Next in Media: Ian Schafer on Why Creators Might Need Upfronts
Host: Mike Shields
Guest: Ian Schafer, President and Co-Founder of Ensemble
Release Date: November 14, 2024
Introduction
In this episode of Next in Media, host Mike Shields engages in a deep conversation with Ian Schafer, the President and Co-Founder of Ensemble. Ensemble is at the forefront of transforming the creator economy, blending elements of a studio, media company, and infrastructure provider to support independent content creators. Schafer shares his insights on the evolving landscape of media, the challenges creators face, and the strategic shifts brands must adopt to effectively collaborate with creators.
The Vision Behind Ensemble
Schaefer begins by outlining the foundational vision of Ensemble. He emphasizes the vastness of the creator economy, likening it to a "long tail" with approximately 8 million independent content creators in the United States alone.
"Anytime you have like a long tail economy like that, it's going to be really propped up by like the 0.01%."
[01:03]
Instead of treating creators merely as inventory or connecting them through algorithmic matchmaking, Ensemble adopts a curatorial approach. Partnering with influential figures like Issa, Schafer explains how they identify and nurture the "next big thing" across various domains—be it gaming, film, merchandise, or digital products.
"We are effectively something that looks more like a studio in that way, in the sense that we're packaging talent, we're developing IP with that talent."
[04:25]
Navigating the Creator Economy: Challenges and Opportunities
Schaefer delves into the complexities of the creator economy, highlighting its inherent inequities. He points out that creators from underrepresented communities are often less likely to secure brand deals, despite having substantial and diverse audiences.
"Creators who are from underrepresented communities, at least in media, are 50% less likely to get a brand deal."
[05:55]
This disparity stems from misperceptions about brand safety and the niches creators occupy. Schafer advocates for a more inclusive approach, showcasing how creators like Kai Sanat have successfully navigated these challenges to land significant partnerships, such as with McDonald’s.
Ensemble’s Role: Beyond Management
When asked to categorize Ensemble's role, Schafer clarifies that they function similarly to a modern studio rather than a traditional ad agency or talent management firm. Their focus is on packaging talent, developing original intellectual property (IP), and collaborating with publishers and streaming platforms for content distribution.
"We're probably closer to a studio in the modern definition sense than we are, you know, an ad agency or a rep firm."
[04:25]
This model allows Ensemble to support creators in building sustainable media companies, providing the necessary infrastructure to turn creative ideas into long-term projects rather than one-off content pieces.
Long-Term Brand Partnerships vs. Transactional Deals
A significant portion of the discussion centers on the shift from transactional, one-off brand deals to long-term collaborations. Schafer argues that enduring partnerships enable more authentic and effective content creation, benefiting both creators and brands.
"That is, that is not the way they're used to working. They're used to working, you know, with a negotiation with probably their manager, agent in the middle of it, knowing what they should make per video because they know what it costs to make it."
[09:17]
He illustrates this with examples like Kai's ongoing collaboration with McDonald’s, where the partnership evolves to enhance the creator’s content while aligning with the brand’s objectives. Such relationships foster deeper integration and mutual growth, moving beyond mere content sponsorships.
Case Studies and Successful Collaborations
Schaefer shares several instances where Ensemble has successfully facilitated impactful brand-creator partnerships:
- HBCU Homecomings: Collaborating with brands to generate engaging content around significant cultural events.
- Chili’s Activation: Integrating creators into culturally resonant moments like CONCACAF events, allowing creators to authentically engage with their audience as brand ambassadors.
- Popeyes Campaign: Partnering with a former NFL player to create football-centric content, enhancing brand visibility during sports seasons.
"What you'll start seeing now more are things that feel like original shows and series coming from us, you know, like episodic things with, you know, with actual like brands of their own."
[16:15]
These examples demonstrate Ensemble's ability to craft original, episodic content that seamlessly incorporates brand messages, enhancing both creator and brand value.
The Future of Creator Media and Upfronts
Discussing the concept of upfronts—a traditional method where media companies present their content slate to advertisers—Schaefer envisions a similar approach within the creator economy. He believes that developing curated slates of creator-driven content can streamline brand partnerships and secure long-term investments.
"That's 100% the way to think about it."
[17:17]
Ensemble is actively exploring various formats, including docuseries, comedies, and live programming, to offer diverse content options that cater to different brand needs and audience preferences.
Creators Developing IP: Aspirations Beyond Traditional Media
Addressing whether creators aim to transition into traditional media platforms like Netflix or Hulu, Schafer acknowledges the prestige associated with such moves but notes the increasingly narrow pathways due to rising production costs and stringent content demands.
"One of the biggest areas of TV viewing growth is YouTube on TV now."
[18:20]
He counters the notion that creators need traditional platforms to reach TV audiences by highlighting the growth of platforms like YouTube TV, which offer substantial viewership without the same entry barriers.
Industry Challenges and Agency Structures
In the final segment, Schafer discusses the structural challenges within media agencies regarding funding and evaluating creator-driven content. He is optimistic about media agencies' adaptability, particularly their investment arms, which are well-positioned to support Ensemble's model.
"I actually think the media agencies are doing an excellent job with the way they're thinking about it."
[19:59]
He contrasts this with creative agencies and PR firms, which may not yet fully grasp the potential of long-term creator collaborations. However, the alignment with media agencies provides a pathway for scaling creator partnerships efficiently.
Conclusion
Ian Schafer’s insights highlight the transformative potential of Ensemble in reshaping the creator economy. By fostering long-term, authentic partnerships between creators and brands, Ensemble is not only addressing existing inequities but also paving the way for sustainable growth and innovation in media. As the landscape continues to evolve, the collaborative efforts between innovative companies like Ensemble and forward-thinking creators promise to redefine how content is produced, distributed, and monetized.
Notable Quotes:
- [01:03] Ian Schafer: "Anytime you have like a long tail economy like that, it's going to be really propped up by like the 0.01%."
- [04:25] Ian Schafer: "We're probably closer to a studio in the modern definition sense than we are, you know, an ad agency or a rep firm."
- [05:55] Ian Schafer: "Creators who are from underrepresented communities, at least in media, are 50% less likely to get a brand deal."
- [09:17] Ian Schafer: "That is, that is not the way they're used to working. They're used to working, you know, with a negotiation with probably their manager, agent in the middle of it, knowing what they should make per video because they know what it costs to make it."
- [17:17] Ian Schafer: "That's 100% the way to think about it."
- [19:59] Ian Schafer: "I actually think the media agencies are doing an excellent job with the way they're thinking about it."
This comprehensive summary encapsulates the key discussions, insights, and forward-looking perspectives shared by Ian Schafer on the Next in Media podcast. It provides a clear understanding of Ensemble's role in the creator economy, the challenges faced by creators, and the strategic shifts necessary for brands to effectively collaborate with content creators in a rapidly evolving media landscape.