![]() The concept of forming a social-media content group isn't new.Ĭreators have been teaming up (and in some cases living together) since the early days of Vine and YouTube. What it means to be in a 'creator group' for Amp's talent The company said it hopes to continue to diversify its business by getting into more owned-and-operated ventures like production and character IP. It's done activations with companies like Chipotle and Amazon in the past.Īmp currently makes money by collecting a percentage of earnings across all revenue streams from its talent, including advertising, brand sponsorships, and merchandising. The company recently promoted the film "Countdown" across multiple Amp creator accounts on TikTok and Instagram. "It's like developing a content slate and bringing it to them." "What we're starting to do a little bit more is proactively develop creatives and kind of go to our brand partners being like, 'Hey, we had this really cool idea and how can we make this work with you?'" Levine said. While social-media sponsorship opportunities are often set up on a one-off basis tied to an individual post on Instagram or TikTok, the company is leaning into selling its creators as a group. "Some brands are reaching out to us to do an individual brand deal, but they're all overseen by Amp and definitely looked at as a group-type thing," said Ben Azelart, one of the first creators Amp signed on to its talent incubator.Īmp tries to coordinate brand partnerships across its talent pool, with all business opportunities managed by the studio. ![]() While Amp's talent have acted in television commercials, its creators say they draw most of their earnings from brand sponsorships on social-media and YouTube advertising. Kids are on YouTube and TikTok and Instagram versus watching television."Īmp sells its creators to brands as a package deal "The core really is creative content for social media," said Levine, who serves as Amp's chief operating officer. But if it doesn't, you have something to lay back on." Wait a couple years and if that show pops off then great, you can kind of settle down a bit. You should be posting every week on YouTube even if you're a series regular on a show. But at the same time, we have to make sure we keep up with what we're doing. "We can do mainstream stuff and I encourage it. "You need to be careful," Rivera told Business Insider. He's also broken into more traditional forms of media, starring in a two-season Hulu original series, "Light as a Feather," and appearing in a TV commercial for Pop-Tarts with one half of Amp Studio's twin-set, Alan Stokes.īut his goal isn't to become a traditional Hollywood star. Rivera, who serves as Amp's CEO, has 58 million followers across digital platforms like YouTube, Instagram, and TikTok. While Disney is pouring resources into getting younger audiences interested in its Netflix competitor, Disney Plus, Amp (and Brat) think there's appetite for cheaper, social-media-focused programming built on revenue from YouTube advertising, branded content, merchandise (Rivera's "Relatable" clothing line launched this past weekend), and other forms of media monetization.Īmp's talent are testing the waters with legacy media like TV, but social content always comes first ![]() "When I was growing up it was 'That's So Raven,' 'Lizzie McGuire,' but they also had 'Kim Possible' and 'Lilo and Stitch.'" ![]() "Kind of like how Disney has different types of programming," he added. "It could be human-based personalities like a Ben or Lexi Hensler, or it can be character-based IP," he said. "A lot of groups of creators kind of look at it from, 'Hey, we're going to add influencers or talent.' We kind of look at it from a perspective where it's like, we're a content company, so we want to add more channels to our network," Levine said. It often indicates a user profile.īy focusing on storylines and building out of a slate of content channels tied to characters rather than just influencers or online personalities, Amp's strategy is similar to the YouTube-focused media company, Brat, which creates scripted, teen-focused shows for a digital audience. Account icon An icon in the shape of a person's head and shoulders.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |