Cut.com is launching two new brands aimed at taking advantage of the current political climate. The two brands, This Matters and HiHo, are designed to advance, celebrate and solve today’s most pressing issues with a clear directive. This Matters was made with the intent of creating viral, left leaning, content on today’s most compelling moments including, conversations of presidency, race and gender. Some of the videos include “Project Trans Kids,” “Resist ICE,” and “Trump Voter Regrets.”
“This Matters is a way for us to tell [people] to ignore the noise. To remind them of topics that truly deserve our attention. We also wanted to satisfy a belief that news can be prescriptive,” Mike Gaston, co-founder of Cut.com, explained to VideoInk. “For us, knowledge without action pacifies. So our goal is to create real material interventions in the world, not just more ways of speaking about it. This Matters is an activist organization that knows how to create the kind of viral storytelling that drives real change.”
HiHo, on the other hand, is a children’s exploration series that creates content, which promotes empathy through play. Setting the tone for a generation of critical thinkers, HiHo focuses on imagination over optimization in a culture of standardized tests. One of the more popular themed videos is of children trying food from around the world. “American Kids Try Ethiopian Food” has been their most engaging video to date.
With essentially no promotion, This Matters, though it has a small following on YouTube, has already generated 27MM views in the first week and over 60K subscribers on Facebook, with HiHo garnering 100K subscribers on YouTube. Both Brands are self funded and will release content weekly.
“These two new brands reflect Cut’s commitment to enhancing our fan experience and is also a signal to our fans that these are subjects we plan on investing in long-term,” said Gaston.