by Laura RU
Gedi, the mammoth publishing group of the Agnelli-Elkann family, which owns La Repubblica, La Stampa, Il Secolo XIX, and dozens of other publications, buys 30% of Stardust, the company that turns out influencers.
Stardust produces around 1,200 content per day, and enlists over 500 creatives, influencers and ambassadors (characters who bond with an institutional brand or campaign) whose business generates over 15 billion views per year and 20 million interactions per month.
In 2021 alone, the agency managed around 300 social campaigns for 70 brands.
It has a “Stardust House”, a villa in Milan that functions as a school camp for influencers who can exchange opinions, ideas and practice their skills: music, dance, acting and video editing.
Gedi has bet on this “incubator” of characters of the future.
“With Stardust our digital strategy takes a step forward because it allows us to distribute our content to new audiences and to deepen the dynamics of digital communities so far not reached by our offer”, explained the CEO of Gedi, Maurizio Scanavino. .
Influencers are now considered the main information vehicle for young people. And Gedi takes another step towards controlling and manipulating forming minds.
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