As dating app Grindr celebrates the one year anniversary of its online publication, Into, the LA-based company has opened a production studio in West Hollywood for LGBTQ+ creatives. Into will be offering itself up as a platform for LGBTQ+ creators whose film work may be mistreated or misinterpreted on other platforms such as Facebook or YouTube.
Those using the studio will not be charged, creating an inclusive and supportive creative community for its users, but licensing to all videos created for publishing on the Into site will be in place. Financially, the concept is for Into to sell advertising against the videos and conversely to produce videos for advertisers in the studio, to pay the publisher (Grindr) for the production and distribution.
Initially when launched, Into commissioned out the production of videos for the publication. The independent creatives behind these videos – whose works focused strongly on the LGBTQ community – often however had nowhere to shoot their videos. Now, a system will be in place where creatives can submit their video pitches to Into’s editors who then evaluate them, decide on how much to compensate and book the shoot.
A safe and fully funded space to support and propel the video talent in the LGBTQ+ community marks Grindr once more as an on-point company, developing within the publishing sphere and the potential of its audience.