Over the last few years, marketers have been trying to flip their position in the cultural zeitgeist – making moments themselves as opposed to retroactively marketing around them. That's why e.l.f. Beauty has built out its own entertainment arm, e.l.f. made, tasked with creating of the moment content around music, movies, gaming and sports.

Thanks to the short-form content boom, advertisers like e.I.f Beauty have been working to move at the so-called speed of culture. While key agency partnerships remain intact for brand activation, an in-house entertainment arm allows the beauty brand to produce branded content fast enough to keep up with trends.

In this episode of the Digiday Podcast, Patrick O'Keefe, e.l.f. Beauty's chief integrated marketing officer talks about building out e.l.f. made, branded entertainment and how success will be measured with the new entertainment arm.