Complements To Convergence

Trio forms 360+ JV

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%%STORYIMAGE_RIGHT%% Adhering to the old bromide that the whole is greater than the sum of the parts, three independent players in the branded entertainment space, are banding together in a new joint venture called The 360+ Joint.

Entertainment lawyer Ken Hertz's entertainment marketing outfit Membrain LLC, Mike Jurkovac's cYclops Productions— a commercial production house— and Vaughn Halyard, founder of The Story Lounge, form the braintrust for the new venture. Halyard will do the heavy lifting as the day-to-day CEO while Hertz, a partner at Beverly Hills law firm Goldring Hertz Lichtenstein and Haft LLP, and Jurkovac will contribute their strategic input.

Hertz and Jurkovac had already developed a working relationship with collaboration on such projects as the CD for the Elvis Presley estate and RCA Records called "Elvis 30 Number One Hits." They identified Halyard—a client of Hertz—as someone who could solidify their bridge into content creation.%%PULLQUOTE_LEFT%%

Halyard, also a musician and producer, has put in stints at Buena Vista Music Group and Hollywood Records. At the Story Lounge, he had formed strategic partnerships with film producer Jason Clark (executive producer of "Stuart Little") and his outfit SprocketDyne Entertainment.

"We were all consulting for each other and advising each other and we thought the time was right to formalize these loosely-formed cartels," said Halyard. Halyard promised the JV will live up to its moniker and be a media and platform-agnostic enterprise, with executions running the gamut from TV and film to music and gaming.

"From [a Membrain] point-of-view, this allows us to access best-of-breed talent without actually having to build those capabilities ourselves," said Hertz. "We're trying to leverage our collective experience and track record in this venture to give Vaughn a better story to tell."

360+ has got the ball rolling on a project involving a collaboration with Foote, Cone & Belding on a music soundtrack for a major brand. In addition to Halyard's rolodex in the music industry, Hertz also has done deals for everyone from Will Smith and Christina Aguilera to No Doubt and Beyonce Knowles.

"One of the great things about the meetings we've been in is when Vaughn is in the room, there is another voice that they're hearing, that they're tapping into in the same way that when they're working with an Albert Watson[the famed Rolling Stone photographer and cYclops partner], it's a fashion voice they're hearing," said Jurkovac.

360+ will be based in Beverly Hills and will draw upon the staffs of both Membrain and cYclops.

360+ currently has five clients: Island Def Jam, BMG, Ogilvy & Mather, TBWA/Chiat/Day and FCB.

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