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It seems like the loudest voices often become the default representatives of an entire demographic. Few groups have felt that more than Gen Z men. While the group has its fair share of issues, one thing is undeniable: it represents enormous purchasing power and cultural influence. Yet much of the content competing for its attention leans on outrage, misinformation or divisive rhetoric. Bryan Smiley believes brands shouldn’t have to choose between reaching young men and protecting their reputation.
The former president and chief content officer of Hartbeat recently launched Hard Carry Media (HCM), a digital-first media company focused on building and acquiring sports, entertainment and lifestyle brands for Gen Z men.
“I get it, it’s a sexier story,” Smiley says. “But so much emphasis is on these hyper-toxic creators. There’s more to this generation than just the manosphere, and my role is to show the other half of it.”
“I spent two decades in traditional Hollywood. It was nowhere near as exciting as what’s happening in the creator universe today.”
Smiley is a first-time founder, but he’s spent more than two decades building media businesses. Before launching Hard Carry Media, he held leadership roles at Fox Digital Studios, Columbia Pictures and Sony, where he helped spearhead major talent partnerships, including deals with Stephen Curry’s Unanimous Media and Issa Rae. He later served as president and chief content officer at Hartbeat, working alongside founder Kevin Hart as the company evolved into a global entertainment studio.
Smiley credits Hart with shaping both his leadership philosophy and his entrepreneurial outlook.
“Kevin’s like my big bro,” he says. “He was exceptionally optimistic and positive about our business. He was never mired in problems. He was always about solutions and pivoting hard when he had to, and he never lost sight of the end goal.”
That mindset proved invaluable as Hartbeat rapidly expanded. At its peak, Smiley estimates the company produced roughly 46 films, television series, unscripted projects and podcasts in a single year.
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