Bustle Digital Group (BDG), the leading publisher reaching young adults and Hero Collective, a Black-owned digital and creative agency, announced today the formation of a new content studio focused on telling stories from diverse perspectives and points of view. This is the first time that Hero Collective has joined forces with a publishing company and will serve as an authoritative creative partner.

The new content studio, titled Undercurrent, will be focused on helping BDG’s brand partners create unifying content that shifts culture forward. Launching this Spring, Undercurrent will also be responsible for developing new programming content for partners that celebrates cultural impact and will be produced by communities of color from around the world. 

“BDG is committed to serving as a trusted and inclusive outlet for our readers and partners,” said Jason Wagenheim, President & CRO, BDG. “We are proud to be partnering with Hero Collective, a leader in the industry to reinforce our diversity narrative and tell stories that drive conversation, inspire our 83 million readers, and most importantly, ignite change.”

Hero Collective Founder, Joe Anthony continued, “Our goal at Hero Collective has always been to help brands make investments that demonstrate that they can move their businesses forward, by moving culture forward.  This partnership with Bustle Digital Group, is the perfect marriage of cultural creativity and scale.”

Undercurrent will operate across BDG’s entire portfolio, including Bustle, Elite Daily, Input, Inverse, Mic, NYLON, Romper, and The Zoe Report. The studio will focus on bringing attention to important social issues, celebrate innovators of color at the forefront of change, examine trends in wellness, beauty, luxury, living and lifestyle within communities of color, and more.