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Former GlobalHue exec heads OneX, new branded content studio at Radio One

(June 9, 2015) Radio One, Inc. announced the launch of OneX (, a branded content studio, which will provide brands with premium content and native advertising opportunities. The mission of OneX is to harness the power of Black culture to ignite brands through the creation of compelling content that can thrive across multichannel media environments.

CEO of Radio One, Inc., Alfred Liggins, III, has tapped Detavio Samuels to lead OneX as an expansion of his current position as president of One Solution. For the past year, Samuels has led One Solution, the company's cross-platform sales and integrated marketing group.  His team grew revenue 54 percent in 2014, and won several industry awards.

Prior to One Solution, Samuels led GlobalHue, the largest multicultural agency in the nation at that time, where he developed a reputable body of work and a proven track record driving brand growth through branded content solutions.

"Content is the X-factor in today's on-demand, cross-platform media world. OneX was created to meet that growing market demand and generate unparalleled value to brands; and since creating great content is in our DNA, we know how to weave in brand stories in a way that resonates with our audience," said Samuels, president of OneX and One Solution.

OneX will develop innovative content for brands, including those that utilize Radio One's many platforms, from TV and radio to digital, social media and live events. This content includes, but is not limited to: short-form video and audio segments, long-form scripted and unscripted series and films, native advertising and immersive online and offline experiences.

As of today, the team has created experiences for Walmart, AARP and University of Phoenix. Walmart, as a part of a long-term strategic partnership, worked with OneX to develop an award-winning, multi-episode cooking series around its ‘Fresh Offerings' hosted by Chef Roble.

The newly formed OneX team, which will report to Samuels, is comprised of storytellers and marketing experts from the advertising, entertainment, and publishing industries. Recently hired key leadership includes Archie Bell, II, VP, Creative Director (formerly Creative Director, NBCUniversal Content Innovative Agency); Sherina Florence, Director of Branded Entertainment (formerly Associate Creative Director, McGerryBowan); and Andre Woolery, Visual Artist (formerly Digital Synthesis Director at Media Kitchen). 

Radio One is a diversified media company that primarily targets African-American and urban consumers. It is one of the nation's largest radio broadcasting companies, currently owning and/or operating 54 stations in 16 urban markets in the United States. Through its controlling interest in Reach Media, Inc. the company also operates syndicated programming including the Tom Joyner Morning Show and the Reverend Al Sharpton Show. 
Radio One also owns Interactive One which operates a number of branded sites targeting African-Americans and Urban consumers, and TV One, LLC (, a cable/satellite network programmer serving more than 57 million households.

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