This year, the $1 trillion alternatives manager continued by keying off last year’s video theme, “The Alternatives Era,” which has racked up 454,000 views on YouTube alone. A spokesperson for the firm said last year’s video had 8 million views across platforms.
This year, “Blackstone Faces Reality” mocks the previous year’s holiday video and starts out like a television mockumentary noting that “the media was not kind” to last year’s video along with social media reactions including, “this is going to make the market crash.”
BlackRock CEO Larry Fink makes a cameo appearance saying, “Can you believe people confuse us with them?” And fashion designer and “Real Housewives of New York” star Jenna Lyons also makes an appearance. Blackstone portfolio companies Jersey Mike’s and Supergoop! also get some airtime.
The video takes inspiration from a wide range of reality television shows from “The Real Housewives” series to “The Bachelor” filming top executives from across the firm’s various divisions including private equity, private wealth, credit and secondaries.
And in a year that saw Beyoncé release her popular “Cowboy Carter” album, Blackstone’s video takes a country turn with a new song about alternatives investing full of cowboy hats, line dancing and even horses.
A spokesperson for Blackstone told Pensions & Investments that the video is produced by the firm’s internal video team “inexpensively.”
Blackstone isn’t the only alternatives firm that is releasing holiday videos.
Apollo Global Management released its holiday video, “Making Meme-ories” on Dec. 18. It features CEO Marc Rowan and pokes fun at the theme of “replacement” in investing.
Watch these holiday videos at your own discretion, past performance is no guarantee of results.
