where brands can solve for these challenges while connecting with consumers in impactful ways.

Sub-Genre helps brands and agencies understand the entertainment world and engage with it in a way that delivers strategic results. See our suite of services here.

Sub-Genre was founded by Brian Newman in 2013. Brian is also the producer of the The Outside Story (narrative, premiere Tribeca, 2021, distributed by Samuel Goldwyn Films), and Love & Taxes (narrative); and executive producer of Shored Up, The Invisible World (docs) and Remittance (narrative). Click here for a list of Sub-Genre film projects.

Brian has served as CEO of the Tribeca Film Institute, president of Renew Media (known for the Rockefeller Fellowships) and executive director of IMAGE Film & Video (producers of the Atlanta Film Festival). Brian serves on the advisory board of the Camden International Film Festival. He was born in North Carolina and has an MA in Film Studies from Emory University.

Brian is a frequent keynote speaker on branded content and the future of film and new media. Brian has been a speaker and/or prominent panelist at every major film festival in the world, including: Berlin, Cannes,Hot Docs, IDFA, Karlovy Vary, Locarno, Sundance, SXSW, Talinn, Toronto, and Tribeca, among many others. He also teaches classes and workshops on branded entertainment, how the industry works, and the future of film. 

He is known as a serial entrepreneur and leader in the film industry, having led:

He is on the board of the Future of Film Conference, and has served on the boards of Grantmakers in Film & Electronic Media (GFEM, now Media Impact Funders, as Vice Chair and Treasurer); Muse Film & Television, Rooftop Films (Chair) and IndieCollect (Co-Founding Board Member).