How Media Future Rests on Direct to Consumer Distribution - Slava Rubin

In Chapter 3 of 16 in his 2010 Capture Your Flag interview, media platform IndieGoGo co-founder Slava Rubin answers "How Are Film Distribution Changes, Including Internet Streaming, Impacting What Defines Profitability in Filmmaking?" Rubin shares how film distribution model innovations, including online streaming, are building more direct audience connections and finding economic efficiency cutting out middlemen. Rubin references this relevance across iTunes, Hulu, Netflix and the assorted models from free, pay-per-view, video-on-demand, and subscription connecting content to audience.

Slava Rubin is CEO and co-founder of Indiegogo, the world's largest crowdfunding platform. Indiegogo empowers anyone, anywhere, anytime to raise funds for any idea—creative, cause-related or entrepreneurial. Prior to Indiegogo, Rubin worked as a management consultant. He earned his BSE degree from The Wharton School, University of Pennsylvania.

Transcript:

Erik Michielsen:  How are film distribution changes, including internet streaming, impacting what defines profitability in filmmaking?

Slava Rubin:  I think the way the film, video, TV, media world on the internet would evolve is still yet to be known.  I think that Netflix is doing some amazing things, iTunes is doing some amazing things, Hulu, we`re getting TV everywhere. But I think it’` going to expand and evolve similarly to the way TV today is, there are different flavors.  There is free TV, there’s commercial TV, there’s PPV TV, there are pay channels.  I think all of those opportunities will find themselves also on the internet.  When the internet and TV converge that will happen more and more, but I think profitability is tricky.  I think one of the key factors [pause] that slowly all those middle men are getting torn away. 

So, it`s all able creating your own brand, creating your own following and perpetuating by profiting as much as possible by not giving away all your margin to all those middle men and all those aggregators. You asked me specifically about streaming but I think this can be true for any of the various forms of distribution, where really it`s evolving and it`s more of a direct connection with your audience.

Slava Rubin on How Indiegogo Helps Finance and Promote Sundance Films

In Chapter 2 of 16 in his 2010 Capture Your Flag interview, IndieGoGo co-founder Slava Rubin answers "How is Your Company Indiegogo Helping Filmmakers Complete Film Festival Caliber Projects, such as the Sundance Grand Jury Prize Documentary Feature "We Live in Public", Presented in 2009"? Rubin shares how Sundance award-winning films "Dig!" and "We Live in Public" are two of many efforts utilizing IndieGoGo to connect content to audience.  Rubin shares the democratic vision behind building the fundraising and promotion tools for media makers to complete projects and why Robert Redford showed up to speak at the company's one-year anniversary celebration at Sundance 2009.

Slava Rubin is CEO and co-founder of Indiegogo, the world's largest crowdfunding platform. Indiegogo empowers anyone, anywhere, anytime to raise funds for any idea—creative, cause-related or entrepreneurial. Prior to Indiegogo, Rubin worked as a management consultant. He earned his BSE degree from The Wharton School, University of Pennsylvania.

Transcript:

Erik Michielsen:  How has your company, Indiegogo, helping filmmakers complete film festival caliber projects, such as the Sundance Grand Jury Prize documentary feature ``We Live in Public``, presented in 2009?

Slava Rubin:  We were pretty excited to have ``We Live in Public`` we also had ``Dig`` in 2009 we also had other award winners at SXSW the previous year as well.  They won the awards after they were associated with Indiegogo.  Some of them use it for raising money, some of them have been using for just promotion.  It`s greats to have these blue chip projects associated with Indiegogo, but really it`s about having anybody using Indiegogo, whether you’re a Hollywood studio or whether you`re one of the top independent producers, like we have some of them here in New York, or whether you`re a high school trying to make your first film.  It`s a democratic process and it should be because if you can cultivate your audience, you deserve to get it made. The idea is that never before in life have you been able to be so connected to your audience.  It use to be that there were all these middle men, and the middle men really they took away part of the profit, but they also took away control and they also separated you from your audience, and at the end of the day the most powerful thing is content connecting with audience.  On indiegogo, that`s exactly what you can do and you can mobilize that fan base, that audience, that collective for different action.  That action could be to do something, to demand something or to contribute money and Indiegogo allows you to do any of those things.

Erik Michielsen:  So, last year at the Sundance Film Festival, Robert Redford can to one of your events and spoke specifically about on what you were doing.   What have your learned from that experience and how has that propelled your vision?

Slava Rubin:  Well, it was definitely a big surprise, I can`t say it was all planned to have the founder of Sundance, Robert Redford, to show up, but you know we just started Indiegogo actually just less than two years ago and on our one year anniversary he was able to come by.  I think it was just a testament to us having good projects associated with our party, us having a pretty innovative spirit, and trying to advance the film and media community forward using some digital tools.

How to Secure Support for a Cause or Campaign - Slava Rubin

In Chapter 1 of 16 in his 2010 Capture Your Flag interview, Music for Myeloma Cancer charity founder and startup IndieGoGo entrepreneur Slava Rubin answers "Based on Your Experience Starting Cancer Charity Music Against Myeloma and Co-Founding Indiegogo, What Have You Learned About Connecting People to Causes?" Rubin shares how he gets people involved in causes. Leading by example and getting something started proves to be the best approach Rubin uses with both philanthropy and media endeavors. It is about acting on passion and not begging, demanding, or expecting help from others.  Rubin sees initiative as key to gather momentum and invite others to join the cause.

Slava Rubin is CEO and co-founder of Indiegogo, the world's largest crowdfunding platform. Indiegogo empowers anyone, anywhere, anytime to raise funds for any idea—creative, cause-related or entrepreneurial. Prior to Indiegogo, Rubin worked as a management consultant. He earned his BSE degree from The Wharton School, University of Pennsylvania.

Transcript:

Erik Michielsen:  Based on your experience starting cancer charity Music Against Myeloma and co-founding Indiegogo, what have you learned about connecting people to causes?

Slava Rubin:  Well, you definitely can`t force anybody.  This goes back to pitching an idea, you have to have passion.  One of the best things that I've learned, partially by accident partially on purpose, with Music Against Myeloma is I definitely do not beg or demand anybody to help me.  There are a lot of people that come out of the woodwork and say, ``Oh, I’ve been impacted by cancer, I've been Myeloma, I`d like to help.``

``Well, how can you help?``
``Well, I have a design background and I do web design.``  
``Well, you can help with our website.``

The amazing thing is that if you don’t start that little snowball moving, if you don`t make that initial spark, those other people can`t get out of the woodwork, they can`t find you to say that I can help you with this because they didn't know it was happening.  So, similarly with Indiegogo, as soon as the ball starts rolling about there`s a website out there that`s trying to support the film world, the creative world, the music world, the book world about funding, finally people starting coming out of the woodwork and saying, ``Hey, I have a project too.``  ``Hey, I can help with this.  I can do this.``  And they all get involved.  The key is to just get it started.  I know this sounds cliché with the whole Nike concept of ``Just Doing It`` but that really matters to get other people involved.  Leading by example and then showing them that something is happening.

Why to Shop at Greenmarkets and Meet Local Farmers - Cathy Erway

In Chapter 13 of 15, "The Art of Eating In" author and "Not Eating Out in New York" food blogger Cathy Erway shares why to support local food producers and shop at community greenmarkets. Through her writing experience, Erway has been fortunate to meet the passionate local farmers and growers who contribute to her community. Not only does she get seasonal foods and eat healthier, but also she supports the family farm industry fight against industrial food manufacturers.

How Confessional Diary Writing and M.F.K. Fisher Shape Author's Style - Cathy Erway

In Chapter 11 of 15, "The Art of Eating In" author and "Not Eating Out in New York" blogger Cathy Erway shares developmental influences shaping her writing voice. As a blogger, Erway learns to embrace a niche topic - not eating out in New York City restaurants for two years - and build a confessional, personal diary around it. This ultimately leads to a book deal with Penguin / Gotham for "The Art of Eating In." Erway also shares how classic food writer M.F.K. Fisher and her book "The Gastronomical Me" shaped her diary like approach. Erway ponders whether Fisher would be a blogger in modern times.

How Harper's Magazine Informs Author's Research Ambition - Cathy Erway

In Chapter 10 of 15, "The Art of Eating In" author Cathy Erway traces her ongoing inspirations from graduating Emerson College with a creative writing degree until present times. Erway highlights how Harper's Magazine showcases a thoughtful news approach that inspires her to incorporate a more research-driven journalism approach to her writing. Specifically Harper's writer and "Nickel and Dimed" author Barbara Ehrenreich influences Erway's plans for what comes next in her writing career.

How Author Crafts Food Blog into Coming of Age Memoir - Cathy Erway

In Chapter 9 of 15, "The Art of Eating In" author Cathy Erway learns about memoir writing by building her blog "Not Eating Out in New York." Erway's literary agent encourages the writer to develop shorter blog posts into longer form stories about her coming of age story in New York City.

How Childhood Storytelling Propels Writing Ambition - Cathy Erway

In Chapter 7 of 15, writer and "The Art of Eating In" author Cathy Erway shares why she writes and what early experiences helped shape her passion into a career. Beginning early, Erway dictates stories to her older brother, who then writes them down and presents them to their parents. Erway attends college for creative writing and, over time, finds literary non-fiction writing and reading most appealing.

How "Let's Eat In" Radio Show Pairs Food and Dating Advice - Cathy Erway

In Chapter 6 of 15, "The Art of Eating In" author Cathy Erway aims to expand dating ideas by offering new approaches and guest insight on her radio show "Let's Eat In." Before publishing her book, the show extends Erway's community presence beyond her event participation and blog "Not Eating Out in New York." The weekly Heritage Radio Network radio show brings on assorted guests - from dating experts and cooks to sexologists and artists - to discuss how to pair food and relationships.

How to Make Friends by Participating in Cookoff Events - Cathy Erway

In Chapter 5 of 15, "The Art of Eating In" author Cathy Erway shares how entering over 100 cooking contests, or cook-offs, has been so gratifying. Specifically, Erway has been able to meet others, learn about food's role shaping their passions and interests, and make new friends. Erway cites the benefit of being around open, friendly, creative, sharing and loving individuals participating in the events.

How to Better Understand Others by Cooking With Them - Cathy Erway

In Chapter 4 of 15, "The Art of Eating In" author Cathy Erway builds strong relationships by cooking with people. Cooking together allows Erway to learn others' sense of food and manual operations. A team experience, cooking offers Erway co-chefs to team together and dance toward a common goal or result.

How Biracial Supper Club Fuses Culture in Unsuspecting Ways - Cathy Erway

In Chapter 3 of 15, "The Art of Eating In" author Cathy Erway shares why she and friends created the Hapa Kitchen supper club to fuse not only Asian food but also to do so with half-Asian biracial audience. Erway finds the reward extends beyond the culinary experience, as the events encourage sharing and discussion around what it is like growing up half-Asian in the United States.

How to Learn New Cultures by Cooking Ethnic Foods - Cathy Erway

In Chapter 2 of 15, "The Art of Eating In" author and "Not Eating Out in New York" food blogger Cathy Erway shares why cooking ethnic foods at home provides a simple, approachable way to learn more about foreign culture. Erway shares how a food writing friend experienced culture by researching it at libraries and cooking it at home. Erway emphasizes home cooking should be functional, simple, and practical along with satisfying and memorable.

How to Overcome Fear of Cooking by Trial and Error - Cathy Erway

In Chapter 1 of 15, "The Art of Eating In" author Cathy Erway shares how a trial and error approach is helpful overcoming fear of cooking meals at home. Cooking comforts and no matter what the result, the process provides a continuous learning experience.

How Location and Payment Evolve Social Media - Mike Germano

In Chapter 13 of 13, Carrot Creative founder, community builder, and social media expert Mike Germano discusses what's next in social media, including location based mobile applications and digital economy. Digital economy creates currency rewarded on creative exchange and participation and creates a new playing field Germano sees as ripe with opportunity develop even stronger communities.

How Social Media Impacts Sports Marketing - Mike Germano

In Chapter 12 of 13, social media expert Mike Germano discusses how social media is enhancing the sports entertainment experience by building a stronger connection between fans and their favorite players, teams, and leagues. Social media highlights the approachability of athletes. Social media also provides players opportunity to break the news, eliminating media and reporting middlemen and going directly to fans. Finally, social media participation offers younger, lesser known players opportunities to build popularity and support through fan connections.

How Social Media Culture Impacts Projects and Jobs - Mike Germano

In Chapter 11 of 13, social media agency co-founder Mike Germano highlights the challenges traditional businesses, specifically advertisting agencies and public relations agencies, face in building in-house social media groups. Advertising is designed to send a tailored message. Digital media agencies do this by designing a specific plan with clear performance metrics. Public relations firms add a control element to that message, making sure it is effectively communicated to identified stakeholders, including media. Social media projects see individuals as standalone media outlets, building relationships to promote favorite selection, linking, and sharing. It is also often a platform that allows for less control and more user freedom that traditional digital projects, and as a result this influences the type of people willing to work in a traditional versus non-traditional environment.

How Social and Digital Media Projects Differ - Mike Germano

In Chapter 10 of 13, Carrot Creative co-founder Mike Germano shares how setting client expectations in social media projects differs significantly from that of digital media. Traditional digital media projects include product specifications and blueprints and can be built. Progress, budget, and performance is very measurable. Social media requires planning, budgeting, and building a platform and the unknowns are many. This includes how many will show up, how they will participate, and what conversation this participation creates. It is an ongoing learning experience Germano embraces in his work rolling out over 100 social media campaigns at www.carrotcreative.com