NAME

WHAT IS ARSENIC?
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D E S T I N AT I O N

#ARSENICWORLDTOUR

I N F O R M AT I O N

APPENDIX: ARSENIC HISTORY

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ARS E N IC : F E M AL E F O U N D ED, NE XT G E NE RATION OF MED I A

FOUNDED BY MODEL EXPONENTIAL SOCIAL EXPANDED TO ENCOMPASS

A WOMAN NETWORK MEDIA GROWTH YOUTH CULTURE

One Woman. Crowd-Sourced Viewership Bigger Art, Music, Events

One Mission. Model Community Than Cable Fitness, & Beyond

Arsenic was founded by a
woman. She believes in sex-
positive feminism and vowed
to shift power from male
photographers to female
models. She races Formula
Cars, conquered the Gumball,
is an expert Polo Player, is on
the board of 6 companies, and
produced her first movie at 24.
She ignited a crowd- In weeks, the viewership on Soon Arsenic became a hub
sourced network of models Instagram & Snapchat began of cultural influencers. Music
and creatives. Models were to surpass that of established artists, fine artists, etc. Content
empowered in the creation cable networks. And incoming verticals expanded from
process, and the community interest sparked from major beauty to Art, Music, Events,
was empowered to participate media conglomerates and Fitness, Style, resulting in an
in a democratized media traditional press. authoritative voice of youth
movement. Bottom up power,
culture.
instead of top down.

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MUSIC S TO P AR T I S T S CO L LABORATE W ITH ARS E NIC
THESE AND MANY OTHERS HAVE BEEN PART OF ARSENIC

STEVE AOKI G-EAZY NERVO TINASHE MAJOR LAZER

DIPLO CASSIE 2 CHAINZ FUTURE SKRILLEX

FETTY WAP ZEDD JEREMIH LIL JON DILLON FRANCIS

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POWE RF UL R EACH ACR O S S YOUTH C ULTURE
WE COLLABORATE WITH TOP INFLUENCERS IN ALL GENRES
ATHLETES DIGITAL MEDIA CELEBRITIES ART

KALEIGH GILCHRIST
OLYMPIC GOLD LOGAN PAUL WRDSMTH
(11M IG) VANESSA HUDGENS
MEDALIST,
USA WATER POLO,
PRO SURFER

TODD GURLEY
NFL BRITTANY FURLAN GUY HEPNER
NAZANIN MANDI
FOOTBALL PLAYER, (2.2M IG) ART GALLERY
LA RAMS

ANTHONY NAPOLITAN
X GAMES MEDALIST, PIQUES
(8.4M FB) GORE VERBINSKI TAX COLLECTION
DEW CUP CHAMPION,
ART CURATOR
PRO BMX RIDER

YASIEL PUIG SOMMER RAY

LA DODGERS (14.9M IG) TYSON BECKFORD UTA ARTIST SPACE

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YOU TH C ULT U R E D R I V ES BUS INE S S
PARTNER, COLLABORATOR, AND CLIENT BRANDS

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T RAD ITION A L P R ES S H AS AC KNOW LE DG E D ARS E NIC S POWER

Arsenics team is building a media powerhouse based on

being real, raw, and edgy. - BUSINESS INSIDER

The venture capital world is The fact Arsenic has built such a big audience is amazing...
very excited by Arsenic In the same way that when cable came along CNN and ESPN
- BLOOMBERG were able to build giant media businesses. - BLOOMBERG

Arsenic, a female-driven, Instagram-savvy media company thats

leading the charge for sexual empowerment. - INSIDE HOOK
ArsenicTV has
exploded as a
business.
A startup for the
- INC Arsenic has double the fans of Maxim
people, by the people
- BUSINESS INSIDER
- SMASHD

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T HE A UD IE N CE I S U N DEN I ABLE

PROPRIETARY CONTENT CHANNELS INFLUENCER NETWORK

3M
AU D IE N C E
1M
STO RY VI EWS
180M
MONTHLY IMPRESSIONS
40M
AU DIEN CE
5K
CON TR IB U TOR S
5M+
STORY V IEWS

10+
CONT E N T
C HA N N E L S
30K
SUBM I SS I O NS
P ER M O NTH HOSTS MODE L S P H OTO F IT NE SS CO M E DY FI LM

A R S E N IC S IMU L CA S T S B R A N D E D CO NTE NT

B ROADC AST AC ROSS NE T WORKS BY MU LT I PLE I N FLU E N C E R S

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ARS E N IC OV ER - D EL I V ER S FOR BRAND P ARTNE RS
event event
WET REPUBLIC BKSTG -
GRAND OPENING WEEKEND THE LIVE NATION BACKED APP

a c t i v at i o n c o m p o n e n t s a c t i v at i o n c o m p o n e n t s

RED BULL AIR FORCE THE CHAINSMOKERS

STEVE AOKI PREAKNESS
NERVO PRIVATE JET
ARSENIC HAKKASAN
THE ARSENIC HOUSE & ARSENIC GIRLS
a r s e n i c s i n v o lv e m e n t
a r s e n i c s i n v o lv e m e n t
24M IMPRESSIONS
4445% INCREASE IN ENGAGEMENT
VIP ACCESS

EXPERIENTIAL + DIGITAL

HAKKASAN RETURNED FOR MORE ACTIVATIONS LIVE NATION (MAVERICK) INVESTED

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 NAME

WHAT IS ARSENIC?
10
D E S T I N AT I O N

#ARSENICWORLDTOUR
I N F O R M AT I O N

APPENDIX: ARSENIC HISTORY

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T HE # A RSE N I CW O R L DT O U R E XP E RIE NC E

Arsenic will travel with its key

creative contributors and models

spending about 4 weeks in each

city. This is enough time to engage

with local artists, cast local talent,

and become woven into the fabric

of that city before heading to the

next destination.

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T HE E X PE RI EN CE I N D ET AI L
HERES WHAT WE MEAN BY #ARSENICWORLDTOUR

INTERACTIVE TOUR POP UP ARSENIC HOUSE CULTURAL EPICENTER

The Audience Demands
The Destinations
For each major city we visit, we ask our audience
and they vote on the destination. Thus we ensure
powerful participation from our community. (We can
schedule cities based on Brand Partner mandates
as well.)
We Bring The Arsenic Beauty, Art, Music And
House Experience Community Combine
A pop up Arsenic House is the must visit Like the original Arsenic House well host artists for
destination and hub of activity in each city. People live paintings, models & photographers for
editorial shoots, music artists, live performance,
line up around blocks to visit the original Arsenic
and open staff meetings, where we invite our
House and this will be heightened. The house community to participate in Arsenic decisions
concept is an ideal showcase for an array of brands. & direction with us.

4 WEEK STAY CROWDSOURCED PHILANTHROPY

Well Inhabit City Long Enough
To Be Woven Into Its Fabric
Unlike other types of tours that leave a day or 2
after arrival, we stay long enough to impact the
culture of the city. Buzz builds and momentum is
captured. We form relationships with new Arsenic
ambassadors and leave a contributor infrastructure
in place upon departure.
Local Talent, Influencers, And
Audience Participates
Theres viral exposure opportunity as local talent
submits on social media to participate. In addition
to bringing key talent and crew to each city, well
cast local models, artists, filmmakers, etc. to both
engage with the community and keep things fresh.
At Least One Philanthropic
Effort Per City
Arsenic believes in leaving each place or thing
better than we found it. Weve conducted several
volunteer days and philanthropic partnerships and
will require of ourselves at least one per community
visited.

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WHY # A RSE N I CW O R L DT O UR IS S O P OW E RF UL

WHAT INSPIRED ARSENIC TO TOUR? WHY IS IT A GREAT OPPORTUNITY

FOR YOU?

#1 AUDIENCE REQUEST OUR GREATEST BRAND 78% OF MILLENNIALS KEY SAMPLING

IS INVITE TO ARSENIC AMBASSADORS ARE PREFER EXPERIENCE OPPORTUNITY FOR
HOUSE FORMER VISITORS TO PRODUCT CONSUMERS

4.3% OF AUDIENCE IS NOW WE BRING THE GEO TARGETING BY ASSOCIATION WITH

LA (95% ELSEWHERE) ARSENIC EXPERIENCE CITY TREASURED MOMENTS/
TO THEM EXPERIENCES

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ARS E N IC C R EAT I V E S P AC E E XAMP LE S

MEXICO CITY

EXAMPLE HOMES

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36 0 D E GRE E C R EAT I V E ASS E TS & DIS TRIBUTION
WE WILL CREATE CONTENT IN MOST RELEVANT FORMATS AND DISTRIBUTE OPTIMALLY

MOBILE DESKTOP PHYSICAL TRADITIONAL

IRL MEDIA*

INSTAGRAM WEBSITE EVENTS CABLE TELEVISION

SNAPCHAT FACEBOOK BRANDED MERCH OTT OPERATORS

(ROKU, HULU, NETFLIX, ETC.)

COFFEE TABLE
FACEBOOK NEWSLETTER RADIO
ART BOOK

CONTRIBUTOR
SPOTIFY PLAYLIST SPOTIFY PLAYLIST PRINT
NETWORK
BOOTS ON GROUND

* IN DISCUSSIONS

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DE STIN A TIO N S T AI L O R ED TO YOUR TARG E TS
POTENTIAL CITIES

SUMMER 2017 FALL 2017 WINTER 2017-2018 SPRING 2018

Mexico City, Mexico Miami Rio, Brazil (for Carnival) Chicago
Scottsdale Atlanta Miami Caribbean
Austin New Orleans Sydney Miami
Dallas Dallas Bali Bali
Nashville Austin Vietnam Vietnam
Chicago Amalfi Coast Thailand Thailand
New York London Hyderabad, India Hyderabad, India
Amalfi Coast Milan Caribbean (e.g. St. Lucia, Ibiza
Turks & Caicos, Punta Cana,
London Barcelona Detroit
Dominican Republic)
Milan Ibiza Vancouver
Barcelona Cote DAzur Toronto
Ibiza Germany Cote DAzur
Vancouver
Toronto

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CON TA C T

EM A IL

PA RT NERSH I P S @ A R S E N I C . TV

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 NAME

WHAT IS ARSENIC?
18
D E S T I N AT I O N

#ARSENICWORLDTOUR

I N F O R M AT I O N

APPENDIX:
ARSENIC HISTORY

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FE MAL E F OU N DER
ARSENIC WAS COFOUNDED BY A DYNAMIC WOMAN

Arsenic is my vehicle that empowers women to express themselves in

whatever way they feel best, including, but not limited to, their sexuality!
- A M A N DA M I C A L L E F

Board member of Jamak (the largest privately owned silicone manufacturing company
in the nation) with offices in the US, UK, China & Hong Kong; Reata Restaurant Group;
as well as 4 other boards with holdings in real estate, manufacturing and automotive.

Independent Producer of Film, Commercial & Music Video

Financed and produced over 20 productions in 12 years. Produced her first movie at
age 24 with cast including Julia Roberts.

Hobbies:
Polo, Formula Racing, Gumball 3000

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FE MAL E E MP O WER M EN T
THE SPARK THAT IGNITED THE ARSENIC FIRE

FEMALE CREATIVE CONTROL

Initially our founder observed that women in commercial photography were often treated like
mannequins. Not disrespected overtly, but directed what to do without any participation in the
creative process. The direction often related to what she felt was very personal actions; someone
else, telling the women what to do to look beautiful or be sexy.

She began producing shoots where all of the creative control sat with the women involved.

Famously, in the Arsenic Community, in one of the first shoots, she kicked the male photographer
off set when he didnt leave sufficient creative control with the models, and the women resorted
to shooting each other.

A COMMUNITY OF WOMEN
Buzz spread around Los Angeles and women asked to be part of Arsenic.

There was no money at that stage, so they volunteered their time in order to be part of the movement.
The first 10 volunteers were all female.

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T HE D E MO C R AT I Z AT I O N OF C ONTE NT

THE MOVEMENT
Early on, the group decided to do media different. Rather than having tight editorial control, the community would be in control. Maxim has their
Hot 100 issue, where the editors selected the group. Arsenic said to its audience who do YOU feel is most beautiful? And it could be you! All
of you can submit, all of you can vote on who is featured, this is YOUR magazine, were just here to help you run it.

TRADITIONAL MEDIA HAS POWER AT THE TOP ARSENIC INVERTS THE POWER PARADIGM

SINGLE DECISION THE CROWD HAS POWER AND DRIVES

COMPANY C R O W D CONTENT DECISIONS
MAKER AT THE TOP

CONVERSATION
FLOWS IN ALL DIRECTIONS

CONVERSATION
FLOWS IN 1 DIRECTION

CONTENT TRICKLES DOWN FROM ON LEADERSHIP RESPONDS TO AUDIENCE

CROWD HIGH, WITHOUT A LOT OF RELEVANT COMPANY
VOTING & CUES
TOUCHPOINT

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ARS E N IC ST AR T S W I T H O UR FUNDAME NTAL BE LIE FS
WE HAVE 4 CORE TENENTS
S E X P OS I T I V E -
FE M I NI S M
A woman has no less value based
upon her choices to express
her sexuality. A womans image
should project whatever
wants. No one knows better than
a woman what makes her feel
sexy, beautiful and powerful. We
support creating visual content
in line with what makes our
female ambassadors feel like the
empowered warrior- princesses
they are.
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D EM O C R A T I ZA T ION
O F C O N T EN T
We believe the crowd is the
company. We are always crowd
sourced and crowd curated.
she
People dont need someone to
tell them whats dope or sexy or
cool. You know it when we see it.
We know if we shut up and listen
to the people, they guide us to
the dopest, sexiest and coolest
new content.
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A U T H E NT ICIT Y OPENNESS
Most people live their lives Lead with love, not hate. Every
pretending (afraid to be real). voice matters. Even the voices
Arsenic is a community that we disagree with. Higher truth is
empowers its members to be their our guide. We love music, culture,
authentic selves. We prioritize art, and other celebrations of
authenticity > polish in our content humanity
and audience engagement. As we
grow, our core mandate is to keep
the authenticity that got us here.
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PA RT NE RS HI PS @AR SE NI C. TV

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