welcome back to segment two of show 9 of hip mojo so in the first segment we
hip mojo so in the first segment we
hip mojo so in the first segment we talked about media companies being at
talked about media companies being at
talked about media companies being at the mercy of tech and now we’re going to
the mercy of tech and now we’re going to
the mercy of tech and now we’re going to talk a little bit about the struggles
talk a little bit about the struggles
talk a little bit about the struggles so-called between content and the
so-called between content and the
so-called between content and the aggregators or the distribution
aggregators or the distribution
aggregators or the distribution companies well mojo is a Content company
companies well mojo is a Content company
companies well mojo is a Content company aren’t you guys pretty much at the mercy
aren’t you guys pretty much at the mercy
aren’t you guys pretty much at the mercy of tech just like any other media
of tech just like any other media
of tech just like any other media company um yeah I think if you take a
company um yeah I think if you take a
company um yeah I think if you take a look at the video battleground there’s
look at the video battleground there’s
look at the video battleground there’s actually four different quadrants you
actually four different quadrants you
actually four different quadrants you have the advertising so you know
have the advertising so you know
have the advertising so you know basically the ad networks or the
basically the ad networks or the
basically the ad networks or the technology that addresses advertising so
technology that addresses advertising so
technology that addresses advertising so it could be behavioral targeting and all
it could be behavioral targeting and all
it could be behavioral targeting and all that analytics you have technology so
that analytics you have technology so
that analytics you have technology so the online video platforms the content
the online video platforms the content
the online video platforms the content management systems the cdns you have the
management systems the cdns you have the
management systems the cdns you have the content creators and then you have the
content creators and then you have the
content creators and then you have the aggregators and the distribution
aggregators and the distribution
aggregators and the distribution companies and that could basically be a
companies and that could basically be a
companies and that could basically be a search engine that just indexes videos
search engine that just indexes videos
search engine that just indexes videos or it could be an aggregator that houses
or it could be an aggregator that houses
or it could be an aggregator that houses the videos so I think if you take a look
the videos so I think if you take a look
the videos so I think if you take a look at the content quadrant where watchmojo
at the content quadrant where watchmojo
at the content quadrant where watchmojo operates in we basically do sometimes
operates in we basically do sometimes
operates in we basically do sometimes overlap our frenemies so to call it are
overlap our frenemies so to call it are
overlap our frenemies so to call it are in the distribution sphere and then I
in the distribution sphere and then I
in the distribution sphere and then I think if you take a look at the
think if you take a look at the
think if you take a look at the advertising guys they overlap a lot with
advertising guys they overlap a lot with
advertising guys they overlap a lot with the technology guys well let’s talk to
the technology guys well let’s talk to
the technology guys well let’s talk to them that that frenemy thing because you
them that that frenemy thing because you
them that that frenemy thing because you hear it at least in the tech area a lot
hear it at least in the tech area a lot
hear it at least in the tech area a lot about co optician you know it’s it’s
about co optician you know it’s it’s
about co optician you know it’s it’s kind of like the semiotic competitive
kind of like the semiotic competitive
kind of like the semiotic competitive relationship you guys have deals with
relationship you guys have deals with
relationship you guys have deals with companies like five min 5 min grab yeah
companies like five min 5 min grab yeah
companies like five min 5 min grab yeah I mean okay here you are relying on your
I mean okay here you are relying on your
I mean okay here you are relying on your competition for all intents and purposes
competition for all intents and purposes
competition for all intents and purposes well okay this is an interesting thing
well okay this is an interesting thing
well okay this is an interesting thing that comes up in discussions we have so
that comes up in discussions we have so
that comes up in discussions we have so if five min when when five mins started
if five min when when five mins started
if five min when when five mins started five min actually marks the one-year
five min actually marks the one-year
five min actually marks the one-year anniversary of their exit to AOL for 65
anniversary of their exit to AOL for 65
anniversary of their exit to AOL for 65 million dollars five min is probably the
million dollars five min is probably the
million dollars five min is probably the only company since youtube that has had
only company since youtube that has had
only company since youtube that has had a good outcome exit wise most of the
a good outcome exit wise most of the
a good outcome exit wise most of the exits in video have been basically
exits in video have been basically
exits in video have been basically investors throwing in the towel saying
investors throwing in the towel saying
investors throwing in the towel saying we’re going to put a bullet in the head
we’re going to put a bullet in the head
we’re going to put a bullet in the head of the startup so five min deserves a
of the startup so five min deserves a
of the startup so five min deserves a lot of credit for what they’ve done when
lot of credit for what they’ve done when
lot of credit for what they’ve done when 51 started it was a site that aggregated
51 started it was a site that aggregated
51 started it was a site that aggregated user-generated content or
user-generated content or
user-generated content or how to videos their competitors so to
how to videos their competitors so to
how to videos their competitors so to speak mainly was a company like Howcast
speak mainly was a company like Howcast
speak mainly was a company like Howcast howcast was also a website that produced
howcast was also a website that produced
howcast was also a website that produced video so it was professional content
video so it was professional content
video so it was professional content around user-generated content so on day
around user-generated content so on day
around user-generated content so on day one they’re more close competitors we
one they’re more close competitors we
one they’re more close competitors we have nothing really to do with I’m sure
have nothing really to do with I’m sure
have nothing really to do with I’m sure we produce videos like Howcast and we
we produce videos like Howcast and we
we produce videos like Howcast and we have some how-to videos but we’re
have some how-to videos but we’re
have some how-to videos but we’re covering everything from profile
covering everything from profile
covering everything from profile celebrity you know bios of people and
celebrity you know bios of people and
celebrity you know bios of people and whatnot now today howcast remains a
whatnot now today howcast remains a
whatnot now today howcast remains a producer of how-to videos and that’s all
producer of how-to videos and that’s all
producer of how-to videos and that’s all that they do and five men took off by
that they do and five men took off by
that they do and five men took off by partnering with professional content
partnering with professional content
partnering with professional content producers sort of overlooking the how-to
producers sort of overlooking the how-to
producers sort of overlooking the how-to things it’s almost like they they use
things it’s almost like they they use
things it’s almost like they they use the the UGC as a jumping point as a
the the UGC as a jumping point as a
the the UGC as a jumping point as a building point a distribution network
building point a distribution network
building point a distribution network and then they go after guys like you
and then they go after guys like you
and then they go after guys like you what well no but they want is they want
what well no but they want is they want
what well no but they want is they want our content because that’s what
our content because that’s what
our content because that’s what advertisers want now the argument that
advertisers want now the argument that
advertisers want now the argument that well why do you give content to five min
well why do you give content to five min
well why do you give content to five min it will then why stop at five min why
it will then why stop at five min why
it will then why stop at five min why would we house our videos on YouTube why
would we house our videos on YouTube why
would we house our videos on YouTube why would we how’s it on yahoo video why
would we how’s it on yahoo video why
would we how’s it on yahoo video why would we how’s it on hulu right now in
would we how’s it on hulu right now in
would we how’s it on hulu right now in terms of war video is the content
terms of war video is the content
terms of war video is the content creators and the distribution companies
creators and the distribution companies
creators and the distribution companies are two sides of a coin the difference
are two sides of a coin the difference
are two sides of a coin the difference is in content you don’t have to be
is in content you don’t have to be
is in content you don’t have to be number one to win you could be coke to
number one to win you could be coke to
number one to win you could be coke to somebody else’s Pepsi and vice versa
somebody else’s Pepsi and vice versa
somebody else’s Pepsi and vice versa heck you could be jolt and everybody
heck you could be jolt and everybody
heck you could be jolt and everybody sort of can get a piece of the pie when
sort of can get a piece of the pie when
sort of can get a piece of the pie when it comes to the distribution it’s a
it comes to the distribution it’s a
it comes to the distribution it’s a winner-takes-all it’s a zero-sum game
winner-takes-all it’s a zero-sum game
winner-takes-all it’s a zero-sum game youtube became number one because it
youtube became number one because it
youtube became number one because it basically slaughtered rehberg uba crush
basically slaughtered rehberg uba crush
basically slaughtered rehberg uba crush dailymotion and metacafe and you know
dailymotion and metacafe and you know
dailymotion and metacafe and you know made the juice look like Titanic you
made the juice look like Titanic you
made the juice look like Titanic you know I wouldn’t even call it
know I wouldn’t even call it
know I wouldn’t even call it slaughtering them they all came after
slaughtering them they all came after
slaughtering them they all came after you tube after you tube is already up
you tube after you tube is already up
you tube after you tube is already up and successful they kind of everyone
and successful they kind of everyone
and successful they kind of everyone before Google was up before YouTube’s
before Google was up before YouTube’s
before Google was up before YouTube’s was only registered as a URL in 2005 and
was only registered as a URL in 2005 and
was only registered as a URL in 2005 and it exited 18 months later because it
it exited 18 months later because it
it exited 18 months later because it realized it needed a big parent like
realized it needed a big parent like
realized it needed a big parent like Google to fund its growth but but
Google to fund its growth but but
Google to fund its growth but but YouTube was actually somewhat profitable
YouTube was actually somewhat profitable
YouTube was actually somewhat profitable at the time it sold but my point is that
at the time it sold but my point is that
at the time it sold but my point is that now we are the good thing about a
now we are the good thing about a
now we are the good thing about a Content company is we could then over
Content company is we could then over
Content company is we could then over time flip a switch and say well we’re
time flip a switch and say well we’re
time flip a switch and say well we’re not going to be feeding content like an
not going to be feeding content like an
not going to be feeding content like an arms dealer to youtube or five min or
arms dealer to youtube or five min or
arms dealer to youtube or five min or Hulu and then we could align ourselves
Hulu and then we could align ourselves
Hulu and then we could align ourselves with one company and pull our content
with one company and pull our content
with one company and pull our content and do what we want if you are let’s say
and do what we want if you are let’s say
and do what we want if you are let’s say a media company just going to use
a media company just going to use
a media company just going to use company XYZ I don’t want to name any of
company XYZ I don’t want to name any of
company XYZ I don’t want to name any of our partners if your company XYZ you
our partners if your company XYZ you
our partners if your company XYZ you come to watch module this is the
come to watch module this is the
come to watch module this is the critique I sometimes get
critique I sometimes get
critique I sometimes get yes they might be interested in our
yes they might be interested in our
yes they might be interested in our content and true they might be able to
content and true they might be able to
content and true they might be able to get our content from five min but if
get our content from five min but if
get our content from five min but if company XYZ takes five min player and
company XYZ takes five min player and
company XYZ takes five min player and technology and our content is in there
technology and our content is in there
technology and our content is in there that company XYZ is not really in
that company XYZ is not really in
that company XYZ is not really in control they have to work through five
control they have to work through five
control they have to work through five mins player whereas if they work with a
mins player whereas if they work with a
mins player whereas if they work with a watchmojo well they’re free to use
watchmojo well they’re free to use
watchmojo well they’re free to use whatever player that they want and have
whatever player that they want and have
whatever player that they want and have control of the advertising and the tech
control of the advertising and the tech
control of the advertising and the tech right so at the end of the day anybody
right so at the end of the day anybody
right so at the end of the day anybody could be a competitor with everyone it’s
could be a competitor with everyone it’s
could be a competitor with everyone it’s still very early there’s competitors
still very early there’s competitors
still very early there’s competitors that become you know friends overnight
that become you know friends overnight
that become you know friends overnight and vice versa but what I what I try to
and vice versa but what I what I try to
and vice versa but what I what I try to get you is that it’s a very very long
get you is that it’s a very very long
get you is that it’s a very very long marathon so I wouldn’t be too worried
marathon so I wouldn’t be too worried
marathon so I wouldn’t be too worried about why we partner with a given
about why we partner with a given
about why we partner with a given company and why we don’t it’s really
company and why we don’t it’s really
company and why we don’t it’s really just about sort of building more
just about sort of building more
just about sort of building more traction building the brand building the
traction building the brand building the
traction building the brand building the catalogue and then over time that the
catalogue and then over time that the
catalogue and then over time that the roles won’t change companies that work
roles won’t change companies that work
roles won’t change companies that work together now will be enemies just on the
together now will be enemies just on the
together now will be enemies just on the record labels were basically on the
record labels were basically on the
record labels were basically on the verge of suing YouTube into like
verge of suing YouTube into like
verge of suing YouTube into like oblivion and then what happened somebody
oblivion and then what happened somebody
oblivion and then what happened somebody had YouTube at the foresight to say well
had YouTube at the foresight to say well
had YouTube at the foresight to say well wait a second instead of you guys suing
wait a second instead of you guys suing
wait a second instead of you guys suing us why don’t we basically build vivo and
us why don’t we basically build vivo and
us why don’t we basically build vivo and some genius basically told the lawyers
some genius basically told the lawyers
some genius basically told the lawyers to go back underneath the rock and
to go back underneath the rock and
to go back underneath the rock and brought out the biz dev guys and they
brought out the biz dev guys and they
brought out the biz dev guys and they signed a great partnership right so
signed a great partnership right so
signed a great partnership right so these things change over time so it’d
these things change over time so it’d
these things change over time so it’d almost be like a newspaper looking at
almost be like a newspaper looking at
almost be like a newspaper looking at the newsstand as an antagonistic
the newsstand as an antagonistic
the newsstand as an antagonistic relationship just because the newsstand
relationship just because the newsstand
relationship just because the newsstand carries its competitors public exactly
carries its competitors public exactly
carries its competitors public exactly yep and at the end of the day I don’t
yep and at the end of the day I don’t
yep and at the end of the day I don’t think it makes sense for newspapers to
think it makes sense for newspapers to
think it makes sense for newspapers to do everything for us we have a team that
do everything for us we have a team that
do everything for us we have a team that is creating some of the best content out
is creating some of the best content out
is creating some of the best content out there it doesn’t make sense for us then
there it doesn’t make sense for us then
there it doesn’t make sense for us then to split that resource and say well
to split that resource and say well
to split that resource and say well we’re also going to build a player
we’re also going to build a player
we’re also going to build a player technology and we’re gonna worry about
technology and we’re gonna worry about
technology and we’re gonna worry about the agree with you wholeheartedly you
the agree with you wholeheartedly you
the agree with you wholeheartedly you know even it to a certain degree by
know even it to a certain degree by
know even it to a certain degree by partnering with companies like five min
partnering with companies like five min
partnering with companies like five min you you get to outsource a lot of your
you you get to outsource a lot of your
you you get to outsource a lot of your ad sales and you get to focus on on your
ad sales and you get to focus on on your
ad sales and you get to focus on on your core business model ok now let me ask
core business model ok now let me ask
core business model ok now let me ask you something is there any merit anymore
you something is there any merit anymore
you something is there any merit anymore like where did you ever watch arrested
like where did you ever watch arrested
like where did you ever watch arrested development a little bit naughty i
development a little bit naughty i
development a little bit naughty i actually did was one of the few shows i
actually did was one of the few shows i
actually did was one of the few shows i watch was pretty entertaining would you
watch was pretty entertaining would you
watch was pretty entertaining would you if arrested development has always had
if arrested development has always had
if arrested development has always had this sort of like cultish following and
this sort of like cultish following and
this sort of like cultish following and and there’s rumors that they’re going to
and there’s rumors that they’re going to
and there’s rumors that they’re going to come back there’s also some truth to the
come back there’s also some truth to the
come back there’s also some truth to the fact that Fox might not be interested in
fact that Fox might not be interested in
fact that Fox might not be interested in bidding for it so Netflix apparently is
bidding for it so Netflix apparently is
bidding for it so Netflix apparently is coming up and saying we’re interested in
coming up and saying we’re interested in
coming up and saying we’re interested in bidding it and then you see someone like
bidding it and then you see someone like
bidding it and then you see someone like Glenn Beck leaving fox and now he has
Glenn Beck leaving fox and now he has
Glenn Beck leaving fox and now he has his own online presence and he’s doing a
his own online presence and he’s doing a
his own online presence and he’s doing a lot of these things which goes straight
lot of these things which goes straight
lot of these things which goes straight to web and TVs almost an afterthought
to web and TVs almost an afterthought
to web and TVs almost an afterthought does offline distribution ever matter to
does offline distribution ever matter to
does offline distribution ever matter to you I think well it still it still has a
you I think well it still it still has a
you I think well it still it still has a lot of potential like if you can get
lot of potential like if you can get
lot of potential like if you can get offline distribution there still gives
offline distribution there still gives
offline distribution there still gives you a lot of perceived credibility and
you a lot of perceived credibility and
you a lot of perceived credibility and you know you’ll you’ll get some
you know you’ll you’ll get some
you know you’ll you’ll get some interesting instant cash injection I
interesting instant cash injection I
interesting instant cash injection I don’t think you need it anymore and I
don’t think you need it anymore and I
don’t think you need it anymore and I think it won’t even be a thought in
think it won’t even be a thought in
think it won’t even be a thought in probably five to ten years in the way we
probably five to ten years in the way we
probably five to ten years in the way we are now because the fact of the matter
are now because the fact of the matter
are now because the fact of the matter is is I can go out and push up my
is is I can go out and push up my
is is I can go out and push up my contents across a lot of not ugc
contents across a lot of not ugc
contents across a lot of not ugc channels but self-serve platforms ugc
channels but self-serve platforms ugc
channels but self-serve platforms ugc channels yeah well you know I i can
channels yeah well you know I i can
channels yeah well you know I i can write a great novel i can upload it to
write a great novel i can upload it to
write a great novel i can upload it to kindle i can sell it and i don’t even
kindle i can sell it and i don’t even
kindle i can sell it and i don’t even need the publishing houses anymore so
need the publishing houses anymore so
need the publishing houses anymore so it’s nice to have it I don’t think
it’s nice to have it I don’t think
it’s nice to have it I don’t think something like Arrested Development even
something like Arrested Development even
something like Arrested Development even needs it especially they got so much
needs it especially they got so much
needs it especially they got so much brand recognition if they went straight
brand recognition if they went straight
brand recognition if they went straight to Netflix the cult following will
to Netflix the cult following will
to Netflix the cult following will follow and any of them who are not using
follow and any of them who are not using
follow and any of them who are not using netflix will start just because of that
netflix will start just because of that
netflix will start just because of that and I think that’s why Netflix is
and I think that’s why Netflix is
and I think that’s why Netflix is interested well I think that’s the thing
interested well I think that’s the thing
interested well I think that’s the thing that you mentioned is the branding I
that you mentioned is the branding I
that you mentioned is the branding I think if you have a strong brand you
think if you have a strong brand you
think if you have a strong brand you probably don’t need to rely on the
probably don’t need to rely on the
probably don’t need to rely on the offline but I think if you don’t have a
offline but I think if you don’t have a
offline but I think if you don’t have a brand and you want to build some kind of
brand and you want to build some kind of
brand and you want to build some kind of presence and distribution online only
presence and distribution online only
presence and distribution online only it’s not gonna work as the netflixs are
it’s not gonna work as the netflixs are
it’s not gonna work as the netflixs are not going to care about you so that’s
not going to care about you so that’s
not going to care about you so that’s the thing and a few years ago I thought
the thing and a few years ago I thought
the thing and a few years ago I thought that the celebrities who are doing these
that the celebrities who are doing these
that the celebrities who are doing these things online we’re doing it because it
things online we’re doing it because it
things online we’re doing it because it was sexy and invoke I think it’s
was sexy and invoke I think it’s
was sexy and invoke I think it’s interesting to see who’s going to keep
interesting to see who’s going to keep
interesting to see who’s going to keep doing it and who’s going to go back to
doing it and who’s going to go back to
doing it and who’s going to go back to TV which is where the sexy and the big
TV which is where the sexy and the big
TV which is where the sexy and the big idea I think it’ll come down to who can
idea I think it’ll come down to who can
idea I think it’ll come down to who can actually market themselves effectively
actually market themselves effectively
actually market themselves effectively because pretty much whether you’re
because pretty much whether you’re
because pretty much whether you’re talking about a network or a publisher
talking about a network or a publisher
talking about a network or a publisher they offer three main things they offer
they offer three main things they offer
they offer three main things they offer the publishing of the content the
the publishing of the content the
the publishing of the content the distribution of the content and the
distribution of the content and the
distribution of the content and the marketing of the content the way the
marketing of the content the way the
marketing of the content the way the technology has evolved you definitely
technology has evolved you definitely
technology has evolved you definitely don’t need people to publish and to
don’t need people to publish and to
don’t need people to publish and to distribute anymore which you really need
distribute anymore which you really need
distribute anymore which you really need help with is the marketing so someone
help with is the marketing so someone
help with is the marketing so someone like Glenn Beck he has name recognition
like Glenn Beck he has name recognition
like Glenn Beck he has name recognition he doesn’t need that anymore he can go
he doesn’t need that anymore he can go
he doesn’t need that anymore he can go off and if he’s smart about it can push
off and if he’s smart about it can push
off and if he’s smart about it can push his own thing obviously if i’m a more of
his own thing obviously if i’m a more of
his own thing obviously if i’m a more of an indie filmmaker i’m probably not
an indie filmmaker i’m probably not
an indie filmmaker i’m probably not gonna I’m not guaranteed any viral
gonna I’m not guaranteed any viral
gonna I’m not guaranteed any viral success by shooting a small web series
success by shooting a small web series
success by shooting a small web series the only thing i find interesting then
the only thing i find interesting then
the only thing i find interesting then we’ll move to lightning round is back in
we’ll move to lightning round is back in
we’ll move to lightning round is back in the day when you basically published a
the day when you basically published a
the day when you basically published a book and you charge ten dollars for that
book and you charge ten dollars for that
book and you charge ten dollars for that book that was a reflection of the cost
book that was a reflection of the cost
book that was a reflection of the cost of manufacturing and producing that
of manufacturing and producing that
of manufacturing and producing that physical riesling that’s it today the
physical riesling that’s it today the
physical riesling that’s it today the marginal cost of production is almost
marginal cost of production is almost
marginal cost of production is almost zero I think that’s why you get like
zero I think that’s why you get like
zero I think that’s why you get like Seth Godin who’s like just take my book
Seth Godin who’s like just take my book
Seth Godin who’s like just take my book for free because it’s a marketing tool
for free because it’s a marketing tool
for free because it’s a marketing tool so I think a lot of creative types have
so I think a lot of creative types have
so I think a lot of creative types have no
no
no figure that out that no I yeah they’re
figure that out that no I yeah they’re
figure that out that no I yeah they’re all haven’t even even if you look at the
all haven’t even even if you look at the
all haven’t even even if you look at the price point it came down to like if I it
price point it came down to like if I it
price point it came down to like if I it was going to cost me whether my book was
was going to cost me whether my book was
was going to cost me whether my book was 50 pages or 500 pages there was still a
50 pages or 500 pages there was still a
50 pages or 500 pages there was still a certain minimum cost to like print it
certain minimum cost to like print it
certain minimum cost to like print it bind it and ship it which means that it
bind it and ship it which means that it
bind it and ship it which means that it was I couldn’t charge less than a
was I couldn’t charge less than a
was I couldn’t charge less than a certain amount on the Shelf now be give
certain amount on the Shelf now be give
certain amount on the Shelf now be give whatever that price was no one was going
whatever that price was no one was going
whatever that price was no one was going to pay that much for a 50 page book so
to pay that much for a 50 page book so
to pay that much for a 50 page book so books tended to be 300 pages and up and
books tended to be 300 pages and up and
books tended to be 300 pages and up and now as ebooks Lakes start proliferating
now as ebooks Lakes start proliferating
now as ebooks Lakes start proliferating you notice lots of micro content you
you notice lots of micro content you
you notice lots of micro content you know 4050 page books they’re selling for
know 4050 page books they’re selling for
know 4050 page books they’re selling for 99 cents because you know there’s those
99 cents because you know there’s those
99 cents because you know there’s those costs have been completely eroded cool
costs have been completely eroded cool
costs have been completely eroded cool we’ll take a break and we’ll be back for
we’ll take a break and we’ll be back for
we’ll take a break and we’ll be back for lightning well
”
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