Ford Models, formerly the Ford Modelling Agency, has over 400 hundred videos on YouTube. The videos range from fashion reconnaissance to quite interesting tips on exercise (see above) and beauty strategies.

I’ve always thought of elite modelling agencies as the kind of businesses that don’t seek a lot of direct contact with mass audiences because everyone serious about the industry knows who they are, and the general public is just going to waste their time. So why post all that content to YouTube, that seething mass of mediated humanity? I have a couple hypotheses about their Ford Media endeavor:

• It’s an opportunity for models and fashion industry pros to beat stereotypes that fashion is plagued by vapid, inarticulate sleazoids whose only skills are dressing themselves, scoring coke and throwing up after meals
• It showcases the intelligence and presentation skills of individual models and stylists (Ford represents those, too, through Ford Artists), possibly making them more desirable for work in other media. If their videos become popular maybe industry demand for them will increase
• It does make sense, if you have a stable of some of the most attractive and skilled people in a glamorous industry, to plop a camera in front of them and start making content. Content is king, even if you’re not immediately sure how it will pay off
• Always be wary of the opportunity for product placement. I’m not saying they’re doing it, many of their videos mention no brands or tout household items like cooking sprays as beauty secrets. However, sometimes they name drop M-A-C or Loreal. Who knows?

Maybe they’re just taking a ride on the Web 2.0 bandwagon, I wonder if they’ll grow this strategy and actually become a content powerhouse with an integrated talent base.