Creator economy start-ups Jellysmack rounds out its offering for content creators with its new original content division, JellySmash Productions.
After piloting the program for a year, JellySmash officially launches with 12 creators, including TikToker Spicyycam and YouTuber Karine Garcia. The creative studio will fund the production process and provide data-driven ideation, filming, editing, and thumbnail design.
“We found in conversations with a number of our top creators that some of them were suffering from creator burnout or were trying to save time but still had trouble keeping up with the algorithm,” said Aaron Godfred , vice president of JellySmash Studios. But with the addition of the production studio, Godfred hopes to alleviate some of the time-consuming aspects of the content creation process.
Take Spicyycam, a TikToker that tests spicy foods, for example: in early creative meetings, the team discussed how to expand creator content beyond short TikTok videos, as longer videos generate usually more ad revenue. The JellySmash team also does the work of coordinating with specific locations in case the creator decides to film in a different location from the studio.
Initially, creators can test the new program with a test production of four videos before joining the studio. From there, creators can shoot eight videos over a three-day period, setting them up with a backlog of content to release over the next few months. While the creators will own the content, JellySmash will receive a portion of the ad revenue from each video.
Within the studio, Godfred says, the production team aims to showcase each individual creator. By using different producers and directors, Godfred says, JellySmash can use editing and filming techniques to present the space in unique ways. Adding that creators can also bring in their own way to individualize the studio. Granted, discerning viewers may notice similar backgrounds in videos from different creators, but the intention is to personalize the space.
“The goal is to make it as organic as possible,” says Godfred. “We’re really looking for the creator to be the star, not necessarily the space.”
Half of JellySmash’s roster of creators comes from Jellysmack’s creator program based on the needs of its top artists. JellySmash also added three creators from TikTok—a recent expansion for the company, which previously focused primarily on long-form content. Godfred says the studio aims to produce 10 videos a month for its TikTok creators and help them build their cross-platform presence.
As JellySmash expands its platform offerings, it also hopes to expand into new genres. The studio has a real crime section as well as a “React Lab”, which will provide creators with licensed clips to use in reaction videos – a format Godfred calls “the language of the internet”.
Ultimately, Godfred says, “We see ourselves as much as coaches as producers for our partners. »
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