The internet is an ocean of noise.
By 2020, we expect the world will be producing 1.7 megabytes of data per person, every second of every day.
The world is currently gobbling up 20 billion gigs of data per month through mobile devices alone. According to the Ericsson Mobility Visualizer, about 63 percent of that mobile-data traffic is video content. YouTube viewers worldwide are watching 500 billion videos per day, adding up to 3.25 billion hours per month. And 90 percent of human history’s content has been created since Taylor Swift released 1989.
That’s a storm of content. How can you and your brand possibly stand out?
According to New Media Experts, Every Voice Has a Niche
“Everybody’s a brand,” says Tina Mulqueen, CEO of KindredPR, “but nobody is you. There’s always a niche looking for what you have to offer. The trick is just to find and connect with it.”
Through Kindred, Mulqueen promotes clients with a primary focus on digital and legacy media companies, entertainment personalities, and retailers leading the way in digital transformation. INC named her one of the top young professionals “expertly navigating new media.” She’s worked with brands like Digital Trends, CBS, Vanity Fair, and Marie Claire.
Mulqueen sees the information glut as an opportunity. “As worldwide digital connection expands,” she adds, “so does your ability to find your audience.”
Kindred finds audiences by creating bespoke publicity campaigns, giving their clients the opportunity to appear in a number of outlets and influential content channels simultaneously, in a way that accurately represents their brands. By keeping her finger on the pulse of the ever evolving consumer, Mulqueen is keeping open channels to reach them, in whatever niche a brand needs to access.
Naturally, one marketer doesn’t do this alone. Mulqueen says her team is paramount, and growing.
Tweak Your Pitch to Become The Noise
Following a year of 30 percent growth, Kindred was just signed to an exclusive talent management agreement with TheMachine, the Los Angeles-based talent agency. “We’re focused on servicing next-gen talent at the top of their game,” says CEO Kevin Herrera, “helping position them for success as the merging of entertainment and advertising continues.”
TheMachine positions clients this way by crafting what they call Consumer Valued Content (CVC). Herrera uses ‘CVC’ as shorthand for the kind of media users actually seek out and want to watch, as opposed to intrusive advertisements or long-winded blog posts gathering dust in the internet’s deserted back alleys. Creating CVC means thinking about brand promotion from the point of view of a content creator, like a film director or a YouTuber, rather than a traditional advertiser.
“As the bloated entertainment and advertising industries merge into the new future, a simple solution to a complex question is needed,” said TheMachine’s President and Co-Founder Rawn Erickson II. “‘When everyone is watching when they want, where they want, and how they want, how do you break through the noise to reach them?’”
His answer is to become one with the noise. By “tweaking the pitch” of the noise to match your wavelength, you can blend your voice and carry your brand’s message in a way that will impact the culture around you.
“Joining TheMachine is a benchmark for us,” says Mulqueen. “We share such a similar philosophy, and where we excel in crafting stories, they bring an innovative approach to video content with a fresh roster of talented new voices looking to get their messages out.”
Bringing Media Powers Together For the Entertainment-Marketing Merge
Kindred’s partnership with TheMachine marks a significant merging itself, as two West Coast agencies join forces to round out their services with supplementary skill sets.
The entertainment-marketing merge means new opportunities for brands to explore creative approaches to representation. Charting the ocean of content doesn’t have to mean getting lost in the storm. It just requires finding the right navigator.