The company, called Done and Dusted@radical, will be based in New York, and will focus on producing live-event programming for multiple distribution platforms including television and the ever-burgeoning DVD market. "More and more advertiser money is going towards event marketing and we know that increasingly these events will have a broadcast or media element," said Kamen.
The combined outfit's first venture was the production and management of last months Victoria's Secret Fashion Show in New York that was broadcast on CBS.
Kamen—one of the commercial production industry's leading proponents of hybrid business models—said he and the Done and Dusted partners, which include Hamish Hamilton, Ian Stewart, and Simon Pizey, have "a shared vision. This [deal] brings an enhanced capability to us that until now, we haven't been known for."
Stewart, who along with Pizey, will be almost exclusively focused on the joint venture and primarily on the U.S. market, said the partnership with @radical was driven on Done and Dusted's end from having hit the ceiling in terms of European growth and a recognized opportunity in the U.S.
%%PULLQUOTE_RIGHT%% "We noticed that the production of live events in America was done inefficiently quite frankly. The staging, management and filming of DVD quality live events is an ability we have in spades," said Stewart. "What we didn't have was the brand contact in America, which is Jon's forte. Our plans for expansion absolutely dovetailed."
Kamen's company has, over the years, been engaged by top-shelf brands like Nike and Miller in some of the most iconic TV ad campaigns in recent years.
Both companies have had varying degrees of success in the DVD market. @Radical produced the "Concert For George" at London's Royal Albert Hall while Done and Dusted was responsible for the Robbie Williams concert/DVD at the same venue.