"We are going to move the Brut model a little," said the former producer of the Grand Journal on Canal +, during an exchange organized by the Association of Media Journalists (AJM).

The media launched in 2016 will thus reduce its workforce in several countries, particularly in the United States and India, to relocate them to France.

Today, around 60 people work at the company's New York office, which had already been affected by layoffs at the start of the Covid-19 pandemic.

The number of posts cut was not specified.

“All local subjects will be done locally” but certain subjects with an international audience can be produced or edited from Paris, indicated Mr. Le Van Kim.

"By analyzing the (audience) data, we realized that we could do just as well, or even better, with fewer local teams", added Guillaume Lacroix, co-founder and general manager of the media, interviewed by the AFP.

"That does not mean that we are slowing down in the United States, on the contrary," he added.

Since raising $75 million a year ago to strengthen itself internationally, Brut has hired some 150 people, particularly in Africa.

The media now has 350 employees.

Brut also wants to bring together its various offers in a single mobile application, available at the start of the school year.

This will bring together free videos, which circulate on social networks, the offer of long formats by subscription BrutX, now oriented towards documentaries and the Brut Live platform, a kind of video chat room.

New partner of the Cannes Film Festival, but also of the Angoulême and Deauville film festivals, Brut finally wishes to develop its cultural offer.

Many creators "want to go to the cinema, for a long time. They are tired of only doing Reels (the short format of Instagram inspired by Tiktok, editor's note)", according to Renaud Le Van Kim.

These influencers can thus become "the growth engine for BrutX", by producing content in exchange for "revenue sharing".

Brut has, for example, teamed up with Just Riadh, a prominent personality on the Instagram and Snapchat networks, for a documentary on influencers, with tiktoker Lenna Vivas for a film on the basketball market, or even with youtuber Sofyan Boudouni for a testimonial about the entertainment industry.

The media, viewed each month by 500 million unique viewers worldwide, does not disclose its revenue, of which around 60% comes from its historical model of content creation for brands.

At the start of the year, it joined forces with Carrefour to launch Brut Shop, a teleshopping platform on the internet.

© 2022 AFP