If Woodstock was Filmed Today, it Would Have Been Vertical

If Woodstock was Filmed Today, it Would Have Been Vertical

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Imagine that meadow with all those music lovers, not holding cigarette lighters, but their smartphones, capturing the biggest cultural event of the era. But thankfully, fifty years ago, Michael Wadleigh, a 26-year-old medical school student who took a leave to make independent films about human rights and ecology, was asked to film what was planned as a small music festival at Woodstock. 

Wadleigh adds “It wasn’t really a straightforward festival. It was supposed to be about ecology. The organizers wanted to get people back to the garden, back to land.” 

“I wanted to do the film about music and politics. So we made a deal that I would get final cut,” he said. 

Wadleigh rounded up 100 of the best camera and sound people he could find, including the budding Martin Scorsese, and shot more film than was commonly shot for a single Hollywood movie. Because of all this footage, the film used innovative compositions of multiple imagery and split screens. With Wadleigh’s initial cut of a four-hour version, which then went down to three hours, 10 minutes, his team of editors, including Scorcese, Stan Warnow, Yeu-Ben Yee, Jere Huggins and T. Schoonmaker, used these new compositions in film storytelling that packed the screen, overwhelmed the senses, and painted a truer portrait of the excitement of the festival. SOURCE: REUTERS, IMDb

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Evidenced by this lesser known but powerful performance of I’m Going Home by Alvin Lee and 10 Years After.

How 'Woodstock' movie shaped festival's place in counterculture

That same state of innovation is happening today with mobile storytelling that is vertical. To fill today’s pipeline of vertical storytelling, many directors and producers are re-purposing library content that is landscape and reinventing it with a vertical orientation, which allows a creative opportunity to recompose the screen with multiple shots, just like the Woodstock editors did so long ago. The result is the modern embrace of a new type of editing and storytelling.

Vertuoso Predicts Unprecedented Growth Opportunities For Vertical Storytelling in Mobile Entertainment

The evolution of the Vertical Screen has multiple roots of origin including comic books and movie posters but it is largely the undeniable user behavior of how people hold their smartphones in their hands and DON’T want to Go90. Many of the music videos shot today are vertical and that takes us back to music leading innovation, whether it was in 1969 or 2019. The new Woodstock Documentary, were it shot today, would have been captured vertically and likely distributed via mobile in a vertical orientation.

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About Curt Doty

Curt Doty is the CEO and Executive Creative Director at Vertuoso. An early pioneer in vertical video, he is an award-winning Strategist, Storyteller and Creative, who brings leadership experience across the entertainment, marketing and branding worlds. Vertuoso’s innovative approach to vertical storytelling has led to engagements with Viacom, BET, CBS, MTV, Nickelodeon, MSG and Energice. LinkedIn



Photo by Joel Lipton

Photo by Joel Lipton

Get it Right!

Photo: David Emrich

Photo: David Emrich

Headlines abound of many digital publishers cutting 7-10% of their staff. From journalists to editors, producers to animators, many are looking for their next move. What is happening in the content marketing space? If you are looking for the answer, it is complex, and you won’t find it here. But I would say that there is hope looking at us in the face…for more hours a day than you watch cable TV. It is vertical video that you find on your smartphone.

Photo: Yasmine Boheas

Photo: Yasmine Boheas

Merger Mania

 With Disney buying Fox, AT&T buying Warner Bros and creating Warner Media, what are their plans for vertical media? All have played with digital content, tethered and un-tethered. What are their plans for vertical marketing in a multiplatform world? With all the disruption, re-orgs and acquisitions, it is time for new leadership that embraces a mobile future, and not just a new iteration of a Netflix future.

Photo: Willian West

Photo: Willian West

OTT Overload

At what point will the growing saturation of OTT providers reach a point of no return? At $6 bucks to $15 per month, times the dozens available and dozens that plan to launch, this micro and genre strategy will flame out.  The rollup of those costs will exceed any median priced cable bill. Cutting the chord implies cost savings and value creation. OTT’s should always learn from user behavior and provide content and marketing that fits the device and not take the easy way out of repurposing promos and content in landscape and think they are truly connecting.

Photo: Unsplash

Photo: Unsplash

What is Content?

The question certainly applies to what is mobile content? Is it webisodes? Branded content? Influencer content? Serial short form? Or is it Vertisodes? The most interesting play in the market is Quibi, Jeffrey Katzenberg’s mobile content venture that is gaining momentum. Through building an executive suite with a balance of tech and entertainment, and wooing Hollywood’s greatest storytellers, they are the ones to watch. It will be major storytellers, creating vertical content, that will move the needle and go beyond Stories type content.

Photo: David Hofmann

Photo: David Hofmann

Opportunity Beckons

So, for all the displaced talent that is looking for their next move, look no further than the black mirror in the palm of your hand. Vertical Platforms and Agencies are springing up all over that need your mad skills.

Photo: Joel Lipton

Photo: Joel Lipton

About Curt Doty

Curt Doty is the CEO and Executive Creative Director at Vertuoso. An early pioneer in vertical video, he is an award-winning Strategist, Storyteller and Creative, who brings leadership experience across the entertainment, marketing and branding worlds. Vertuoso’s innovative approach to vertical storytelling has led to engagements with Viacom, BET, CBS, MTV, Nickelodeon, MSG and Energice. LinkedIn

Research and Analytics Firm RelishMIX teams up with Content agency Vertuoso to provide integrated service offerings for media and entertainment companies

Research and Analytics Firm RelishMIX teams up with Content agency Vertuoso to provide integrated service offerings for media and entertainment companies

The strategic alliance will allow both companies to track, advise and execute social and content strategies in the nascent vertical storytelling market.

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Vertuoso’s CEO Curt Doty adds, “As we are advising and helping our clientele go vertical, we are finding a lot of disruption and confusion around the opportunity. Now more than ever, media companies need to track and understand the SMU’s (Social Media Universe) of their competition so they can react and plan on how they should re-enter the social market but with vertical content across all the channels now.”

Marc Karzen, chief strategist at RelishMIX states, “As fans are viewing and sharing content across social/mobile devices, entertainment brands are always looking for better ways to optimize their materials and that’s where Vertuoso and RelishMIX intersect. RelishMIX consults and advises on critical issues like how big is your connected audience, how can you grow, how do you compare and drive much more engagement? We can tell you.”

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Now that all the social channels have embraced vertical, first with players, then influencer content and now scripted episodics, the table is set and content strategies are being developed at every studio and network. The pipeline of original scripted “Vertisodes” is coming and will require a whole new focus on metrics. This won’t be your Daddy’s Nielsen ratings.

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Vertuoso’s COO Greg Babiuk adds,“With RelishMIX, we will be able to help position our clients through education, data and a solid understanding of the SMU. We have always been data driven, in our launch, in our neuroscience studies and our predictions, which have all come true.”

“US adults will spend 12 hours, 8 minutes per day with media in 2018, 1 minute more than in 2017. Although growth is slow, consumption patterns are shifting. Notably, daily consumption of digital media will overtake traditional media this year, reaching 6 hours, 19 minutes, or 52.1% of media time.” Source: eMarketer

“Two years into Snap’s effort to expand the Snapchat app beyond mere mode of communication to a platform for content as well, a new slate of original series will feature a first wave of scripted projects.” Source: Variety

“The amount of time individuals spend with social networks continues to increase, especially with the proliferation of newer platforms like Instagram and Snapchat. US adults averaged approximately 51 minutes of daily time with social networks in 2017.” Source: eMarketer

Doty adds, “We were hopeful when IGTV launched, but it has been an onslaught of creator content, cats and dogs and not much original scripted. Suddenly Snap, YouTube and Facebook Watch have greenlit and launched a number of scripted originals, thus extending the playing field into an exciting arena of content.”

In this data driven world, it seems like a great fit, as innovation that is born out of user behavior should now be tracked and measured to drive further adoption.

ABOUT RELISHMIX

RelishMIX tracks thousands of TV shows, streaming programs and movies across YouTube, Facebook, Instagram and Twitter, measuring audience engagement, activity and advising studios, networks and producers with our tracking and tactical reports. How can social boost box-office, lift ratings or drive streaming subscriptions? We’ll tell you. Relish is social – the things that you like, follow, click, share and relish. Where activity flows across social networks is your RelishMIX.

 

Contact: Marc Karzen mkarzen@relishmix.com

 

 

ABOUT VERTUOSO

Vertuoso responds to the mobile audience with a robust viewing experience verticalized for maximum impact. Vertuoso produces marketing, promotion and original content repurposed or shot vertically, with graphic and production techniques exclusively designed for mobile viewing. Launched this year by creative and production executives Curt Doty and Greg Babiuk, the agency has tapped into the new category of content of vertical and their expertise has led to contracts with Viacom and many of their channels. Located in LA, NY and Santa Fe, they manage a team of producers, animators and editors who have been busy verticalizing everything from promos, ancillary content, podcasts and TV shows.

 

Contact: Curt Doty curt@vertuoso.co

WONDERAMA JOINS FORCES WITH DIGITAL AGENCY, VERTUOSO

WONDERAMA JOINS FORCES WITH DIGITAL AGENCY, VERTUOSO

New Agency to Build Out Iconic Kid Show’s Digital Ecosystem Through Content Marketing & Brand Partnerships

New York, NY, July 30, 2018 – The all-new Wonderama, which marked its return to television last year following a 30-year absence, has enlisted Vertuoso to serve as the show’s digital marketing content partner, it was announced jointly today by Chuck Armstrong, CEO for Wonderama Entertainment Holdings, LLC and Vertuoso executives and co-founders, Curt Doty and Greg Babiuk. As the show’s digital collaborator, Vertuoso is tasked with further establishing the show’s digital ecosystem through original creative, content marketing and brand partnerships.

With a laser focus on existing and emerging vertical content opportunities, Vertuoso will create, develop, design and execute content marketing that serves as digital brand extensions that spur content distribution and help maximize advertising partnership opportunities. Through a combination of ancillary, reconfigured and originally-produced programming, Vertuoso will build out multiple touchpoints and leverage additional platforms based on its overall strategy of enhancing Wonderama’s digital ecosystem.

Curt Doty, Vertuoso’s CEO and Co-Founder with a proven biography in integrated marketing, multi-channel storytelling, branding, identity, and user experience states, “The original Wonderama was an important part of my upbringing and I’m thrilled that Vertuoso can play a role in bringing the new Wonderama to life in the digital space. The show represents the type of escapist, wholesome fun that today’s marketers are looking to partner with through inventive and powerful creative.”

“Developing content for kids is a dream come true as they play a central role in reshaping today’s media landscape,” adds Greg Babiuk, Vertuoso COO and Co-Founder and an award-winning creative development and media production executive with over 20 years of experience in media. “Our alliance will help further cement Wonderama’s connection to kids in ways that are new, effective and, mostly importantly, socially relevant.”

Wonderama’s Chuck Armstrong adds “The whole Wonderama team is so energized to partner with Vertuoso and elevate our iconic brand through inventive and thoughtful digital distribution strategies. Our mission is and always will be to put the entertainment needs of kids everywhere front and center and, with 26 new installments coming this fall, we now have a significant library to bring this beloved show to kids everywhere thanks to the dedicated team at Vertuoso.”

About WONDERAMA:

Wonderama serves as the centerpiece of Wonderama Holdings, LLC, a company designed to entertain and engage kids and families across multiple screens and platforms through original content and branded entertainment. By presenting the series in a variety show format – a rarity in today’s cluttered entertainment landscape – the new Wonderama offers a broad-based entertainment venue that embraces several genres of programming (science, cooking, musical artists, etc.) that kids won’t find anywhere else and that can be seamlessly offered alongside other, new original short-form content on WonderamaTV.com and across social media.

About VERTUOSO:

Founded by media executives Greg Babiuk and Curt Doty in 2017, and located in Los Angeles, New York and Santa Fe, New Mexico, Vertuoso works with brands, agencies, studios, networks, and media companies to collaborate on enhancing and optimizing video campaigns to take advantage of the newest behaviors in the consumption of social video.

Vertuoso is one of the first creative and production agencies to focus on vertical storytelling. With a collection of content creators across the country, Vertuoso is already developing shows, which they call “Vertisodes” for various platforms.

 

The company’s phone is: 310.994.7810. Please see: www.vertuoso.co