Amp's talent are testing the waters with legacy media like TV, but social content always comes first 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. "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. And Amp recently launched a superhero character, Zapp, who's played by an unidentified actor and remains in-character in videos on TikTok and Instagram.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. But its latest recruit, 21-year-old Pierson Wodzynski, had just a few thousand followers when the company first signed her. The company's talent roster has some big digital personalities like Rivera, his sister Lexi, the Stokes twins, and Ben Azelart.
The pair told Business Insider the goal is to build a version of the Disney Channel for the YouTube age. Rivera and his business partner and manager, Max Levine, cofounded Amp Studios, a talent incubator and content studio focused on 10 online creators. Now the 22-year-old is navigating a much more crowded digital-media space, and betting that creating compelling storylines on platforms like TikTok and YouTube matters more than being an influencer with a big following (which he also is).
Amp said it recruits new talent based on the quality of their content rather than follower count, hiring creators with just a few thousand fans and growing their audiences to more than a million followers by cross-promoting across its existing creator channels.The 10-person creator team generates more than a billion views on social media each month, occasionally crossing into traditional-media formats like television.Amp Studios is a new talent incubator and content group founded by 22-year-old YouTube star, Brent Rivera, and his manager and business partner, Max Levine.Account icon An icon in the shape of a person's head and shoulders.
0 kommentar(er)
