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advertisers-video-podcasts-thefutureparty

Advertisers get ready for the rise of video podcasts

advertisers-video-podcasts-thefutureparty
Illustration by Kate Walker

Advertisers get ready for the rise of video podcasts

 

The Future. With Spotify doubling down on video podcasts and YouTube already being a powerhouse for the format, marketers are shifting for the video revolution of audio. But with video comes the need to actually look presentable on camera, which may reduce the number of shows marketers can advertise on.

Look at this audioDan Granger, CEO of audio ad agency Oxford Road, calls the advertisers’ pivot to video podcasting a “little mini gold rush.”

  • Industry execs say that video podcasting gives brands more opportunities to capitalize because audiences can… you know… see, and hear.
  • Specifically, it allows for things like “unboxings, product placement, and brand logos,” according to Horizon Media’s VP, Maria Tullin.
  • But Granger says it can also be “as simple as having a Coke can on the table near a podcast host during a recording of an interview show.” Good ‘ole product placement.

And since so many video podcasts are produced as livestreams, marketers are looking to treat them the same way they would advertising on Twitch — weaving the brand in more organically with the host or sponsoring a stream and then attaching ads to clips that are put up on socials.

Basically, the more sense available to audiences, the more ways they can be advertised to.

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Gen-Z-Favorite-Color-Pantone-Viva-Magenta-thefutureparty

Gen Z has a color scheme

Gen-Z-Favorite-Color-Pantone-Viva-Magenta-thefutureparty
Courtesy of Pantone

Gen Z has a color scheme

 

The Future. Gen Z seems to really be into bold, bright colors that capture a nostalgia for a pre-modern tech past and an ironic hope for the future. Why does it matter? The pops of color overtook social media and are starting to be created for every Gen-Z-facing product on the market… reinforcing the cycle of Gen-Z attachment. If you want to know what’s about to trend in culture, knowing your colors may be a good starting point.

Color force
Every generation has a generalized color scheme (pastels of the 50s, neons of the 80s), reports FastCompany… and Gen Z is breaking out the crayon box to make their mark on this decade.

  • Laurie Pressman, VP of the Pantone Color Institute, says that Gen Z likes primary colors that reflect a sunnier outlook on life — though we think that’s meant ironically.
  • Instead, those pops of color could be a subconscious nostalgia for a simpler time — one that they may have never lived.
  • They are also influenced by a sort of “techno-nostalgia” that ironically co-opts a stereotypical look of the 90s — a time before social media.
  • When it comes to darker hues, Caroline Guilbert, head of creative content at Coloro, says that they “elicit the vibrancy and vastness of the cosmos,” leaning into their curiosity about astrology and mysticism.

Meta hues
But most importantly, the most popular colors somehow travel between the physical and digital worlds, mirroring how Gen Zers’ lives are split the same way. That’s why Pantone’s Color of the Year is “Viva Magenta,” aka “Magentaverse.”

And for you color forecasters out there, “Cyber Lime” is expected to be huge next year.

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Companies bet on Wall Street’s bet on AI

Media-Tech-Companies-AI-Wall-Street-thefutureparty
Illustration by Kate Walker

Companies bet on Wall Street’s bet on AI

 

The Future. It seems like every tech and media company is jumping on the AI bandwagon to appease Wall Street. While some of the integrations are novel and show promise, others are a bit gimmicky or dangerously unready for primetime. Moving fast without due diligence to how it will affect the company, the industry at large, or customers can often lead to a lot of heartbreak and backtracking. AI may be the future… but it maybe shouldn’t be everyone’s future.

Media meets the moment
Companies are pivoting hard to AI.

  • Endeavor CEO Ari Emanuel used AI firm Speechify (which Endeavor has invested in) to generate the opening remarks of the company’s last earnings call.
  • CAA, through its Connect Ventures, was behind a recent fundraise into Deep Voodoo — a deepfake firm founded by South Park creators Matt Stone & Trey Parker.
  • Spotify has unleashed its AI-powered “DJ” on listeners to help curate personalized radio shows.
  • Snap debuted a ChatGPT-powered chatbot called “My AI” for Snapchat+ users… which is already causing a lot of controversy over how it talks to teens.
  • BuzzFeed is using AI to write content and create personalized quizzes (yes, BuzzFeed quizzes are getting new life), which led to its stock price doubling.

Future financed
AI may have a lot of kinks, but it’s the flavor of the month for Wall Street, with Morgan Stanley calling it a “$6 trillion opportunity” and Bank of America declaring that the tech is  “at a defining moment — like the internet in the ’90s.” So stock-price-obsessed companies feel they have no choice but to rush to integrate AI or get caught up in the narrative that they’re behind the times.

But some in Wall Street seem wary of jumping headfirst into AI after realizing they were a little too blinded by past innovations like streaming, crypto, and the metaverse. Goldman Sachs analysts Eric Sheridan and Kash Rangan warned that it might be just another “hype” cycle.

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Sony gets a KO with Crunchyroll

Sony-Crunchyroll-Anime-thefutureparty
Courtesy of Crunchyroll

Sony gets a KO with Crunchyroll

 

The Future. While many in the entertainment world thought Sony paid way too much for Crunchyroll in 2020 ($1.18 billion), it has turned out to be a steal. Now combined with Sony’s Funimation, Crunchyroll has become a moneymaker for the company, winning the love of both creators and audiences. Considering that anime fandom has become something of a lifestyle, Crunchyroll’s diverse offerings could put it at the center of the ecosystem worldwide.

Anime is here to stay
Crunchyroll has what every streamer wishes it did.

  • A flywheel of offerings. It’s not just the biggest anime streamer in the world but is also the biggest theatrical distributor in North America. It also has a live-events division, a merch division, and upstart mobile gaming and music divisions.
  • A tiered approach. Crunchyroll offers a free ad-supported version and three paid ones that range from $7.99 to $14.99, with the most expensive giving subscribers perks to all the flywheel offerings.
  • A passionate fanbase. With 300 million fans, anime has become one of the most popular art forms in the world. Crunchyroll only has 10 million paid subscribers (and is already turning a profit), so there’s a lot of room for growth.
  • Expanding reach. While Crunchyroll has its biggest following in the US and in the under-25 age group, popularity in every age cohort is growing, and the company will soon expand into the hot market of Southeast Asia.

While every major streamer is making moves to get into anime, Crunchyroll has some big advantages: its deals cover the whole flywheel of offerings, it shares revenue and data with creators, and Sony is a Japanese company, after all.

Everyone will have an anime division soon enough… but Crunchyroll is already ahead of the curve.AI appeases Wall Street, T-Mobile buys Mint Mobile, and Sony gets a KO with Crunchyroll.

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Silicon Valley Bank’s collapse drags down the tech industry

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Silicon Valley Bank’s collapse drags down the tech industry

 

The Future. Last week’s failure of Silicon Valley Bank (SVB), the 16th largest bank in the US, has rocked the startup world — draining billions from companies, leaving workers without paychecks, and running a chill down the spine of the financial industry in a way they haven’t felt since 2008. With the cash spigot turned off (unless a buyer emerges or deposits are purchased), mass layoffs could start this week to keep companies afloat… just as the bloodbath of recent months had seemed to dry.

Empty pockets
The collapse of SVB is the biggest bank failure since Washington Mutual in 2008.

Here’s what went down:

  • SVB invested a lot of its $175.4 billion in deposits in US treasuries and mortgage-backed securities to keep the money working while interest rates were low.
  • But as the Fed raised interest rates, cash flow from new VC-backed startups stalled, and those bond investments turned sour, with losses from a $21 billion investment tipping the dominoes.
  • So SVB tried to raise money last week and then tried to find a buyer… but that spooked customers, who started pulling cash in fear of a collapse, which led to a stock freefall — wash, rinse, repeat.
  • By Friday, the California Department of Financial Protection and Innovation closed the bank and named the Federal Deposit Insurance Corporation the receiver to handle getting clients some of their money.

The SVB branch offices will be open under the control of a government financial vehicle called the Deposit Insurance National Bank of Santa Clara (if you want to know who has your money).

Bank bounce
The fallout of SVB’s collapse happened immediately.

  • Customers, tech startups big and small, will get up to $250,000 of their money quickly (the amount insured by the FDIC), but anything over that is not guaranteed — about $151 billion of deposits in SVB are uninsured.
  • Employees are already feeling the burn because, with hundreds of companies and VC firms having their money tied up in SVB, they aren’t receiving their due pay. Companies are looking for alternative ways to make payroll.
  • Banks are feeling ripples of the unease now spreading in the financial industry, with the four biggest US banks losing $52 billion in value. Smaller banks similar to SVB may undergo a similar collapse.

Having been a partner to Silicon Valley for decades, expect the entire startup ecosystem to be forever changed. Last week was just the beginning.

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Drinking and shopping is big (but shrinking) business

Americans-Drunk-Shopping-Online-thefutureparty

Drinking and shopping is big (but shrinking) business

 

The Future. Alcohol is notorious for giving us loose lips, but, it turns out, also some loose wallets. A new study found that about 45 million Americans ran up a tab of $14 billion last year in purchases made while drunk or tipsy. Surprisingly, that’s a declining number from recent years, meaning that either alcohol consumption is on the decline or we’re just getting better at following our budget under the influence.

Cocktails and commerce
The personal finance website Finder found some interesting insights into those that shop under the influence.

  • 1 in 6 Americans (primarily men) shop while intoxicated.
  • Millennials were the reigning inebriated champs, with 33% of those surveyed saying they’ve swiped while sloshed (compared to only 2% of boomers).
  • They spent an average of $309 last year on buzzed buys.
  • They typically buy food, clothing, shoes, more alcohol, cigarettes, or gamble.
  • But 19% (again, mostly men) hilariously reported that they have also bought pets, not totally sober.

While $14 billion seems like a lot, that’s actually a major decline from the $39.4 billion spent while drunk in 2019. It must be because of all the young people switching to mocktails

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Both teachers and students find use for ChatGPT

Students-Teachers-ChatGPT-Benefits-thefutureparty

Both teachers and students find use for ChatGPT

 

The Future. After an initial outcry that ChatGPT could upend the education system for the worst (cheating, misinformation, plagiarism, etc.), students and teachers are saying they see its benefits. With the proper safeguards in place, ChatGPT could soon just be another tool to enhance the classroom — like a calculator for students or a TA for teachers.

Vibe update
A survey from the Walton Family Foundation found…

  • 51% of teachers (K-12) are using ChatGPT for things like lesson planning, brainstorming, and “building background knowledge.”
  • 33% of students ages 12-17 use it to “improve as students” and “hasten their learning process.” (read: get answers faster).

Overall, 88% of teachers and 79% of students who have used ChatGPT say it has a positive impact.

Study buddy
The hope is that ChatGPT and other AI platforms can help close the learning gap caused by school closures during the pandemic.

Romy Drucker, director of the K-12 Education Program at the Walton Family Foundation, told Axios, “What we see in the data is that teachers need better tools and resources to meet this moment, and that’s why they’re among the earliest adopters of ChatGPT.”

The wrinkle may be in catching plagiarized work and looking out for all the ways ChatGPT confidently spits out wrong answers from time to time. Always check your sources.

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Axelrad pits humans against AI in a cocktail challenge

Axelrad-Bar-AI-Drinks-ChatGPT-thefutureparty
Illustration by Kate Walker

Axelrad pits humans against AI in a cocktail challenge

 

The Future. Texas bar Axelrad is testing whether human bartenders or ChatGPT is better at coming up with new, delicious cocktails. We won’t know the final score from customers until the end of the month, but the challenge is already showing new ways humans can lean on AI. It may also prove that the tech can be used as a fun tool for conjuring innovative cocktails at home, no matter the ingredients you have available.

BarBot
The battle between humans and AI is already being waged at a bar in Houston.

  • This month, Axelrad has put up a “Humans vs. Machines” menu — four cocktails created by human bartenders and four similar ones entirely developed by ChatGPT.
  • The four prompts were “a spicy mocktail,” “a berry cocktail,” “a fruity, frozen drink,” and “a legend of Zelda-inspired drink.”

Customers will be able to order half portions of each drink and then vote on which is the best — whichever wins gets their drinks a permanent spot on the bar’s menu.

The human touch
So, how’s the AI doing so far? Owner Adam Brackman says that ChatGPT goes a little heavy on adding all the liqueurs to every cocktail, makes them a bit too sugary, and lacks creativity overall. So, the human bartenders had to adjust the prompts to tone down these elements so that the drinks are… well… drinkable (Remember, AI doesn’t have taste buds).

But, the bar did already find some nice uses for AI, including naming new drinks or brainstorming ideas for themed cocktails. It’s all in good fun, but it’s clear that the experience of human interaction and the expertise of a great mixologist isn’t going anywhere.

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TikTok tries out being indie TV

TikTok-Series-YouTube-Videos-thefutureparty

TikTok tries out being indie TV

 

The Future. TikTok is taking on YouTube by introducing Series — large paywalled collections of videos that can be double the length of a normal TikTok. That’s a lot of premium content, which could be a boon for big creators who want to better monetize their output. With TikTok talent leveling up bonafide Hollywood careers, don’t be surprised if some enterprising creators use Series to distribute a scripted show directly to their audience.

A little money for a little extra
TikToks are getting much longer… for a price.

  • Each individual “Series” can consist of up to 80 videos, with each video allowed to be up to 20 minutes long (double the length of a typical TikTok).
  • Creators can then sell each Series for a one-time payment of anything between $0.99 and $189.99 — available via a direct in-video link or on creator pages.
  • For a limited time, creators will be able to keep 100% of the revenue from Series collections.
  • The feature is only available to a small batch of creators, but applications will soon open for others.

Series joins the Creator Fund, the Creator Marketplace, and the Creativity Program Beta as ways for users to make money on the platform. But are all those ways still enough?

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TikTokers turn to alternative forms of revenue

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TikTokers turn to alternative forms of revenue

 

The Future. With overall viewership down, payouts from the company’s creator fund dwindling, and the specter of an outright ban of the app in the US, TikTokers are updating how they make their videos or finding new outlets for creative expression (and making money). TikTok isn’t likely to lose its luster to creators any time soon, but the platform is maturing, which means it may only get harder to attract the eyeballs many are used to.

Ban-proofing
TikTok creators are building new outlets to keep the money train rolling, including…

  • A switch to YouTube. Thanks to YouTube’s new revenue-sharing model for Shorts, many creators feel like the reach and consistency of YouTube may be a more sustainable fit.
  • Writing email newsletters. TikTok’s hyper-curated algorithm has been creating silos around creators, hurting growth. So some creators have opted to try an email newsletter to create a centralized hub for their content to be shared.
  • Optimizing their TikTok. Yep, staying on TikTok, but switching up their videos is a new trend. That includes making TikTok more SEO friendly, especially as the platform becomes Gen Z’s preferred way to search.

It seems the only sure thing about making money on social media is never to put all your eggs in one basket…

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