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The iconic entertainment business news media company, Variety, has partnered with Yappa, the premier audio and visual commenting tool for the web, to be the exclusive new commenting solution for Variety.com. In a joint announcement made today by Variety’s President & Group Publisher, Michelle Sobrino-Sterns, and Yappa CEO, Jennifer Dyer, the annualized partnership commences today.

Under the terms of the deal, the Yappa commenting widget will live at the bottom of each story throughout Variety’s website, allowing readers to leave audio and/or video comments based on what they just read or interacted with on the page.

The implementation of Yappa’s commenting platform across Variety.com is an innovative step to redefining how comments can be delivered, and the tone in doing so. The partnership will allow Variety users to now have a more interactive role with their thoughts, feelings and opinions on stories, while building socialized community engagement among the commenters throughout the site. 

This news comes two months after Yappa, valued at more than $200 million, secured millions in funding to further its technology, expand its team, and roll-out new products. The funds also allow the tech platform to continue to integrate with new partners across both publishing and events, including being the exclusive commenting tool for Webby Award-winning Black Entrepreneurs Day. Additional partners include Vox Media, iHeart Radio, The Hill and Perez Hilton, among many others.

“Yappa’s transformative commenting technology is the perfect complement to our award-winning site and booming events business,” said Michelle Sobrino-Stearns, President and Group Publisher, Variety. “We are pleased to enter into this important partnership with Yappa, which will elevate the Variety.com user and event attendees’ experience.” 

“Since ideation, our goal has been to afford brands a tool to connect with their community in a way that fosters empathetic dialogue and cannot be masked by the vail of anonymity that most comments sections operate under, “said Jennifer Dyer, CEO of Yappa.  “The opportunity to work with Variety — the preeminent source for entertainment news and features — is truly a dream partnership for us. We are thrilled to provide its readers a better way to engage with the top-notch content their writers are producing. As we integrate across Variety’s digital platform, we are also excited about activating for its quintessential slate of in-person and virtual event programming.”