WorldStarHipHop premieres Snapchat Discover channel in original content push
WorldStarHipHop will debut a Snapchat Discover channel, or “Publisher Story” in Snapchat’s parlance, on Sept. 10 as the hip-hop culture publisher steps up its shift to original content producer from content aggregator.
Founded in 2005 by Lee “Q” O’Denat who died in January 2017, WorldStar began as a site for people to download hip-hop mixtapes and evolved into a video aggregator that’s perhaps best known for crowd-sourced videos of people fighting. WorldStar has also become a hub for up-and-coming hip-hop artists to grow their fan bases by publishing their music videos and interviewing them on camera, helping to grow WorldStar’s audience.
WorldStar’s site received 4.7 million unique visitors in the U.S. in July, a 66 percent increase year over year, according to comScore. In July, the publication’s videos received 2.7 billion views across Instagram, YouTube and Facebook, with 2 billion views coming from Instagram and 645 million on YouTube, according to Tubular Labs.
Over the past few years, WorldStar — which is represented by Hollywood talent agency WME — has been building up its original content business, producing a TV show for MTV2, a movie for Netflix and a documentary series for Starz. Last year it signed a deal with digital entertainment company Studio71 to produce more original content online.
“Our partnership with Studio71 bridges the gap between content aggregation and content creation, which we couldn’t be more excited about,” said WorldStar CEO Ed Dwyer.
As part of that deal, WorldStar’s YouTube channel is part of Studio71’s network of YouTube channels for which Studio71 sells ads, strikes branded-content deals with advertisers and advises WorldStar how to grow its audience on the video platform. Then there’s the original content production piece, which includes WorldStar’s new Snapchat Discover channel, which will be ad-supported with WorldStar and Studio71 splitting the revenue. “This opportunity with Snap is the first thing we’re doing in that vein of creating more content together,” said Studio71 CEO Reza Izad.
Studio71 has a production team of seven working on WorldStar’s Snapchat Discover channel. The channel will publish weekdays, and its content will span newsy videos related to hip-hop culture, memes as well as host-driven shows and interviews. The channel will have a lot more hosted content than on other platforms, said Izad. Because of Snapchat’s vertical video format, most of the content will be produced specifically for the Discover channel, even if versions of it may appear elsewhere. For example, WorldStar will adapt its YouTube show “Relationship Advice” — in which hip-hop artists counsel couples — for Snapchat by filming vertical versions of episodes. WorldStar and Studio71 will also produce original content exclusively for Snapchat.
The Discover channel could be an opportunity for WorldStar to test out the type of original vertical video content that could do well on Instagram’s IGTV, given that the publication already has 19.9 million followers on Instagram but has not created an IGTV channel. Izad said WorldStar and Studio71 are not looking at the Snapchat Discover channel as a testbed for original content that could be adapted for IGTV or even traditional TV, though. “We don’t view this as a cheap pilot deal,” he said of the Discover channel.
Cloud computing is the new frontier for companies looking to get ahead of Google
The fiercest battle being waged between Amazon, Google and Microsoft is over cloud computing — Google’s deprecation of the third party cookie will open media and advertising up as new fronts in that war.
‘Don’t freak out yet’: Publishers brace for iOS changes to their newsletter businesses
Apple's Mail Privacy Protection will scramble the plans many publishers had for their newsletters.
‘The future of CTV is direct mail’: How Lockard & Wechsler Direct navigates clients through a tight TV marketplace
Lockard & Wechsler Direct, a 30-year-old performance marketing agency, is one of several shops trying to pick their way through a more complicated TV marketplace.
SponsoredHow advertisers can tell the difference between banner blindness and ad-aware consumers
Aditya Padhye, general manager, Trestle at eyeo Advertising is part and parcel of daily life –– from billboards in the street to smartphone apps, its presence is unavoidable. While some advertising strikes a chord with people, there are certain ads that have the opposite effect. Increasing internet usage among all demographics, higher demand for sales […]
Fewer stories, told better: News UK is changing how it commissions stories to grow subs
The Times (UK) and The Sunday Times are changing the way they commission stories to grow digital subscriptions.
Member ExclusiveMedia Briefing: How publishers’ fourth-quarter ad sales strategies are shaping up
This week’s Media Briefing checks in with publishers to see where things stand with fourth quarter ad sales as the biggest season in the sales cycle approaches.