Male-centric UPROXX considers itself to be a creative agency because of how it understands and caters to its audience, which perceives entertainment as more than just movies, film and TV. It’s about what’s being produced by major studios, labels and “what our audience are making in their own bedrooms,” says CEO Benjamin Blank.

In this interview with Beet.TV at the Digital Content NewFronts, Blank talks about “the culture of now,” how UPROXX approaches collaborating with brands and how to get those brands to “create a piece of content that is shared naturally by our audience. It’s a tricky thing to figure out.”

This video is part of Beet.TV’s coverage of the IAB’s Digital Content NewFronts 2017. The series is sponsored by the IAB. For more videos from the #NewFronts, please visit this page.