In the face of a investment of about 600 thousand euros made in 2020 ended 2023 with a turnover of 3.3 million euros and 200 customers. These are the numbers, in summary of Defhouse, initiative under the Grow up network and Web stars channel companies (aggregating a combined turnover of 13.5 million euros in 2023), and which presents itself as a hub designed for content creators desined to social networks.
Conceived and founded by Luca Casadei and Giuseppe Greco Defhouse is a hub of Generation Z content creators including Alessia Lanza, Emily Pallini, Yasmin Barbieri, Simone Berlini, Davide Moccia, Marco Bonetti, Florin Vitan, Brian Ramos, and Andrea Fratino.
“Content creators,” Greco says, “are like startups, and Defhouse is a kind of incubator where they can express their creativity, refine their professionalism and grow both humanly and professionally. With them we have a collaborative relationship that we aim to grow, we have created a relationship that is yes professional but above all human that allows us to give life to projects that are always evolving and designed for specific targets both generational and sectoral.”
“When content creators grow we also reason with them in terms of scalability,” Casadei adds, “we create specific companies with them to give them more and more resources and entrepreneurial sense, and that is why with our content creators we establish from the outset long-term relationships, no less than three years, and structured relationships to give life to projects that have the capacity to establish themselves and evolve over time.
Defhouse, whose name is a result of the crasis between ‘definitive’ and ‘house,’ is inspired by similar content factory projects carried out in the U.S. and is a place designed to be at once an office, a place that fosters creativity, a set for content creation and also a catalyst for art forms, starting with music.
“In our plans,” Casadei adds, “there is to structure our companies by creating a controlling holding company and then developing specific realities to seize all market opportunities, for example, we are in the process of launching specific projects for as many specific areas such as food and sports,” so not just formats but real containers dedicated to meeting the needs of both the public and companies. “One of our most important clients has been Armani, which has allowed us to grow significantly and concretely develop high-value projects that have given us the measure of our capabilities and creativity.”
Names such as Revolut, Adidas, Boss, Labello and Nivea of the Beiersdorf Group, L’Oreal, Calzedonia, LVMH, Huawei, Scuderia Ferrari eyewear, Desigual, McDonald’s, Nike, Just Eat Paramount+, Virgin Active, Dodo, and Tommy Hilfiger regularly call on the creativity of content creators based in Defhouse, which is located in northeast Milan.
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