- 15 hours ago
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00:00I think the last time we talked, I mean, we talked a lot about, you know, sort of people creating their own content, people who aren't Taylor Swift, just regular old people who are trying to find a platform here.
00:09Now, explain kind of the I don't know if this is a rebrand, if that's the best way to call it, but you're turning revolt into something that's a little bit bigger and a little bit broader.
00:17Just kind of explain the strategy behind that. Yeah, sure. So the way that I look at it is revolt was the proof point.
00:22For the last few years, we've been building an incredible media company powered by some of the best creators on the planet.
00:28The shift to Offscript and the parent brand of Offscript is essentially to say that we are now shifting to the holding company for the dopest creators, the coolest creators who move and shape culture powered by a world class media ecosystem.
00:42And so we are not just a media company anymore. We're not a talent agency.
00:46I would say that we are the only vertically integrated full stack company that's focused on helping creators go do everything from monet, make content to distribute content to monetizing that content.
00:59Where are these people coming from? Are you seeking them out? Are they coming to you?
01:03Yeah. So we have a full team of people who spend all day long looking for those people who shift and move and shape culture.
01:09And the same way you would have seen music labels who have A&Rs, that's what we have inside.
01:13And so I would say our core focus is looking for those creators who are anchored in a YouTube platform.
01:19YouTube is the number one place where you get attention.
01:22It is the number one streaming platform in the world.
01:24And so very much anchored in that, but open to creators no matter where they come from and no matter where the anchor or the core of their work is present.
01:31That's exactly where I wanted to go, because I find the discussion of the different social media platforms that are out there.
01:37It's really interesting. And this is a conversation we've had before with the likes of Gary Vaynerchuk, for example, that, you know, what works on YouTube isn't necessarily going to work on TikTok, isn't necessarily going to work on a text based platform such as X or the like.
01:51So YouTube, it sounds like, you know, YouTube is eating everything and that's where you want to be as well.
01:56Yeah, look, I think that social is the number one platform that matters is where all of the world's attention is.
02:01So often you're finding these people because they are popping or doing something really incredible and social.
02:06But when it comes to how can you help monetize them, how can you build them?
02:10Do they have real proof points that they can create long form content that can sustain attention?
02:15YouTube is that space.
02:16When you look at where people are consuming content, the number one place they're doing it is streaming.
02:21And then when you look at it, whether it's streaming Netflix, Disney, Hulu, the number one platform is YouTube.
02:25And so that's where our focus really has been.
02:27That's really interesting because I feel like I just gravitate towards these short term videos.
02:32And I would like to not do that for what it's worth, but it is addicting.
02:36So to hear what you're saying, that you prioritize people who can create that long form content, how do you view those short term content creators such as TikTok, such as Instagram Reels?
02:47Yeah, it's mission critical to me.
02:49Like, I don't think that you you don't exist today if you don't have a presence in social.
02:53Like, all of us are finding and discovering every single thing that we do in social.
02:59But then once you have that on lock, the question is, can you move them to a platform where you can capture their potential for 10 minutes, 20 minutes, 60 minutes?
03:08And that's where we start to focus on YouTube.
03:10Well, first of all, on the social, I have a couple of questions on that.
03:12I mean, how reliable is social media these days?
03:15It seems way more fragmented.
03:16There's been a lot of discussion that is not driving eyeballs and traffic in the same way that it was doing a few years ago.
03:22Yeah, it's difficult without question.
03:24And that's why when I talk about like our anchor and our lens, I talk about those who move and shape culture.
03:29You're looking for those people who have influence and can move an audience.
03:33And so social is reliable.
03:35Everybody, the people, everyone is on social.
03:37The question is who can carry somebody from TikTok to another platform?
03:42These social ecosystems are built to be embedded worlds to keep you in those spaces.
03:48And so the creators who can not only capture attention there, but then prove that they can move you somewhere else, those are the ones that are highly valuable.
03:55I mean, give me some examples.
03:57I mean, not necessarily just your clients, but people that you look at and you think they're doing this right.
04:00Yeah.
04:01I mean, I would love to use people from our ecosystem because I think the people that we choose are incredible.
04:05One of my favorite creators right now, one of the biggest creators on our platform right now is Cameron.
04:09Cameron, if you remember him from a hip hop career.
04:13And so Cameron.
04:13You remember Cameron, don't you?
04:15Of course.
04:15You remember Cameron.
04:17And so Cameron is proving day in and day out that he is fired, that he can create momentum, create excitement in the world of social.
04:23Yeah.
04:23But then he can also take you to YouTube and, you know, generate a million views on an episode.
04:28In all seriousness, though, I mean, we bring up Cameron.
04:30I mean, for those of us of a certain generation, Cameron and Dipset, that was like everything.
04:33But is he trading off of, I guess, his old fame from those heydays or is it just his personality, what he does now?
04:42And also, I am curious with regards to his personality.
04:44And I follow Cameron a lot, so I'm going to be delicate how I said that.
04:46But is it also just about being inflammatory and just trying to stir up trouble?
04:50No.
04:50So the reason I bring up Cameron is because I think he is such a special creative.
04:54So you think about it today when you look at YouTube, one of the biggest things that makes people pop when you talk about talk shows is who they're talking to.
05:00Who's the other person on the other side of the camera?
05:02Cameron's shows, half of his shows, he has no guests.
05:06Him by himself is single-handedly able to entertain audiences for an hour, two hours, and, again, generate a million views.
05:13That's special.
05:14Two, when you look at his talk show, it's just not a normal talk show.
05:17Cameron's shows will do everything from interviewing himself to a rap battle to a dance competition.
05:23Like, he's playing and he's having fun.
05:24The last piece that I'll just say is one of our biggest bets is not just creators who can prove that they can create a show.
05:30We're super focused on what I would call, like, creator CEOs or creator studios, people who can prove that they can generate show after show after show.
05:38Cameron has an incredible library of hip-hop cult classics and movies.
05:45He's working on movies today.
05:46He's working on television shows.
05:48And so this is the perfect type of person that we like to partner with at Offscript because, at the end of the day, our goal is to figure out how to take these creators from a singular show into the media platforms that they desire to create.
05:59So diversification and staying power, it sounds like those are things that you value.
06:04But to that point, I mean, how do you measure success?
06:07Is it as simple as clicks, views, et cetera, the metrics that you would look at?
06:11Or, you know, what other measures do you use to assess?
06:15Yeah.
06:15So, again, for us, it's always going to start in social.
06:18Can you break through and find people there, too?
06:20Then it's going to move to YouTube.
06:21It used to be on YouTube a great creator was able to do a million views in 24 hours.
06:26Now you're lucky to do 152.
06:29And so those creators who are doing episodes that are doing 300,000, Cameron's last two or three episodes are all 600,000 plus, right?
06:37So that thing matters.
06:38And then the last piece that I would say when we look at it is there's going to be an existing deal between us and the creator.
06:43But then it's going to be, to your point, how do we really generate ROI together?
06:48And so then the third piece we're looking for is how did we extend this creator into other platforms, into other channels where we can be great partners and make money together?
06:56Well, when it comes to those other platforms, I mean, for right now, it feels like I have a pretty good grasp on all the places where people are.
07:03But, I mean, how much of your time do you spend just scanning the horizon, trying to figure out what's going to be the next TikTok, for example, where the puck is going to move next?
07:12Oh, so in terms of a platform, in terms of create a platform, I would say it's really hard to create a new platform.
07:18I think in general right now what you see in media is that there's a handful of giants that are winning.
07:23The streaming wars are won.
07:25Right now it feels like the social media wars are won.
07:28And so what we would be on the lookout for is another platform that somehow found a way to pop and crack through all of the noise that's happening.
07:35But in general, my point of view right now is kind of the table is pretty set.
07:40With regards to just the business model, is this still weighted towards advertising in terms of generating revenue?
07:47From an Oscar perspective, yes.
07:49And where, I mean, how strong is that advertising environment right now?
07:52Yeah, the advertising environment, like everything else this year, has been a little bit funky.
07:57But what we are seeing is advertisers have, you know, I think with all the changes that happened in the administration in January, February, advertisers are trying to get their footing.
08:07I think what we're seeing in the back half of the year is they feel much more stable, much more confident in terms of what's going on.
08:13And so we're seeing our business start to soar because of that.
08:16Have you actually spoken to any larger media companies or any of them reached out to you?
08:20And for what?
08:21Well, you know what I'm asking.
08:23A turn to a job partnership or maybe something more.
08:26Yeah, so absolutely, because what we're trying to do is take our creators there.
08:29I don't mind partnering with the, I would love to partner with the 2B.
08:32I would love to take camera on and partner with a BET or a Netflix.
08:35Like, that is our goal.
08:37And so we don't see them as competition.
08:39We see them as peers, and we see them as great ways to help our creators extend their genius and show the world what they're capable of.
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