Inspiring route - Collaboration revolution: crowdsourcing, customization & co-creation
The IP Route to Building Business with Crowdsourcing
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Transcript of The IP Route to Building Business with Crowdsourcing
How Digital IPs Are Paving The Way ForThe Next Level Of Crowdsourcing
Arun Mehra, CEO
Talenthouse India is the leading creative crowdsourcing platform in SEA and has engaged with over 60,000 artists over 111+ creative campaigns across the
genres of
Film, Fashion, Art, Photography & Music
WHAT IS TALENTHOUSE INDIA
HEADQUARTERS Hollywood
PRESIDENT Amos Pizzey
PRESENCE
Los AngelesLondon MunichMumbai
LAUNCH COLLABORATIVE PROJECTSCreative Invites
FUNDINGBrett RatnerEric ShmidtGerard Butler
JOINT VENTURE Reliance Entertainment
WHERE IT ALL STARTED
BEFORE IPs
TALENTHOUSE BEFORE IP’S
Primarily Brand Driven Creative Invite Campaigns
ArtistCommunity
Platform for creative challenge across Films, Fashion, Photography, Music & Art
Brands
STANDARD CAMPAIGNS SUCH AS LOGO DESIGN, JINGLES AND OTHER BRAND ASSETS
THIS CREATIVE INVITE MODEL ENABLED US TO…
Create An Artist
Community Of 60,000+ Participants
Create2500+
Videos For Multiple Brands
Composed 1000+Musicpieces
Host Live Art Events &
Installations
TALENTHOUSE CREATED UNIQUE CAMPAIGNS
Himalaya – Brand wanted 300 photos of the best smiles. The agency came to TH and we ended up with 800+ photos
Nestle – The brand wanted witty romantic lines for their chocolate. They hit a road block with their agency with 50 lines. TH crowdsourced and delivered 2700+ lines
Allen – For their new product launch, they were looking for fresh ideas for videos. TH crowdsourced and gave 60 films with 5 premium ideas
Micromax – They were looking for a Logo with an international appeal. TH crowdsourced and got 2500+ logos. The winner was an American
Karbonn – They were looking for an animation for their smart phone
FBB – As part of Femina Miss India, FBB wanted artists to pick up cheap clothes from the store and re-design them. TH was able to give them 200 designs in 3 weeks.
Lee – Wanted re-crafted old denim. TH reached out to its fashion fraternity and delivered 275 unique and interesting recrafted denim items
Myntra – Wanted to build India’s first fashion incubator. TH helped them get more than 650 designers
Flipkart – Brand wanted to create a differentiation and use Indian models. They reached a roadblock. TH crowdsourced 2000 models of which 10 got selected
Absolut – Brand wanted to do an India themed bottle art. TH crowdsourced the invite and delivered more than 2700 designs.
INDUSTRY RECOGNIZED OUR PLATFORM
But There Was A Big Challenge
THE ARTIST EXPECTATION WAS RISING
Year 1: STUDENT
Participated with TH
Hook : Building Portfolio
Year 3: YOUNG PROFESSIONAL
Participating with THHook :
Gratification and portfolio
Year5: SEMI -ESTABLISHED
ARTISTExpections :
Being Celebrated
Hook : None
After a few years, There was a gap in artist expectation and our current offering
The Solution
DRIVING CO-CREATION TO THE NEXT LEVEL
• Talenthouse created digital IPs to fill the gap• Using co-creation model to celebrate the artist
ArtistInflow Creative Invites
60,000DiscoverCreative Ambassadors
NURTURE
CELEBRATE
We DISCOVER artists through CREATIVE INVITESWe CELEBRATE the top talent via IPs
This is where we CELEBRATE artists
Through partly or fully owned properties, we engage with the top talent to create unique and exciting properties
IP/CREATIVE PROPERTIES
WHAT WE CREATED
India Online Fashion Week
• Celebrity driven • Pay to showcase collection• Only established players
participate• No direct sales window
Traditional Fashion Weeks
• Made fashion accessible to all
• Crowd Sourced budding talent purely on merit
• Entire fashion show crated by new artists
• Live Online Sale Window
• Celebrity driven
• Created by a single musician or a group of few musicians
Traditional EDM shows
• New and Budding musicians crowdsourced
• Mentored by a young popular DJ• 50 DJs co-create 1 track
The Clubhouse Project
• Restricted to professional Film-makers• Require Access To Quality Equipment &
Resources• Niche Audience – Limited Reach• No Consumption beyond the festival
Traditional Short Film Festival
India Mobile Film Festival
• No Restrictions- Open to everyone with a smartphone
• Creating new Genre of Mobile Film-making
• Candid camera/mobile content for mass consumption
FUTURE VISION
Properties With Potential To Go From Local To Global
IP/PROPERTIES - SCALABILITY & POTENTIAL
Going Global
Going Global
Going Global
IP/PROPERTIES - SCALABILITY & POTENTIAL
All IPs scale up year on year & generate recurring revenue
Has the potential to be self-sustaining Business Unit in itself
Opportunity to garner PR and marketing leverage through multi-category partnerships
All properties executed have the potential to be run on a license/franchise model for international expansion
TO SUM IT UP
• IP model is disruptive
• It is digital
• It is exciting for the brand
• It is exciting for the artist
• It is the next level of co-creation
Keeping the Global vision in mind, Talenthouse launches 1 World 1 Song
for the first time at CSW 2015
Thank You
Thank You