Complex SVP Kirsten Atkinson talks promotion, working with Gen Z audiences, and COMPLEXCON 2025

by

Time and again, the media company founded by Marc Eckō, Complex, demonstrates its prowess in experiential marketing through its pop culture festival, ComplexCon. The first event was held in Long Beach, CA, with subsequent events being hosted in cities like Chicago and Hong Kong (March 2025). The festival is now set to take place in Las Vegas from October 25-26, 2025.

Kirsten Atkinson: I appreciate it! Right now, I’m in a thrilling phase of absorbing everything, energized by what lies ahead and the possibility to expand our impact even more. My aim is to fortify genuine connections between brands and significant cultural events, with music remaining one of the most potent and vibrant areas for this collaboration.

Complex has always stayed in tune with music trends, but now we’re taking it a step further – shifting from typical brand partnerships to becoming authentic cultural innovators. We are constructing spaces where artists, fans, and collaborators unite in a way that feels genuine, daring, and impactful. Whether through high-profile events like the Verizon Concert Series or groundbreaking collaborations such as our work with Eminem and Dodge, my aim is to establish partnerships that don’t just echo culture, but propel it forward. Fundamentally, we are demonstrating that creativity and commerce can not only coexist harmoniously, but flourish together.

In the past, Complex has been known as a center of culture, but today’s viewers are more selective than ever. Given your position, how do you guarantee that collaborations between our brand and partners align genuinely with the values that today’s audience appreciates most?

My passion lies at the crossroads of cultural richness and significant impact. What initially attracted me to this field wasn’t merely the medium itself, but its power to shape individuals’ self-perception and their understanding of the world. This perspective has been instrumental in my professional journey, guiding me from amplifying underrepresented voices to assisting brands in forming meaningful and enduring cultural connections.

Cultivating an understanding of culture is essential, not optional, for fostering growth. In our work with various brands, we prioritize cultural insights over commercial goals initially. This strategy has resulted in collaborations such as Espolòn Tequila’s Champions Latino Creatives collection and Walmart’s Hispanic Heritage Month campaign. These partnerships demonstrate how brands can genuinely engage in cultural discourse rather than merely skirting its edges.

As a passionate film enthusiast, have you noticed any changes in the preferences of Gen Z and millennial viewers when it comes to brand engagements, whether they are happening digitally or in real life?

Indeed! Both Generation Z and Millennials are redefining the way brands present themselves, and the message is consistent: don’t merely market to us, engage with us. Millennials, more specifically, seek authenticity – encounters that resonate with their beliefs, acknowledge their intelligence, and provide genuine cultural significance. Gen Z goes a step beyond. They possess an acute awareness of authenticity and anticipate brands not only mirroring their world but also actively enriching it in significant ways.

The most intriguing aspect is the ongoing merging of the physical and digital worlds. Today’s audiences demand a smooth, integrated experience; they want the content they interact with digitally to effortlessly transition to what they encounter in reality. It’s no longer about favoring one over the other—it’s about crafting harmonious experiences that span across various platforms.

As a devoted movie enthusiast, I’ve always been captivated by the unique allure of ComplexCon. Over the years, I believe its deep resonance with both fans and creators stems from its exceptional ability to blend various aspects of culture seamlessly. It’s like a magical melting pot where art, music, fashion, and technology intertwine in a way that feels organic and authentic. This convergence not only satisfies our diverse passions but also fosters an environment where creativity thrives and connections are forged.

As a participant, I can tell you that ComplexCon isn’t merely an exhibition; it’s a vibrant platform where culture thrives in real-time, encompassing fashion, music, art, culinary delights, and compelling narratives. Last year at ComplexCon in Las Vegas, I had the privilege of collaborating on brand partnerships with Travis Scott. Together, we orchestrated an extraordinary gathering that united brands, artists, athletes, and innovators who typically wouldn’t intersect, transforming the event into Complex’s largest cultural milestone to date. It was a joyous celebration of music, creators, camaraderie, style, and captivating storytelling.

We’ve designed a platform that draws unconventional businesses into our sphere, who are eager to interact with novel clientele and present themselves authentically. This is the influence that Complex wields, shaping a segment of culture.

Could you tell us what attendees can look forward to at ComplexCon, and by the way, who are you particularly looking forward to seeing take the stage in performance?

This year at ComplexCon, we’re not only looking back at what’s already happened, but also anticipating the direction in which culture is moving ahead. ComplexCon has always excelled at assembling a diverse roster, featuring both established figures and rising stars who are challenging conventions across music, style, art, and culinary worlds.

As a passionate advocate, what truly gets me pumped is the prospect of crafting instances where diverse creative landscapes collide unexpectedly – spaces that ignite as distinct worlds intersect, leading to something completely novel and exhilarating. That’s the pulsating core of ComplexCon. It’s not merely an event; it’s a vibrant, living mirror of culture in dynamic flux. And this year, we’re amping up that energy more powerfully than ever before!

Read More

2025-05-22 18:14