Media 3.0 Will Be A Boom Time For Emerging Content Creators
In this guest post, Startmate’s principal Lauren Capelin (main photo), says new technologies are set to prove a boon for young, independent creators and it could mean the traditional media companies looking over their shoulders…
A decade ago, Australia’s fledgling startup ecosystem was almost on life-support. In a market that had become gun-shy following the boom and bust of the earlier dot-com technology bubble, most entrepreneurs struggled to access the talent, capital and general attention they needed to build a solid business on our shores. We struggled to stop the leak in the bucket which saw our best and brightest head for Silicon Valley, or the tech hubs of Europe to whet their appetite and chase their ambitions of startup glory.
There were a few home-grown successes we could start to point to, such as Atlassian, Campaign Monitor or Redbubble, paving the way and showing what was possible. Despite this, the reality was that of the thousand-odd fledgling startups that emerged in the early 2010s, only five per cent were destined for anything close to global scale.
2012: A tipping point
But 2012 proved to be a tipping point. With the arrival of startup accelerators, venture capital funds and the return home of experienced operators with fresh international experience, a proper support ecosystem emerged to enable high-growth startups to reach their potential, and we haven’t looked back.
Around the same time, another critical piece of the puzzle clicked into place: media platforms emerged that were dedicated to telling startup stories, in turn, helping them attract more mainstream attention. From StartupSmart (now merged with SmartCompany), to From Little Things (2012-2014) founded by Pollenizer and Zach Kitchke (now CMO at Canva), to Startup Daily (founded by Mat Beeche in 2012, now owned by Pinstripe Media), to NZ Entrepreneur magazine, these publications shone the spotlight on the successes and challenges of our startup ecosystem, especially where column inches were short for tech coverage in our daily broadsheets. Startup Daily, SmartCompany, Innovation Aus and NZ Entrepreneur still fulfill this duty (and more) today —- but there are more stories to tell.
Over the last decade, the growth of the Australian and New Zealand startup scene has been positively exponential, but the media and industry coverage has not been resourced sufficiently enough to keep the same pace.
Since 2016, the economic contribution of the tech sector to this country has increased by 79 per cent. In 2021, startup funding in Australia and New Zealand topped $10 billion, more than double the figure from 2020. We now have close to 20,000 startups across the country, from early stage to pre-IPO. While our mainstream media has risen to the challenge as best as possible, launching dedicated technology and startup coverage across all major mastheads to highlight the industry’s biggest achievements, the volume and diversity of stories waiting to be told could fill many more column inches. That’s without even taking into consideration the challenges that face media companies more generally, as they continue to search for more sustainable business models, push to grow a loyal audience in a world of short attention spans, and try to retain the most talented content creators.
2022: Increasing surface area
It might seem counterintuitive on first read, but an increase in startup coverage in the Australian ecosystem will be a boon for existing and new media companies alike.
The adage ‘a rising tide lifts all boats’ is often used in the context of startups and venture capital firms, and the same applies to startup media. In the simplest sense, increased startup coverage will see an improved awareness of startups and growth in audience size to boot. An increase in content will unlock journalists to cover more varied topics and stories, enabling them to conduct investigations and publish long-form features alongside the usual stories about capital raises and investment trends. And ultimately, more players in the space will foster innovation, creativity and push each and every company to new heights.
Why now, you ask? Content creators finally have the autonomy and freedom to play a role in driving the startup ecosystem forwards.
With the backdrop of the creator economy making it easier than ever before to create and share content, there is an exciting opportunity for individual content creators and budding media startups to be responsible for rising the tide. Platforms such as Substack and mediums such as podcasting are giving rise to a groundswell of new creative voices globally, from Packy McCormick’s Not Boring newsletter to Li Jin’s Means of Creation podcast. Closer to home, Joan Westenberg, The Daily Aus, Letter of Intent and Cut Through Ventures come to mind as examples of this shift.
Blockchain technology is enabling the creator economy to grow at a scale and pace not previously possible. NFTs enable creators to directly monetise their content and give their biggest fans a share of their success. DAOs offer budding media companies new ownership, finance and management structures. The rise of web3 will enable new media companies to reclaim a sense of empowerment and sustainability that for so long has been at the mercy of ad clicks and eyeballs.
Content creators have a pivotal role to play in the future of media. Whether it’s sector-specific coverage that helps our healthtech, deep tech and climate startups reach a wider audience, or deep-dives into the operational discipline relied upon to build a fast growing startup, from company culture and finding product-market fit to a well-executed go-to-market strategy. The next wave of content creators will increase the diversity of voices and stories, bringing even more depth and nuance to our industry coverage.
2033: Media 3.0 = creativity + commerce
Over the next decade, there is an incredible opportunity for the next generation of media companies to rise in parallel with the success of startups across the region.
Media 3.0 is a landscape of rich content from diverse creators who have direct connection to their audience, unleashing new models of value creation and collaboration we have only dreamed about in the social web. Consumers will invest in and contribute to the media platforms and creators they care about most. In turn, they will be rewarded with unique assets, access to community and the status that comes along with it.
In this era, content creators will have more control over their earning potential, while the platforms they contribute to will have access to alternative pathways to sustainability that don’t rely solely on advertising dollars. It will be easier for more marginalised voices to both build a platform and find their audience, and, in turn, the range of stories, viewpoints and issues that earn coverage will be so much broader than our current media monopolies allow.
Media companies new and old alike should prepare themselves for an injection of innovation, fresh audiences and influx of talent over the coming years. A new generation of voices and stories is ready to unleash, as a wave of emerging content creators step up to the plate to harness the opportunity. And it starts now.
Latest News
Pizza Hut Fined $2.5m For Spamming Customers
To be honest, if you're going to spam customers, cheap pizza deals is probably on the low side of the dodgy scale.
Jetstar & Qantas Perception Ratings Soar After Bonza Cancelled Flights, YouGov Finds
This poll is further proof nothing builds a positive brand image like your competitor monumentally f@cking up.
Pedigree Launches AI-Powered Ad Initiative To Give All Dogs A Home, Via Colenso BBDO & Nexus Studios
B&T encourages this dog adoption initiative. And that's despite us barely being able to look after our own selves.
Apparent Launches “All Heart, No hassle” Integrated Campaign For Flight Centre’s Corporate Traveller
Apparent charged with Flight Centre's Corporate Traveller creative. Has avoided any gags about stolen hotel bathrobes.
South African Tourism CMO: ‘We Want Consumers To Experience SA Through The Eyes Of A Child’
B&T chats with South African tourism's Aussie CMO. Admittedly, we had to quickly rectify our Barossa Valley questions.
Market Research Firm TRA Names KFC’s “Look On the Fried Side Of Life” As Australia’s Favourite Ad
A poll of everyday Aussies has revealed our favourite ads. And it'll make difficult reading for the Harvey Norman team.
‘A Big, Big Step In The Right Direction’: Media Buyers React To News Corp’s D_Coded
There was a universal thumbs up for News' D_Coded event. Although there were calls for glitter bombs at the finale.
CommBank Announced As Presenting Partner Of Vogue Codes 2024
Vogue Codes is a top initiative encouraging women into STEM-based careers. All while wearing Jimmy Choos, apparently.
Brad Garbutt Joins OMA As Marketing Lead
Seasoned adlander Garbutt joins the outdoor association. Says he's got the DOOH down pat, but working on the PDOOH.
TV Ratings 15/5/24: Gruen Pulls A Crowd For Aunty As It Enters 16th Season
Although B&T typically shuns predictions, we're expecting big numbers for Peter Dutton's Budget reply speech tonight.
D_Coded panel: ‘If You Are A Marketer Handling Data And Haven’t Spoken To Legal, You’re In Trouble’
This fiery panel was a highlight of Tuesday's D_Coded event. Not that it spilled out into the carpark.
SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants
SBS Audio has launched a new marketing campaign for its ‘Australia Explained’ service which supports new migrants to successfully navigate life in Australia and achieve a greater sense of belonging and social cohesion. SBS’s flagship service for new migrants, Australia explained, has launched a multi-platform marketing campaign that reaches into the heart of the migrant […]
Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops
Shoppers can now get access to sustainability information at their fingertips through Tracker, a first-of-its-kind mobile app. The Tracker app centralises sustainability data into a single, easy-to-understand format, helping shoppers make informed choices about the brands and products they support. Shoppers can simply scan the barcode of their favourite supermarket, chemist or department store item […]
Channel Factory Expands Team Across Australia & New Zealand By 20%
Social media agency Channel Factory announces a significant lift in staff numbers. Doesn't thank Tuesday's Budget.
Jaywing Extends Strategy Team Appointing Fran Martin As Senior Brand Strategist
As is often said, you can never have too much strategy. Same can't be said of programmatic & AI.
Tourism Tasmania Taps Broadsheet For Latest “Off Season” Campaign Iteration
Do you like to drape yourself in sheepskin, flannelette & weird, wooly hats? Tasmania in winter is for you.
Netball WA Appoints 303 MullenLowe As Brand Strategy partner
Netball WA appoints 303 MullenLowe for its brand strategy. Any mention of Gina also now strictly forbidden.
RyvalMedia Flies Off With RedBalloon Media Account
Got family or friends working at RyvalMedia? Say ta-tah to shit birthday presents as agency pricks RedBalloon's media.
“First We Get Plastered Then We Fill Your Holes” – Tradies Face Ad Standards Ire
As juvenile as this plasterer's tagline is, it does sound like the plot to most adult films.
ANZ, Lyre’s, Uber, Adam Ballesty & An Australian Of The Year – More Big Names Join Cannes in Cairns, Presented by Pinterest!
Judging by this cavalcade of A-listers set to star in Cairns, a selfie stick is now mandatory for all attendees.
Grab A Sneak Peek At Pinterest’s Special Guests This Cannes in Cairns!
It's another teaser to the awesome talent you can expect in Cairns. Oddly, no sign of the B&T staff barbershop quartet.
M&C Saatchi Sport & Entertainment’s Steve Martin & Jamie Wynne-Morgan Sign Off From Agency They Set Up
Will Steve and Jamie ape Maurice and Charles with their new agency name? Stay tuned to B&T to find out.
Netflix Has Google & Amazon In Crosshairs With Ad Server Launch
Is your dream weekend Uber Eats & a Netflix binge? More toilet breaks are on the way, as streamer amps up ad offerings.
Boom, Boom, Boom! Get Ready For the Boomtown Bus Whisking You To Cannes in Cairns, Presented By Pinterest In Style!
Worried your hibiscus print kaftan might overshadow things in Cairns? Fear not, as you can see this bus from space.
On The Menu Joins Forces With TBWA\Melbourne To Melt Freezer Shame
This campaign "fights misconceptions about frozen food". Ice-cream, pies, Sara Lee! What misconceptions, B&T asks?
IMAA Announces Digi-Byte Event Featuring Industry’s Top Talent Plus “Immersive” Gaming Competition
The indies fan group unveils plans for its newest event. Says anyone in a WPP running singlet will be refused entry.
Bowel Cancer Revealed As Australia’s Deadliest Creature In New Campaign, Via Ogilvy Health
Does your office have a secret & serial farter? Possibly lure them out with this important bowel cancer campaign.
Who’s In Charge? B&T Reveals The Best Of The Best Industry Association Chiefs!
B&T's acknowledging the 10 very best industry association bosses. Discover if your membership dues are worth it here.
TEDxSydney Splits Into Two; Check Its New Creative Program
TEDxSydney moves to Luna Park's Big Top in June. Get motivated & throw up on the Wild Mouse at the very same time.
TV Ratings 14/5/24: Punters More Interested In Farmer Wants A Wife Drama Than Jeremy Clarkson’s Agricultural Adventures
Think sheep husbandry programs are TV's missing link? You can't complain with Farmer Wants A Wife AND Clarkson's Farm.
Paper Moose and Innocean Australia launch Love Our Work Industry Charter
It's a top initiative fostering harmony in the creative space. Not to downplay the unbridled joy of destroying a rival.
IAB: Privacy Act Changes Might Lead To “Nonsensical Outcomes” For Digital Advertising As Industry Wrings Hands
B&T front row at the IAB's Data & Privacy Summit. So private, in fact, attendees were wearing fake moustaches.
Fortress Games Hits Play On Partnership With Havas Network’s Organic And One Green Bean
The games culture destination names local agency roster who'll hopefully explain what a games culture destination is.
Fabulate Launches New List Of Fastest Growing Aussie Creators, Including Leah Halton, Across Social Media
A list of who's hot in Australia's influencer/creator world's here. And it's bad news for foodies angling for a freebie.
Find Your Work-Life Balance: ‘Airbnb’ Your Next Job With ViewJobs
Farmer Wants A Wife piqued your interest in all things regional? See who's hiring with this regional job initiative.
Madeleine Hawcroft Joins Deadset Studios As Executive Producer
Madeleine Hawcroft has joined the Deadset Studios team. Confirms she is of no relation to Russel.