Homo creator era - the beginning of a society that everyone creates
The business of the keyword MCN seems to be becoming a business category that feels a little bit chilly among industry stakeholders. Nevertheless, our society is rapidly moving into the society of content creators. Now, everyone has found opportunities and opportunities for content creation, and using their talents and talents, the creation of content has been actively started in the field of video. The combination of text and image, but the combination of the word content and creative has become more relevant to the visual field.
From now on, our society will become the era of content creation, Homo Creator Era. You can also find people who are creating content without hesitation. In this phenomenon, success and performance of large-scale creators have positively played a role, and it seems that it was possible because of the role of businessmen who paved the ground and opened the invisible path.
The desire to create content now seems to have moved beyond the fire to the bonfire level. It will be a matter of time before this embers move like large bulls in the near future. In the meantime, a good opportunity for the content business people of Vertigo will surely come. This story will be a review of the current situation.
In this context, the content creator industry, which is called creator, YouTube, MCN, BJ, Streamer, etc., will be unified by MCN keyword. And many content industry players exist but they are similar, but we will summarize the advantages of pursuing other business models. And we have thought about how we should prepare for it in a society where everyone will create.
- MCN Creator Age (2009 ~ 2013)
From the birth of YouTube in 2009 to the year of 2009, through the time when the video platform is organized around YouTube, from 2009 to 2013 can be defined as the age of the creators. If it is based on overseas, it will be easy to think about 2 ~ 3 years ahead. It seems that it is easy to understand when considering the creators who have worked so far with the emergence of internet broadcasting stations or Internet broadcasting hosts at this time when terms such as YouTube, creators and BJ have not been sorted.
The MCN creator age can be seen as the era before the introduction of poor environment, infrastructure and business concepts. People just starting to follow the roll of this period.
The environment of the contents is the time when the bed was seen in the room, and it was made in the office. It was a strange time to start with the harshness of smartphones and video equipment.
- The era of MCN business (2013 ~ 2016)
The keyword MCN appeared little by little by the end of 2013, and the beginning of 2014, full-fledged keyword appeared. CJ E&M(Korean Famous Company) is the first creator in Korea with the concept of "DIA TV". The basic business model is a system that belongs to the creator YouTube channel and takes part of YouTube profits and settle the remainder. From this point on, the concept of creators has been fixed. There are many cases where creators / BJ who work in DIATV and AfreeCa TV have turned to creators or started their activities in earnest from this point on. In addition, the creators, who are now more than 1 million subscribers or are becoming popular, have been active from this point on.
Business owners began to invest and they started to do activities to create an environment for creators, to take on negotiations, or to participate in content creation.
From the end of 2015, MCN terms became popular and full-fledged operators began to emerge, and various creators or content creators began to merge or become carriers.
- The Age of MCN Industry (2016 ~)
The MCN Creator business has begun to become popular and the appearance of billion-year-old content creators has played a sufficient role in attracting interest in this keyword. Now, terms such as u-tubers, content, and live broadcasts become familiar words, and thanks to the popular content that has spread through social, various industry stakeholders have begun to pay attention. The MCN keyword attracted popularity and gave the impression that it was out of date. In this period, the industry to be developed will be replaced with MCN, MPN, MCN 2.0, etc., or replaced with keywords such as one-person media, Or started using it in parallel.
Even in these various words, the essence of MCN started from the creator's creator, and the part that mainly uses the image did not change. The increase in the number of operators and creators has started to link with the first link industry such as video / audio / infrastructure, and the equipment industry has begun to grow and develop gradually. In the area of marketing, the needs of advertisers who want to collaborate with creator creators came up with a variety of creations.
Youtube sales are at record highs, and video marketing is booming. The number of companies that are currently working on and want to be with the creators will increase.
The era of industry will be linked to various industries beyond the primary linkage industry.
Content creators basically communicate with fans / viewers / listeners through channels, which is the role of the media. Media is connected with all industries and is always a necessary window. Therefore, we will inevitably link up with the development of industry, and more diverse and active content collaboration will emerge and increase.
Of course, this rosy future is not full. MCN operators have had fewer business results or less profitability compared to their size, and the situation has been so severe that keyword and utility companies are hard to come by. There have been a number of companies that have a business model of doing commerce in conjunction with creators, matching ads, analyzing and using them, and so on, but there are a lot of companies that make big achievements.
Without fixed incomes, there will not be any companies with significant performance or meaningful activities.
In other words, the current MCN, content, and creator keywords are popular, so approaching to do business using them should be carefully approached.
- The Age of MCN Society (Homo-Creator Age)
The story that I want to do from now on is the theme of Eagle and I want to do it.
In a time of constantly changing content business, what kind of society are we in now? And how should we look at the age at this rapidly changing time?
The threshold of content creation has been lowered, and everyone has become able to make their stories and experiences into content. Also, preliminary creators who have experienced once and experience fun and pleasure will become or will act as content creators in the future. The cumulative experience will increase the creativity. Content production will increase periodically even if it is not the main business.
As this phenomenon repeats, we will feel that the nature of business is changing. Your identity, defined as a career, will experience change and everyone will have the experience of becoming a productive creator. The field of content creation will be a basic skill with professional expertise.
As the number of creators of various contents increases, the amount of content will also increase. It will be a society that produces content that can not be compared in recent years. We have already experienced this phenomenon in social.
Knowledge transfer in existing industries will be accelerated. Every creator has professionalism and is biased, but he recognizes it as a personality. Communicators of knowledge given authority and degree may soon disappear beyond thought. There will be fewer schools where there is still room for verification and trust in the social system, but it will not be avoided in other 'untestable' professional society. The quality of the communicator is not the depth of learning but the ability to easily convey information that is appropriate for me.
Therefore, MCN society is a time when its own identity and brand become more important. In the flood of content, you should focus more on your identity and business-oriented usability. This concentration will become a personal branding and play a crucial role in building your brand.
The business model and structure of MCN companies have also started to change. As the market size and business area are distributed evenly compared to the US, or there is a difference in the market environment that is not concentrated in each category, domestic MCN operators pursue integration and vertical integration. In addition, the business model was also based on MCN creator, which has secured a large number of creators, but now it has become a necessity to compete with various content providers and focuses on original content, commerce business and IP business using creators. Particularly noteworthy is the IP business, but if the product is backed up, the march is continuing.
In addition, the Creator Management business, which was focused exclusively on MCN companies, is now in the midst of a variety of companies. That is, companies such as general companies / advertising agencies operate ownership and direct partnerships with creators. The concept of MCN companies' business models and know-how will help them operate independent business divisions or secure infrastructure.
The business model of MCN companies will have to create different conditions or situations at the time of the termination of the discriminative partnership agreement or the time of renewal. Of course, companies will not be able to support or manage the creators. It will be the case for the existing entertainment industry, but the situation and the gathering of hageta will be repeated. Creators have a vague expectation that they have a partnership with an MCN company, but they do not support any benefits or revenue activities, but manufacturing / consumer / service companies and integrated advertising agencies that give products or small amounts to creators are attractive .
Therefore, competitors that we know will be competitive and not competitive.
The MCN society will promote the development of more and more creative people and the development of industries that utilize them and social change.
In the age of homo-creator, the importance of the channel with the creator and the distribution channel will be emphasized. Not all channels need to be YouTube, and new compensation systems will continue to emerge. Systems that have historically been manufactured - distribution - advertising - consumption will lead to consumption - advertising - distribution - manufacturing. Ultimately, our society is experiencing a society where creators are important in the era of multi-channel networks. This means that the hegemony of the universe of creativity that has never been thought of comes down to the public. Just as democracy is, the power and scope of the media and content creation will be just as if the few concentrated powers were distributed to the public.
Media Zamong Inc.
CEO Kunwoo Kim
wenis@artpr.kr
Media Zamong is a NewMedia business enterprise.