Video interview: “I would hesitate to compete with YouTubers”, says Creative Director of Lemonade MoneyPosted: November 20, 2014
What makes a video ‘viral’? Lemonade Money (LM) Creative Director Faraz Osman thinks that “no one has the right answer but there are aspects which may influence it”. He says:
“Now even our friends and relatives can influence us through social networks to watch a video.”
Osman has worked for the BBC, ITV or Channel 4. Since May 2013, his role at LM has consisted in developing existing and new relationships with broadcast and online partners and carrying out business growth management.
Currently, the concept of online TV production is close to YouTube‘s channels. This recent phenomenon is growing in the UK, reaching millions of visits day by day.
YouTubers are building a community
Osman, who visited Birmingham City University last Thursday 6th November, says:
“What YouTubers seem to be doing is that they are having a relationship with their audiences. They are building a community of other people who are also doing other videos.
“They all are part of the family, and the audiences come to be part of it.
“I guess that a lot of their success is because they are authentic. People can see themselves in these videos.
“I would hesitate to compete with them, because they have their own language and their own audience.”
“The reason of some YouTubers’ success does not reside on what they are saying.
“Sometimes they are good-looking and people fancy them simply.
“It is like some famous pop bands who are not necessarily the most musically talented.”
Do not forget you are not a teenager when you are producing content for them
LM Creative Director has been very close to young public during his career. Osman says:
“When you have constrains, as what is safe for children or what is appropriate for them, you have better ideas.
“The challenge consists in remembering that you are not a child. You are making content for young people, not for yourself.”
New trends, directors, LED panels and more
As Osman says, his company is “always on the hunt for new ways of filming, as using LED panels, new directors or cameras as well.”
Offline TV against online TV: different behaviours
Osman says that “people want to watch the best quality content when they are in the living room. However, people are a bit more curious at the online TV because it does not require your attention for a long time.”
Why Lemonade Money is so successful?
Osman defines himself as “generic nerd“, however, this “generic” man is now selling content to giants as Channel 4, Vevo or MTV. According to Lemonade Money’s current success, he says:
“We try to figure out what makes us interesting. We made ourselves experts in new culture, music and being exciting about what young British people are doing.”
What is AngryTips?
AngryTips is a video producer company. Its aim is to produce tutorial videos about local online tools which young people can find useful for their daily routines.
Targeted at UK’s teenagers who are about 16-18 years old – Education Key stage 4 or 5 – .
Not only the teaching goal is important, but also the way of communicate the content. So, videos will be done throughout a ‘youtuber’ style.
What is this? In short, a presenter in front of a camera following a funny script: simple, dynamic and fresh.
Who are the customers? Well, this idea is available to public institutions, but also for associations or private companies which share the same achievements. According to our philosophy, we treat our public as clients (“The customer is always right”)
Very important people: my audience
The goal is to improve the teenagers’ local Media literacy, from each city of the UK. The Center for Media Literacy, an american educational organisation that provides resources nationally and internationally, define this concept as:
“With media technology becoming so prevalent in homes, and with multi-media education more possible now with student access to computers and the Internet, “media literacy” expands the basic concept of literacy (i.e. “reading” and “writing”) to all forms of communication — from television to T-shirts, from billboards to multimedia environments.”
Nowadays, figures reveal very high levels on digital devices and apps’ usage in the UK. According to Ofcom research Basis (Q1 2014), the highest score at Digital confidence score belongs to 14-15s old group (113), followed by the 16-19s old (112) youngsters.
That numbers say that these people absorb a huge number of data through the new technologies. Therefore, there are important reasons to increase the education on this field.
During a weekly day, they spend the eight per cent of their time watching short online vide clips, round eight-times more than the rest of age groups.
At the same time, they occupate the last position on watching live TV – 50%-.
Teenagers use apps and social networks as well, but also apps related to local services?
An Ipsos Mori report, targeting mixed age groups, said about citizen’s online habits and attitudes in 2013:
“Although people did not regularly access online information about their local council, such as recycling arrangements, they often found it difficult to suggest alternative ways of obtaining such information.”
Many national reports and surveys consider 16-years-old as adults, complicating the segmentation.
How to engage teenagers is probably the most difficult question. Trying to find the answer, I talked with professionals who usually work with young people.
— Tom Platt (@trplatt) agosto 29, 2014
Sky News Programmes Producer Tom Platt is now working on Stand Up Be Counted, a new platform for young people from 16 to 25 years old, in which they can share their own contents related to news and also interact with the TV channel.
Platt is satisfied with the receiption among the youngsters, he also reminds that these people are not only interested on entertainment contents, as many people say.
Birmingham, The Second City, is the place where AngryTips launches its first videos, a collection called ‘Online Brummies’. There are more than 40,000 teenagers between 15 and 19 years old, according to the 2012 mid-year population estimate.
Due to its online tools, Birmingham.gov.uk (just below) is a good start to explore the ‘youtuber’ style.
Beatfreeks is an non-profit organisation for young people launched one year ago in Birmingham, which offers creative academies about music, Media or Enterprise, with the aim of encourage brummies to produce social benefits. Therefore, they share a similar goal with AngryTips.
Paul Stringer is working there. For him, the hardest part is to encourage youngsters to make a step forward.
But what do youngsters really think?
I found some answers during the Concrete Collective, an event about young people, activism and Media based on workshops, which took place one week ago. It seems that new apps and digital tools are filling the gap between the teenagers and their communities.
Bit of News is a good example of how youngsters can be interested on ‘serious things’. This company compiles news content for them. They have already 20,000 subscribers to date.
Speaking seriously: business plan
I see many strengths on this project, and also little weaknesses. Here they go:
Yes, it must be completed. That is the reason I also used The Business Model Canvas…
… And asked to Lemonade TV director and The Guardian‘s media commentator, Faraz Oxman.