NEWS.SPACELY.COM.AU Meet the Sydney streaming startup that’s successfully taking on Netflix

Taking on the world’s largest content giants is no easy feat, but a Sydney storytelling startup says it is reaching “well in excess” of 2 million people a month with its new content streaming platform that is not yet six months old.

Kontented founder and chief executive Kate Edwards says Snackable TV, launched by Kontented in November last year, is aiming to be the “Netflix of short-form content for young people” and is growing 30% month-on-month.

“It’s not smash and go traffic — our return users are really high,” Edwards tells StartupSmart.

 

 

The platform, which features a range of short films, video and podcast stories, will be powered by a team of creative “predators”, says Edwards, who are one-man-band content creators who can produce, edit, direct and shoot.

In February, Kontented was granted a $300,000 loan from Jobs for New South Wales to expand its team to 50 full-time staff within the next three years. It currently has 15 employees, up from five in December 2016.

“We’re content creators first and foremost and believe in the craft (of) storytelling,” Edwards says.

She wants Snackable TV to be a “safe place” for audiences aged 13 to 30 to consume short and interesting “human” stories while enabling big brands to reach this market in creative ways.

Edwards hopes to see Snackable TV content distributed through a wide range of avenues from inflight entertainment to PlayStations and Xboxes.

Solving the question of content and “ROI”

Together with co-founder and partner in life Shae Constantine, Edwards has spent the past six years trying to solve the “big giant question mark around ROI”.

With Kontented boasting clients like Optus and Sony Music, Edwards says the key “disparity” for its customers who would love to spend hundreds and thousands of dollars on content is the return on investment this commitment will bring.

With Snackable TV, Edwards says, Kontented now has a powerful and highly engaged niche audience, which when combined with great content, can add real value for its corporate clients.

Don’t give up. There are about a million times at which you can give up and you think you should give up

“My job as the CEO is to prove the commercial model works,” she says.

While the platform will not have ads, pop-ups and page take-overs, Edwards says Kontented will work with clients to develop thoughtful content that appeals to the target market.

To guide this, she says, Kontented has five creative pillars. At the top of the list is that content on the platform must be “edutaining” so viewers learn something from everything they watch.

“Anyone with a really great human story catapults to the top,” she says.

Back yourself when things get tough

Building a global platform and taking on tech giants is no easy feat but what has helped Edwards stay on track is being “well-researched”, focusing on the niche audience, and not being swayed to “be more things to more people”.

“Don’t give up,” she says.

“There are about a million times at which you can give up and you think you should give up.

“I have a 21-month-old son as well and three companies … You run out of cash and you’re not sure why you do it any more.”

But backing yourself in these dark hours is where real power emerges, she says.

“I say to my co-founder and husband Shae Constantine, we’ve just got to strap in, it’s a wild ride,” she says.

This article was originally published on SmartCompany.

SMART COMPANY.COM.AU : Sydney storytelling startup Kontented takes on Netflix with streaming platform that’s already reaching 2 million people a month

Taking on the world’s largest content giants is no easy feat, but a Sydney storytelling startup says it is reaching “well in excess” of 2 million people a month with its new content streaming platform that is not yet six months old.

Kontented founder and chief executive Kate Edwards says Snackable TV, launched by Kontented in November last year, is aiming to be the “Netflix of short-form content for young people” and is growing 30% month-on-month.

“It’s not smash and go traffic — our return users are really high,” Edwards tells StartupSmart.

The platform, which features a range of short films, video and podcast stories, will be powered by a team of creative “predators”, says Edwards, who are one-man-band content creators who can produce, edit, direct and shoot.

In February, Kontented was granted a $300,000 loan from Jobs for New South Wales to expand its team to 50 full-time staff within the next three years. It currently has 15 employees, up from five in December 2016.

“We’re content creators first and foremost and believe in the craft [of] storytelling,” Edwards says.

She wants Snackable TV to be a “safe place” for audiences aged 13 to 30 to consume short and interesting “human” stories while enabling big brands to reach this market in creative ways.

Edwards hopes to see Snackable TV content distributed through a wide range of avenues from inflight entertainment to PlayStations and Xboxes.

Solving the question of content and “ROI”

Together with co-founder and partner in life Shae Constantine, Edwards has spent the past six years trying to solve the “big giant question mark around ROI”.

With Kontented boasting clients like Optus and Sony Music, Edwards says the key “disparity” for its customers who would love to spend hundreds and thousands of dollars on content is the return on investment this commitment will bring.

With Snackable TV, Edwards says, Kontented now has a powerful and highly engaged niche audience, which when combined with great content, can add real value for its corporate clients.

“My job as the CEO is to prove the commercial model works,” she says.

While the platform will not have ads, pop-ups and page take-overs, Edwards says Kontented will work with clients to develop thoughtful content that appeals to the target market.

To guide this, she says, Kontented has five creative pillars. At the top of the list is that content on the platform must be “edutaining” so viewers learn something from everything they watch.

“Anyone with a really great human story catapults to the top,” she says.

Back yourself when things get tough

Building a global platform and taking on tech giants is no easy feat but what has helped Edwards stay on track is being “well-researched”, focusing on the niche audience, and not being swayed to “be more things to more people”.

“Don’t give up,” she says.

“There are about a million times at which you can give up and you think you should give up.

“I have a 21-month-old son as well and three companies … You run out of cash and you’re not sure why you do it any more.”

But backing yourself in these dark hours is where real power emerges, she says.

“I say to my co-founder and husband Shae Constantine, we’ve just got to strap in, it’s a wild ride,” she says.

B&T: SnackableTV To Become “The Netflix Of Short-Form Content” For Millennials

B&T: SnackableTV To Become “The Netflix Of Short-Form Content” For Millennials

Kontented CEO Kate Edwards came up with the idea to create what’s being dubbed “a Netflix for young people” while on maternity leave and is now growing the company at a rapid rate thanks to support from the NSW government.

The company recently secured a $300,000 loan from the state government through Jobs for NSW to help it scale and grow to more than 50 full-time staff members in the next three years.

Since December, Kontented has grown from five to 15 full-time staff, as well as engaging more than 15 contractors and hundreds of freelancers.

The company also recently secured a partnership with APN News and Media as the official youth broadcast channel on Catch – a free in-transit content player to be used as part of a Sydney-based trial.

Edwards said she hopes to create a sustainable content marketplace where creators and makers of quality content have a path for distribution, which will in turn create jobs and steady growth for the creative industry.

“The hardest audience to find is a young audience, and we aim to be the Netflix of short-form content for young people,” she said.

“Rather than go to Facebook we want them to check out SnackableTV, because there is no opinion, no likes, no trolls – just good content.”

Deputy Premier and Minister for Regional NSW, Small Business and Skills, John Barilaro, added: “Kontented is a great NSW start-up which launched its SnackableTV platform just a few months ago, but has already had more than six million views, most of those from the 13- to-17 age group.

“Any parent with a teenager knows that they can sometimes be easily distracted, so the short-form content provided by SnackableTV is ideal, covering everything from music to film and gaming, along with fashion, beauty and lifestyle, as well as podcasts.

“This is an outstanding example of a forward-thinking company that will provide a springboard for NSW’s burgeoning creative talent.”

 

KONTENTED CONTENT PLATFORM SNACKABLETV RELEASES A SUITE OF ORIGINAL & GLOBAL CONTENT & ANNOUNCES NEW HIRES

Off the back of a massive launch just seven weeks ago, home-grown online short-form broadcast network SNACKABLETV has released another round of top quality local & global content featuring some of the best emerging talent across fashion, music, art and culture.

C2
A new interview series exploring the working relationships of creative couples within the same business. The series delves into how these couples ventured into a creative business together and how they deal with the difficulties that arise as more than just business partners – for better or worse right?!

Couples include: Serpant & Swan, The Design Twins, Moffatt Moffatt, Tiger Town and more to be announced.

AUSSIES KILLING IT ABROAD
Aussies have long been a hot global export in Film, Fashion, Sport and well, pretty much everything….so we caught up with a bunch of the best and found out how they got there. From Pro Skaters to Oscar Winners to Girl Gamers and News Foreign Correspondents, we’ve got 13 of the best Aussies Killing It Abroad!

The Slayers include: Maude Garrett, Dustin Dollin, Jack Fardell, Grant Smilie, Nikki Cox, Hayley Gibney-Palmer, Rhys Wakefield, Elissa Down, Luke Doolan, Cath Turner, Neil Leo.

UNDER CONTROL
An interview and review show that focuses on gaming culture. Hosted by the Junglist, the original host of Good Game & Jessie James (aka Geek and Gamer Girl) they present reviews, news, behind the scenes & feature interviews on all things gaming.

Check out the promo here: http://snackabletv.tv/gaming/under-control

STORIES OF BIKE
A series that explores the relationship between custom motorbike and owner, their history and the reasons they ride. It's one thing to show a motorcycle being ridden, but we explore the unique and personal rider stories and the love they have for their bike. These are everyday riders. Some like to build their bike into something unique, others will simply tinker and leave the serious stuff to professionals.

Either way, they all share one thing in common; the love of riding.

MAÑANAS OSCURAS
A series of chillingly beautiful mini docs on the challenges facing young people today. In a world where everyone sells smiles, joy and success, truth can only come accompanied by a halo of darkness. Mariano Dawidson investigates the existential shipwreck of the 21st century in search of something real. Incarnating different characters he reflects on the world we inherit, which we have and we can still build.

SNACKABLETV Co-founder Shae Constantine said today:
“After an huge launch only a mere few weeks ago, we are thrilled to be able to come good on our promise of creating the best content in the business with Australia’s most talented creatives. The new series’ are stunning and unique, and we know viewers from all over the globe will love watching, learning, and consuming these ambitious, challenging, and invigorating pieces of content.”

Delivering the calibre of content that SNACKABLETV’s audience expects can’t be done without a brilliant team working behind the scenes and we have grown our team over the past months to meet the expectations of our audience & clients alike. Meet our experts:

MIGUEL GARCIA – HEAD OF STRATEGY & CLIENT SERVICE
Miguel Garcia brings significant industry experience having spent the last 15 years working on integrated campaigns across a broad range of categories covering Finance, Automotive, FMCG and Telco. His strategic leadership will help drive the storytelling for our clients to deliver engaging and effective campaigns and content. He joins the team from M&C Saatchi where he ran Commbank amongst other large scale project clients.

JULIAN McGRUTHER – CREATIVE PRODUCER
ARIA Award winning producer Julian McGruther joins the ranks taking up the role of Creative Producer. Julian’s vast experience creating & producing content for the Fashion & Music industry further adds to KONTENTED’s capabilities in these areas. Julian has worked on projects for Guy Sebastian, The Veronica’s, X Factor, Sony Music, Maybelline & Dion Lee to name but a few.

DEB MORGAN – CREATIVE PRODUCER
Deb Morgan, founder & creative director of Arts collective CREATE OR DIE also joins us as Creative Producer. Deb’s 10+ years working in the arts & culture disciplines brings unrivalled experience and expertise. She has overseen & created campaigns for Sony Australia, Universal Music, Westfield, Southern Cross Austereo, JCDecaux, Destination NSW & The Australian Government and has a bunch of film and TV awards and credits her name.

JESSICA PEACH – PRODUCTION COORDINATOR
Rounding out the production department, Jessica Peach takes up the role of Production Coordinator, fresh from graduating from UTS where she won the Gold Award for excellence in the Arts & the Australian Speech Communication Association Award, she brings unbridled enthusiasm and passion to the team.

SNACKABLETV Co-founder Kate Edwards said today:

“The team is putting their heart and soul into SNACKABLETV and we are singing their successes from the rooftops! The quality of content on the network is undeniable, and there is plenty more where that came from. 2017 is going to be HUGE for SNACKABLETV” 

Content is currently available online (mobile, tablet or desktop) via SNACKABLETV.tv

In the face of a fracturing media landscape, SNACKABLETV also offers a solution for brands to target a millennial audience utilising quality native content.

Sailor Jerry: Jerry Can Ride Documentary World Premier

 “Sometimes I wonder how I ever got mixed up in all this in the first place.” Norman ‘Sailor Jerry’ Collins 1911 - 1973

In November 2016, KONTENTED created the  Jerry Can Ride for Sailor Jerry.  This ride was not for the faint-hearted or small-minded. This ride was dirty fingernails, white knuckles and growling engines.  It was custom bikes, original rides and independent spirits and now it’s a feature length documentary.

On Monday 16th January in honour of the late great Norman “Sailor Jerry” Collins whose 106th Birthday was last Saturday, Sailor Jerry are launching ‘The Jerry Can Ride’ a documentary of the characters, stories and of course the bikes that smashed out over 2,500km over 10 days through the eastern seaboard of Australia.

Andrew Skehan of Sailor Jerry says “How could we not release a documentary! We had enough stories and footage to make three documentaries! Its rare as a brand custodian you get the chance to make ORIGNAL content that you know your audience will love and engage with., Only brands who  have a really rich and authentic history can succeed in producing content in this way. We are very fortunate that the great man Norman Collins left us with such a rich tapestry of a legacy .”

Kate Edwards, CEO and Creator of the Jerry Can Ride documentary says,  “Very rarely do you have the opportunity to work on an event, content series and documentary all at the same time for anyone – let alone a brand. Its brave, bold and has been one hell of a ride. This is the best work we’ve done and I am so proud of the team, their commitment, drive and that all the late nights have paid off. “

The Jerry Can Ride documentary launches on Monday 16th January at The Golden Age Cinema and will be released on Sailor Jerry AUS Youtube channel on Tuesday 17th January.

“I’d rather have character than be one” - Norman ‘Sailor Jerry’ Collins, 1911-1973

For more info, please go to:

https://www.facebook.com/SailorJerryAus
https://www.instagram.com/sailorjerryaus

For interviews with the riders, the brand or the makers, please call Miguel Garcia 02 9331 7532

KONTENTED CONTENT PLATFORM SNACKABLETV ACQUIRES PAGES DIGITAL & GROUPIE MAGAZINE

Media Release

Effective immediately SNACKABLETV has acquired Pages Digital including their music publication Groupie Magazine.  Both business assets will be absorbed into the SNACKABLETV ecosystem, bolstering its already substantial content offering in the world of Lifestyle, Fashion & Music.  

SNACKABLETV is a revolutionary digital network housing the best in short-form content across seven channels; Culture, Film, Gaming, Music, Podcast, Style, and a dedicated hub for today’s news, events, and exclusive interviews; What’s Hot; all without the annoying advertisements or subscriptions.

Shae Constantine, Co-Founder said;

“We are extremely proud to have build a brand that has so quickly relisted it’s audience rooted in the elusive millennial demographic.  Our first quarter results combined with the purchase of Pages Digital & Groupie Magazine will only further cement our place as a real player in the Australian millennial market.”

With the addition of the social networks of Pages Digital & Groupie Magazine to SNACKABLETV’s networks, making it one of the largest platforms to directly connect with Australia's millennials. 

ABOUT SNACKABLETV

A world-first revolutionary digital youth network housing the best in bite-sized video content. SNACKABLETV is a new way to access high quality short-form entertainment for FREE, without annoying advertisements or subscriptions.

Millennials are diverse, curious and engaged - so, SNACKABLETV is too. It does not discriminate against gender, sexuality, race, creed or socio-economic status, only against beige content.

The network is leading the fight against 'Digital Litter', a result of too much access to poorly made content. Everything on SNACKABLETV is short, sharp, and captivating. It's video that is never boring, always inspiring, with an added dose of learning for the socially aware, completely free of charge to the viewer.

www.snackabletv.tv
www.facebook.com/snackabletv.tv

For more information please contact:
Kate Edwards (Co-Founder)
E: kate@snackabletv.tv
Mb: 0433 110 109

RHINO RACK APPOINTS KONTENTED TO OVERSEE GLOBAL MARKETING STRATEGY

Rhino Rack announced today they have appointed KONTENTED to oversee their marketing strategy, content creation & activations for Australia, New Zealand & the US.

Rhino Rack is one of Australia’s true business success stories, built from the ground up by Aussie entrepreneur Richard Cropley from a simple outfitting business to the #1 roofrack brand in Australia.

Rhino Rack Head of Marketing and Communications, Matt Hankin said, “As we look to refocus the brand here in Australia & make a real impact in the US, I cannot think of another business that I would prefer to work with as we take on this challenge.  KONTENTED’s keen insights & strategic thinking along with their ability to create relevant & sticky content gives me the confidence in achieving our goals both here locally & in the US”.

KONTENTED founder and CEO Kate Edwards told us “We are looking forward to getting our hands dirty with the team from Rhino-Rack as they look to freshen their Australian brand & marketing for the 25th anniversary in 2017. We’re also very excited to be making real in-roads (pardon the pun) into the US market as they expand the business into the largest OEM market in the world”.

 

BandT article here

Campaign Brief article here

KONTENTED and SAILOR JERRY join forces to create the inaugural JERRY CAN RIDE 2016

Kontent strategy and activation company KONTENTED announce today they have been appointed by William Grant & Sons to create the inaugural Jerry Can Ride for Sailor Jerry Spiced Rum.

 

The Jerry Can Ride 2016 is an event, activation, social media campaign and mini doc series exposé into the world of Sailor Jerry. Twenty beautifully crafted custom café racer bikes, a 1962 fully customised chrome Airstream and the Sailor Jerry Rat Dodge will be travelling 2,000km across Australia, visiting amazing people, bars and venues all the while, sharing their stories from ten days on the road with all of Australia.

 

KONTENTED Founder and CEO Kate Edwards said, "This is such an amazing project that has been a long time in the making. We are so passionate about the Sailor Jerry brand and are proud to be chosen to be its protectors and custodians. Sailor Jerry is a real no bullshit brand and KONTENTED is real no bullshit company – it’s a match made in heaven. 2000km in 10 days with 20 custom bikes…..just think of the stories.”

 

Sailor Jerry Marketing Manager, Andrew Skehan said, “We wanted to work with KONTENTED because they understood the brand, their expertise creating amazing content campaigns and their attention to logistical detail. In the words of Norman “Sailor Jerry” Collins “You must understand the feeling of originality as opposed to imitating” and that’s what we plan to do on this ride.

KONTENTED LAUNCHES WEEKLY PODCAST – KONTENTED KOLLECTIVE

KONTENTED, the Sydney-based content, strategy and activation company, launches KONTENTED KOLLECTIVE, a weekly podcast covering business, marketing and entrepreneurship.

Hosted by founder and CEO of KONTENTED, Kate Constantine (née Edwards), the podcast will feature weekly guests including CEOs and heads of industry and discuss their innovation, leadership and overcoming challenges and triumphs in their sector.  We’ll speculate about the industry as a whole & delve into the background stories and insights of our guests their stellar careers.

KONTENTED KOLLECTIVE guests include Kate Vale, Managing Director of Spotify Australia and New Zealand, Chris Nolan, Chief Executive Officer of Starcom MediaVest Group, Kylie Rogers, Managing Director of Mamamia Women’s Network, Nicole Sheffield, CEO of NewsLifeMedia & Clive Dickens, Chief Digital Office for Seven West Media to name but a few.

On creating the podcast, Constantine (nee Edwards) said, “Podcasts are one of the most rapidly growing content platforms in media today and as Australia’s largest independent content company we wanted to provide a truly compelling addition to the realm.  I felt there was a serious lack of good, check that, great business and entrepreneurial lead ‘smart/thinking’ podcast content, so I thought it was my opportunity to open up my little black book of contacts and showcase some of the titans in my industry.  On recording the first couple of podcasts we realised just what gold we had struck.  These unfiltered conversations with some seriously impressive humans and their companies have genuinely inspired me to be involved in my industry that sometimes can get such a tough rap.”

In a world first, KONTENTED KOLLECTIVE has partnered with innovative Australian podcasting tech platform WHOOSHKAA, which has been confirmed as the world’s first podcasting platform for Facebook’s new audio sharing technology. KONTENTED KOLLECTIVE will spearhead and lead Whooshkaa’s business podcast offering for this new technology.

The KONTENTED KOLLECTIVE is recorded weekly to ensure the freshest content and will follow an informal “in conversation” style, but will follow the four major pillars of business, marketing and media, innovation and entrepreneurship.

You can listen to the KONTENTED KOLLECTIVE at www.kontented.com/podcast or subscribe & listen on iTUNES

KENNARDS HIRE USES SPONSORSHIP OF THE BLOCK AS LAUNCH PAD FOR NEW CAMPAIGN

Kennards Hire has launched a new multi-channel marketing campaign – including TV ads which aired last night – as it looks to refresh the brand and grow its appeal across a section of potential customers.

The brand used its sponsorship of Nine’s The Block as a springboard for the campaign that will also feature outdoor, print digital and social.

The work is the first produced by KONTENTED since announcing the deal with Kennards last month. The media buy is being handled by Kennards.

Kennards chief marketing officer Matt Hankin said the campaign aims to showcase the broad range of customers the company can service, from small home projects to major commercial constructions.

“KONTENTED has truly represented what Kennards Hire is all about,” he said. “Our business has grown and gets stronger through what we do and choosing the right suppliers to help us.”

Read it mUmbrella here.

OPTUS ROCKCORPS LAUNCHES NEW CONTENT WITH NOVA 96.9’S FITZY AND WIPPA VIA KONTENTED

Content strategy and creative developer KONTENTED, in collaboration with Starcom’s Liquid Thread, has worked with with media partner Nova 96.9 to create and produce new online, social and PR content featuring breakfast hosts Fitzy and Wippa to demonstrate the community spirit for the 2014 Optus Rockcorps campaign.

The work aimed to capture the essence, fun and activation of young people, empowered and encouraged to do community service in exchange for a concert ticket.

 

This year’s event was hosted by Tim Blackwell & Kate Peck and featured Samantha Jade, Rudimental, Miguel and Empire of the Sun performing live to over 3,000 volunteers.KONTENTED managed all to end production, development and creation of the content including pre-production, production, post-production, audio and licensing. Executive producer and managing director Kate Edwards said collaborating with Starcom / Liquid Thread had been a gratifying and smooth process.

 

Says Edwards: “Collaborating with agencies is something we pride ourselves on, working with Starcom has only allowed us to broaden the scope of some of the work we do, and it’s been a success off the blocks,” she said. “The teams at Liquid Thread & KONTENTED have worked seamlessly together to create something memorable across both the campaign.”

Read it in Campaign Brief here.

Watch the video in AdNews here.