When Ousman Sahko Sow and Akin Adebowale based Blacktag in 2019, they sought to reply two questions: What would a streaming platform for a digitally savvy Black viewers seem like? And how might it change into a vacation spot for Black expertise?
It seems each solutions have so much to do with pay.
“What we’re building looks at the exploitative nature of monetizing Black creativity and instead finds a way to bring it back into the hands of creators in a sustainable manner by paying them what they’re worth,” Mr. Sow, 30, stated in a current interview.
Over the previous couple of years, Black creators have made a number of efforts to shine a light on the inequities they face relating to discovering alternatives and being compensated for his or her work. Brands spent some $10 billion on influencer advertising and marketing in 2020, based on SignalFire, a enterprise capital agency that tracks the creator financial system. But white creators make significantly more money than their Black counterparts, who tend to be given significantly less credit.
With that in thoughts, Blacktag, which made its official debut final week, goals to construct a product within the mildew of YouTube and Netflix with a mixture of produced reveals that span music, journey and extra; licensed quick movies; and authentic movies made by creators. The purpose is to change into a vacation spot for manufacturers seeking to work with Black creators and appeal to Black audiences.
Some of the app’s content material could be watched at any time when, on-demand, however a lot of it is just obtainable stay — a throwback to the period of appointment viewing. “It’s like the old days when we would gather to watch something that airs at 9 p.m.,” Mr. Adebowale, 33, stated. “We want a communal experience and an antidote to the endless stream of content.” The founders stated that there’ll by no means be an algorithm deciding what customers see.
To enchantment to creators, the corporate plans on sharing mental property rights on sequence and specials with them, within the hopes of licensing their movies to retailers like Netflix and HBO. (This is uncommon, since most social media and leisure firms personal 100 p.c of the creator content material.) The founders are additionally exploring paid subscriptions; creators would obtain a income minimize primarily based on their viewership and engagement.
The firm’s purpose is to get a mixture of authentic reveals, licensed films and content material from the creators, not simply within the United States, however throughout the Black diaspora, whether or not they’re in London, Nigeria or Brazil.
Before creating the app, Mr. Sow was a business movie director whose shoppers included Adidas, Spotify and Google. Mr. Adebowale was a inventive director, composer and software program engineer; he has labored with Drake, Kanye West and Jill Scott, and he considers Bob Johnson, a founding father of BET, to be a mentor. Both have been born in West Africa and grew up within the Atlanta space, although they didn’t meet till 2019 once they have been launched by mutual associates.
Currently Blacktag has 13 staff who work out of the corporate’s headquarters within the SoHo neighborhood of New York City, and 10 authentic reveals, together with a handful of quick movies. The first week’s lineup consists of originals like “Black Atlas,” a weekly journey sequence that faucets native filmmakers to doc Black life world wide.
Other reveals embrace “MGMT,” a mini-documentary sequence that profiles Black music trade veterans; one episode options Sean Famoso of LVRN Records. And later this month, Blacktag will introduce “Superimpose,” a musical efficiency sequence (the primary options the rapper Kari Faux), and “What’s Your Sign?,” a celeb discuss present the place visitors together with the designer Brandon Blackwood chat over astrological beginning charts and tarot playing cards.
Video content material could be as quick as one minute, which is concerning the size of “Hot Intermissions,” comical parodies of the standard business break, or so long as characteristic movies. The Blacktag group hopes to scale as much as 24 hours of programming.
The app can even provide e-commerce: If, for instance, a pair of sneakers worn by a performer catches your eye, you possibly can faucet the buying cart and be taken to Nike’s website to purchase them. Other plans embrace folding in Black-owned manufacturers as they relate to the topics mentioned within the present, be it trend, house decor and even intercourse toys.
Commenting, one other characteristic, shall be restricted to sure stay occasions. Mr. Sow and Mr. Adebowale acknowledge that half shall be difficult: “Blacktag is more of an entertainment platform than a social network, but we realize users want to share an experience so you can block users and report messages to reduce toxic behavior,” Mr. Adebowale stated.
Scheduling for his or her international viewers has some challenges. Racier reveals like “African Sex Stories”, an unfiltered dialogue on intercourse and relationships scheduled for later this yr, could air throughout what Mr. Adebowale and Mr. Sow name “demon time,” which is late at night time in New York City and early morning in Europe.
“African Sex Stories” will characteristic a rotating forged of hosts, with the primary three episodes starring Simi Moonlight, a wellness and elegance content material creator. Blacktag plans to pair her with different, non-creator hosts, all of which have been scouted through video submissions. Topics of debate will vary from consent to the psychology and language of intercourse.
The group additionally doesn’t draw back from highlighting thorny points, regardless of the danger of getting their app banned in international locations that may disapprove. “There are certain parts in West Africa where it’s forbidden to be gay, but folks who live in those communities who feel suppressed need something to help them carry on,” Mr. Sow stated.
The largest query comes all the way down to monetization.
Quibi, which additionally positioned an enormous guess on mobile-first content material, finally failed. But Mr. Sow and Mr. Adebowale have been fast to level out the variations: Quibi, they wrote in an e mail, “was designed for an over-served demographic with massive budgets spent on overproduction that rebooted old, familiar content. We wish we could make expensive mistakes like our non-Black counterparts, but the vision that Blacktag has outlined is answering a need that the community has vocalized is overdue and necessary.”
Blacktag was funded partly by means of a $3.75 million funding from Connect Ventures, a partnership between Creative Artists Agency and New Enterprise Associates, a worldwide enterprise agency. Blacktag additionally has some high-profile buyers and advisers, together with Issa Rae and Common. Those connections have lent credibility to the nascent firm.
“We’re looking to partner with mission-driven founders, and that’s exactly what we saw with Blacktag — two accomplished and innovative entrepreneurs,” stated Michael Blank, the top of client investments at CAA. “Their vision will make a tremendous impact by creating opportunities for Black artists and creators to monetize their work while providing artistic freedom.”
Comparisons to Black media firms resembling BET and Revolt TV are inevitable, however Mr. Adebowale believes in collaboration and never competitors.
“How can we amplify one another?” he stated. “There are so few in this space that it’s actually great for all of us to be in this industry. We want to be the standard for alternative Black audiences, art and artists worldwide and sustainably contribute to this community.”