In 2019, the housing rentals service Airbnb premiered a self-produced documentary—"Gay Chorus Deep South"—at the Tribeca Film Festival, which documented a 2017 tour of the Southeastern United States by the San Francisco Gay Men's Chorus. The company's head of creative James Goode stated that the film was consistent with the company's values of "telling stories of belonging and acceptance", and its involvement and support in the LGBT community. Goode did not consider the film to be branded content, stating that it was an effort to "support the chorus and make the highest-quality piece of content we could."