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Art & Life with Frankie Hildebrand

Today we’d like to introduce you to Frankie Hildebrand.

Frankie, please kick things off for us by telling us about yourself and your journey so far.
I remember sitting in my managerial accounting class, knowing absolutely nothing about the test sitting in front of me. I hadn’t studied at all because I had just spent the last week living my double life near San Fransisco crashing at Jaquory Lunsford’s (best friend & now Co-Founder) house. For about 15 months, we learned how to manage brands & influencers at a fast pace agency focused on influencer marketing and content in early 2016. At the time, our goal was to build a community of creators from Instagram that could be leveraged to create content and awareness for emerging brands. Jaquory and I always joke with clients now and say we basically learned everything not to do at that first agency.

Can you give our readers some background on your art?
Our time spent in San Fransisco taught us a lot about the relationship between brands and agencies. We realized that brands often get the short end of the stick when it comes down to their agreements with agencies. The truth is, most brands have no idea what anything truly costs the agencies get to decide.

Before social media arose, agencies use to be the gate keepers to content and its’ distribution. A good agency was a brand’s golden ticket to consumer awareness. This all changed, of course as soon as content became democratized by social media and now in 2020, the same agencies that use to want to buy you space on a banner ad or get you a television commercial has pivoted and now offer social media strategy and content creation as a service. The problem, though, is that these big slow agencies were never structured to allow for the needs of rapidly evolving brands. The classic agency model only worked because there were no social media. Because they could maintain status as media and placement gate keepers. Now, most brands operate like start-ups where each team member is the decision maker in their respective domain. For Extra Hours, we decided to build an agency fundamentally structured to the core for brands that want to shift categories and move fast on a daily basis.

What is the biggest challenge facing brands on social media today?
I think the biggest challenge facing brands today on social media is ironically, communication. I say communication in terms of having the capacity to share your brand’s message in a purposeful and impactful way (through content). I think a lot of brands (& people for that matter) feel the pressure to post consistently on social media because they read some article that said the “algorithm” wants you to “be consistent” OR because they’ve never taken the time to think about what they actually want to communicate through the content they post. When you look at the content that some of these dominating social brands like Ritual or Outdoor Voices post, it is this perfect blend of great content and written copy. They understand exactly what they’re going to communicate before anyone even picks up a camera. At the end of the day, the internet commoditizes everything and the only thing that can remain untouched and leverage-able is a really great, well-communicated brand.

What’s the best way for someone to check out your work and provide support?
We’ve spent the last 11 months in R&D. We are adjusting our offering, price points and most importantly, our internal structure as a team. We did a soft launch in February of 2019 and are launching officially on social media in the early spring of 2020. For now, the best place to view our work is on our website: www.extrahours.co or by following one of our brands.

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Image Credit:
All images credited to Extra Hours Agency

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