GoPro - The Lifestyle, The Media Company

Lifestyle brands.  Right now, they don’t get much bigger (or hotter) than GoPro -- a company whose products seemingly are everywhere -- including underneath submerged in the seas and overhead strapped onto a pelican!).  GoPro’s brand represents something universal -- capturing the most memorable moments in time -- and those aren’t exclusively action-sports focused (as my recent family vacation will attest.)  GoPro captured videos truly represent the full kaleidoscope of life-focused.  And, through those moments are increasingly shared endlessly around the world, which gives GoPro a unique opportunity to enable the sharing of “experiences” -- a connective tissue, if you will, of different worlds, different ways of life, different activities of life.  All “special” in their own personal way.

Perhaps more than any other brand right now, GoPro is a natural fit to become a full-fledged mega lifestyle media company.  In fact, it already is one (check out its GoPro “Channel”) -- although most (yet) don’t think of it in that way. GoPro users already generates massive amounts of video content -- 1 billion+ views on YouTube in the first 3 months of this year alone for videos with “GoPro” in their title.  And, those numbers are only accelerating.  THAT is the opportunity.  To harness that passion.  To organize it.  To channel it.  And, to own it.  To own that lifestyle.

Yesterday, GoPro underscored that clear ambition -- an ambition it first voiced publicly long ago in its IPO filings -- by announcing the hiring of new head of media, Zander Lurie, who  comes with a deep impressive media and entertainment pedigree.  In announcing Lurie’s hire, GoPro president Tony Bates made it abundantly clear that its media ambitions go well beyond a “marketing strategy” -- instead, they  represent a “high-potential business opportunity.”  While Bates further explained that direct monetization of that media is not an immediate priority, he also underscored that, over time, GoPo absolutely plans to “monetize this [media] process using a number of traditional and new media approaches.”  In other words, become a full multi-platform lifestyle media company for our brave new digital world.

Red Bull pioneered this type of lifestyle media transformation, representing the adrenaline-fueled action sports lifestyle.  That transformation has been off-the-charts successful -- so much so that Red Bull operates its own completely separate business, Red Bull Media House, as a separate P&L (meaning that its media machinations are directed toward direct media monetization and ROI and not just media for marketing sake).  Red Bull has become a “poster child” of sorts and inspiration for other major brands who hope to emulate its success and capture a lifestyle.  Marriott Hotels is one such brand, seeking to become the travel-focused media company for mobile-embedded millennials.  Marriott’s goal is to attract them by engaging with them differently.  Authentically.  Which is smart.  Very smart.

My team and I at Manatt Digital Media work with major brands who, like Marriott, think in this way; who are committed to engaging differently; who wish to represent something more than “products”; who are driven to establish an ongoing “relationship” -- a symbiotic relationship that benefits both brand and consumer -- especially millennials.

Here’s GoPro’s power.  GoPro already OWNS those millennials.

Smart.  Very smart, indeed ....

ESPN, the New YouTube for Brands? Welcome to The Age of Lifestyle Media Companies

ESPN is not just for us couch potatoes anymore.  It is now a home for those selling those very potatoes from which the chips-we-eat-as-we-watch are made -- i.e., major consumer brands.  Huh?  What?

Here’s the story.  ESPN just announced -- nay, invited -- major brands to develop programming for their distribution platform, initially focusing on its TV Everywhere app.  Not commercials.  Not ads.  Not traditional sponsorships.  Actual entertainment programming.  Engaging video.  Case in point -- major media company, Dick’s Sporting Goods (well, perhaps not “major” yet, but possibly with major aspirations to become one some day -- Marriott anyone?) developed the documentary series “Hell Week” for ESPN.

Pause and chew on that for a moment.  Dick’s didn’t go to YouTube first with its videos -- historically, the standard path for brand-backed videos.  It went to ESPN first.  And, it paid ESPN for that privilege.  That is precisely ESPN’s goal -- to become the first choice for major brands to produce original, differentiated and compelling programming for its audience.  Outside the YouTube ecosystem.  And, here’s the beauty of it -- not only does ESPN get compelling (hopefully) new programming developed on someone else’s dime, they also get paid by that content creator (in this case, Dick’s) for that privilege AND ... wait for it ... ESPN also gets to run their traditional ads against that programming which pay yet again.  That is some Trifecta!  Kudos to you ESPN!

ESPN is not alone in its goal of being “the first choice” over YouTube for video creators, including brands.  This “divorce” from YouTube -- perhaps not a complete divorce, but at least a trial separation -- is a persistent theme in digital media circles these days.  Content creators of all stripes increasingly loudly express dismay (that’s a soft way of putting it for some) over YouTube’s 55/45 revenue split to creators.  The result is a burgeoning number of YouTube alternative platforms that promise better times for those video creators who enter their world first.  Think big OTT guns like Netflix and Amazon.  Think old stalwarts like Yahoo!, Comcast and Xbox.  Think major MCNs like Disney-fied Maker Studios, Otter-ized Fullscreen and hot young MCN Whistle Sports (which bills itself as a new kind of ESPN for millennials).  And, think newbies like Vessel and Zealot Networks.  Something is most definitely in the air ... on the air?  Yes, in more places than ever before.  High times indeed for the creative community.

Which brings us back to Dick’s.  Dick’s is not alone.  Marriott, as glibly noted above, just recently busted a move (reference, too dated?).  Pepsi just made major “noises” to that effect.  Starbuck’s.  And an increasing list of “others” all trying to pull a Red Bull and smartly transform themselves into lifestyle media companies that are significantly more interesting -- and engaging -- to consumers (especially to the coveted mobile-savvy millennial).

In any event, ESPN’s bold move is not to be denied.  Or overlooked.  It is yet another major data point demonstrating that brands increasingly see (or strategically want others to see) themselves as becoming media companies.  My business team and I at Manatt Digital Media see this directly.  We have already guided brands in this kind of media morphology.  We just recently finished a media transformation engagement for a respected beauty brand.  

This is real.  It is not fashion or fad.  And it is accelerating ...

Brands -- grab your lifestyles now while they last!  And, become storytellers, not just marketeers ...

Brands, The New Media Companies/MCNs? Red Bull and Now Marriott

Disruptive times.  Transformational times.  That’s the media and entertainment world we are living in.  The rise of premium short-form video.  Related to the ascension of mobile as the most important single screen.  With you 24/7.  Especially for millennials born and bred with smarthphones in their hands.

It’s about engagement.  A new form of engagement.  Ongoing engagement.  Creating a real relationship with the user.  With different types of video content.  Authentic video content.

It’s no longer just about “traditional” media companies.  And, it’s not just about “new world” media companies (like MCNs, about which I consistently write).

Now, it’s also about brands.  Major brands.  Brands looking to transform themselves into full-fledged media companies.  No longer content simply making consumer packaged goods that touch consumers only intermittently.

Red Bull is THE prime example of this.  The poster child.  Red Bull is no longer simply an energy drink.  It is now first and foremost a lifestyle/media company (a lifestyle of adrenaline/action) that amplifies and promotes that lifestyle via brilliantly-executed media (primarily video -- Felix Baumgartner anyone?).  Cans of caffeine are only one manifestation of that lifestyle and the primary way that lifestyle/media company monetizes.  To put an exclamation mark on this point, Red Bull has established a full separate and major media operation known as Red Bull Media House.  And, if there is any doubt about Red Bull's lifestyle/media company-first strategy, have you seen its main website lately?  There is not a can of Red Bull anywhere to be found!  Now there is ongoing consumer engagement with compelling video content.  That’s the magic!

Other major brands see this -- or at least should see this -- and the potentially massive opportunity to transform themselves into something potentially much more meaningful than a company that simply sells products.  To emulate Red Bull and morph into major lifestyle/media companies.

Marriott -- yes, that Marriott (the hotel chain) -- sees this and has now entered the fray.  Marriott announced just yesterday that it is establishing its own major production studios to develop premium video content across the full spectrum of short and long-form.  Marriott hopes to become THE media company and destination for the lifestyle of global travel -- and, in particular, travel for “the next-generation traveler.”  In other words, mostly millennials.

I see this all around me.  I see this opportunity.  Major brands that already “own” -- or at least partially “own” -- a lifestyle.  NOW is the time to make that bold move.  Expand the definition of who they are.

2014 is a transformative moment-in-time in the media and entertainment world.  If brands don’t move fast, that mega-opportunity may be lost forever ...