The team behind Ethel’s Club, the social and wellness club for people of color, announced today the launch of their very own parent company, Somewhere Good, a family of brands amplifying creators of color and centering audiences of color. The newest brand in their portfolio, second to Ethel’s Club, is Form No Form, a 24-hour interactive visual channel that allows viewers to watch and purchase the art they consume through the site itself.
Somewhere Good aims to create a circular economy of brands that intentionally center both emerging and prominent artists and communities of color, around the world. While many industries still struggle with inclusivity, Somewhere Good speaks to marginalized consumers in settings designed uniquely for them.
“We want to make it easy for people to divest from corporations and organizations that don’t value their dollar. Our company mindset has always been about intentionality. We created Somewhere Good to help people of color find joy and inspiration in their daily lives and also have the ease of investing back into their communities,” said Naj Austin, Founder and CEO of Somewhere Good.
Form No Form, their newest brand, is a direct solution to give support and dollars back to artists. The online channel will stream short films created by people of color 24 hours a day. Viewers can watch films live while engaging with others and purchase the very art they’re watching through an online shop. Form No Form has plans to lead private screenings, Q&A’s with creators and also fund and produce its own content in the future.
Creatives like Joshua Kissi, Amirah Tajdin, Erica Jordan, Neelu Bhuman, Reva Santo and So Yun Um are some of the first to feature their work on the platform. The brand will announce other notable collaborators over the next few weeks.
The team behind Somewhere Good, created Ethel’s Club, a Brooklyn member’s club for people of color in November 2019. Ethel’s Club has since expanded to an online hub where members pay to access intimate and thought-provoking programming such as a podcasting workshop with Jenna Wortham and Kimberly Drew to a roundtable discussion with Latinx executives on the future of creative careers to therapist-led group sessions for sleep hygiene. Ethel’s Club has also partnered with cultural institutions like The International Center for Photography, The Shed, Atlantic Records and Jack Jones Literary Arts.
“It’s incredibly difficult to find and support brands that align with your values. So much of the world was designed without considering marginalized communities. We started to think — what does the world look like when it’s built by a team of Black and brown folks who are invested in each other’s well-being and joy? Our bet is that it will take all of us Somewhere Good.” said Austin
Learn more about Somewhere Good here.
Learn more about Form No Form here.
About Somewhere Good
Somewhere Good is a social platform reshaping the digital experience by prioritizing identity and co-creation. Founded by Naj Austin, the company also works alongside digital innovators to ensure intentional community practices are built into the experience of the platform. Somewhere Good will launch in late 2021.
