What Mirrored Media does

Mirrored Media is a privately held, full-service experiential and digital marketing agency founded in 2010 by Justin Lefkovitch and headquartered in Santa Monica, California, with a secondary office opened in Seattle in 2012. The company designs and executes culture-driven marketing campaigns that fuse brands, artists, and live experiences — most visibly through its multi-year BMW Road to Coachella partnership, Hans Zimmer's IconicSounds Electric project, and activations for Disney+, Mattel, Bose, TikTok, Prime Video, Motorola, and Hello Sunshine. Its core offerings span experiential marketing, digital and influencer campaigns, creative strategy, and end-to-end event production (ideation, fabrication, content creation, and execution), with a differentiated in-house music department including an A&R team and catalogue that enables artist-brand deal structuring without outsourcing.

The agency operates as a professional services business with revenue generated primarily through custom campaign fees billed directly to brands or through brand advertising agencies, supplemented by royalties from owned music and video catalogues via artist and label services engagements. Pricing is custom quote-based rather than standardized, reflecting bespoke project scopes ranging from Coachella tent activations and CES brand experiences to film premieres and award show production. Marketing channels rely on industry awards (Shorty, MarCom, Clio, BizBash), earned media in trade publications, a website portfolio of case studies, and client referrals — with no public e-commerce, self-service, or productized offerings.

Mirrored Media was bootstrapped via a single $500K angel seed round in December 2012 led by Vaden Saunders and has operated profitably without subsequent institutional capital. It is led by CEO Justin Lefkovitch, CCO Brian Hirsh (formerly of PlayNetwork and Retail Entertainment Design), and VP of Music Tobin Watkinson, with advisory support from former Disney Interactive president Steve McBeth and RCI Global's Steve Kofsky. The company has no proprietary technology platform, no disclosed AI/ML capabilities, and serves a concentrated base of enterprise brand clients across entertainment, automotive, technology, and lifestyle verticals.

Name

Mirrored Media

Legal name

Mirrored Media, LLC

Website

https://mirroredmedia.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Mirrored Media is a Santa Monica-based experiential and digital marketing agency that designs and executes culture-driven brand campaigns, music partnerships, and live events for enterprise clients including BMW, Disney+, Mattel, Bose, TikTok, and Prime Video.

Ownership category

akta.pro rank

Product category

Experiential Marketing Services

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (71141), Media Representatives (541840)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Brand Activations & Experiential Campaign Design (MPAAAGAA)

akta.pro secondary industries

Influencer Media Buying & Paid Amplification (BPAFABAK), Brand Partnerships & Music Placement Services (Non-Exclusive Brand Deals) (MPAIALAM), Experiential OOH & Ambient Media (Guerilla, Pop-Ups) (MPAAAKAH), Influencer Media Amplification (Paid Creator Whitelisting/Spark Ads) (MPAAABAL)

Keywords

• Experiential marketing services
• Digital marketing campaigns
• Creative strategy services
• Event production management
• Influencer marketing programs

Headquarters

HQ city

Santa Monica

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Campaign Development and Management: The primary revenue generator is developing and managing multifaceted lifestyle music campaigns. Mirrored Media is hired by brands directly or works in coordination with brand advertising agencies to create music platforms, campaigns, and activations. Revenue is collected from the brand for these campaign services.
2. Artist and Label Services: The company works directly for musicians or music labels, providing campaign and experiential services. As an alternative music label, the company also shares in royalties from music and video catalogues or any profit sharing arrangements with artists.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Mirrored Media is a full-service experiential and digital marketing agency that creates transformative, culture-shaping campaigns for iconic brands. The agency specializes in music-driven lifestyle marketing, fusing marquee artists with Fortune 500 brands through immersive live experiences, digital activations, influencer programs, and end-to-end event production. Service offerings include experiential marketing, digital marketing, creative strategy, and event production/management.

Product overview

Mirrored Media is an award-winning, full-service experiential and digital marketing agency that creates transformative, culture-shaping campaigns for iconic brands. The company operates as a service-based agency offering integrated solutions including experiential marketing services, digital marketing services, creative strategy services, and event production and management. The portfolio encompasses live event production, brand partnerships, influencer campaigns, digital content creation, and full creative services from ideation through execution. With over 15 years of experience, Mirrored Media specializes in designing and executing immersive experiences that authentically connect brands with their target audiences across entertainment, technology, fashion, automotive, and lifestyle sectors.

Differentiator

Problem solved

Functional benefit

Products and services

• Experiential Marketing Services Full-service experiential marketing offering that creates transformative, culture-shaping campaigns for iconic brands through immersive live experiences that authentically connect brands with target audiences. Targeted at enterprise marketing teams across entertainment, technology, fashion, automotive, and lifestyle sectors.
• Digital Marketing Services
• Creative Strategy Services
• Event Production and Management

Quantifiable outcome

• BMW i Road to Coachella generated more than 1 billion impressions
• +3 more outcomes

Named customers11 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

41 partnerships are on record, tiered core and minor.

• Prime VideocoreStrategic or Co-development Partner · 1 January 2025Produced Beast Games Season 2 VIP Screening at Academy Museum of Motion Pictures featuring MrBeast and exclusive content.
• MrBeastcoreStrategic or Co-development Partner · 1 January 2025Top creator whose Beast Games Season 2 VIP screening event was produced by Mirrored Media at Academy Museum.
• Academy Museum of Motion PicturesminorStrategic or Co-development Partner · 1 January 2025Venue partner for Beast Games Season 2 VIP Screening event.
• Sports IllustratedcoreStrategic or Co-development Partner · 1 January 2025Full event and award show experience design and production for Sportsperson of the Year Awards 2025 at XS Nightclub in Las Vegas.
• Hello SunshinecoreStrategic or Co-development Partner · 1 January 2025Produced Shine Away 2025 experiential franchise for women at Universal Studios Lot. Third year of partnership featuring curated programming and activations.
• AT&TminorStrategic or Co-development Partner · 1 January 2025Presenting sponsor for Shine Away 2025, connecting inspirational women for dynamic conversations with AT&T's Connection Plaza.
• McIntoshminorStrategic or Co-development Partner · 1 January 2025First collaboration under one roof for Bose Immersive Brand Experience @ CES 2025. Vehicle audio demos in 2025 Lamborghini Revuelto.
• Sonus faberminorStrategic or Co-development Partner · 1 January 2025First collaboration under one roof for Bose Immersive Brand Experience @ CES 2025 featuring premium audio systems.
• Bridgeman Charitable GroupminorStrategic or Co-development Partner · 1 January 2024Presenting sponsor for The Kentucky Derby Trifecta Gala. The Trifecta Gala is an annual Kentucky Derby fundraiser benefiting charitable organizations.
• Churchill DownsminorStrategic or Co-development Partner · 1 January 2024Recognized by Churchill Downs as an official Kentucky Derby Event sponsor for the Trifecta Gala.
• Disney Branded TelevisioncoreStrategic or Co-development Partner · 1 January 2024Disney Branded Television hosts premiere events including Bluey 'The Sign' premiere with 490+ celebrities, influencers, press attendees and generated over 362M UV impressions.
• MattelcoreStrategic or Co-development Partner · 1 January 2024Long-standing partnership for experiential activations including Barbie You Can Be Anything Series, UNO Social Club, Masters of the Universe experiences. Agency has a long history working with Mattel.
• TikTokcoreStrategic or Co-development Partner · 1 January 2024Ongoing partnership for Miami F1 Clubhouse, Partner Innovation Awards and Summit, Creator Summit, and other activations. TikTok Clubhouse served as premier destination for athletes, creators, and global talent.
• Monster EnergyminorStrategic or Co-development Partner · 1 January 2024Partner for TikTok Miami F1 Clubhouse activation, providing energy bar and merchandise collaboration with Lando Norris.
• HulucoreStrategic or Co-development Partner · 1 January 2024Hulu and Disney+ partnered for Paradise Season 2 premiere event at Paramount Studios, transforming the historic lot into the series' post-apocalyptic world.
• Maybelline New YorkminorStrategic or Co-development Partner · 1 January 2024Partner with Disney+ for Hannah Montana 20th Anniversary Special pop-up experiences in LA and NY.
• MagnumminorStrategic or Co-development Partner · 1 January 2024Partner integration with Magnum at Hannah Montana pop-up in New York with customizable ice cream pop station.
• Paris HiltonminorStrategic or Co-development Partner · 1 January 2024Fashion tastemaker who partnered for Barbie at Coachella activation to help fans channel their inner Barbie personas.
• Olandria CarthenminorStrategic or Co-development Partner · 1 January 2024Fashion tastemaker, activist, and rising television personality who partnered for Barbie at Coachella activation.
• Amazon MGM StudioscoreStrategic or Co-development Partner · 1 January 2024Studio partner for Masters of the Universe: Into Eternia fan and creator experience promoting theatrical release.
• Denny'sminorStrategic or Co-development Partner · 1 January 2024Brought limited-time Masters of the Universe collaboration to life through custom Battle Cat-wrapped Mobile Diner at Into Eternia activation.
• Palms Casino ResortminorStrategic or Co-development Partner · 1 January 2024Venue partner for UNO Social Club immersive Las Vegas pop-up experience at Palms Casino Resort.
• Disney+coreStrategic or Co-development Partner · 1 January 2024Disney+ Halloween Fest - immersive family-first celebration hosted at The Walt Disney Studios Burbank for kids and families.
• The Walt Disney StudioscoreStrategic or Co-development Partner · 1 January 2024Venue partner for Bluey 'The Sign' premiere and other Disney branded events at The Walt Disney Studios Lot in Burbank.
• Paramount StudiosminorStrategic or Co-development Partner · 1 January 2024Venue partner for Paradise 2 premiere, transforming the historic lot into the series' post-apocalyptic world.
• The GroveminorStrategic or Co-development Partner · 1 January 2024Venue for Hannah Montana 20th Anniversary Special pop-up experience in Los Angeles.
• CarusocoreStrategic or Co-development Partner · 1 January 2024Annual partnership with Caruso for Christmas at The Grove Tree Lighting Celebration. Produced in partnership with Caruso, the annual tradition blends live entertainment, spectacle, and broadcast storytelling.
• FOXminorStrategic or Co-development Partner · 1 January 2024FOX one hour TV special produced by Mirrored Media extending Christmas at The Grove celebration to viewers across the country.
• Cirque du SoleilcoreStrategic or Co-development Partner · 1 January 2023Produced the Razr Global Launch event featuring custom Cirque du Soleil performance inspired by and fully integrating the new razr+ device. Performed mesmerizing acrobatic show revealing the new smartphone.
• Kim PetrasminorStrategic or Co-development Partner · 1 January 2023Grammy Award-winning artist who performed at the Motorola Razr Global Launch event.
• Doja CatcoreStrategic or Co-development Partner · 1 January 2022Grammy award-winning artist who partnered with BMW Road to Coachella in 2022. BMW Road to Coachella campaign featured original content with exclusive behind-the-scenes looks at Doja Cat's Road to Coachella.
• BosecoreStrategic or Co-development Partner · 1 January 2022Ongoing partnership for product launches and brand experiences including QuietComfort Earbuds II launch event at Glasshouse NYC and Bose Immersive Brand Experience @ CES 2025.
• New York Fashion WeekminorStrategic or Co-development Partner · 1 January 2022Partnership for Bose QuietComfort Earbuds II launch party which served as kickoff party for New York Fashion Week.
• RCI GlobalcoreStrategic or Co-development Partner · 1 January 2019Production partner working alongside Mirrored Media on events like the BMW Re:Imagine Music with Hans Zimmer at IAA Mobility Summit. Steve Kofsky of RCI Global is also an advisor to Mirrored Media.
• KhalidcoreStrategic or Co-development Partner · 1 January 2019Global superstar who was selected as partner for 2019 Road to Coachella campaign based on his SNL performance and new album release. Generated more than 1 billion impressions for the campaign.
• Hans ZimmercoreStrategic or Co-development Partner · 1 January 2017World-renowned composer who became official composer for BMW IconicSounds Electric in 2019. Manages the IconicSounds Electric project with BMW and Zimmer. Zimmer has collaborated with BMW since 2017 when he helped launch the inaugural Road to Coachella program.
• BMWcoreStrategic or Co-development Partner · 1 January 2017Long-term strategic partner for experiential marketing campaigns. Mirrored Media manages and organizes the annual BMW Road to Coachella partnership with Goldenvoice and AEG. The agency also manages BMW IconicSounds Electric project featuring Hans Zimmer.
• GoldenvoicecoreStrategic or Co-development Partner · 1 January 2017Coachella festival promoter. Mirrored Media manages the annual BMW Road to Coachella partnership with Goldenvoice and AEG.
• AEGcoreStrategic or Co-development Partner · 1 January 2017Entertainment and sports promoter. Mirrored Media manages the annual BMW Road to Coachella partnership with Goldenvoice and AEG.
• Steve McBethminorOthers · 1 January 2010Former Disney executive and founding President of Disney Interactive. Serves as board advisor to Mirrored Media, providing mentorship and industry guidance.
• Steve KofskyminorOthers · 1 January 2010Of RCI Global LLC and business partner of world-renowned academy and Grammy award-winning film composer Hans Zimmer. Serves as board advisor providing mentorship.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• MKG: MKG is a NYC-based experiential marketing agency producing brand activations, cultural events and influencer campaigns for Fortune 500 brands. Like Mirrored Media it is a mid-sized independent shop competing for the same enterprise experiential budgets.
• Day One Agency: Day One Agency is an experiential and cultural marketing agency focused on music, sports and entertainment-led campaigns. Comparable peer given Mirrored Media's music-and-talent-centric work with BMW, Coachella and other lifestyle brand activations.
• Jack Morton Worldwide: Jack Morton is an Interpublic-owned global experiential brand experience agency producing events, pop-ups and cultural activations. Mirrored Media competes for similar enterprise experiential briefs, though Jack Morton operates at significantly greater scale.
• The Marketing Arm: The Marketing Arm is Omnicom's dedicated experience agency, producing live events, sports/entertainment activations and influencer content for Fortune 500 brands. Directly comparable to Mirrored Media's entertainment-meets-brand campaign work for clients like TikTok and Sports Illustrated.
• George P. Johnson: George P. Johnson (Project Worldwide) is an experience marketing agency building brand experiences, product launches and trade-show activations. Comparable to Mirrored Media's work on Bose CES, Disney+ premieres and other launch-driven brand experiences.
• Sparks: Sparks is a global experiential marketing agency specializing in brand experiences, pop-up activations and live events. Comparable to Mirrored Media in delivering full-service creative, production and event execution for major consumer brands.
• Octagon: Octagon is an Interpublic-owned sports and entertainment marketing agency producing brand partnerships, athlete-driven activations and live events. Comparable to Mirrored Media's artist- and music-driven lifestyle campaigns for brands such as BMW and Motorola.
• TEAM Enterprises: TEAM Enterprises designs and executes experiential marketing and influencer programs for major CPG, beverage and tech brands. Matches Mirrored Media's experiential-plus-influencer blend for clients such as Monster and TikTok.

Broad incumbents

• WPP (Ogilvy / VMLY&R): WPP-owned networks such as Ogilvy and VMLY&R operate large experiential and entertainment marketing practices serving many of the same blue-chip advertisers as Mirrored Media. They compete indirectly as broad holding-company incumbents rather than direct boutique specialists.

Emerging players

• Doremi & Co: Doremi & Co is an emerging experiential agency producing pop-ups and brand activations for streaming and consumer brands. Overlaps with Mirrored Media's Disney+, Prime Video and Hulu premiere event work but at smaller scale.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/MirroredMedia
• Facebookfacebook.com/mirroredmedia

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mirrored Media