00:00Nicole, you're in an interesting situation because Tubi has really become a magnet for creators and DIY filmmakers that are
00:08producing things, getting millions of views.
00:10Yeah, I think just to build on that, the internet rewards specificity.
00:16And I think sometimes you get into the trap as marketers and when we're talking to brands and we have
00:21a project with a creator, it might not be the creator that they know.
00:25And so there's so much education or they're looking at follower count. They're not considering engagement.
00:30They're not considering that this person might not be as big as Mr. Beast or as big as Alex Earle,
00:36but they have a community that rides hard for them and they are endemic to your brand.
00:41So I think there's a lot of education.
00:43Same thing, when we're working on the marketing side with creators, we're working with smaller creators that really love Tubi
00:50and have an authentic tie to Tubi.
00:51And their followers root for them when a brand notices them.
00:56They are like, get that bag, girl. Do it.
00:59So you don't, I think the universe is so big.
01:01So I think it's data, but it's also knowing what metrics are fake, what can be gamed in the creator
01:07space, and figuring out if you've already got people that are talking about you, that's the best thing.
01:13And, like, any day somebody can blow up on any one of these platforms.
01:16So I think getting in early and giving notice to some creators that might not have what we would consider
01:22scale.
01:23Because I don't think it's really about attention.
01:26It's about meaning.
01:27Like, in the world of AI, we're not going to know what's going on.
01:30It's like, what does your brand mean?
01:32And what does it mean to these creators?
01:33And what does it mean to their followers?
01:34So I think we have to kind of switch mindset from, like, scale and mass reach to, like, really thinking
01:41about, like, meaningful and, like, the appetite for risk, both on the creators you work with or the things you're
01:47going to do as a marketer, or if you're going to, you know, make a movie, the entertainment and marketing
01:52rewards risk.
01:53And so I think trying to figure out, as a brand, what's your appetite, and is that the same that
01:59the creator you're working with?
02:01Because it's okay not all brands have the same temperature.
02:04But certainly in entertainment, we're here at Variety, you know, entertainment rewards risky stories and risky storytelling and things that
02:12haven't been proven or seen before.
02:13So I think that it's that intersection of all those things and having a really good understanding of it.
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