After Party Studios speaks to the Broadcast Sport Podcast about some of their recent projects
Competition in the branded content space is set to heighten even further according to After Party Studios’ head of entertainment Sam Ewen.
Speaking on the latest episode of the Broadcast Sport Podcast, Ewen said, “The viewing pattern with young audiences and brands, a commercial doesn’t really do it as much anymore. It has to really cut through. Now you’re seeing branded entertainment be the middle ground of those commercial avenues for the audience, so it’s really important to create original and engaging content for a brand.”
Ewen added on the digital space in particular, “There are specialists in this lane, and once you understand how to work the platforms it is quite simple in that sense. It’s your title, your thumbnail, create something engaging that isn’t feeling too preachy.
“I feel like more and more brands are going to get into this space once they really start to understand it. You’ll start to see more content and more engaging content, and then it will just keep pushing the level up.”
You can listen to the full conversation, which covers After Party’s work on a Red Bull-backed documentary with Brazilian football icon Neymar, Inside Neymar Jr’s World, as well as Red Bull’s Ultimate Football Challenge, a series of larger than life challenges designed to test footballing stars from around the world. It also looks at how to best make different kinds of content for YouTube, working with brands to create original series, crafting a strategy to get your content seen, and plenty more.
Jamie MacDonald, After Party head of originals, added on Ewen’s point, “Originally, it was all through TV and it was advertising slots, etc, whereas now a brand can set up on YouTube. For example Red Bull have their own product and their own media house. They just keep creating their own content and they can directly market to their audience.
“I feel like that is going to keep happening with different brands. Those bold enough to create and go in with a proper strategy will succeed in this space. If you’re caught in limbo, because of there’s so much competition, you’ll probably start to fall off.
“It’s going to be about creating great strategies from the top, really identifying what the brand is and what they stand for, and then essentially creating that content and directly marketing because they know the audience. It’s just going to get, in a good way and a bad way, more competitive with more stuff going out there.”
You can listen to the full episode, as well as all other episodes of the Broadcast Sport Podcast, below. You can subscribe to the Broadcast Sport Podcast on all major podcast platforms.
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