lookin' Friday

What lookin' Friday does

lookin' Friday is a culture-first creative agency operating as a brand of Mainfilm GmbH, a private limited company registered in Frankfurt am Main, Germany (HRB 123433). Founded in 2015 alongside the launch of its proprietary livyu concert streaming platform, the agency has evolved into an end-to-end production house serving music, fashion, culture, and youth-driven brands in the DACH region. Its core offering spans creative strategy, concept development, direction, production, and postproduction - delivered under one roof by a team described as directors, producers, brand strategists, and culture participants rather than generic agency staff.

The agency's technical differentiator lies in multi-cam ARRI-based production, broadcast-quality live streaming, and postproduction workflows (color grading, editing, sound design) applied to music and event content. Notable technical milestones include pioneering the first TikTok vertical livestream for Red Bull's Dance Your Style (700,000+ concurrent viewers in 2022) and experimenting with 360°/VR capture during the 2015-2018 livyu era. The platform itself (pay-per-view and subscription concert streaming) was wound down in 2018, and current operations are project-based rather than platform-based.

Commercially, lookin' Friday operates a B2B project engagement model with quote-based pricing, 50% deposit at order confirmation and 50% balance on delivery, and EUR 90/hour overtime for out-of-scope revisions. Revenue is not publicly disclosed. The customer base is concentrated among enterprise media and lifestyle brands - notably Red Bull (Germany and Austria), Amazon Music, and major festival operators like Wacken - alongside individual artists (Vega, Mero, Camo & Krooked, Elif, Mathea). Distribution is exclusively direct engagement through Managing Directors Sebastian Knoll and Stipe Braun, with no marketplace, reseller, or self-serve channels.

Name

lookin' Friday

Legal name

Mainfilm GmbH

Website

https://lookinfriday.de

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

lookin' Friday is a Frankfurt-based, culture-first creative agency (brand of Mainfilm GmbH) delivering end-to-end film, live-streaming, and postproduction services for enterprise brands and artists in the music, fashion, and youth-culture markets across the DACH region.

Ownership category

akta.pro rank

Product category

Creative Agency Services

NAICS

Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311), Services-Motion Picture & Video Tape Production (7812)

akta.pro primary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

akta.pro secondary industries

Digital Creative & Experience Design Agencies (Web/App/UX) (MPAAAAAD), Content & Creative Studio for Creators (Concepting/Production) (MPAAAHAD), Graphic Design & Visual Content Production (BPAFAIAC)

Keywords

• Creative agency services
• Film production
• Brand strategy
• Event coverage
• Music video production

Headquarters

HQ city

Frankfurt

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Creative Agency Services: Project-based film production, creative direction, and content creation services for brands and artists. Includes concept development, production, direction, postproduction, and social activation. Pricing based on project scope with 50% upfront deposit and 50% on delivery.
2. Platform Development & Content Distribution: Proprietary concert streaming platform (livyu) operated from 2015-2018 with pay-per-view and subscription models for concert content monetization.
3. Archiving & Data Storage Services: Optional data archiving services for produced content at €250/year for storage under 1TB.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

lookin' Friday is a culture-first creative agency delivering end-to-end production services—from brand strategy and concept development to creative direction, multi-camera filming, postproduction, live streaming, and social activation. The agency specializes in music, fashion, culture, and youth-driven markets, serving enterprise clients such as Red Bull and Amazon Music with cinematic concert films, event coverage, digital release formats, and pioneering TikTok livestreaming standards. Operations are conducted under Mainfilm GmbH, headquartered in Frankfurt am Main, Germany.

Product overview

lookin' Friday is a culture-first creative agency (a brand of Mainfilm GmbH) based in Frankfurt. The company operates as a single unified service offering rather than a platform-plus-modules architecture. Their primary products include their own concert streaming platform livyu (2015-2018), and a comprehensive suite of creative agency services covering strategy, concept, direction, production, and postproduction. The company specializes in music, fashion, culture, and youth-driven markets, executing projects ranging from concert films and event coverage to digital release parties and cultural format development.

Differentiator

Problem solved

Functional benefit

Brands

• livyu: A concert streaming service for pay-per-view and subscription shows, offering cinematic multi-cam live recordings, behind-the-scenes content, artist portraits, and 360°/VR experiments. One of the first concert streaming platforms in Europe to systematically monetize live shows.

Products and services

• livyu A concert streaming platform for pay-per-view and subscription shows, offering cinematic ARRI camera setups, multi-cam recordings, behind-the-scenes content, artist portraits, and early 360°/VR experiments. One of the first European concert streaming platforms to systematically monetize live shows. Operated from 2015 to 2018 as a sub-brand of lookin' Friday.
• Creative Agency Services Full-service culture-first creative agency offering brand strategy, concept development, creative direction, production, postproduction (color grading, editing, sound design), live streaming, and social activation. Services span across fashion, music, culture, and youth-driven markets and are delivered by an in-house team of directors, producers, strategists, brand heads, and music specialists under one roof.

Quantifiable outcome

• 700,000+ concurrent viewers for single TikTok livestream (Dance Your Style 2022)
• +1 more outcomes

Named customers8 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

Five partnerships are on record, tiered core and minor.

• Red Bull AustriacoreStrategic or Co-development Partner · 1 January 2025Partnership for Red Bull Symphonic Vienna 2025 - reimagining Johann Strauss works with drum & bass artists Camo & Krooked and Vienna Symphony Orchestra.
• Red Bull AustriacoreStrategic or Co-development Partner · 1 January 2024Red Bull Soundclash Austria 2024 - production of first all-female production team in Soundclash history featuring Elif vs Mathea.
• Red Bull GermanycoreStrategic or Co-development Partner · 1 January 2021Ongoing strategic partnership for music and culture events. Multiple flagship projects including Dance Your Style (2021-2025), Bar Wash, and other Red Bull culture initiatives. lookin' Friday serves as creative agency for livestreaming, social content, and visual storytelling.
• Amazon MusiccoreStrategic or Co-development Partner · 1 January 2020Partnership for innovative digital release formats. Delivered Mero's 'Seele' album digital release party during pandemic - pioneering hybrid culture show combining concert, talk show, comedy, and gaming elements.
• Major Labels & Artist ManagementsminorStrategic or Co-development Partner · 1 January 2015Content partnerships for livyu concert streaming platform (2015-2018). Negotiations with major labels and artist managements for fair revenue-share models and transparent payouts.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Antoni: Berlin-based creative agency known for Mercedes, food, and culture work; comparable in offering video-first creative production and event-driven content for premium brands in the same German market.
• Grabarz & Partner: Independent Hamburg creative agency with strong work in music, sports, and cultural entertainment; comparable to lookin' Friday in serving brand-side clients with culture-led creative campaigns and integrated production.
• Scholz & Friends: Independent German creative agency with strong entertainment and youth culture credentials; competes directly for German brand campaigns and shares the same full-service creative agency positioning.
• Jung von Matt: Major German creative agency network with strong culture and music credentials; competes for the same pool of brand-side creative budgets and runs end-to-end campaigns similar to lookin' Friday's full-service model.
• Stink Studios: Global creative production and content studio with music and entertainment heritage; comparable end-to-end creative-to-postproduction capability with cultural brand storytelling similar to lookin' Friday's approach.
• MassiveMusic: Global music agency (now part of Songtradr) that pairs brands with musicians and produces music-led campaigns; directly comparable to lookin' Friday's music-and-culture-first positioning and red bull/brand marketing work.
• Kolle Rebbe: Hamburg-based creative agency known for bold, culturally-led campaigns with strong film and content production capabilities; comparable in profile and target client type to lookin' Friday.

Broad incumbents

• Serviceplan Group: Europe's largest independent agency group with House of Communication model; operates across creative, content, media, and digital — broader footprint than lookin' Friday but competes for the same German enterprise creative RFPs.
• DDB Germany: German arm of the global DDB network (Omnicom); operates across creative, content, and digital with heritage in film production; competes for the same enterprise brand creative mandates in the German market.
• AKQA: Global digital creative agency (WPP-owned) with deep experience in streaming, film, and live event content for premium brands; a scaled incumbent that competes for the same enterprise creative budgets and live experience storytelling work.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/lookinfriday
• LinkedInlinkedin.com/company/lookinfriday

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 lookin' Friday