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Iconic Labs Plc is a media and technology business. The firm's principal activity within this sector is in digital and social media publishing. It focuses on the following divisions: E commerce, which work in collaboration with online media brands division and utilize the feedback loops to inform production and sale of consumer products; Content Studio, which create original video formats that are piloted on social media and further developed for viewing on TV and platforms such as Netflix; Content Licensing, which license User Generated Content created by users who have posted it to social media and resell brands, and production houses internationally; Tech Product Development, which use insights gained from owned and operated media audiences to drive development of forward-thinking products. The company was founded by João Goncalves Andrade and João Carlos Martins Loureiro Lopes Gil in 2012 and is headquartered in London, the United Kingdom.