Welcome to THE GAYGENCY
Authentic LGBTQ+ Marketing That Moves Communities and Markets
My life and business partner, Celso Dulay, and I had a killer idea back in 2019 - just before the pandemic hit. It was a vision for what is now called THE GAYGENCY - officially launching in the midst of SF PRIDE week here in San Francisco - one of the most queerly diverse cities in North America.
Of course, there was that pesky pandemic - but we began executing a key part of the grand-master plan when we conceived and launched the Glitter Worthy Store (dot com), an online boutique and starting pilot for our new LGBTQ+ fashion brands in the works for sale online at our store and via like-minded wholesale business partners throughout North America.
CHRIS KNIGHT (left) and CELSO DULAY [ photo: Gretchen Troop ]
Now - with our creative merchandise skills gleaned from five years of running our own online boutique - we are now offering branded merchandise that is custom-designed for experiential event marketing for brands, causes and celebrities who are voicing support for or seeking to reach and influence the LGBTQ+ community in dark times.
Funny enough, another inspiration for THE GAYGENCY was a PR/content and event marketing activation we developed and executed as an LGBTQ+ community engagement during SF PRIDE 2018 for the relaunch of Blue Angel Vodka. It was an uphill battle to advise our clients on why the strategy would work to drive word-of-mouth and online buzz.
More on that below.
But first — More about us:
Meet the Founders
Chris Knight and Celso Dulay bring both credibility and a broad set of creative skills to LGBTQ+ marketing as co-founders of Divino Group and MOUSA.I. They were the lead plaintiffs in the landmark Divino Group v. Google/YouTube class-action lawsuit, which challenged algorithmic discrimination against LGBTQ+ content creators from 2019 to 2023. Their legal battle brought national attention to digital platform bias against LGBTQ+ voices, generating hundreds of media stories worldwide.
This lived experience of fighting for digital equity directly informs THE GAYGENCY's marketing strategies – because we know how to work within and around the systems that have historically marginalized our community.
Our Services
THE GAYGENCY offers a full spectrum of marketing services:
Social Media Strategy & Execution
Public Relations & Media Outreach
Paid Marketing Campaign Creative
Broadcast Services (Video segments, podcasts)
Experiential Event Marketing (In association with Glitter Worthy)
AI-Enhanced Editorial Content with cultural sensitivity and authentic representation
Our approach emphasizes authenticity over rainbow washing, working with clients to develop long-term community engagement strategies rather than superficial PRIDE Month campaigns.
Case Study: Blue Angel - "Vodka for Good"
2018 Community Engagement Campaign
When 89-year-old San Francisco philanthropist and SKYY Vodka founder Maurice Kanbar decided to launch Blue Angel Vodka with the mission to "do good through its proceeds," we developed and executed an LGBTQ+ community engagement campaign that is a blueprint for authentic brand-community partnerships.
The Challenge: Create an emotional connection and drive preference for Blue Angel Vodka during SF PRIDE 2018, one of the world's largest PRIDE celebrations, while meaningfully supporting the local LGBTQ+ community in San Francisco.
Our Strategy: Rather than recommending a typical corporate sponsorship, we created a comprehensive community engagement program that celebrated LGBTQ+ history and directly supported vital community organizations in San Francisco.
The Execution:
Storytelling & Content Development highlighting community impact
Strategic Partnership Selection with two historic LGBTQ+ organizations
Experiential Events at popular Castro nightclubs and bars
LGBTQ+ Influencer Collaboration for authentic community leadership
Creative Merchandise including the viral Daftboy "THIRSTY" fans
Integrated PR Campaign and social media amplification
Professional Event Photography & Video Production
The Beneficiaries:
Imperial Council of San Francisco - The world's oldest LGBTQ+ charity organization, founded by pioneering activist Jose Sarria (the first openly gay man to run for political office). Our campaign supported their "50 Years of Fabulous" documentary release celebration, highlighting five decades of community building and civil rights advocacy, during the 2018 Frameline LGBTQ+ film festival.
San Francisco Gay Men's Chorus - Since 1978, this groundbreaking organization has changed the course of LGBTQ+ history through music. From their first performance on City Hall steps following Harvey Milk's assassination to sparking a global LGBTQ+ choral movement, the San Francisco Gay Men’s Chorus represents the power of visibility and community voice.
The Results:
Jam-packed fundraising events at both venues (Beaux and Lookout)
Significant word-of-mouth marketing throughout the Castro district
Viral social media engagement with branded Blue Angel merchandise
Sustained community conversation extending months beyond SF PRIDE
Meaningful financial support for both historic LGBTQ+ organizations
"The Blue Angel Vodka campaign proved that authentic community engagement creates lasting impact far beyond any single event or activation."
One of two episodes of Glitter Bomb TV sponsored by Blue Angel Vodka:
