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Case Study

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by

Ashley Bahamon

on 29 April 2015

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Transcript of Case Study

TABLE OF CONTENTS
What Is Big Frame?
History
Value Proposition
Business Models
Revenue
Management
Talent
Work Culture
Competition
SWOT
2011
2012
2013
2015
Company Co-Founded By Sarah Penna And Steve Raymond
BAMMO,
First Funded Channel Launched
Big Frame Acquired By AwesomenessTV For $15 Million
Present Day
Facebook: 12 Million Fans
Instagram: 15 Million Followers
Twitter: 18 Million Followers
YouTube: 300+ Channels
64 Million Subscribers
4.1 Billion Views
VALUE PROPOSITION
FOR CONTENT CREATORS:
FOR ADVERTISERS:
Byron Austen Ashley,
Manager Of Vertical Operations
TALENT
SWOT
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
WORK CULTURE
DEMOGRAPHICS
Expand advertising and brand integration deals with international YouTube stars and international advertisers and brands
Recruit international talent
Update social media accounts in a more timely manner to reflect the superb management success for its clients
Benefits for their content creators
Largest list of YouTube talent
No obligations to AwesomenessTV, DreamWorks Animation SKG, or Hearst Company
Not similar to other MCN’s
Positive employee morale
Resources from AwesomenessTV, DreamWorks Animation SKG, Hearst Company, and YouTube
Return rate on advertisers to continue brand integration deals (35%)
52% Female
48% Male
18.1%
51%
20.9%
90.2%
13-17 Years Old
18-24 Years Old
25-34 Years Old
13-34 Years Old
64% HHI 60K+
4+ Videos Per Viewer
14 Minutes Per Viewer
High level of competition with MCN’s and talent management boutiques and agencies
Salary for employees varies
Small and young company
Social media accounts are not updated
Website is misleading
Working in a disruptive and new industry
Brian Robbins
CEO & Founder Of AwesomenessTV
Brett Bouttier,
President Of AwesomenessTV
Neeraj Khemlani,
President Of Hearst Digital Studios
Jeffrey Katzenberg,
CEO
BUSINESS MODELS
COMPETITION
REVENUE
410+ Brand Integrations

35% Returning Advertisers

Channels earn 40% more revenue from advertisers than YouTube AdSense
Changing needs and wants of consumers - Are MCN's a phase?
New entrants in the market - Will another company creater a better business model for combining digital and traditional talent companies?
Channel conflicts in the future - Can the addition of channels lead to competition between YouTube talent with similar audiences?
REFERENCES
Brand Integrations Deals
Career Development
Ad Sales Network
Production Company*
Sarah Penna,
Co-Founder & Chief Creative Officer
Steve Raymond,
Co-Founder & CEO
Chris Erwin,
Head Of Operations, Finance,
& Strategy
Grant Gibson,
Head Of Programming
Max Polisar,
Head Of Sales
Steph Skyar,
Head Of Production
45%
55%
Bloom, D. (2014 December 11). Hearst Buys 25% Of DreamWorks Animation’s AwesomenessTV In Diversification Deal. Deadline Hollywood. Retrieved from http://deadline.com/2014/12/dreamworks-animation-hearst-awesomenesstv-sale-1201320979/

Carrasco, E. (2013 April 10). Big Frame Moves Into Larger Headquarters With Dedicated Production And Sound Studios. New Media Rockstars. Retrieved from http://newmediarockstars.com/2013/04/big-frame-moves-into-larger-headquarters-with-dedicated-production-and-sound-studios/

Cioletti, A. (2014, 06). THE NEW BUZZ. License! Global, 17, 134-142. Retrieved from http://search.proquest.com/docview/1545050917?accountid=14749

De La Merced, M.J. (2014 December 11). DreamWorks Animation Sells Stake In AwesomenessTV. The New York Times. Retrieved from http://dealbook.nytimes.com/2014/12/11/dreamworks-animation-sells-stake-in-awesomenesstv/?_r=1

DeSimone, E. (2014 April 2). The Great MCN Grab Continues: AwesomenessTV Acquires Big Frame. TubeGeek. Retrieved from http://www.tubegeeks.com/awesomenesstv-big-frame-2014-04/

Graser, M. (2013 May 2). Inside The Deal: How DreamWorks Animation Snagged AwesomenessTV. Variety. Retrieved from http://variety.com/2013/biz/news/inside-the-deal-how-dreamworks-animation-snagged-awesomenesstv-1200442597/

Jarvey, N. (2014 December 11). Hearst Acquires $81 Million Stake In DreamWorks Animation’s AwesomenessTV. The Hollywood Reporter. Retrieved from http://www.hollywoodreporter.com/news/hearst-acquires-81-million-stake-756691

McCallister, R. And Nelson, K. (2014 April 2). AwesomenessTV To Acquire YouTube MCN Big Frame. MarketWatch. Retrieved from http://www.marketwatch.com/story/awesomenesstv-to-acquire-youtube-mcn-big-frame-2014-04-02

Penna, S. (2014 April 2). Exciting New Era For Big Frame. Big Frame: Blog. Retrieved from http://www.bigfra.me/blog/exciting-new-era-for-big-frame/

Riismandel, P. (2014 October 16). Why Big Frame’s Chris Erwin Says MCN’s Are A “Bit Of A Misnomer.” MidRoll. Retrieved from http://www.midroll.com/big-frames-chris-erwin-says-mcns-bit-misnomer/

Spangler, T. (2014 April 2). AwesomenessTV Buys YouTube MCN Big Frame For $15 Million. Variety. Retrieved from http://variety.com/2014/digital/news/awesomenesstv-buys-youtube-mcn-big-frame-for-15-million-1201151559/

Spangler, T. (2014 December 12). Why Hearst Thinks AwesomenessTV Is Worth $325 Million. Variety. Retrieved from http://variety.com/2014/digital/news/why-hearst-thinks-awesomenesstv-is-worth-325-million-1201377964/

Wallenstein, A. (2013 May 1). DreamWorks Animation Buys YouTube Channel AwesomenessTV For $33 Million. Variety. Retrieved from http://variety.com/2013/digital/news/dreamworks-animation-buys-youtube-channel-awesomenesstv-for-33-million-1200432829/

WEBSITES

http://collectivedigitalstudio.com
http://www.bigfra.me
http://www.fullscreen.com
http://www.makerstudios.com
Not Every Channel, The Best Channels.
Big Frame
WHAT IS BIG FRAME?
Big Frame is a marketing, digital, management company representing
online and traditional celebrities

Division of AwesomenessTV

Not a traditional MCN
AwesomenessTV Acquired By DreamWorks Animation For $33 Million
Hearst Corporation Buys 25% Of AwesomenessTV For $81.25 Million
HISTORY
MANAGEMENT
"We are a Big Frame family"
-Chris Erwin, Head Of Operations, Finance, & Strategy
"There's not really any other company like us or doing what we are doing"
-Chris Erwin, Head Of Operations, Finance, & Strategy
“The future of entertainment is here”
Subscribers
Views
“The first media company for the connected generation”
Subscribers
Views
“A home for creators, because the content is everything”
Subscribers
Views
“There’s a lot of upside on where this is going. We are in a perfect storm of
next-gen media creation.”
-Neeraj Khemlani, Co-President Of Hearst Entertainment & Syndication And
President Of Hearst Digital Studios
“Awesomeness TV is one of the fastest growing content channels on the internet today and our acquisition of this groundbreaking venture will bring incredible momentum to our digital strategy”
-Jeffrey Katzenberg, Chief Executive Officer Of DreamWorks Animation

Miranda Sings
$92.5K - $1.5M EYE
SB Score: 1,261
Subscribers: 3,844,481
Video Views: 447,104,982
Tyler Oakley
$38K - $607.6K EYE
SB Score: 3,079
Subscribers: 6,828,268
Video Views: 394,982,616
Lush
$19.3K - $308.7K EYE
SB Score: 5,645
Subscribers: 913,154
Video Views: 99,219,201
Ingrid Nilsen
$17.1K - $273.9K EYE
SB Score: 5,553
Subscribers: 3,298,319
Video Views: 247,488,061

DeStorm Power
$3.7K - $59.5K EYE
SB Score: 26,375
Subscribers: 1,717,777
Video Views: 233,768,665

The Cloud Media, LLC
Big Frame
Highly Curated Talent
Building a team around the creator's future goals and needs
Big Frame helps advertisers reach their target markets based on geographic targeting and specific audiences
Tours
Sales
Product Placements
Production
Live Appearances
Guest Appearances
Cross Promotions
Consumer Products
Commercials
Book Publishing Deals
MORE!!!
MakeUpByMandy24
$16.6K - $265.1K EYE
SB Score: 6,177
Subscribers: 2,219,025
Video Views: 143,417,591
LifeAccordingToJimmy
$15K - $239.4K EYE
SB Score: 7,185
Subscribers: 2,317,537
Video Views: 250,557,111
Rachel Ballinger
(Novaqua)
$12.4K - $199.1K EYE
SB Score: 8,738
Subscribers: 560,061
Video Views: 48,203,208

ConnorFranta
$25.7K - 411.4K EYE
SB Score: 4,160
Subscribers: 4,420,489
Video Views: 219,818,737
Mikey Bolts
$25.7K - 411.7K EYE
SB Score: 4,028
Subscribers: 2,014,786
Video Views: 194,071,541
PsychoSoprano
$58.1K - $929.7K EYE
SB Score: 2,023
Subscribers: 2,298,525
Video Views: 262,236,556
Management And Recruitment
Of Talent
Full transcript