(equalpride and göt2b® Form Groundbreaking Partnership to Bring Documentary About Drag Queen / LGTBQIA+ Activist Marti Cummings’s Historic Story to the Public)
LOS ANGELES (April 11, 2024) - LGBTQIA+ cultural media giant equalpride and hair color and styling brand göt2b® announced today that they have joined forces for the very first time in support of “Queen of New York,” a new documentary about drag queen and LGBTQIA+ activist Marti Cummings. As part of the new deal, the media company will make the film available online for free starting April 15th on both its Advocate Channel and Advocate Channel App.
Directed by Emmy-nominated filmmaker Emma Fidel, (who makes her feature directorial debut), “Queen of New York” documents television personality, activist, and beloved drag queen Marti Cummings’ (they/them) groundbreaking attempt to become New York City’s (NYC) first nonbinary council member. A first-time candidate in one of NYC’s most competitive district races, Cummings’ history-making 2021 campaign united queer activists and allies throughout New York and beyond. The film features a fierce array of Cummings’ supporters, most notably, superstar Billy Porter who narrates the trailer, Alexandria Ocasio-Cortez, comedian Ilana Glazer, and nearly two dozen of NYC’s top drag queens. WERK!
"Celebrating the trailblazers of the LGBTQIA+ community is paramount to equalpride and Advocate Channel, and 'Queen of New York' showcases one with the groundbreaking Marti Cummings,” said Mark Berryhill, CEO of equalpride. “As we amplify transformative narratives like Marti's, we're not just platforming a documentary; we're inspiring the next generation of trailblazers to carry the torch."
In addition to directing “Queen of New York,” Fidel also serves as producer (Spoonbill Stories), along with Robert Profusek (Digital Harvest Media), Daniel Ming, Gigi Dement, and executive producer Donna Gruneich.
The new distribution partnership reflects göt2b®’s continued commitment to fostering safe spaces and providing platforms for creativity and self-expression for members of the LGBTQIA+ and drag communities. The brand’s bold and expressive hair color and styling products are designed for people who want to express their individuality without limits and be whoever they want to be.
göt2b® previously announced that it had signed on as financier-producer of “Queen of New York” prior to the movie’s world premiere as NewFest’s New York Centerpiece. As part of the production partnership, the brand provided critical financing to ensure that the documentary was timely distributed and continues to receive high-profile promotional support throughout the 2024 awards’ season.
As such, helping the film secure distribution through forming this extraordinary new alliance with equalpride was an important and logical next step for the brand. “Göt2b® is proud to support “Queen of New York” and to help share Marti’s powerful story with the world. As a brand, we have always stood for inclusivity and provided products that allow our audience to embrace what makes them unique and different. Göt2b® has a long legacy of partnering with those who share in our mission to foster safe spaces, especially within the LGBTQIA+ community, and we’re honored to be at the forefront of this inspirational film,” said Sarah Stellate, Brand Manager, göt2b® Color and Styling.
The groundbreaking first ever media relationship between the two brands was facilitated by both IPG Mediabrands global media agency UM, which represents göt2b®, and IPG Mediabrands indie production company and development studio, TRAVERSE32. Led by Brendan Gaul and Brett Henenberg, TRAVERSE32 acquired the rights to the film in late 2023. Gaul and Henenberg are leading the film’s global distribution efforts as executive producers.
“We are so proud of our continued partnership with göt2b in supporting and amplifying groundbreaking storytelling that celebrates self-expression and uplifts and inspires audiences, said Erin Quintana, CEO, UM US. “There’s a nuanced approach to creating the kind of work that moves culture, and we are highly invested in uncovering opportunities for our clients to connect their brands with powerful stories in new and innovative ways,” she added.
“Queen of New York” will premiere on Advocate Channel on April 15th and is available for free streaming through June 30th, 2024. Audiences can download the Advocate Channel App for their mobile phone and favorite streaming device from platforms like the Apple Store, Google Play, Roku, Apple TV, Fire TV, and Google TV.
To get additional information or updates about “Queen of New York” please visit queenofnyfilm.com or Advocate Channel. For information about göt2b®, please visit got2b.us.
###
About göt2b® North America
göt2b is a growing trend brand that originally launched in the US in the styling category in 2001 and can now be found in Europe and Asia. The brand expanded to the Coloration category in 2017 with the launch of göt2b color and is most notably known for its bold hair color line, Metallics. göt2b's success is driven by serving as a conduit for emboldening unapologetic self expression and creating sophisticated innovations that are focused on styling benefits and color creativity with an edgy execution. For more information, please visit www.got2b.us and on Instagram @got2busa.
About UM
UM is a global media agency committed to futureproofing our clients' businesses for the now and the next. We leverage the transformational power of rich business analytics and real-time intelligence to maximize growth and activate the full consumer journey across content and connections. Our consultative approach and agile model, rooted in diversity, equity and belonging, drive better business outcomes for brands. As the leading global media network in IPG Mediabrands, UM operates in over 100 countries, with more than 3,500 people innovating on a roster of global clients including Accenture, American Express, ExxonMobil, GoPro, Johnson & Johnson, Levi Strauss & Co, Mattel, Sony and Spotify. For more information, please visit https://www.umww.com/.
About equalpride
Equalpride is the leading certified LGBTQ+ owned & operated media, digital, social, TV, print and entertainment company in the country. Our mission is to provide content of inspiration, hope, community, equality and love through our platforms that reach a vast majority of the American LGBTQ+ audience every month and increasingly women and people of color, which make up 50% and 25% of our monthly audience, respectively. We are a diverse community of storytellers, innovators, and influencers who believe in giving a voice to all people! Our portfolio includes some of the world’s most prestigious LGBTQ+ brands: Out, The Advocate, Out Traveler, Plus, PRIDE.COM, and the all-new Advocate Channel.