Refinery29 Names Amy Emmerich Head of Video

/ Jan 22, 2015

Amy Emmerich_R29

Former Vice Media and Scripps Networks Interactive executive Amy Emmerich has been hired by lifestyle publisher Refinery29 to oversee its video business.

Refinery29 said it plans to broaden its commitment to video in 2015, with a focus on original programming and “diversified formats” that range from documentaries to tutorials. Part of the effort includes hiring more people within the video department and redesigning its in-house studio, the company said.

Emmerich comes to Refinery29 from SNI, where she was SVP of programming for Ulive, the company’s lifestyle-centric online video portal. Previously, she’s also served as VP of production and development at Vice Media and the Travel Channel.

As for Refinery29, the publisher has been ramping up its efforts in video, with multiple original series launching in 2014 ranging from the six-parter “Style Out There” to the music docu-series “I Am Icon” (which followed the Swedish pop duo Icona Pop).

The company also regularly publishes DIY makeup and fashion videos, as well as one-off pieces associated with a trending story or topic. Its recent “State of OUR Union,” for instance, tackled issues that millennial women are concerned about today, and is the first of many political videos Refinery29 plans to make.

Looking ahead, Refinery29 will host its first Digital Content Newfront this year. The company is also partnered with Relativity Television to develop fashion- and beauty-focused TV projects based on Refinery29 properties.

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