Sunday, August 21, 2016

Know when you need an expert for entertainment

This is the fifth installment in the 8 part series: 8 Things You Should Know Before Making Entertainment For Your Brand

The old saying: “everyone has a story in them.” Needs a second half that says: “but you need to be professionally trained to develop commercial entertainment.”   

The old adage is more than just a saying. Humans are evolved to instinctually participate in story. It’s how we teach and change. Because of this, it’s tempting to feel we are qualified to create or manage the development of stories for our brands, companies and efforts.

But when it comes to creating commercially successful entertainment, it’s a bit like saying you like to sing in the shower so next stop is winning on “The Voice.” That’s a one in a million undiscovered talent story and there’s a whole lot more craft to the development process of entertainment than learning to sing a song well.

Net/net, Brand managers, marketing directors, Industrial designers, licensing directors, and art directors are generally not trained in the craft of story development.

There are rich and additive ways for all of the above to engage with and inform the story development process but I highly recommend finding that person who can lead your team in a successful interaction with story developers who can insure you get the story that will drive your brand and at the same time, achieve real excellence in entertainment.

This can take the form of a single, experienced, individual, or it can be achieved through finding and partnering with a studio, network, or development company that is also experienced with a track record of delivering success in your lane. By lane I mean that if you need a girls property developed, find the talent that has been successful in girls entertainment etc. There is no person or company that is simply good at all things.

Choosing that expert also effects what you own, how much leverage you’ll have in rights retention and how early you will get momentum and placement. There’s a lot of detail and variation in that statement and I won’t unbox that in this post but generally there’s two big buckets two consider. Developing your unique and ownable story idea using an individual talent prior to attaching a studio or attach a studio first. Usually, if you have defined your story and its details prior to studio attachment, you can retain more of the rights. Either way is quite workable with different advantages and you have to decide what your goals, budget and access to talent are.

Whichever road you choose, attaching professional, full-time, entertainment talent to run and develop your entertainment is the best insurance you can buy for success.

The next installment in this 8 part series is:

Do the right work before beginning story development

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