Sterling Proffer
@sterling
Sterling Proffer
Social media and creators drive viewers to TV shows, movies, and games
www2.deloitte.com
To understand your adjacent users, it is helpful to understand the attributes of who is successful today and why they are successful. The reason this is helpful is that your adjacent user is different on one or more of these attributes (but not all). These attributes create vectors of expansion.
Bangaly Kaba • The Adjacent User Theory
In the past thirty years what it means to be an artist has dramatically changed.
Before the internet, being an artist meant operating in a very specific area where the gatekeepers, critics, and ways of doing things were well-structured and defined. You as the artist plugged into this system if invited (most artists... See more
instagram.comUntil you recognize that they are adjacent users and commit to helping them, they will remain adjacent. They aren’t going to get there on their own. You have to be passionate about them and learn to view the product from their eyes. If you don’t focus on them, growth slows and your cohorts decay.
Bangaly Kaba • The Adjacent User Theory
The first TikTok stars were slow to realize how much negotiating power they actually possessed—they’re just youngsters, after all. So they got dazzled by the promise of a big upfront payment from a label. But in the last few months, many have started to figure out that the so-called ‘advance against future royalties’ is actually just a loan under a... See more
Ted Gioia • Record Labels Dig Their Own Grave. And the Shovel is Called TikTok.
Richard Linklater on His Comedy Thriller ‘Hit Man’ and Why Indie Movies Might Be “Gone With the Algorithm”
hollywoodreporter.comThink about the last thing you made that fell flat. When you created it, did you have a particular person in mind who would especially appreciate and benefit from that work? Or maybe a group of people?