How Disruptors Are Reshaping the Entertainment Marketing Industry

How is digital changing the entertainment marketing industry – and what are the next big disruptors? Steve Kazanjian, president and CEO of PromaxBDA, the global association whose mission is to foster community, aid in professional development and celebrate achievement via awards shows, offers his insights.

 

Cynopsis: How has digital changed the business?

Kazanjian: There’s this massive bifurcation going on in our industry right now. Every single facet of the industry is changing. It’s changed us, it’s changed our thinking. I’m not talking about we analyze data, and how we do programmatic buys, but how we think about how we monetize, how we promote, how we market, how we create.

 

Cynopsis: How is the fast-evolving landscape affecting the mission of PromaxBDA?

Steve Kazanjian: When an industry is going under upheaval and transformation and growth, the association is more relevant than ever before – the lighthouse in the tempest of this industry. This year community is underscored – we’re here to figure out what this new world is. A lot of the value becomes the proverbial hallway discussions that are fostered at a conference. The speakers won’t provide you with your solution, but they will be provocative enough to get you to think differently and foster discussion.

 

Cynopsis: What was the highlight of the 2018 conference in June?

Kazanjian: It’s really difficult to say. We anchored the end of day 1 with Laura Dern and Tarana Burke, co-founder of the #MeToo movement. That was extraordinary because we have an obligation to break stereotype threats, we have an obligation to change discourse, we have an obligation to pave the way for future generations – what’s acceptable, what’s not acceptable, so that to me was a very powerful discussion. And we opened the conference with the host of HQ, Scott Rogowsky, and that was great. We’re in this zeitgeist moment – HQ is straddling one of the oldest forms of television, a trivia game show, with one of the newest, a live app. Who would ever have thought that would happen?

 

Cynopsis: What do you think will be the next big disruption?

Kazanjian: For the last 5-8 years, we have been about user generated content. It started out with YouTube stars, and trickled down to crowd-sourced curators. There’s been no watershed moment yet, but the next evolution we’re seeing is user generated marketing. I think the industry will shift significantly from the space of people developing content, to people aligning themselves with the brands they love by promoting them authentically, credibly and personally. One step further from someone tweeting about a show they just liked, you’re seeing it in the post-9/11 generation – you have 10-year-olds cutting promos of Disney shows that they like and putting them on their feed. I think we’re going start seeing not just the next generation of YouTube stars, but the next generation of these promoters and marketers that every studio is going to want to align themselves to.

We’re at an extraordinary point right now. The other evolution in the industry is we’re seeing a tighter and tighter symbiosis of the relationship between one-to-one peer marketing and consumer products. Hasbro and some of the other players call it content to commerce. Who those next networks will be or who the next storytellers will be may not be from traditional places, they may be from completely different areas, completely different verticals. And that opens up a world of possibilities.

The Cynsiders column is a platform for industry leaders to reach out to colleagues, followers, and the public at large. In their own words and in targeted Q&As, columnists address breaking news, issues of the day, and the larger changes going on in the ever-evolving world of television, video and digital. Cynsiders columns live on Cynopsis’ main page and are promoted across all daily newsletters. We welcome readers’ comments, queries, and column ideas at Lynn@Cynopsis.com.

Related Stories

04/18/19: NBCUniversal says let the (2028) Games begin!; Crime pays for ID; Mike Myers gets creative for Netflix

A CYNOPSIS MESSAGE FROM UNIVISION A CYNOPSIS MESSAGE FROM UNIVISION COMMUNICATIONS     AMERICA’S HISPANIC SUPERBRAND IS YOUR GATEWAY TO GROWTH   Only Univision gives you the total picture for your marketing plan: YOUNGER AUDIENCES , MORE LIVE VIEWING and 13 MILLION CONSUMERS not reached by English-language broadcast. Visit Univision.net/Upfront to learn more. […]

04/18/19: NBC breaks ground for 2028; Networks line up NFL slate; LeBron James gets in ring with DAZN

CynopsisSports Good morning. It’s Thursday April 18, 2019 and this is your first early morning Sports briefing.  NBCUniversal and LA 2028 established a partnership that will include media, sponsorship, and activation opportunities in the US for the Olympic and Paralympic Games from 2021-2028. The deal, which marks the first of its kind […]

Xandr’s Rick Welday Addresses the Future of Addressable

By Charlene Weisler Rick Welday, President, Xandr Media is on the forefront of addressable advertising for his company. He spoke at the ARF conference this week about what it is, how it is defined and its future prospects. The media industry is grappling with a changing and transformative marketplace where consumer consumption behavior is controlling […]

MRC and CMAC Announce a Joint Measurement Agenda in China

The Media Rating Council and the China Media Assessment Council, an independent working unit within the China Advertising Association, announced a summary of their continuing agenda to validate and improve digital audience measurement in China.  After the completion of a series of meetings in 2018 to review audit findings of the digital audience measurement products […]

CynCity

Cynsiders

Instagram