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How Digital IPs Are Paving The Way ForThe Next Level Of Crowdsourcing
Arun Mehra, CEO
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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
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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
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BEFORE IPs
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TALENTHOUSE BEFORE IP’S
Primarily Brand Driven Creative Invite Campaigns
ArtistCommunity
Platform for creative challenge across Films, Fashion, Photography, Music & Art
Brands
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STANDARD CAMPAIGNS SUCH AS LOGO DESIGN, JINGLES AND OTHER BRAND ASSETS
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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
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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.
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INDUSTRY RECOGNIZED OUR PLATFORM
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But There Was A Big Challenge
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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
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The Solution
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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
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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
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WHAT WE CREATED
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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
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• 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
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• 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
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FUTURE VISION
Properties With Potential To Go From Local To Global
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IP/PROPERTIES - SCALABILITY & POTENTIAL
Going Global
Going Global
Going Global
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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
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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
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Keeping the Global vision in mind, Talenthouse launches 1 World 1 Song
for the first time at CSW 2015
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Thank You
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Thank You