What's happened
Blackstone marked its 40th anniversary with a humorous holiday video featuring executives in 80s-themed costumes, parodying pop culture and self-deprecating humor. The video aims to humanize the firm and strengthen investor relations, continuing a tradition since 2018. It includes cameos, dance routines, and a tribute to a fallen colleague.
What's behind the headline?
Blackstone's holiday videos serve as a strategic tool to reinforce corporate culture and investor relations through humor and nostalgia. The choice of an 80s theme aligns with a broader trend of leveraging pop culture to humanize financial firms. The inclusion of high-profile cameos and self-deprecating humor indicates an effort to appear approachable and relatable, countering traditional corporate stiffness. This approach will likely strengthen internal morale and investor confidence, especially as the firm continues to grow and diversify its investor base. The tribute to a fallen colleague underscores the company's emphasis on community and resilience, adding emotional depth to the spectacle. Overall, these videos will likely become an integral part of Blackstone's branding, fostering loyalty and a positive perception among stakeholders.
What the papers say
According to Business Insider UK, Blackstone's holiday videos are a deliberate effort to 'humanize' the firm and connect with its growing investor base, with the 2025 edition featuring nostalgic 80s references and celebrity cameos. The publication notes that this tradition started in 2018 as a replacement for their holiday party, and has since become a key part of their corporate culture. The article highlights that CEO Steve Schwarzman and President Jon Gray see these videos as a way to 'make fun of ourselves,' which helps build internal morale and external relatability. Conversely, the NY Post emphasizes the surprising nature of the firm's executives participating in such playful antics, noting that it reflects a broader trend of corporate self-awareness and cultural engagement. Both sources agree that the videos are a strategic move to foster community and brand loyalty, though the NY Post focuses more on the entertainment aspect, while Business Insider UK underscores the branding and investor relations strategy.
How we got here
Blackstone's annual holiday videos began in 2018 as a replacement for their holiday party, growing in scale and complexity over the years. The firm uses these videos to showcase its culture, connect with employees and investors, and project a relatable image. This year's video celebrates the firm's 40th anniversary with a nostalgic 1980s theme, involving hundreds of employees in elaborate parodies and performances.
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