What's happened
Blackstone released its eighth annual holiday video, blending 80s nostalgia with humor to celebrate its 40th anniversary. Featuring executives in dance routines, pop culture references, and a tribute to a fallen colleague, the video aims to humanize the firm and entertain shareholders and the public alike.
What's behind the headline?
The Blackstone holiday video exemplifies a strategic use of humor and nostalgia to reinforce corporate identity. By parodying 1980s pop culture and including well-known figures like Danny DeVito, the firm aims to project a relatable, human image that counters traditional corporate stiffness. This approach likely boosts internal morale and investor confidence, especially as the firm celebrates four decades of growth. The inclusion of personal tributes, such as the memory of Wesley LePatner, adds emotional depth, balancing humor with sincerity. The videos also serve as a subtle branding tool, positioning Blackstone as approachable and self-aware, which is increasingly important in a competitive private equity landscape. The timing, during a period of economic uncertainty, suggests a calculated effort to maintain positive public perception and investor loyalty. Overall, these videos will likely continue to be a key element of Blackstone’s branding, fostering a sense of community and resilience within the firm while appealing to external audiences.
What the papers say
According to Business Insider UK, Blackstone’s holiday videos have become a longstanding tradition, with this year's edition featuring over 400 employees and a nostalgic 80s theme. The firm’s leadership, including Jon Gray and Steve Schwarzman, see the videos as a way to 'make fun of ourselves' and humanize the firm to its growing investor base. NY Post highlights the humorous and surprising appearances of skateboarding icon Hawk during a ballet performance, showcasing the firm's playful side. Both sources emphasize the videos’ role in strengthening internal culture and public image, with Business Insider UK noting the effort and months of planning involved, and NY Post illustrating the creative, lighthearted nature of the content. The videos are part of a broader trend among financial firms to use humor and pop culture references for branding and engagement, especially as firms grow larger and more institutionalized.
How we got here
Blackstone's holiday videos started in 2018 as a fun alternative to their Christmas party, growing in scale and creativity each year. The firm’s leadership, including CEO Steve Schwarzman and President Jon Gray, see these videos as a way to showcase the firm's culture and connect with investors. The latest edition, with over 400 employees involved, continues this tradition, emphasizing humor and self-deprecation amid a backdrop of corporate growth and public relations efforts.
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