CONTENT CREATORS: Q&A WITH LWAZI NONYUKELA
Q: How would you define self-distribution?
A: Self distribution comes in three ways; owned, earned, and paid distribution, so at HipHop 411 we mainly use owned content because it goes directly to our own platforms which is e.g, website, our own own social media platforms and blogs because it belongs to us, but we also use earned distribution because we do press coverage for brands, and articles that gets published other platforms.
Q: Why did you establish or start your content platform?
A: We started it because Hip-Hop 411 is no longer limited to rap music and break dancing today, it represents a multi -billion dollar industry that influences everything from automotive design to fashion, prime time television programming, professional sports mass marketing and main street advertising. So, we want to share all these elements to the world in an online digital way from a South African context.
Q: How did you prepare for this venture?
A: We registered a company, opened up a business account, brought in a creative team that would specialise in pre-production, production, and post production of all visual content.
Q: What was required for you to establish the platform? Take us through the process.
A: Our strategy involved conceptualising ideas, developing them, and editing them all in-house. This includes idea generation, on-air promo conceptualising and execution, copywriting, graphic design, motion graphics, animation and editing. An image of excellence and professionalism portrays the brand’s attributes as a problem solver.
Q: How important is research throughout the various phases?
A: Beginning to Growth Level. It’s important because you can identify your target market segment, explore possible alternative market share, build and maintain.
Q: Do you need to be passionate about the subject matter of your platform? And why?
A: Yes, you do. Because if you love what you doing, you will always give it your all – no matter what. You might even end-up finding your purpose in life.
Q: How do you make sure that your platform stands out from anything else that’s on the Internet?
A: We use Social Media channels (e.g. Facebook, Twitter, and Instagram), conventional advertising channels, Public Relations initiatives , word of mouth, advertise on online directories, industry publication and other printed media.
Q: What are some of your favourite content platforms?
A: It’s YouTube, CNET, HypeBeast, and Complex Magazine.
Q: Most people use YouTube as a means of distribution, how can one take advantage of this platform to gain content views or eyeballs?
A: Develop editorial angles and messaging, strategically focus articles around your content and brand, create an interactive social media structure with newsletters, blogs and Facebook pages that will lead them to your YouTube channel.
Q: What tools can people use to make sure that they nail the branding part of their platforms?
A: Distribution, advertising and promotion.
Q: What platforms or channel references that you can give to our audience to look at?
A: Complex Magazine, CNET, HypeBeast, and Hip-Hop DX.
Q: What is your understanding of content monetisation in the content creation space?
A: My understanding about monetisation is how do you make money from selling your content to third party media platforms.
Q: What do creators or beginners need to consider in order to be suitable for monetisation?
A: Your contents needs to be sellable, the quality of your production must be on point, people need to feel associated with the brand so that you build up those numbers. The higher the numbers, the better the pay.
Q: Have you monetised any of your content? If so, how did you position your platform for monetisation?
A: Yes, through TransAds and Content Connect Africa.
Q: What are the different ways of monetizing your content?
A: An advertising campaign, sharing links, sell Ad space if you got the right numbers, sponsored posts, build an email list, etc.
Q: In the content creation space, what do advertisers look for?
A: From a content perspective as well as business. It’s brand placement, numbers, brand influence and proper distribution channels.
Q: How much can you charge advertisers? And how do you determine this?
A: I’m not sure, I guess it also depends on how big your brand is and your market share.