Recent Social Media Woes Drive Dozens of Top Artists and Celebrities to Personally Owned Platforms (POPs)
Social media giants such as Facebook and YouTube are failing fans and content creators alike, and celebrities are pursuing alternatives.
By Sephi Shapira, founder and CEO, escapex
Sharing and communicating with others is a natural human activity. Sharing a piece of ourselves, something we create, is a fundamental way we humans seek to fulfill our basic needs to be heard, understood, and have purpose. Is it no wonder, then, that digital platforms for sharing content have exploded in popularity?
Content sharing platforms have capitalized on this phenomenon and become behemoths in their own right. They provide the avenue and means for sharing, while maintaining control of the content you share; and all while taking the lion’s share of the reward. Artists and creatives provide the value, but surrender control and profit for the privilege of sharing their work with the world.
Doesn’t this system seem a touch convoluted? Shouldn’t the ones providing something of value, creating the overall value of the platform, receive the lion’s share of the benefits while retaining control of their content? After all, without their creative material, be it images, text, video, or music, the platform itself has no inherent value.
The problem is that YouTube, Facebook, Instagram and other mega-sharing platforms have gotten to the head of the line first. They created the system, therefore they write the rules and reap the rewards. I’m OK with that…to a point. I have no problem with an individual or group capitalizing on their unique idea and enjoying a profit.
But who says others cannot come along and rewrite the rules by creating a new opportunity for sharing creative content with interested followers? Enter the Personally Owned Platform (POP). These companies provide a new avenue for sharing and monetization for artists and creatives that allows them to keep more profits, enjoy more freedom, retain more control, and get started quickly.
As the mega-sharing platforms become plagued with security issues, and users become annoyed by more ads, more policing of content, and shadowy blocking tactics, more artists are seeking a better solution. Celebrities like Paris Hilton, Carrie Underwood, the Bob Marley Estate, Pitbull, The Rolling Stones, and of course, Kim Kardashian, are choosing POPs through which they can engage with audiences in meaningful ways.
These POPs allow creatives large and small to release themselves from the ironclad control and ownership of the mega-platforms, while benefiting from their work on their own terms. Here are some notable examples:
What kind of results are these artists seeing through using their own POP? Musician, actress, and fitness motivator LA Loves The Boss is generating over $35K per month through a POP that offers a $4.99/month subscription service and in-app purchases. On her POP, LA Loves The Boss posts exclusive content, contests, videos, giveaways, pajama party conversations every Monday on topics like sex, love, music, entertainment — all things she doesn’t post on Twitter, Instagram, and SnapChat.
Luke Bryan launched his community app in July 2015, on the release of his album “Kick The Dust Up.” Quickly becoming a destination for avid Luke Bryan fans, the app allowed fans to receive frequent updates from the star and a window into his journey on tour. Luke uses his mobile community for inspiration and learning what his fans are thinking, which guides some of his creative decisions such as tour set lists, etc. Luke uses live streams to share some of his personal moments to his fan community, rather than broadcasting it to an open audience on Facebook and Twitter.
The fan community is run on a subscription model where exclusive content is only available for premium members. This easily covers the costs of running the community, and has driven incremental revenues for Luke. On top of the recurring revenue of the subscription, Luke’s POP fanbase are highly responsive to other commercial propositions, such as exclusive limited edition merchandise items, tour posters, and mobile phone accessories.
You may be thinking, “That’s great for wealthy, top-tier artists who can afford a custom-designed app costing in the millions, but that’s not my reality.” Think again. Those options are certainly available for celebrities who choose to spend that much capital, like Tyler, the Creator and PurposeLab. But for the POP’s created for the stars named above, there was little to no setup fees. That’s the beauty of a decentralized market. You can get your own POP today, for FREE. Simply register, personalize your app experience, and begin uploading content into their existing app framework. You can be up and running in as little as one day.
And, with multiple monetization options that return more of what you earn than the mega-platforms, more freedom in the content you share and control, both you and your followers will enjoy a continuous win-win. Fans want to see content posted by their favorite stars without scrolling through tons of ads and irrelevant posts that take away from the overall user experience.
Who says current and upcoming artists and creatives can’t rewrite the rules for sharing content with followers? In the near future, expect to see more celebrities and influencers move toward POPs and their own personalized apps for richer fan engagement and greater autonomy.
Looking to create a your own POP? If you are an influencer, see if you qualify to claim your free POP here.
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