Lily Huang-Voronina

On Monday, I discussed the long-term prospects for Tubi. On Tuesday, I praised Issa Rae's influencer marketing venture. "On today", these items converged: Issa partnered with Tubi for their new "Stubios" program—a fully-funded incubator for emerging creators. Stubios mirrors our initiative at BlackOakTV. Our "Choice" feature will empower users to greenlight the Black TV shows and films they want to see, illustrating the potential of fan-driven projects. While Tubi leverages its Black Indie vertical's success, we aim for similar engagement at BlackOakTV. So I respect Stubios model, but I question Issa’s choice to align with Fox Corp., Tubi's parent company. A Brief History Lesson: In the '90s, Fox, then a lesser network, adopted a strategy targeting Black audiences with original programming like Living Single and Martin, which became instant classics. These shows boosted Fox’s ratings, enabling it to secure NFL rights in 1994. Almost immediately after rising to prominence, Fox dropped its Black-centric shows. The revenue and prestige from Black viewership and NFL games helped launch Fox News in 1996, an outlet that has since posed significant challenges for Black communities. Present Day: Tubi has been thriving off indie Black projects. Fueled by popular content and the viral power of platforms like TikTok, Black viewership is propelling Tubi’s growth, again benefiting Fox financially. Don't buy that Tubi is all that important to Fox? Well, during Fox's last earnings call, Tubi was mentioned 24 times, nearly as often as the Fox name itself. So what does this have to do with Issa? Issa is partnering with Fox to bring more diverse (read: Black) voices to Tubi. I commend her for the thought, as I'm sure her intentions are pure. And when you can marry business with your passion for Black people, life is great. I know this because I live it every day with #BlackOakTV. But Issa once said, "I'm rooting for everybody Black." Yet, this move ain't that! This move is helping Fox run an old trick that allows Rupert Murdoch's Fox, which I believe is more responsible for Black plight than any other modern major media company, to further its highly questionable agenda. And they need Tubi to do it! The Fox Network is less relevant than it's been in decades. Fox News is going the way of the dying cable business. Fox Sports is irrelevant. Even TMZ is struggling. Instead of letting this decaying company go by the wayside, Issa is lending her credibility to the asset most linked to Fox's future. And she shouldn't do it. The value generated by Tubi still goes to the Murdochs, and there's no telling what crazy thing they'll use it to invest in next. My guess is it won't be something that empowers Black people. I know the world isn't perfect, and we, including myself, can't always line up our beliefs with our work. However, when it's this obvious, I believe we can and should make better choices. And I hope in the end, Issa does just that.

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Shout out to Hugo Rauch for having me come and waffle on about the un:hurd music journey on his awesome business podcast Explore - Startups and VC Podcast ♥️ The infinitely high ‘peaks’ and lonely ‘troughs’ of the journey are sometimes hard to vocalise, but you gave me the space to speak freely on these topics! If you’re interested in business podcasts, Hugo’s is a good one to check out.

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The TikTok view to click-the-link-in-bio pipeline isn't as complicated as it's cracked up to be. Tomorrow's Creator Spotlight guest, Haya Kaylani, sent her first newsletter and TikTok post on the same day 15 months ago. And almost every one of her 13.5k newsletter subscribers was a TikTok viewer first! It's not that complicated — people like the content, they engage with it, and so the TikTok algorithm keeps her content in the loop. I think there's another layer here, though: YouTube is outperforming the big streamers, and there's tons of content about what to watch on the streamers, but comparatively little content about what to watch on YouTube. More on all of this in tomorrow's newsletter. Are you subscribed?

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🎥 Three Content trends that are simultaneously true: 1 - There are more distribution channels for content than ever before 2 - There are more sources of funding for content than ever before 3 - There is more content than ever before Tubi has a massive library of content, is the most watched free streaming service in the US, and is now becoming a production company. Tubi is a free, ad-supported streaming platform with less prestige TV series and films than competitors like Netflix, Disney+, and Amazon Prime. However, they're a hidden giant in the AVOD space, with 78 Million monthly active users and 59% YoY growth in total viewing time. AND that's with Tubi only being available in the US, Australia, Mexico, and Canada. Tubi is now launching "Stubios," a production arm that will fund and greenlight new content. Tubi will fund productions submitted by creators and then continue the financing if it performs well. Issa Rae is deeply involved in the project as a mentor and ambassador. Issa Rae is one of the best examples of someone who started off with a "seemingly niche" YouTube web series (in 2011 with Awkward Black Girl) and is now a massively successful producer-actor-writer with her own production and management company, her Emmy/Golden Globe-winning HBO series Insecure, and many other creative projects. Tubi is hoping to find overlooked "creators" like Issa Rae that they can fund to create the next big thing. Pivoting to this "creator-first" strategy allows Tubi to throw their hat into the ring of "new media" and position themselves as another major option for people trying to get their content off the ground. One of the first creators funded by Tubi is "Lady London," a rapper-screenwriter who first gained traction after going viral on Twitter. This more 'non-traditional' path is becoming a bigger part of what young, diverse crowds ACTUALLY want to see vs. what a major studio exec decides to greenlight. It is truly the best time ever to be a creator, as technology has allowed a million flowers of content to bloom around the world at a lower cost than ever before. Your biggest decision as a creator now is finding the right production partner and right distribution channel. And that could be Tubi. https://lnkd.in/eESQXZeF #tubi #issarae #creatoreconomy #film #production #content #entertainment #streaming #tv

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If you're a music tech founder looking for investment and you're not listening to Bob Moczydlowsky, what are you doing anyway? My interview with him is one giant mic drop chock full of tips for startups. I am already hearing from some of you on how you are pivoting because of this single conversation. #musictech #musictectonics #startup

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Should creators be transparent about their earnings and success? 🤔 Kane K. is shaking up the industry since going full-time as a creator and shares the ins and outs of his progress, success and experiments (I may be bias but seeing his experimentation mindset is the coolest part)! Aptly named ‘Blueprint’, Kane gives users a weekly insight into what he’s been trying on his channels, how those experiments have performed and even shows you his channel insights - engagement, follower growth, revenue and so much more. Whether it’s testing a new style of social media clips, the impact of changing your profile bio or finding ways to overcome the follower growth ‘stall’, Kane has likely covered it. It’s really refreshing to see a creator share this much insight with the world and help others on their journey to success by learning from each other. It’s worth taking a look into his learnings and insights from his weekly Blueprints. Let me know what you think and if more creators should be this transparent 👇 (Image: Kane's Dashboard from his Blueprint 043)

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From Social Buzz to Spotlight: A Filmmaker's Unexpected Journey Remember the infectious "Maeun Maeun" jingle that captivated audiences across the country? Believe it or not, this national sensation began as a spark for a fun social media campaign for ITC Limited Bingo! As a filmmaker at Tonic Worldwide I was thrilled to be part of bringing this vibrant concept to life. We envisioned a lighthearted video capturing the essence of ITC Limited Bingo and engaging viewers online. What started as a playful social media campaign quickly ignited an overwhelming positive response. The catchy tune and playful visuals struck a chord, resonating deeply with the digital audience. This unexpected viral buzz sparked a conversation – could "Maeun Maeun" transcend the digital space and connect with audiences nationwide? Embracing the opportunity, we took a bold leap. We transformed the social media video into a prime-time TV commercial, broadcasted across 20 channels! It wasn't a simple transition. Expanding a concept designed for the fast-paced, bite-sized world of social media into a national TV campaign demanded meticulous planning. Tight deadlines loomed, but instead of feeling pressure, the team thrived on the challenge. This unexpected opportunity ignited a passionate fire within every member. Artists, editors, producers, strategists – everyone poured their hearts and expertise into making this project a success. Late nights were spent refining every detail, brainstorming sessions overflowed with innovative ideas, and unwavering support fueled the creative fire. This collaborative spirit ensured a smooth execution, transforming a social media darling into a captivating TVC. Watch the film Below https://bitly.cx/u3F This experience has taught me valuable lessons that I hope will inspire young minds who dare to dream big in the creative world: 1. Believe in the power of storytelling: A simple idea, nurtured with passion and creativity, has the potential to touch lives and make a lasting impact. 2. Embrace the strength of teamwork: When diverse talents come together, united by a common goal, they create magic that surpasses individual capabilities. 3. Adaptability is key: Content has the power to transcend platforms, reaching wider audiences when approached with an open mind and a willingness to evolve. To my fellow filmmakers and all those who love the creative arts – never underestimate the power of your ideas and the impact they can have. Embrace the unexpected, pour your heart into your craft, and let your storytelling ignite the world. Sudish Balan Josna Joseph Chetan Asher Ankita Chauhan Leena Talekar Sonaali Malhotra Adwait Karambelkar Yamini Benjamin

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Heading into the weekend, I wrote about how one agency is putting #AI to use for good. Monogram, an Alpharetta, Georgia-based design engineering agency, teamed up with the Center for Law, Brain and Behavior (CLBB) at Massachusetts General Hospital, a Harvard University teaching hospital, to launch an AI-powered online library to reduce the number of incarcerated youth. The NeuroLaw Library, which launched Monday, contains the latest neuroscience and social science research on brain development in adolescents. The resource is meant to educate youths who are incarcerated--and their legal representation--in ways that could help them get out of prison, but can remain out of reach due to the time, education level, or technology required to understand it. Together with CLBB's Stephanie Tabashneck, PsyD, JD, Monogram dreamed up using Google's generative AI Gemini to reinterpret texts at a sliding scale of reading comprehension levels so that everyone from an incarcerated child to a public defender short on time can understand. "If we can get even one person out of jail that doesn't need to be in jail, we've won," Monogram co-founder and managing director DJ Patel says. Read the full story about Monogram, CLBB and mass juvenile incarceration from Inc. Magazine. https://lnkd.in/ehfS-Kwd

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I’m working on making a planning system for creators. In the process of developing the underlying philosophy, I made a list of 10 rules for creators. Drop a comment with your favorite rule! The 10 Rules Of Creators 1. Progress, not perfection. 2. Less, but better. 3. Monofocus. 4. Celebrate the wins. 5. KISS it. 6. If it’s not on the calendar, it doesn’t exist. 7. Eliminate distractions. 8. Track what you want to improve. 9. Give more, to get more. 10. Play and think in long-term games. 11. Start messy. Link to podcast episode in the comments.

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The MLC is On The Case!! Dear Member, We are writing to inform you that today, Thursday, May 16, 2024, The MLC brought a legal action against Spotify USA Inc. (Spotify) to recover blanket royalties due under the compulsory mechanical blanket license that Spotify obtained to enable its consumer music streaming platform. A copy of the complaint can be found here. Why did The MLC bring this action? Beginning in March 2024, Spotify asserted that its Premium Individual, Duo and Family subscription streaming plans were now Bundled Subscription Offerings because those plans included access to audiobooks. Applying the rate formula applicable to Bundled Subscription Offerings results in a reduction of the Service Provider Revenue that Spotify reports, which results in an underpayment of royalties. The MLC believes that Spotify’s position does not comply with applicable law and regulations. The MLC has statutory authority to address Spotify’s noncompliance with its royalty payment obligations. The MLC is taking legal action to enforce these obligations and ensure that Spotify pays all royalties due from its use of songs on Premium plans. Why are legal efforts important? As the sole entity authorized to use legal efforts to enforce blanket license terms, it is The MLC’s legal responsibility to take action on behalf of our Members when we believe usage reporting and royalty payments are incorrect. What happens next? We have filed this legal action in the United States District Court for the Southern District of New York. Spotify will have an opportunity to respond, after which the court will set and manage a case schedule for the proceeding. Once the matter is resolved, we will give Members an explanation of the outcome and details on any royalty adjustments.

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Pretty Little Thing's YouTube channel has hit a remarkable milestone with over 100 million views since its launch. 🚀 We've had the pleasure of producing some engaging shows for the channel, including "Pretty Little Fling," a dating show hosted by influencer Indiyah Polack, and "Pretty Little Pickup," a comedy interview segment featuring GK Barry. 🎥 Embracing unique formats can be a game-changer for any brand. By developing original content, brands can create additional touchpoints for customers, showcase a more relatable side through long-form content, seamlessly integrate into influencer culture, and convert casual followers into dedicated fans, all while earning free press coverage. 🌟 What are your thoughts on this content strategy? From our perspective, it's not just an approach, but the way forward in today's digital landscape. 🌐 #ContentStrategy #DigitalMarketing #Branding #InfluencerCulture

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As we continue to navigate the aftermath of the pandemic, it is encouraging to witness the increase in guaranteed-income experiments across the United States. News just came in that the Mellon Foundation, a renowned philanthropic organization, has allocated a substantial $115 million to support 2,400 artists in New York. This represents a significant step towards providing financial security for artists, a group that has been severely impacted by the ongoing crisis. ✅ This move by the Mellon Foundation indicates a growing recognition of the value that artists bring to our society and economy. As they have faced substantial challenges during these unprecedented times, it is heartening to see these efforts to support their well-being. ✅ The implementation of guaranteed-income experiments for artists not only assists individuals, but also contributes to the revitalization of the arts industry. By ensuring financial stability, artists can feel empowered to create, explore new projects, and inspire our communities. ✅ Providing artists with a guaranteed income fosters long-term creative growth and experimentation. It allows artists to take risks, develop their talent, and ultimately, enrich our cultural landscape with their unique perspectives and creativity. 🎨 Looking ahead, I predict that we will witness more philanthropic organizations and governments investing in guaranteed-income programs for artists. The demonstrable impact of such initiatives will encourage further support, making it an integral component of post-pandemic recovery efforts. 💡 Additionally, I anticipate that these guaranteed-income programs will pave the way for innovative collaborations between artists and businesses, fostering new partnerships and societal initiatives. Such collaborations have the potential to drive economic growth and cultural advancement in mutually beneficial ways. ✨ As we move towards a more inclusive and supportive society, it is crucial to recognize and uplift every sector, including the arts. By investing in guaranteed-income experiments for artists, we will foster a flourishing creative community that serves as a catalyst for change, resilience, and inspiration.

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🎉 Celebrating Success! 🎉 H I’m thrilled to share that I’ve just wrapped up an awesome project for a client, and they’re over the moon with the results! As a video editor specializing in documentary-style content, I had the pleasure of weaving together a captivating short-form video that hit all the right notes. From seamless transitions to impactful visuals, this project was a true labor of love. 💙 And guess what? My client’s reaction was priceless! They practically did a happy dance (virtually, of course) when they saw the final cut. It’s moments like these that remind me why I’m so passionate about what I do. So, here’s to celebrating wins—big and small! 🥂 Whether it’s hitting a milestone, nailing a project, or simply making someone’s day brighter, let’s keep the positive vibes flowing. P.S. If you need a video wizard for your next project, hit me up! 🎩🔮 I’m ready to sprinkle some editing magic. #VideoEditing #CreativeContent #LinkedInLife #animatorszone

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Ever look back at your career to spot the key moments that shaped your arc? It was on this day in June 2000 that my professional story began when I joined American Express as a summer intern. Little did I know how formative that experience would be to my future! To all 2024 interns and early in career professionals, congratulations 🎉 as you're making priceless investments into your future! #careerbeginning #earlycareer #internship

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My peers across video and film making in the industry are debating numerous A.I Chat Bots like SORA A.I. See the example video here. https://lnkd.in/eBcjWuip Sora A.I generated music videos, are being seriously considered at record labels and could make some of the work of Music Video Directors redundant. Similar to ChatGPT, you enter a text prompt but instead of generating answers to questions, Sora will generate videos up to one minute long. 1. There are some brilliant examples of possibilities on Sam Altman's twitter account - @sama Example prompt: “An instructional cooking session for homemade gnocchi hosted by a grandmother social media influencer set in a rustic Tuscan country kitchen with cinematic lighting”....see the video here: https://lnkd.in/ekzpeyrr 2. FKA Twigs has already created an A.I Avatar of herself to so press conferences and interviews as her REAL SELF wants to focus on her music. I think in future, Film / Music Video Creators will use A.I to prompt, speed up & enhance their work, but like numerous other 'tech advances' where we are scared into fearing for our jobs, I don't think audiences will fully accept non-human creative art. We'll need to learn to work WITH it.

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Some of the most impactful projects start with just an idea and no budget. Yet, they often make the biggest difference. During the COVID-19 pandemic, violence against elders in the Asian community surged. At Satellite Film and Video, we responded immediately by creating a "Stop the Asian Hate" PSA. As I shared in my keynote at Santa Ana College, this project had no client and no budget. It was fueled purely by our passion to create change. The results were remarkable. The video went viral, reaching nearly a million viewers. Major corporations integrated it into their own Stop the Hate campaigns. This small idea not only won a Bronze prize at the Telly Awards, but also became a powerful rallying cry for numerous organizations. This experience reinforces the power of purpose-driven marketing. It shows that timely, relevant content can transcend traditional marketing boundaries. Even without an initial budget or client, a compelling message can gain significant traction and support. Link to the Santa Ana College video in the comments (you can see the PSA in this video as well).

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Filtered through our #notsellingmusic music marketing approach, the NORMVL team developed the #stopignoringthesigns campaign for ByLwansta’s coming #THECHIPISStALE album based on our understanding of the human behind music’s lived experience. 🚗🛞 Can’t wait to reveal what we’re doing for the launch party and listening session(s)☺️ Humanizing modern music releases one album or single at a time. 😌🤞🏾 #musicmarketing #albumrollout #rolloutcampaign

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💯 "With so much disruption in the indie film space, it is more important than ever to foster the next generation of entrepreneurial, independent producers. Each of them capable of navigating a complex, ever-changing landscape to successfully shepherd films from the earliest stage of development, to production, post-production, and distribution." Thanks for sharing Sara. Great article Shira Rockowitz & Kristin Feeley!

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