Creator Vision reposted this
Founder, Creator Vision: we help brands maximize their creator marketing investments: Board Member/Chief Growth Officer/ Microsoft Alum, CAA, Hasbro, WPP, Forbes 50 Entrepreneurial CMO/AdCouncil/Campaign 40 over 40
THEY HATED MTV TOO! In 1981, critics called the launch of MTV “a gimmick.” It could never displace established (legacy) entertainment channels. 😳 FALSE: Not only did it spark a cultural revolution, but MTV also became a key business partner… For movies, soundtracks, fashion AND OF COURSE advertising. Along the way, MTV directors (CREATORS) such as DAVID FINCHER, SPIKE JONZE & MICHAEL BAY become SUPERSTAR movie directors. Their style of storytelling and editing captured the attention of young audiences—the same way CREATORS (ie Yes Theory, Michelle Khare , Justin Flom Coco Mocoe and many more) understand how to reach and influence millions of fans Is Cannes Lions International Festival of Creativity and their new dedicated creator track a sign of the tide turning towards creators as respected marketing partners? Writing a new column for Forbes ⬇️⬇️⬇️ to share thoughts about what’s next for creators and marketers. Check it out and let me know what you think.
As one of the first talent development executives at that network (1998-2007) what I’ll say we did right was to collab with talent and not just support them. That put MTV on the map when brands realized they could work along side stars like the Osbournes, Ashton Kutcher, Nick Cannon, Jessica & Ashlee Simpson. Until our department was created, talent was a pass through. We made them stick and our collaborative content grew the channel from a tv brand to a pop culture juggernaut. #linkedVin
Great read and excellent point. For me, though, the creator economy extends beyond influencers. While influencers can drive consumer behavior and directly impact purchase decisions and brand engagement, content creators contribute by crafting engaging content that builds authentic connections, fosters community engagement, etc ... So both influencers and content creators are super important for marketing, connecting with audiences through their own approach and each have specific goals. Both of them could partner with brands in their own way...
Casey Ross
1w
Great article with excellent insights! I always love seeing MTV in my feed. I just wrote a post about why I think music video directors from 25 years ago would make fantastic content creators today. Their creativity, ability to tell compelling stories in a short format, and experience with visual storytelling are skills that are incredibly relevant in today’s digital landscape. Would love to hear your thoughts on this!
This is a brilliant take
Julin Jean
2w
Thank you for sharing and such a cool way to put things in perspective! (Our young goal was to be FTv)
SANJAY PATEL
2w
Interesting view
Tee Kay
1w
"I want my MTV"
Tugce Aksoy
2w
Lovely article and so true!
Lia Haberman
2w
Well said!
Content & Media Leader | Corporate Strategist | Mental Health Advocate
2wI had my MTV stint - several actually. One with MTV after first being with VH1, and one later with Nickelodeon. All three were at moments when the zeitgeist was truly shaped by the brand and its ethos. To be a member of the team meant you had a sense of pulse, and you knew it. We had a freedom to say "what if" then try and execute. We were trusted and courted by labels to try new things. The Creator Community was not just our talent in front of the camera, or the names you mention that got big. It was a bunch of young, upstart creatives given long(ish) leashes to try and cultivate something new. My colleagues went on to own massive production companies, run networks and rethink programming. Not a bad legacy!