HarbourView Equity Partners, an alternative asset management company focused on investment opportunities in the sports, media and entertainment space, has tapped strategic firm The CultureShaker, founded by Lucinda Martinez, to lead all brand, marketing and PR promotional efforts for the firm and its portfolio, which includes Mucho Mas Media, its slate of hip-hop biopics in partnership with Will Smith’s Westbrook Studios, Flavor Unit and Jesse Collins Entertainment and their most recent investment in Usher’s 2024 concert film “Rendezvous in Paris.”
Lucinda Martinez will serve as HarbourView’s Chief Marketing Officer, while Deborah Renteria on her team will serve as Vice President, Brand & Content Strategy.
“We’re thrilled to welcome Lucinda and Deb to the HarbourView family. The firm has expanded rapidly over the last few years and it was only a matter of time before we needed a formidable CMO and marketing team to lead HarbourView’s overall brand management and connectivity between culture drivers and the stakeholders we service,” HarbourView Equity Partners founder and CEO Sherrese Clarke Soares said. “The CultureShaker is our first operating partner under our Create Platform, further cementing our position as a valued partner to artists, content creators, investors as we broaden our footprint and deepen our focus across the entertainment and creative ecosystem to continue to drive ROI.”
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With more than 25 years of experience transforming global media & entertainment brands including Netflix, Max, HBO, HBO Latino and Comedy Central, Martinez is an industry-recognized brand marketing leader known for creating award-winning global campaigns for titles such as “Games of Thrones,” “Insecure,” “The Wire” and “The Defiant Ones.”
In 2022, Martinez founded The CultureShaker, a marketing strategy firm that provides clients with innovative audience-first approaches that drive awareness and targeted audience engagement utilizing culturally aligned advertising and promotion tactics.
Renteria is an experienced entertainment marketer with extensive knowledge in content development, social/digital strategy, and audience development. Previously at Lionsgate, Facebook and HBO, she spearheaded initiatives that ignited fandom in underserved audiences and developed award-winning campaigns across TV and Film.
“HarbourView is an incredible, forward-thinking company that has carved out a unique and powerful position in the entertainment landscape,” Martinez said. “I couldn’t pass up the opportunity to work with another female founder and engage with global audiences in new ways. It’s a privilege to join forces alongside Sherrese to maximize the value of her growing film, music and sports assets.”
2024 has been an active year for HarbourView, most recently financing a slate of hip-hop biopics in partnership with Will Smith’s Westbrook Studios, Flavor Unit and Jesse Collins Entertainment, starting with a Queen Latifah biopic. This followed an investment in Usher’s 2024 concert film “Rendezvous in Paris.”
Earlier in the year, HarbourView invested in Mucho Mas Media, an inclusive LatinX multimedia platform cultivating talent and producing content for global audiences. Alongside Mucho Mas, HarbourView executive produces the films in the Mucho Mas content slate, which has included the feature “The Long Game,” as well as an upcoming “La Bamba” remake with Sony and the new Jenni Rivera biopic “Jenni”, hitting theaters soon.
These deals followed HarbourView’s 2023 investment in Charles D. King’s award-winning, multi-platform media company, MACRO. The firm also closed numerous artist partnerships and high-profile music catalog acquisitions and through its partnerships and investments in the film and television space, continuing the company’s expansion in the entertainment industry and building upon its mission of becoming an ecosystem for the creator economy and creative community at large.