Sam Alavi on LinkedIn: Right Click Culture is headed to Gamescom in Cologne! We're headed out… (2024)

Right Click Culture is headed to gamescom in Cologne! We're headed out there with a large crew this year including Sam Alavi (CEO), Maxx Lundeen (President, Creative Agency), Tyler Malloy (President, Management), Willy Wright (Sr. Sponsorship Agent), and myself!We'd love to get some face time with all colleagues, old & new, and catch you up on what we've been up to here at RCC. Particularly interested in discussions with anyone looking to leverage the power of talent involvement to supercharge marketing campaigns in a holistic way. Hit us up here, on the Gamescom biz app, via e-mail meetwith@rightclick.gg , or via Meet2Match (we are everywhere you are)IYKYK but if you don't.... then here's some high level info on us📽 Creative Agency: The team behind some heavyweight campaigns such as Amazon Prime Gaming's "Mr. Beast vs Ninja", Bella Poarch's "Level Up" series, and NRG x Rockstar Energy's Sound Series featuring artists such as The Kid Laroi, Don Toliver, That Mexican OT, -- AND, a brand new AAA campaign we are very excited to share with y'all📈 Brand Partners: We represent some of the best and brightest creators in the games space (amongst other spaces), we pride ourselves in not just being another talent representation agency but an agency full of personailty looking to build meaningful relationships with brands and buyers alike. With over 50 creators totaling 150M+ followers, in-depth gaming focus via talent like Jynxzi, Will Neff, Caroline Kwan, PENTA, Noko, Jack Sather, and many more.👨💻 Creator Management: Our approach to creator management is what sparked the inception of Right Click Culture just 4 years ago, our management company firmly believes that Agents and Managers are different jobs and creators should have access to both. Our full-service management approach starts from content and concept ideation, video/content packaging, proprietary editing technique and many other services🎵 Music & Artist Management: Our backgrounds come from decades in the music industry, watching how the archaic system of labels and lack luster managers were constantly under-servicing talented and driven musicians/artists. Having only opened our music management arm just under 2 years ago we're tremendously proud of the roster of wonderful artists that choose to call Right Click their home, folks like; bbno$, YNG Martyr, Inverness (producer), Scene Queen, Rei Brown, and many more.cc: Sam Alavi 🔜 Gamescom Maxx Lundeen-Goldschlag 🔜 Gamescom Tyler Malloy Willy Wright 🔜Gamescom

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Right Click Culture is headed to Gamescom in Cologne! We're headed out there with a large crew this year including Sam Alavi (CEO), Sahil Mehta 🔜 Gamescom (President, Right Click Brands), Tyler Malloy (President, Talent Management), Willy Wright 🔜Gamescom (Sr. Sponsorship Agent), and myself!Excited to connect with new folks & reconnect with familiar faces to bring everyone up to date on what we've been up to over here. Being a part of this industry has been an absolute privilege and looking forward to continuing that journey with friends & colleagues. If you'd like to get some time together with myself or any of my team, please email meetwith@rightclick.gg and we'll make it happen!IYKYK but if you don't.... then here's some high level info on us📽 Creative Agency: The team behind some heavyweight campaigns such as Amazon Prime Gaming's "Mr. Beast vs Ninja", Bella Poarch's "Level Up" series, and NRG x Rockstar Energy's Sound Series featuring artists such as The Kid Laroi, Don Toliver, That Mexican OT, -- AND, a brand new AAA campaign we are very excited to share with y'all📈 Brand Partners: We represent some of the best and brightest creators in the games space (amongst other spaces), we pride ourselves in not just being another talent representation agency but an agency full of personailty looking to build meaningful relationships with brands and buyers alike. With over 50 creators totaling 150M+ followers, in-depth gaming focus via talent like Jynxzi, Will Neff, Caroline Kwan, PENTA, Noko, Jack Sather, and many more.👨💻 Creator Management: Our approach to creator management is what sparked the inception of Right Click Culture just 4 years ago, our management company firmly believes that Agents and Managers are different jobs and creators should have access to both. Our full-service management approach starts from content and concept ideation, video/content packaging, proprietary editing technique and many other services🎵 Music & Artist Management: Our backgrounds come from decades in the music industry, watching how the archaic system of labels and lack luster managers were constantly under-servicing talented and driven musicians/artists. Having only opened our music management arm just under 2 years ago we're tremendously proud of the roster of wonderful artists that choose to call Right Click their home, folks like; bbno$, YNG Martyr, Inverness (producer), Scene Queen, Rei Brown, and many more.

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It's funny how quickly equipment comes in and out of fashion for content creators.When I first started creating social media content a few years ago, Canon Inc. cameras were all the rage. I bought one.More recently, I've seen Sony cameras become the go-to for many content creators. When it came time to replace my Canon, I switched to Sony.Just two years ago when I grew my TikTok following, Rode mics were the main wireless mics that creators were using, but more recently DJI wireless mics are starting to flood the market.For now, I'm sticking with my RØDE mics.In the traditional film industry, the industry-standard stays the same for decades.In the social media space, you could be the top camera for a few years and be overtaken quickly.Why?Because creators are fickle and the barrier to entry is low.Some creators actually do real comparisons, checking the stats for all devices to see which one is the absolute best option.However, more often than not, you just buy the ones that your friends are using.Due to this, if I sold mics or cameras, I wouldn't just target individual creators for promotion.I would target groups.If one of the Sidemen is using something, they all will likely use it.There are many other hidden networks of creators that all work together behind the scenes, and who all influence each other.If you're a campaign manager or partnerships manager for an up-and-coming mic or camera brand, you should look for these groups.Because if you work with one, then you work with them all. And if you work with them all, you can make your product the industry standard.For this year at least.

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🌟 Brand Entertainment: Key Learnings Across Collaborative Years 🌟In today's marketing landscape, performance marketing costs are soaring, and global data privacy regulations are tighter than ever, pushing brand marketing to the forefront. Amid these challenges lies a golden opportunity for creativity and connection in a world where content rules supreme. Brand entertainment has become essential, building cultural communities and reshaping brand imagery. It’s the key to capturing new audiences and navigating uncertainties.Entertainment and fashion have always been intertwined. Think of Hollywood starlets and their designer gowns. Now, this relationship is vital as we enter a new era of brand entertainment. From films and podcasts to games and streaming series, these mediums allow brands to tell their stories in deeper, more engaging ways. Products and messages integrated into entertainment can tap into cultural moments, increase exposure, and build emotional connections with audiences.Through years of collaboration with Streamers, Studios, Producers, and Creators, I've found some essential rules that span genres and platforms:1️⃣ Original Content Creation: Team up with creatives to build content from scratch. It offers control, but brands must avoid overstepping, as it can stifle creativity and authenticity.2️⃣ Curated Content: Identify and align with projects in development that match your brand’s objectives. Producers are increasingly open to aligning their projects with brand goals, driven by authentic passion. Support this passion for mutual benefit.To succeed in these partnerships:✅ Authentic Partnerships: Forge genuine relationships with trusted creatives who share your ideology.✅ Meaningful Guardrails: Establish clear boundaries that align with your goals while allowing creativefreedom. Micromanagement can dilute the meaningful creativity that these partnerships thrive on.📡 Distribution is Critical: Content needs an audience to have value. Plan your distribution strategy from the beginning. Brands can offer marketing support and financial investment, enhancing and amplifying content reach.Film and TV producers can explore distribution avenues but rarely guarantee deals with platforms like Netflix. Early discussions are crucial. Streamers, studios, and broadcasters seek audience growth and welcome financial partnerships with brands. Creators bring a dedicated audience and aim to expand their community with content they love. Both parties must understand and leverage mutual benefits.Ultimately, in brand entertainment, it’s about finding and supporting creatives you admire. Help them realize their vision in a way that aligns with your brand, resulting in meaningful content loved by audiences and supported by brands. This synergy ensures everyone wins across all platforms. 🎬💡#BrandEntertainment #content #Marketing #Partnerships #Audience #BrandStorytelling #Distribution

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We recently completed research with diverse groups of #creators to learn what’s working and what’s not in #brandcollaborations . Brands may be harming the effectiveness of their creator collaborations—especially among diverse creator groups. In tandem surveys,we found that diverse creators have a more difficult time managing many aspects of brand collaborations than creators who do not identify as belonging to a diverse group. Learn more insights from our study.Many thanks to Bree Matheson and Wenny Katzenstein for collaborating on this piece.#creatoreconomy

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Brands becoming the EntertainmentA brand team's ability to be creative and strategic has been severely challenged by increased workloads. Event activations retuned after the pandemic with a bang, and most teams were churning out content for an increasing number of social media channels. When you lump on the pressures around ‘micro learning’ on key topics like AI and data regulation, you get a real sense of the pressure those teams are under.The Content Workshops we conduct allow brands time and space to reflect. The output is a campaign with real purpose, fuelled by original storytelling. We are helping brands define their purpose, and producing stories that bring that purpose to their customers.A great story follows a set of standards in narrative structure, story arc, and emotional arc. All good stories must be entertaining. Brands are using journalistic storytelling to produce documentary features because it allows them to become the entertainment. What’s more, brand-funded documentaries allow brands to communicate their values and activate purpose around real issues and ideas worthy of feature-length scale. This approach challenges the notion of brands being solely 'brand-first,' emphasising their genuine concern for the subjects highlighted in the narratives. By doing so, brands build trust with their audience, potentially inspiring viewers to take meaningful action.Numerous brands have invested significantly in journalistic storytelling, creating impactful documentary features and docuseries. A stand out example is "The Santa Stories" by The Coca-Cola Company, two star-studded short films directed by Steven Caple Jr. and Bryce Dallas Howard. These films, available on and YouTube, generated millions of views last Christmas, exemplifying the success of brand storytelling.The Sundance Institute Film Festival's Brand Storytelling event showcases the best brand-funded films. The 2023 shortlist included 's"Fair Play" documentary, and the 2024 shortlist features productions from John Deere, , and Meta."Dirt," a docuseries funded by HuckleberryandTourism Irelandalso makes the list, showcasing Tourism Ireland's commitment to brand-funded filmmaking through their Programming Ireland fund. This initiative, now in its fourth year, supports TV projects promoting Ireland internationally. Record Media’s 'Around My Island,' a recipient of this award in 2023, is set to premiere in France and Ireland in 2024.These films, diverse in subject and tone, share a common goal of engaging target audiences by informing, educating, and inspiring action. If your brand aims to define its purpose and story in 2024, consider the benefits of our workshops. Email me at Richie@recordmedia.org to set one up.

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Creators will hate this post, but I’m prepared for the backlash. The days of charging $750 for a video are over. The last 6 months, I've noticed a harsh shift. Brands will spend $300k on Meta, but refuse to pay $500 for a video. They are doing everything in their power to drive down the cost-per-asset. Instead of fighting this reality, try these 5 steps instead: 1. Work with brands within similar categories It’s easier to shoot for 3 beach brands. Than 1 beach brand, 1 cooking brand, and 1 supplements brand. 2. Bulk shoot your content Build a shot list and maximize content capture in 1 overall shoot day. 3. Work smarter, not harder Walk & Talks, Podcasts, Car Stories, Organic Moments. All of these formats probably take less than 30 minutes to create, and are often more effective than complex, multi-location shoots. 4. Use creative volume to keep costs higher To keep your overall partnership cost high, give a higher volume of deliverables. 5. Set up whitelisting Offer whitelisting to the brand as added value, but only for a limited amount of time. If your ads work, this gives the brand a reason to re-up. --- If you're a creator in this environment, it's best to stop fighting costs. The supply is too high. You won't win this way. Instead, innovate your creation process. So that you can deliver more volume of high-quality creative. For the same amount of your time.

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Should More Brands Collaborate with Artists?Scrolling through our feeds, we often encounter ads that blend into the background noise. As brands compete for our fleeting attention, a pressing question arises: Should more brands collaborate with artists?The Struggle is Real:• Dull Marketing: Ads that lack the spark to engage modern audiences.• Crowded Market: Too many brands, not enough differentiation.• Consumer Doubts: A growing demand for genuine, authentic content.My Take:~ I've witnessed how artistic partnerships can revolutionize a brand's image. ~ Collaborating with artists infuses creativity and authenticity that deeply resonates with audiences. Here are some striking examples and the highs and lows of such collaborations:The Bright Side:~ Creative Boost: Nike’s collaboration with artist Tom Sachs on "Mars Yard" shoes transformed sneakers into a space exploration narrative, merging art with functionality.~ Authentic Appeal: Ben & Jerry’s teamed up with artist Favianna Rodriguez for the "Pecan Resist" flavor, blending taste with a powerful social message.~ Broader Reach: Spotify’s Wrapped campaign uses vibrant, shareable graphics to create an engaging experience that fans eagerly anticipate annually.The Dark Side:~ Mismatch Risks: When Pepsi attempted a politically charged ad with Kendall Jenner, the misalignment led to a major backlash.~ Cost Concerns: High-quality collaborations can be expensive, posing challenges for smaller brands.~ Subjective Art: Art is personal; what captivates one may not resonate with another, leading to varied responses.The Verdict:~ Brand-artist collaborations offer dazzling possibilities but come with their own set of challenges. ~ In a world where consumers seek connection and creativity, these partnerships can elevate a brand beyond the limits of traditional marketing.So, should more brands collaborate with artists? Absolutely—if done with alignment and authenticity in mind. Innovation is key to standing out in today’s market.What do you think? Have you been wowed by any brand-artist collabs? Let’s chat in the comments!- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Follow Sanya Malik for more such insights 💗#BrandStrategy #Marketing #CreativeCollaboration #ArtInBusiness #AuthenticMarketing #StartupLife #ContentCreation #Innovation #ConsumerEngagement #ArtAndBusiness #solutionvalley

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This is The Most Overlooked Opportunity in Creator Products Right Now ↓Recently, I’ve been very interested in creator products and the shift from creator partnerships to creator ownership.We are starting to see a lot more creatorpreneurs emerge as the need to diversify and build multiple revenue streams becomes more and more important.This is something we covered in detail at VidCon Anaheim this year, and a hot topic I see becoming more prevalent next year.As more creators build established brands such as Prime, Feastables, Chamberlain Coffee, Tala, etc., there is an opportunity for these brands to really break the internet...…Creator product collaboration!Collaborations have always been a staple for creators on social media in order to build and cross-pollinate audiences.So why not take this concept and use it with their products?Imagine…➡ Prime x Chamberlain Coffee limited edition iced coffee.or➡ Feastables x Sides limited edition chocolate ice cream.The results would be insane! The cross-promotion of millions of fans, plus the excitement around consumers who are loyal to each brand, and the fact these creators are experts in creating digital content. The results wouldn't just be millions of sales, but also product awareness, growth and huge exposure online to new audiences and consumers.This is a huge opportunity which I’m surprised hasn’t happened yet!What creator-product collab do you think would be a perfect match?

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Does your company have an in-house studio? I spoke to execs at Haus Labs By Lady Gaga, SEPHORA, Beachwaver Co., Maesa and more about how they're using an in-house content strategy to boost speed, awareness and sales. It turns out, reducing the turnaround of everyday asset needs, like product imagery or social media content, allows brands to move quicker and with fewer limitations, while a consistent setting allows for more effective collaborative content creation and live selling. But can an internal set-up completely reduce the need for outside creative agency partnerships? Some brands say yes.https://lnkd.in/gmPaDBGMcc: Kelly Coller Sarah Potempa Brent Mitchell Oshiya Savur

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