Category Archives: The Mediascape

TikTok virality spawns Spotify streams

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The Pudding and Vox have posted a video that explores what happens after TikTok songs go viral.

They say:

“It’s no secret that TikTok is a virality machine. Songs get turned into sounds that can be used in any video, and if they gain enough traction they can catapult a musician into the pop culture stratosphere. But we wanted to know exactly what happens between a song going viral and an artist becoming a bonafide success. So in the fall of 2021, we partnered with data analysis website The Pudding figure it out…. We were able to follow the numbers to track what happens to artists after they go viral — and how the music industry has shapeshifted around TikTok. It turns out the app is completely revolutionizing the way record labels work, and giving artists more leverage than ever.”

Key takeaways:

  • 125 artists got their big break and went viral on TikTok in 2020. (4:58)
  • When 15 seconds of a song goes viral on TikTok, people flood to Spotify to stream the full song. (6:14)
  • Record labels monitor TikTok like hawks and aggressively try to sign new viral artists. (9:36)
  • 46% of those 125 artists went from unsigned to landing a major record label deal. (14:12)
  • Musician L.Dre says, “The fact of the matter is, if you wanna make it today, you either have to have money to hire people, or you just need to also become a video editor. Also become a graphic designer. You definitely have to wear a lot of hats for sure.” (18:37)
  • Among the artists who had never toured before or played a show about a third of them have had at least one live show and about 15% of them are actually playing festivals now. (20:45)

My take: I know there’s a lot of hate for TikTok but I love that it grants some creative folks their “15 minutes of fame.” The fact is that there is an overwhelming amount of digital content being created every day — too much for any one person to sift through. The kids on TikTok are choosing the riffs they like, turning them viral. Their creators then get recognized on Spotify — and compensated. Once upon a time “Video Killed the Radio Star,” but now TikTok has killed the video star and, in today’s attention economy, the crowd has truly become the curator.

Netflix contemplates changes as it cuts staff

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Jennifer Maas and Brent Lang of Variety exclusively report that Netflix Begins Second Round of Layoffs, 300 Positions Cut.

A Netflix spokesperson told Variety: “Today we sadly let go of around 300 employees. While we continue to invest significantly in the business, we made these adjustments so that our costs are growing in line with our slower revenue growth. We are so grateful for everything they have done for Netflix and are working hard to support them through this difficult transition.”

Jennfier and Brent write:

“Netflix has lost close to 70% of its value since it announced it was down by 200,000 subscribers at the end of Q1, and expected to lose another 2 million subs in Q2. On Thursday, Netflix’s stock opened at $180.08 per share and was trading at $180.93 just after 11 a.m. ET. Shares of Netflix were trading at north of $600 in January. In its most recent earnings, Netflix committed to cutting costs in order to keep its margins at 20%. The streamer still plans to spend aggressively on content with a budget of $17 billion in 2022 for shows and films. That’s roughly in line with what it shelled out in 2021.”

My take: as digital content streaming matures, Netflix is facing how to evolve into a sustainable business because their model has always relied on ever-growing subscriber numbers. Having witnessed the price double in ten years, my advice to Netflix is to tread very carefully because cracking down on passwords and inserting ads may be the proverbial straw that breaks their subscribers’ backs.

TikTok rewards its creative stars

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Zheping Huang says on Bloomberg that TikTok Turns on the Money Machine.

He reports:

“The most downloaded app of 2021, TikTok has surged to a billion-plus global users, who consume an infinite feed of short clips delivered instantly by algorithm. While the platform has long helped creators… step to the center of the attention economy, the company is only now starting to cash in on all that popularity. TikTok raked in nearly $4 billion in revenue in 2021, mostly from advertising, and is projected to hit $12 billion this year, according to the research firm eMarketer. That would make it bigger than Twitter Inc. and Snap Inc. combined — three years after it started accepting ads on the platform.”

“With a billion monthly active users, TikTok is still smaller than Facebook (2.9 billion) and Instagram (2 billion), also part of Meta. Yet TikTok’s programming is proving unusually compelling: Its average user in the US now spends about 29 hours a month with the service, more than Facebook (16 hours) and Instagram (8 hours) put together, according to mobile researcher Data.ai. Scott Galloway, a professor at New York University Stern School of Business, has likened the service’s addictiveness to opium.”

“TikTok is starting to show the profit potential in countries like the US. The company is now charging as much as $2.6 million for a one-day run of a TopView ad — the first thing that pops up on users’ feed when they open the app — roughly four times what it charged a year ago, according to a document reviewed by Bloomberg News. A 30-second Super Bowl ad runs about $6.5 million — but TikTok can charge that rate every day.”

“TikTok set up a $200 million fund in 2020 to pay creators to get views, and pledged to grow the pool to $1 billion in the US over the next three years.”

My take: this fascinates me. Creators tell stories to audiences, almost always mediated by some platform. These platforms create the commercial market. Once upon a time it was Hollywood. Then it was network television. Then it was cable television. For a brief moment it was VHS and DVD. Then online and Netflix et al. Today, the online space has short-circuited these markets, allowing audiences and creators to interact with no friction. I’m amazed at how innovative it all is!

Ryan and Sandra top Netflix list of most watched movies

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Christopher Hudspeth posted a great article on Buzzfeed called Netflix’s List Of Their Most Watched Movies Ever Is Fascinating To Look At.

He reveals the week’s most watched film (Hustle) and points out it doesn’t come close to Netflix’s most watched movies ever. He counts them down from 10 to reveal:

“1. Finally, the most streamed Netflix movie of all time is Red Notice, which was watched for 364,020,000 hours! Over 4 million more hours than Don’t Look Up. The movie stars Dwayne Johnson, Gal Gadot, and the man who is in Netflix’s most streamed movies for THREE different films, Ryan Reynolds. Here’s how Netflix describes it: “An FBI profiler pursuing the world’s most wanted art thief becomes his reluctant partner in crime to catch an elusive crook who’s always one step ahead.” Red Notice has a 36% from critics and 92% from audiences on Rotten Tomatoes. That’s the highest audience score of any movie on this list, and the largest discrepancy between critics and fans, so it’s worth watching for yourself to form your own opinion!”

The article is based on Netflix’s Most Popular Films (English) at the very bottom of the page.

Here are the Top Ten:

  1. Red Notice
  2. Don’t Look Up
  3. Bird Box
  4. The Adam Project
  5. Extraction
  6. The Unforgivable
  7. The Irishman
  8. The Kissing Booth 2
  9. 6 Underground
  10. Spenser Confidential

Seven of the ten movies came out in 2020 or later so I wonder how difficult it will be for new films to capture even more eyeballs from an increasingly less-captive audience.

My take: with Ryan Reynolds on the list three times and Sandra Bullock on it twice, I wonder if the Netflix Algorithm is calculating how a new movie with both of them would do. Maybe it has to factor in 2009’s The Proposal as well though.

Sandra recently shared a memory (39:37) about shooting the shower scene with Ryan.

Netflix to make less “little art films”

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Borys Kit reports in The Hollywood Reporter on the plans Behind Netflix’s Leaner Movie Mandate: Bigger, Fewer and Better.

He writes:

“Bigger, better, fewer. That is the refrain inside Netflix that feature film executives, led by division chief Scott Stuber, are grappling to operate under as the digital streaming giant changes course and confronts new realities, such as lagging subscriber growth (it lost 200,000 subs in its latest quarter) and rising competition (Disney’s bundle of Disney+, Hulu and ESPN+ now has 205 million subs combined, just behind Netflix’s 221 million global subs).”

With its stock price down, Netflix has cut 150 jobs and doubled down on marquee movies.

Borys continues:

“As it moves forward, Netflix wants to focus on making bigger movies, making better movies, and releasing fewer than it previously did at a gluttonous pace. ‘Just a few years ago, we were struggling to out-monetize the market on little art films,’ Netflix co-chief Ted Sarandos told analysts on the company’s April earnings call. ‘Today, we’re releasing some of the most popular and most watched movies in the world. Just over the last few months, things like Don’t Look Up and Red Notice and Adam Project, as examples of that.‘”

My take: C’mon, Netflix. $469 million for Knives Out 2 and 3? That’s almost fifty $10 million movies. And one of those could be mine. Let’s talk! (P.S. Don’t you think the reason your subscriber numbers are down is because you rightly left Russia?)

Movie posters these days be like:

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Amelia Bamsey asks on Creative Bloq: Why does every movie poster design look like this?

This spot-on superhero movie poster template was posted on Twitter by webflop.

Amelia writes:

“The post has gathered up lots of attention online and has already rounded up over 430,000 likes and 47,600 retweets on Twitter. While the original tweet was meant to poke fun at today’s movie poster designs, many users responded with their favourite posters that break away from this format.”

Here are some of the best posters of 2021 and of all time.

And here are some movie poster design templates.

My take: So funny because it’s so true! The problem I have with superhero movie posters is the same one I have with superhero movies: so many characters and so much busyness, but a dearth of ideas and anything I’m actually interested in. I have two suggestions for movie posters: one, make sure to come up with a snappy title and a killer central image while writing the script so that you can begin designing and capture that image during production, and two, put the title on the top half of the image — too often I’ve seen titles in the bottom third get covered up with extraneous material and supers.

Claim: Content is No Longer King

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Alexandra Canal reports on Yahoo FInance that Streaming has turned film financing ‘upside down’: ‘It’s VOD or die,’ says lawyer.

She quotes Schuyler Moore, entertainment attorney at Greenberg Glusker:

“Content is not king. Distribution is king.… If you go back 10 years, the studios had all the power, because they controlled the distribution…. Studios are on their knees. They got no clout at the table because anybody can produce. The whole world is upside down, particularly for the studios.”

His advice:

  1. Team up with producers known to the streamers.
  2. Have a realistic budget.
  3. Sell your film upfront (or finance the contract) to make the movie.

She quotes him:

“Most films lose money. This is a losing business, don’t do it, especially if you don’t have a pre-sale to a streamer. But if you can sell to a streamer, then you get your premium. You’re not going to get a share of the net profits. There is no back-end payment, but you’ll get a significant premium and will walk away with some cash.“

My take: it seems there’s always somebody in between my movie and my audience!

Cannes 2022: film quotas drive national production

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Scott Roxborough reports in The Hollywood Reporter that Wall Street Hits the Croisette: Why Private Equity Investors Are Bullish on Indie Film.

He claims:

“Private equity, or PE, firms are pumping money into the entertainment content, financing independent production and snatching up companies at a level never seen before in the indie industry…. Some of the biggest players packaging projects and inking deals on the Croisette have backing from private equity groups…. The bet PE investors are making is that the explosive growth in streaming services will lead to a similar demand boom for content. And that the companies that own the IP, the original films and TV shows the streamers need, will be best positioned to benefit.”

He traces this demand squarely back to government policy:

“Many see particularly strong growth potential in Europe, where European Union (EU) content quotas for SVOD platforms — 30 percent of all content on streaming services in Europe must be European-made — has created guaranteed demand for original, home-grown films and series which most streamers will be unable to fill on their own.”

As to Cannes, filmmaker Jeremy Lutter (pictured above) compares this year’s experience with previous ones:

“Cannes is in some ways the same and in some ways different. I would say it’s two thirds the size as previous non-COVID years in terms of events. But, considering the situation, it’s impressive! The crowds are smaller but it’s still busy. As for deals — people are looking — there’s been less movies made recently — everyone is hungry for movies. Oh yeah, instead of a gift bag, this year you get a PPE mask with a logo on it!”

My take: of course, quotas drive national production. We proved that with CanCon and Canadian music; witness the dozens of Canadian superstars, who, as Simu Liu points out about Shawn Mendes, Avril Lavigne and Arcade Fire, “like me have fulfilled the ultimate Canadian dream of making it in America — but to our credit, we always come back!”

Paul Budnitz: creating digital celebrities for the metaverse

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Forbes writer Marty Swant profiles Paul Budnitz in his recent piece Meet The Vermont Startup That Amazon, Gucci And Google Are Betting Could Be The Disney Of The Metaverse.

He writes:

“Budnitz, a 54-year-old serial entrepreneur, has built a content studio of zany, multimedia characters designed to thrive in the coming metaverse. The noir-themed world of Superplastic feels more like The Matrix than Wonderland. Its colorful inhabitants have gained millions of their own social media fans. They’ve also made $20 million from selling tens of thousands of NFTs with Christies and others.”

Watch Superplastic’s first Kickstarter video.

Watch Superplastics’s second Kickstarter video.

These two appeals raised over $1 Million, from over 6,700 backers!

In a fascinating presentation from October 2018, Budnitz summarizes his life and credo and, at 28:30, outlines the Superplastic strategy for the next five years:

“Superplastic… we have a secret plan… we’re not really making another toy kind of streetwear company. What we’re doing is we’re… making all these characters. We are making toys, but they’re just sort of an excuse because they’re awesome. What we’re really doing is we’re making these characters. Then we’re animating them in 3D but then putting them in the real world. Like, there could be one sitting right there in that empty seat, right? But you would only see it on Instagram. Then we take a picture of it; then we 3D model it and then render it and then put it on Instagram. And then we turn these characters into celebrities (we haven’t done this yet but we’re doing it — we’re in the process) and we make them celebrities. And then, they can, like, we can do cartoons and I can make movies again. We can make movies and then we can make more toys and all that kind of stuff.”

I’m not even going to go into the whole NFT side of the Superplastic Global Entertainment Brand.

My take: this is a hard one for me. My problem is that I’m such a bad consumer! I don’t collect toys or anything, and don’t buy much. I tend to use things until they wear out. Sure, I’m frugal but I also value sustainability.

Colourizing Clerks: Why?

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Vancouver’s Rumble Dog Pictures has just colourized four minutes of Kevin Smith‘s seminal 1994 feature “Clerks.”

I get it; we have the technology so why not “update” black and white footage into colour? I can think of three good reasons.

First, especially for analogue movies, the filmmaker chose to shoot black and white stock for a reason. Most probably for money: colour film stock and developing costs a lot more. To colourize an old movie is a decision that should be left to the original director.

Second, the choice of black and white may be very deliberate. In this short film, I made an aesthetic choice to mimic German Expressionism.This was actually shot in colour but finished as a black and white film.

Third, colour demands more attention to art direction, wardrobe, etc. If you’re shooting a short film in a day, you can make your life much easier if you decide it’s going to be in black and white. Plus, it makes it stand out from all the other films shot that day!

For these reasons, I think black and white films should be left as is. Unless the director is part of the project.

My take: Hey Rumble Dog, what colour is Rosebud?