Tactic Company

Where Culture 

and Commerce Meet

The Tactic Company is a global network of writers, editors, and pop culture enthusiasts that specializes in delivering the most compelling, creative content to support web and mobile platforms. We're a collective of the most knowledgeable and discriminating experts from New York to Los Angeles, London, Brazil, Berlin, Tokyo, and beyond.

 The Tactic Company is your creative team. We're your editorial support system. We turn your website or mobile platform into a necessary destination, a community where your audience can read, hear, see, and interact with the most inspiring and innovative artists.

We review the essential new tracks, CDs, films, DVDs, and books. We tag your pages, clean your content, and connect you to the conversation. We plug you into the peer-to-peer platform, and help you wade through all that user-generated content. We consult with your advertising and marketing departments and realize your vision. We increase your traffic and sell your products. The Tactic Company is your creative team.

Our goal is to create concise, critical, and compelling content to improve and heighten the consumer experience in today's cluttered digital landscape.

We shape our writing style to fit your editorial voice and vision. Concise or comprehensive, web or mobile, our content will target your market, your products, and your audience.

  • reviews and descriptions

    Compelling views on the latest tracks, CDs, ringtones, games, movies, TV shows, DVDs, and books, created in an entertaining, informative, and authoritative style.

  • artist profiles

    Fascinating snapshots of today’s pop culture trendsetters, legends, and cult heroes, focused on their best works, their life stories, and their lasting impact on today’s culture.

  • features

    Interviews, Q&As, and insightful commentaries on cultural events, trends, and movements, capturing the essence and mood of today’s popular interests. 

  • mobile alerts

    Short, snappy, and fun bits of entertainment trivia, lists, news, games, and recommendations that target today’s fast-paced, multi-tasking user.

     

With a wide-ranging knowledge of pop culture trends and underground buzz, our experts can point your users in new directions without flooding them with a sea of meaningless tags and sales formulas, and get them connected quicker.

  • recommendations

    Hand-picked playlists, top ten lists, and just the coolest new stuff as it bubbles its way up from little-known underground sensation to the forefront of mainstream consciousness.

  • links and associations

    Our experts widen the circles in which your users navigate, connecting charting and bestselling titles to the long tail, opening up fascinating new genres and styles, and making users want to come back for more.

  • categorization, keywords, & tags

    Your search engine can’t find it if your database doesn’t know what it is.  Maintaining accurate artist and product classifications, keywords, and tags is essential. 

How do you ensure that the content on your site is credible? In today’s web and mobile platforms, maintaining editorial integrity is essential in order to attract and retain users. With a seemingly infinite quantity of user- and programmer-generated content available, it’s more important than ever to insure its quality.

  • user-generated content cleanup

    As Wikipedia learned early on, user-generated content needs some oversight to avoid careless, misapplied, and offensive tags, reviews, and posts.

  • third-party content evaluation and cleanup

    We can guide and consult with you on third-party content feeds, help determine their real value for you, formalize and incorporate any discrepancies in style, and adapt them as needed to fit your database structure and editorial standards.

  • QA programmatic content

    Programmatic content is only as credible as the data being used to generate it. To really benefit from programmatic linking and recommendation schemes, it’s essential to add a human, editorial filter to the final process.

paul parreira

Paul Parreira brings 9 years of experience leading the editorial department at Muze Inc., a preeminent New York City-based worldwide content provider for the digital media marketplace. Since 1998, he has also served as the U.S. contact for the highly regarded Encyclopedia of Popular Music, a 10-volume set that was recently reissued by Oxford University Press. Prior to that he gained years of retail and service-based experience as a general manager working with the development team of HMV record stores in the U.S. and abroad. As a tribute to his successes with the company, HMV eventually awarded him a scholarship program to travel and work in the U.K. and Ireland. Over the years, his passion for the arts has led to jobs moonlighting as a musician, writer, music producer, and music curator at NYC’s revered musical showcase Joe’s Pub. Throughout, Paul has remained a dedicated follower of pop culture in all its forms.

peter krause

Peter Krause has worked for 12 years in the book industry in a variety of creative management roles. He oversaw the growth of the books database for over 9 years at Muze, a leading entertainment content provider, where he worked closely with writers and editors to establish and expand rich multimedia editorial coverage across books, music, and film titles. His experience developing relational content databases led to a two-year position as chairman of the book industry standards committee BISAC, and a role as one of the original contributors to ONIX, the international XML standard for exchanging electronic book content. Prior to that, he spent several years in the publishing industry, marketing and advertising major frontlist titles at Dell Publishing. Peter is an avid reader and bibliophile, has written and produced several plays in New York and San Francisco, and is a devoted follower of the arts, both online and off.

Our goal is to create concise, critical, + compelling content to improve and heighten the consumer experience in today's cluttered digital landscape.

Culture and Commerce

Information is the currency of the Internet.

Freakonomics, Steven D. Levitt + Stephen

How do culture and commerce meet in the online and mobile marketplace? 
Tactic aims to raise the expectation level of the consumer experience, to help our clients build trusted and respected destinations where users can search and discover art and culture in fun, innovative ways that are not dictated by commerce, but that lead naturally to it. 
 

Amateur and Expert

Web 2.0 technology can be used to empower, rather than overshadow, the authority of the expert.

The Cult of the Amateur, Andrew Keen

What happens to an expert in a world where everyone’s got an opinion and a blog?
Tactic aims to strengthen and expand the relationship between the casual user and the dedicated expert. Users generate and share content primarily to expand their knowledge, experiences, and connections. An expert is just someone who’s spent way too much time doing the very same thing.

 

Why Tactic?

It is estimated that freelance workers cost 30 percent less than full-time staff.

Dissent Magazine

Creating content with Tactic will reduce your existing content costs.

In a connected world, we no longer need creative writers and editors to work from a central office where overhead costs are expensive and morale can wane. Our experts log in remotely though client or Tactic input systems that efficiently capture, edit, and publish content to any platform.

Tap into a global network of trusted professional writers and editors.

It's hard to believe what you read online. Unless it comes from a trusted source like Tactic where we apply multiple levels of review: editing, copyediting, and fact checking. Our writers and editors have been published widely in national and international magazines, websites, newspapers and blogs. We pick the right staff with the right level of experience to fit your needs and budget.

Process

Tactic serves as your creative team, expanding your editorial capabilities globally with extensive freelance resources in Music, Books, Film, Television, and Culture.

Peter and Paul work directly with each client, tapping into decades of senior management experience. We meet with in-house editorial staff, product managers, developers, business development and marketing to ensure that all business goals are met.  We typically begin with strategy meetings to create a content plan that fits your budget and product needs.  We then move on to collaboratively develop your voice with the right editorial style and guidelines, followed by workflow, production and publishing plans.

We think this is what makes Tactic unique. You are not handed off to a junior-level project manager.  We take great pride in our direct participation of all aspects of our clients' projects and goals. 

Type of Clients

Our resources are mainly focused on the entertainment side of digital content, though we do have resources in other areas. Our clients range from large media companies looking to outsource specific growth opportunities, to smaller clients who want to develop a voice, a blog, and a personal connection with their users.

We offer a turnkey solution to simplify your content process and reduce your content expenses

hello@tacticcompany.com

212.673.6623