Pop-Up Magazine

What Pop-Up Magazine does

Pop-Up Magazine Productions is a California-based, distributed multimedia storytelling company that produces live magazine experiences — evenings of original reported stories, film, photography, illustration, radio, and original scores performed live by the Magik*Magik Orchestra at grand historic venues across North America, including Lincoln Center, BAM Howard Gilman Opera House, Davies Symphony Hall, the Paramount Theatre in Oakland, and the Theatre at Ace Hotel in Los Angeles. The company also operates Brand Studio, a full-service creative agency that produces branded content and custom experiences for global brands such as Apple, Google, Nike, Chanel, Patagonia, Airbnb, Mailchimp, Dropbox, Hermès, Citi, Amazon Studios, and ESPN. Historically it published The California Sunday Magazine (2014–2020), a Pulitzer Prize-winning print and online magazine covering California, the American West, Asia, and Latin America.

The content slate spans the flagship live touring show, the Field Guide audio experience and podcast (launched July 2021), The Sidewalk Issue public-art project (2021), Issue in a Box limited-edition collections (2020), Pop-Up Zine grassroots events, and special projects such as Dinner Guests, Phone Stories, The Dinner Show (with chef Samin Nosrat), and The Golden State Record (with Noise Pop). Distribution is regional — primarily North American touring plus direct-to-enterprise sales — and there is no software platform, API, SDK, or disclosed machine-learning infrastructure; the "technology" is a proprietary live-performance format combining stage, giant screen, live orchestra, and curated editorial talent.

Revenue is generated through ticket sales at premium venues, Brand Studio professional-services engagements with enterprise brands, podcast/print commerce (Field Guide), membership and newsletter programs, and grant/sponsor-funded special projects. The company is privately held by co-founders Chas Edwards (President, ex-Federated Media / Digg) and Douglas McGray (Editor in Chief, ex-New Yorker / This American Life), with one disclosed funding event from Slow Ventures in July 2016 (amount undisclosed) and no known institutional outside control.

Name

Pop-Up Magazine

Legal name

Pop-Up Magazine Productions

Website

https://popupmagazine.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Pop-Up Magazine Productions produces live multimedia storytelling shows with original music at premium North American venues, and operates Brand Studio, a full-service creative agency serving global brands like Apple, Google, Nike, and Chanel.

Ownership category

akta.pro rank

Product category

Live Media & Experiential Storytelling

NAICS

Newspaper, Periodical, Book, and Directory Publishers (5131), Performing Arts Companies (7111), Motion Picture and Sound Recording Industries (512)

SIC

Periodicals: Publishing Or Publishing & Printing (2721), Services-Motion Picture & Video Tape Production (7812), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Arts, Culture & Literary Magazines (MPAJAEAN)

akta.pro secondary industries

VIP Hospitality & Client Entertainment (Boxes, Suites, Hosted Experiences) (MPAGAHAG), Content & Creative Studio for Creators (Concepting/Production) (MPAAAHAD)

Keywords

• Live storytelling events
• Branded content agency
• Multimedia journalism
• Experiential marketing services
• Audio storytelling podcasts

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Live Event Tickets: Pop-Up Magazine tours across North America selling tickets to live multimedia storytelling events at premium historic venues. The company performs for tens of thousands of people annually at venues including Lincoln Center in New York and Davies Symphony Hall in San Francisco.
2. Brand Studio Creative Agency: Full-service content and creative agency that creates branded content and executes projects across live and online events, video, podcasts, photography, print media, and social platforms for brand clients including Chanel, Patagonia, Google, Mailchimp, Airbnb, Converse, Citi, and many others. Recent projects include animated series, short documentaries, and creative collaborations.
3. The California Sunday Magazine: Print and online journalism publication covering California, the American West, Asia, and Latin America for a national audience. Published from 2014 to 2020, it was critically acclaimed and won numerous journalism awards including a Pulitzer Prize for feature writing.
4. Field Guide Podcast and Print: Nature-themed audio series released in July 2021, available on Spotify, Apple Podcasts, Stitcher, and Google Podcasts, with companion limited edition photography journals available for purchase.
5. Membership and Newsletter: Direct audience engagement through mailing list and membership programs offering early access and exclusive story experiences.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Pop-Up Magazine Productions creates live multimedia storytelling spectacles performed at grand historic venues across North America, combining original true stories from acclaimed writers, filmmakers, photographers, and radio producers with original music performed onstage by the Magik*Magik Orchestra. The company also operates a Brand Studio acting as a full-service creative agency that produces branded content (animated series, documentaries, video, podcasts, photography) for global brands, and runs special projects including public art installations, audio experiences, and festivals.

Product overview

Pop-Up Magazine Productions is a multimedia storytelling company operating multiple distinct products: its core offering is Pop-Up Magazine, a live magazine show performed at grand historic venues across North America featuring original true stories, music, and performances with an onstage orchestra. The company also operates Brand Studio, a full-service creative agency producing branded content across film, podcasts, video, and photography for global clients. Previously published The California Sunday Magazine (2014-2020), an award-winning magazine covering the American West and beyond. Key content products include Field Guide (an audio and visual nature experience), The Sidewalk Issue (a public art and storytelling project), Pop-Up Zine (grassroots live event program), and specialty productions like The Dinner Show and Phone Stories. The company also produces live events and experiences for brands and festivals.

Differentiator

Problem solved

Functional benefit

Products and services

• Pop-Up Magazine (live touring show)
• Brand Studio (creative agency)
• The California Sunday Magazine
• Field Guide
• The Sidewalk Issue
• Issue in a Box
• One More Time (touring show)
• At Home (exhibition)

Quantifiable outcome

• Tens of thousands of audience members annually across sold-out shows
• +2 more outcomes

Named customers32 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

59 partnerships are on record, tiered major, core and minor.

• ApplemajorStrategic or Co-development PartnerApple has hosted private Pop-Up Magazine events as part of the company's special projects collaborations, bringing collections of stories to private corporate events.
• NikemajorStrategic or Co-development PartnerNike has hosted private Pop-Up Magazine events as part of the company's special projects collaborations.
• GooglemajorStrategic or Co-development PartnerGoogle has been involved in branded content projects including sponsoring the Sidewalk Issue. Also collaborated on creative content through X Labs (Alphabet).
• X - The Moonshot Factory (Alphabet)majorStrategic or Co-development PartnerPop-Up Magazine created a short documentary for X-The Moonshot Factory's 10-year anniversary, capturing their history of innovation.
• Amazon StudiosmajorStrategic or Co-development PartnerAmazon Studios has hosted private Pop-Up Magazine events as part of special projects collaborations.
• DropboxcoreStrategic or Co-development PartnerDropbox collaborated with Pop-Up Magazine on a video series called 'Let's Go Outside' and has also hosted private events with the company.
• HermèsmajorStrategic or Co-development PartnerHermès has hosted private Pop-Up Magazine events as part of the company's special projects collaborations.
• National GeographicmajorStrategic or Co-development PartnerNational Geographic has partnered with Pop-Up Magazine on creative collaborations and content partnerships, including contributions to projects like the Sidewalk Issue.
• TED ConferencemajorStrategic or Co-development PartnerPop-Up Magazine has teamed up with TED Conference for special events and programming.
• BeckminorStrategic or Co-development PartnerMusical artist Beck has collaborated with Pop-Up Magazine on creative projects.
• ESPNmajorStrategic or Co-development PartnerESPN has partnered with Pop-Up Magazine on special events and creative collaborations.
• McSweeney'sminorStrategic or Co-development PartnerMcSweeney's has collaborated with Pop-Up Magazine on creative projects.
• Sundance Film FestivalmajorStrategic or Co-development PartnerPop-Up Magazine has produced and performed shows at the Sundance Film Festival.
• Aspen Ideas FestivalmajorStrategic or Co-development PartnerPop-Up Magazine has produced and performed shows at the Aspen Ideas Festival.
• Cannes Lions FestivalmajorStrategic or Co-development PartnerPop-Up Magazine has produced and performed shows at the Cannes Lions Festival.
• Knight FoundationcoreStrategic or Co-development PartnerKnight Foundation has hosted private Pop-Up Magazine events as part of special projects collaborations.
• The AtlanticcoreStrategic or Co-development PartnerThe Atlantic has hosted private Pop-Up Magazine events and collaborated on special projects.
• WazeminorStrategic or Co-development PartnerWaze has partnered with Pop-Up Magazine on special projects collaborations.
• Noise PopminorStrategic or Co-development PartnerPop-Up Magazine co-produced The Golden State Record outdoor show at the Greek Theatre in Berkeley with Noise Pop.
• Uninterrupted (LeBron James)majorStrategic or Co-development PartnerPop-Up Magazine developed visuals and live reads for famous sports figures like Jemele Hill for LeBron James's media company Uninterrupted, including the 'Day Ones' project.
• MailchimpcoreStrategic or Co-development PartnerPop-Up Magazine created the animated series 'Outer Monologues' for Mailchimp Presents, pairing illustrators with famous creatives like Jay Duplass.
• For FreedomscoreStrategic or Co-development PartnerPop-Up Magazine collaborated with the artist-led collective For Freedoms on the Sidewalk Issue, featuring artists and writers including Hank Willis Thomas, Brit Bennett, Tommy Orange, and Christine Sun Kim.
• Samin Nosrat / Salt Fat Acid HeatcoreStrategic or Co-development PartnerPop-Up Magazine collaborated with chef Samin Nosrat on 'The Dinner Show,' opening a restaurant in Oakland for one night only and turning it into a magazine with films, radio storytelling, photo essays, and designed objects.
• Magik*Magik OrchestracoreTechnology or IntegrationMagik*Magik Orchestra composes and performs live original music scores for Pop-Up Magazine shows onstage at each event.
• AsanacoreStrategic or Co-development PartnerAsana is the official sponsor of Field Guide project, providing work management tools for coordinating touring productions including stories, music, theaters, and hotels.
• ZendeskminorStrategic or Co-development PartnerZendesk has hosted private Pop-Up Magazine events and collaborated on a virtual event with designed storytelling objects.
• Aspen SnowmassminorStrategic or Co-development PartnerAspen Snowmass has hosted Pop-Up Magazine private events.
• Haas Jr. FundminorStrategic or Co-development PartnerPop-Up Magazine created the social-impact storytelling project 'Unstoppable' for Haas Jr. Fund, promoting LGBTQ rights, prison reform, and freedom of the press.
• ChanelmajorStrategic or Co-development PartnerPop-Up Magazine Brand Studio has created original branded content for Chanel.
• PatagoniamajorStrategic or Co-development PartnerPop-Up Magazine Brand Studio has created original branded content for Patagonia.
• MarriottmajorStrategic or Co-development PartnerPop-Up Magazine Brand Studio has created original branded content for Marriott.
• AirbnbmajorStrategic or Co-development PartnerPop-Up Magazine Brand Studio has created original branded content for Airbnb.
• Stella ArtoisminorStrategic or Co-development PartnerPop-Up Magazine Brand Studio has created original branded content for Stella Artois.
• ConversemajorStrategic or Co-development PartnerPop-Up Magazine Brand Studio has created original branded content for Converse.
• CitimajorStrategic or Co-development PartnerPop-Up Magazine Brand Studio has created original branded content for Citi.
• Bulleit BourbonminorStrategic or Co-development PartnerPop-Up Magazine Brand Studio has created original branded content for Bulleit Bourbon.
• AllbirdsminorStrategic or Co-development PartnerPop-Up Magazine Brand Studio has created original branded content for Allbirds.
• Impossible FoodsminorStrategic or Co-development PartnerPop-Up Magazine Brand Studio has created original branded content for Impossible Foods.
• Warby ParkerminorStrategic or Co-development PartnerPop-Up Magazine Brand Studio has created original branded content for Warby Parker.
• Skyy VodkaminorStrategic or Co-development PartnerPop-Up Magazine Brand Studio has created original branded content for Skyy Vodka.
• ToyotaminorStrategic or Co-development PartnerPop-Up Magazine Brand Studio has created original branded content for Toyota.
• LEGOminorStrategic or Co-development PartnerPop-Up Magazine Brand Studio has created original branded content for LEGO.
• SquarespaceminorStrategic or Co-development PartnerPop-Up Magazine Brand Studio has created original branded content for Squarespace.
• CoachminorStrategic or Co-development PartnerPop-Up Magazine Brand Studio has created original branded content for Coach.
• NestminorStrategic or Co-development PartnerPop-Up Magazine Brand Studio has created original branded content for Nest.
• Omidyar NetworkminorStrategic or Co-development PartnerPop-Up Magazine Brand Studio has created original branded content for Omidyar Network.
• InstacartminorStrategic or Co-development PartnerInstacart sponsored the 'Issue in a Box' food-themed collection bringing true stories to life through beautiful visuals, interactive objects, and audio.
• Arnold VenturesminorStrategic or Co-development PartnerPop-Up Magazine Brand Studio has created original branded content for Arnold Ventures.
• LexusminorStrategic or Co-development PartnerPop-Up Magazine Brand Studio has created original branded content for Lexus.
• SoFiminorStrategic or Co-development PartnerPop-Up Magazine Brand Studio has created original branded content for SoFi.
• ShinolaminorStrategic or Co-development PartnerPop-Up Magazine Brand Studio has created original branded content for Shinola.
• UberminorStrategic or Co-development PartnerPop-Up Magazine Brand Studio has created original branded content for Uber.
• CourvoisierminorStrategic or Co-development PartnerPop-Up Magazine Brand Studio has created creative collaborations with Courvoisier.
• Facebook/MetamajorStrategic or Co-development PartnerFacebook has hosted Pop-Up Magazine private events as part of special projects collaborations.
• KCRWcoreGTM or Marketing PartnerKCRW is a media partner for Pop-Up Magazine live events, providing coverage and promotion for shows.
• KQEDcoreGTM or Marketing PartnerKQED is a media partner for Pop-Up Magazine live events, providing coverage and promotion for shows.
• San Francisco ChroniclecoreGTM or Marketing PartnerSan Francisco Chronicle is a media partner and creator of the Sidewalk Issue for Pop-Up Magazine live events.
• Unlikely CollaboratorsminorStrategic or Co-development PartnerSponsor of the 'One More Time' farewell tour, described as devoted to self-investigation through awareness of perception.
• The 19thminorGTM or Marketing PartnerThe 19th's Editorial Director Abby Johnston participated in the 'One More Time' tour; The 19th is presented as a partner for the show.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• TED Conferences: TED produces high-production live talks/conferences with original storytelling and on-stage performance, mirrored in Pop-Up's ticketed live shows; TED has additionally been a documented Pop-Up programming partner.
• The Moth: The Moth produces live storytelling events (The Mainstage, StorySLAMs) across multiple cities and a flagship podcast/radio show — the closest direct peer to Pop-Up's blend of live multimedia storytelling with audio distribution.
• StoryCorps: StoryCorps produces live storytelling recordings turned into broadcast and podcast content — the same reportage-to-stage-to-audio pipeline Pop-Up operates, with similar nonprofit-adjacent editorial values.
• McSweeney's: McSweeney's is a literary publisher (quarterly, Believer, Wholphin) that has staged live events and creative collaborations with Pop-Up; the two share a literary-editorial sensibility and event crossover audience.

Emerging players

• The Atavist Magazine: The Atavist is a long-form multimedia magazine publisher with custom editorial services for brands, comparable to Pop-Up's California Sunday heritage plus branded-content offering.
• Meow Wolf: Meow Wolf produces large-format immersive narrative installations at premium venues — comparable to Pop-Up's Sidewalk Issue and live theatrical experiences as destination-driven experiential art.
• Pineapple Street Studios: Pineapple Street Studios produces premium narrative podcasts and has a branded-content arm (Pineapple Street Media) targeting the same F500 brand-budget pool as Pop-Up's Brand Studio.
• Gimlet Media: Gimlet Media (acquired by Spotify) produces premium narrative podcasts and branded audio — the same premium-podcast and branded-content territory Pop-Up's Field Guide and Brand Studio operate in.

Others

• Aperture Foundation: Aperture is a photography and visual-arts publisher that has co-presented live exhibitions with Pop-Up ("At Home") — a programming partner and adjacent photography-publishing peer.

Broad incumbents

• Vox Creative: Vox Creative is the in-house branded-content studio of Vox Media, directly competitive with Pop-Up's Brand Studio for F500 custom-content budgets, but with materially larger editorial and distribution assets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/popupmag
• Facebookfacebook.com/popupmagshow
• Instagraminstagram.com/popupmagazine
• LinkedInlinkedin.com/company/3884738

Revenue estimate

Valuation estimate

Number of profiles

Profiles18 records

Funding overview

Funding rounds1 record

Investors1 record

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 Pop-Up Magazine