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DIGITAS PERSPECTIVE
the power of the tool, capturing the entire concert experience from the inside out. Expect more enhanced entertainment experiences like these to come. New Content Media Zeega is a new storytelling platform that empowers people to use various forms of media to easily weave together photos, videos, images, gifs, and music to create content. Think PowerPoint meets iMovie meets Pro Tools meets Tumblr meets Gifbin, built on a cloud-based web interface that enables users to create an entirely new medium of content. It's such a literal embodiment of mash-up culture that it transcends parody and becomes something truly awe-inspiring. The end product hardly resembles any medium of content that we have seen to date, but somehow it still tells a cohesive story and churns out a captivating viewing experience. And these stories are easy to make. Zeega recently showed off what the tool is capable of at a San Francisco Museum of Modern Art event. The event gathered content creators with real chops to put together a series of vignettes around themes of their choice. But as a novice, it's not that much more difficult to take cultural references, personal and collective, and weave them into a narrative that both tells a compelling story and is captivating in its novelty. Free Market Content and The Influencer Economy YouTube is far from a startup, but it has paved the way for a new category of content creators who are becoming a trend with momentum that cannot be ignored. The platform empowers content creators to develop their own built-in audiences without any intermediary. But more so than the direct-to-consumer delivery model, the paradigm shift to note here is the diversity of the type of content and "star" that is gaining traction. Whereas the creative industries have historically monetized actors and musicians, the YouTube star has blown the doors off what constitutes celebrity. Today some of the biggest names are really just popular personalities, quite literally cashing in on social currency. One new social content startup to watch is Pheed, which has recognized this trend and is creating a platform for this new influencer economy. Creators have embraced a model of giving away content that can be ripped, shared, blogged, and tweeted to develop audience. Then, once the fan base is amassed, they then monetize that audience. Currently they build their fan bases on Facebook, Twitter, Tumblr, and so on, and then monetize off these platforms elsewhere, via touring, record sales, or inthe case of the new creatorwith brand subsidy. Pheed gives creators of any kind -- from photographers to comedians, musicians, or even just popular personalitiesthe ability to build audiences and monetize them right within that very platform. The better the content they give away, the more it is shared and the more their followerships grow. And once audience and demand has been built, creators can choose to put up a pay wall for specific releases (an album, a single, a piece of photography, or even just a well-timed vlog post) and choose the price point. At the end of the day, free market principles apply: If the content is compelling enough and priced properly, people will pay for it. A new-age content marketplace, Pheed gives a new era of creators a platform to build audiences and their careers. And for brands to get involved in this ecosystem, startups like Outrigger are forming products like OpenSlate that help identify up-and-comers in the creators space. Such solutions enable brands to tap into their potential and find undervalued talent before they're "discovered." Along these lines, in partnership with Outrigger, Digitas is now co-developing the Emerging Talent Tracker to help brands identify, engage, and partner with emerging talent on YouTube before they are discovered by the masses.
DIGITAS PERSPECTIVE
Keeping Pace: Startups To Manage Startups If anything is a testament to the speed of innovation, it's the ever-more common practice of startups that are built on the backs of other startups. Nativ.ly is a startup that was built to discover and help monetize startups. How meta is that? CallSnap is a brand new startup that was built off the popularity of, and the trends behind, the still nascent Snapchat. While Snapchat lets you send photos and videos to your contacts to open a line of communication, CallSnap essentially lets you do the opposite. It lets you snap a photo and send it after you decline the person's call -- a way of briefly showing the person why you weren't available. The two apps are built for different purposes, but they both rely on the increasing importance of photos via mobile to get your point across. Waze, brought to the limelight of potential for brands by Nativ.ly earlier this year, was just bought last week by Google for more than a billion dollars, just months after its first monetization efforts. Waze in large part owes its recent acquisitionat least its valuation, to a certain degreeto Nativ.ly founders Jared Katzman and Mark Chu-Cheong, for proving its value to brands with a first-of-its-kind program that demonstrated real potential for brand dollars. The Convergence of Social, Content, and Mobile Are these content startups? Social? Mobile? Yes. From Vyclone to Pheed to CallSnap, all of these startups are blurring the lines between disciplines. They feature collaborative social elements that help create, distribute, and consume new types of content in new ways, across desktop, tablet, and mobile. As consumers adopt social and mobile as part of their everyday lives, the startups to watch are the ones that don't specialize in any given silo. Instead, they focus on enriching people's lives in new ways, no matter the channel. The ones that will be successful are the ones that are nimble, move fast, and keep pace with the ever-increasing speed of innovation, consumer adoption of new behaviors, and the stream of content that we're consuming more ofand more rapidly.
Contact For More Information Alex Jacobs, VP/Director, Social Marketing, Digitas Alexander.Jacobs@digitas.com This piece originally appeared in iMedia Connection