So Type.Set.Brooklyn, BSE Global's new "digital first global media brand," relies on "Brooklyn's intrinsic values"? I have some doubts.
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| Screenshot, May 13 |
So take what I say here with a grain of salt.
While the graphics and design are colorful, the overall content seems underwhelming, perhaps because of the difficulty in taking the ineffable notion of "Brooklyn and translating it.
Though it's not clear exactly what "Brooklyn" they're referring to, it's young and hip and BIPOC. It ain't Brooklyn Heights or Bensonhurst or Bergen Beach. If it's Sunset Park, it's Industry City, home of BSE headquarters, not working-class Mexican Fifth Avenue or Chinese Eighth Avenue.
Or is it, rather, the digital world of "creators"?
Still, the idea that a brand can reflect, as the press release claimed, "Brooklyn's intrinsic values - uninhibited authenticity, relentless hustle, diverse community and audacious creativity and self-expression," is a stretch.
Indeed, after reading some of the articles and watching some of the videos, I'm wondering how far they can go with what might, in-house, have been termed "Complex with a Brooklyn Angle," reflecting the influence of that youth culture brand, especially since so much of the talent's connection to Brooklyn seems tenuous.
Even if video is more important the the articles, the latter can be pretty niche. Consider: an anodyne interview with X/Twitter micro-celebrity Diana Umana, aka @ladidaix, didn't exactly go viral on the very medium of her fame. Is this, as Type.Set. Brooklyn promises:
A New Voice in MediaCuriosity is our engine. Every story is a prompt to Think Again. We pressure‑test what’s real, amplify what matters, and challenge the easy take.
Similarly, does Tory Lanez Reportedly Stabbed in Prison, which sources TMZ, qualify? Or does it reflect a different Brooklyn reference: "Don't let your mouth write a check that your ass can't cash."
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| Screenshot from YouTube |
About the identify
Why "Type.Set.Brooklyn"? Well, as BSE Global Chief Product and Experiences Officer DeJuan Wilson told Adweek May 13, “It’s when something gets stamped with permanence and purpose. Brooklyn does that for culture—it pressure-tests what’s real and passes it on to the world.”
OK, sure. What if it happens, though, in Ridgewood? Or the Lower East Side?
The name strikes me as much odd as memorable.
(Wilson's a marketing guy--Coke, Combs Enterprises, Converse, Viacom, SoundCloud, Endeavor--not an editorial guy, though those two lines converge and blur with "products" like Type.Set.Brooklyn.)
While the graphics and design are colorful, the overall content seems underwhelming, perhaps because of the difficulty in taking the ineffable notion of "Brooklyn and translating it.
Though it's not clear exactly what "Brooklyn" they're referring to, it's young and hip and BIPOC. It ain't Brooklyn Heights or Bensonhurst or Bergen Beach. If it's Sunset Park, it's Industry City, home of BSE headquarters, not working-class Mexican Fifth Avenue or Chinese Eighth Avenue.
Or is it, rather, the digital world of "creators"?
Consider the opening dialogue in an episode of The Last Pick, focusing on under-estimated basketball talent, involving Boston-based "hijabi hooper and viral basketball influencer" Jamad Fiin, in which host Ashley Williams tells Fiin she'd been seeing her "on IG [Instagram], girl. I love your content."
The (better) videos, Part 1
"The publisher will focus primarily on video content, launching with a slate of four original series that it will distribute across social media and YouTube, with a website of written content for more in-depth stories," Adweek reported. "YouTube will be the centerpiece of its video strategy, in part because the platform is the most easily monetized."
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| Screenshot June 21 |
Public Domain– Inspired by music sampling and freestyle culture, Public Domain is a weekly series where emerging and veteran producers are challenged to reimagine 100-year-old songs into modern hits for top artists to perform across diverse genres. Episode one features GRAMMY Award winning producer, Bbearded, and rapper, Nay Speaks.
This isn't my music--either the old stuff or the new--but it's a reasonably impressive but niche effort. Nothing's broken out, but it might be a nice adjunct to a music site.
So far, as shown in the screenshot above right, as of this morning, the number of YouTube views were between 864 and 5,100 for the six videos.
Then there's basketball:
The Last Pick – Each week, join host Ashley Williams as she teams up with hoopers who are defying expectations and earning their respect on the basketball court. Episodes will feature notable creators in the basketball world including 5’4 athlete Julian Newman, 300-lb breakout star @GuardDaFatBoy, Muslim-basketball player Jamad Fiin, and more.
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| Screenshot June 21 |
Given that the basketball content relies on popular Instagrammers, might this deserve the alternative name Type.Crib.Brooklyn?
Are the 3-on-3 games real, or edited to make the unlikely star stand out? I suspect basketball fans would prefer real game clips.
Again, this series may be enjoyable and might be attached to larger channels-- hey ESPN?
But how could it build Type.Set.Brooklyn as a global brand? Where's the overlap?
So far, as shown in the screenshot above right, as of this morning, the number of YouTube views were between 544 and 33,000 for the five videos.
The (lesser) videos, Part 2
The above series I sort of liked, though I suspect they both work better in even shorter bites. (Sorry, I'm not on TikTok, but the possibly vanishing medium is not a reliable bet.)
The other two series--The Price is Tight and Love on the Stoop--I liked less, and maybe that's the consensus. They've already vanished from the website.
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| Screenshot June 18 |
From the press release:
The Price is Tight – A short-form fashion series spotlighting Brooklyn’s bold creative spirit, while highlighting New York’s vibrant thrift culture. Participants are challenged to transform everyday thrifted finds into standout looks that align with a specific theme. The show channels the energy of Brooklyn—its past, present, and future—through fashion, with the ultimate goal of crafting stylish, theme-driven outfits using only secondhand purchases.
I'm not the audience for a thrifting fashion challenge, and it's done reasonably well, but this struck me more as "nice local cable offering" than "global brand."
The YouTube channel has no videos for The Price is Tight--has it been shelved?--but there are two examples on Instagram, oddly enough with different hosts.
Also, from the press release:
Love on The Stoop – A lighthearted dating series where blindfolded strangers attempt to make connections by answering pop culture and relationship questions, using red or green flags to signal turn-ons or deal-breakers.
Similarly, the YouTube channel has no videos for Love on the Stoop, though I saw four examples on Instagram. They seemed corny, contrived, and cringe. (The host's accent--British?--is not very Brooklyn, either.)
This episode, with a musician named Truvi, was especially cringe since, at the end, she declined a potential date because "I'm seeing someone." (Did she appear only to build Instagram followers?)
More on the project
According to Wilson's interview with Adweek, “We have about 10 additional series in the pipeline. We’re actively learning from audience response and adjusting our content strategy.” So stay tuned for some cancellations and adjustments.
In December, Business Insider previewed the plans, citing the influence of the youth culture brand Complex, which mixes content, including video, and direct marketing. They'd hired five former Complex staffers and were using the former CEO as advisor.
Adweek says there are now about a dozen full-time staff, but there's clearly some overlap with BKMAG, BSE Global's revamp of Brooklyn Magazine, given reliance on some BKMAG's writers.
Type.Set.Brooklyn also will expand to podcasts and events, Wilson told Adweek. There's even synergy with the Barclays Center, as suggested below.
What's next? Maybe they'll hire some already prominent "Brooklyn" creators or, perhaps, move some influencers to the borough.
Hmm, there's a hype house in Greenpoint, in the former Kickstarter HQ. "The Lighthouse" was supposed to open last year, but apparently is on the way. (Hey, Type.Set.Brooklyn, I just gave you a story idea!)
Screenshots May 13
Just to record a few views of the site, the screenshots below reflect the "front page" of each section, as indicated by the marker in the horizontal menu at top.
Screenshots June16
The press release
13 May 2025
Newest venture under BSE Global’s Brooklyn Media portfolio will be rooted in Brooklyn culture with long and short-form content covering emerging trends in music, pop culture, sports, style, and food
BROOKLYN – BSE Global, parent company of the Brooklyn Nets, New York Liberty and Barclays Center, today launched a new digital-first global media brand, Type.Set.Brooklyn, that celebrates music, sports, style, food and pop culture stories through the lens of Brooklyn’s intrinsic values – uninhibited authenticity, relentless hustle, diverse community and audacious creativity and self-expression. This new venture complements BK Mag, part of the Brooklyn Media portfolio, which focuses on hyperlocal content within Brooklyn.
Operating in Industry City, Type.Set.Brooklyn will serve a global audience driven by curiosity and a hunger for unexpected perspectives. Type.Set.Brooklyn will feature original long and short-form video content and storytelling rooted in Brooklyn culture and its impact. The first slate of Type.Set.Brooklyn’s content is a mixture of unique entry points, featuring both legacy and emerging talent and lifestyle content that will live across digital and social platforms.
BROOKLYN – BSE Global, parent company of the Brooklyn Nets, New York Liberty and Barclays Center, today launched a new digital-first global media brand, Type.Set.Brooklyn, that celebrates music, sports, style, food and pop culture stories through the lens of Brooklyn’s intrinsic values – uninhibited authenticity, relentless hustle, diverse community and audacious creativity and self-expression. This new venture complements BK Mag, part of the Brooklyn Media portfolio, which focuses on hyperlocal content within Brooklyn.
Operating in Industry City, Type.Set.Brooklyn will serve a global audience driven by curiosity and a hunger for unexpected perspectives. Type.Set.Brooklyn will feature original long and short-form video content and storytelling rooted in Brooklyn culture and its impact. The first slate of Type.Set.Brooklyn’s content is a mixture of unique entry points, featuring both legacy and emerging talent and lifestyle content that will live across digital and social platforms.
Series include:
Public Domain– Inspired by music sampling and freestyle culture, Public Domain is a weekly series where emerging and veteran producers are challenged to reimagine 100-year-old songs into modern hits for top artists to perform across diverse genres. Episode one features GRAMMY Award winning producer, Bbearded, and rapper, Nay Speaks.
The Last Pick – Each week, join host Ashley Williams as she teams up with hoopers who are defying expectations and earning their respect on the basketball court. Episodes will feature notable creators in the basketball world including 5’4 athlete Julian Newman, 300-lb breakout star @GuardDaFatBoy, Muslim-basketball player Jamad Fiin, and more.
The Price is Tight – A short-form fashion series spotlighting Brooklyn’s bold creative spirit, while highlighting New York’s vibrant thrift culture. Participants are challenged to transform everyday thrifted finds into standout looks that align with a specific theme. The show channels the energy of Brooklyn—its past, present, and future—through fashion, with the ultimate goal of crafting stylish, theme-driven outfits using only secondhand purchases.
The Last Pick – Each week, join host Ashley Williams as she teams up with hoopers who are defying expectations and earning their respect on the basketball court. Episodes will feature notable creators in the basketball world including 5’4 athlete Julian Newman, 300-lb breakout star @GuardDaFatBoy, Muslim-basketball player Jamad Fiin, and more.
The Price is Tight – A short-form fashion series spotlighting Brooklyn’s bold creative spirit, while highlighting New York’s vibrant thrift culture. Participants are challenged to transform everyday thrifted finds into standout looks that align with a specific theme. The show channels the energy of Brooklyn—its past, present, and future—through fashion, with the ultimate goal of crafting stylish, theme-driven outfits using only secondhand purchases.
Love on The Stoop – A lighthearted dating series where blindfolded strangers attempt to make connections by answering pop culture and relationship questions, using red or green flags to signal turn-ons or deal-breakers.
Leading Brooklyn Media is BSE Global’s Chief Products and Experiences Officer, DeJuan Wilson, who oversees the company’s media business and live experiences. Type.Set.Brooklyn is outfitted with a powerhouse roster of seasoned executives, writers, producers, and strategists whose works spans Complex Media, Conde Nast and the New York Times.
“Brooklyn isn’t just a place, it’s a way of moving through the world,” said Wilson. “With Type.Set.Brooklyn, we’re channeling that energy into a media platform focused on providing the most relevant content for cultural trendsetters and tastemakers both locally and globally. Type.Set.Brooklyn reflects Brooklyn’s role in driving and creating culture — a hotbed of creativity that consistently sets the global standard for what’s next. Our community lies with the culture-makers, the innovators, the ones who know that a creative curiosity drives everything forward and like Brooklyn, we will move with confidence, hustle and intent. Our content will challenge assumptions and spark conversation, giving voice to what matters and offering a fresh perspective on the most current trends.”
Following BSE Global’s re-launch of BK Mag under its Brooklyn Media portfolio, launching a digital-first media brand is another example of the company’s commitment to creating innovative, unforgettable experiences inspired by Brooklyn. Both Type.Set.Brooklyn and BK Mag will create a variety of new business partnership opportunities including editorial sponsorships, custom content across social platforms, and special events.
As an entertainment platform with state-of-the-art venues, professional sports franchises, and emerging businesses, BSE Global delivers dynamic content and lasting memories, while offering fans and a global community fresh ways to connect with the borough’s unique spirit. The November launch of Brooklyn Media marked an important milestone in this growth, as BSE Global continues to invest in showcasing and celebrating Brooklyn's vibrant culture.
For more information, visit www.typesetbrooklyn.com, or follow Type.Set.Brooklyn on Instagram, X, YouTube and TikTok.
“Brooklyn isn’t just a place, it’s a way of moving through the world,” said Wilson. “With Type.Set.Brooklyn, we’re channeling that energy into a media platform focused on providing the most relevant content for cultural trendsetters and tastemakers both locally and globally. Type.Set.Brooklyn reflects Brooklyn’s role in driving and creating culture — a hotbed of creativity that consistently sets the global standard for what’s next. Our community lies with the culture-makers, the innovators, the ones who know that a creative curiosity drives everything forward and like Brooklyn, we will move with confidence, hustle and intent. Our content will challenge assumptions and spark conversation, giving voice to what matters and offering a fresh perspective on the most current trends.”
Following BSE Global’s re-launch of BK Mag under its Brooklyn Media portfolio, launching a digital-first media brand is another example of the company’s commitment to creating innovative, unforgettable experiences inspired by Brooklyn. Both Type.Set.Brooklyn and BK Mag will create a variety of new business partnership opportunities including editorial sponsorships, custom content across social platforms, and special events.
As an entertainment platform with state-of-the-art venues, professional sports franchises, and emerging businesses, BSE Global delivers dynamic content and lasting memories, while offering fans and a global community fresh ways to connect with the borough’s unique spirit. The November launch of Brooklyn Media marked an important milestone in this growth, as BSE Global continues to invest in showcasing and celebrating Brooklyn's vibrant culture.
For more information, visit www.typesetbrooklyn.com, or follow Type.Set.Brooklyn on Instagram, X, YouTube and TikTok.
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