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Entertain or Fail: Brands As the New Publishers

#sxsw #entertain

Brands today have more consumers at their fingertips than any TV show or magazine could ever offer thanks to an abundance of multi-connected digital platforms. But entertaining those consumers on multiple platforms is a role that brands have never had to play before. The opportunities are turning brands into this generations publishers. This is the next evolution in content creation -- when brands fully take on the role of publisher and entertainer. And the brands that do this successfully will win.

Playing the role of publisher and content creator means moving beyond old-school push-message advertising. It means creating engaging content that invites the consumer in to make the experience their own, and it means allowing the consumer to be the copywriter in some cases. It also means that brands must constantly evaluate if their content is fresh, engaging, provoking and causing a reaction in their audience. It means that brands must entertain … or fail.


Allen DeBevoise Chairman & CEO Machinima Inc

Allen DeBevoise is the Chairman, CEO and Co-Founder of Machinima, the dominant video entertainment network for serious gamers around the world. Machinima’s global content network features official publisher content, fan-created gameplay videos and original content, including over 20 original weekly shows, all aimed at the coveted 18–34 year old male demographic. The number one entertainment channel on YouTube, Machinima reaches over 124 million gamers monthly, and delivers over one billion video views a month, and growing.

Under DeBevoise’s guidance, Machinima has become a major force in reaching core video gamers, because the company is at the cutting edge of on-line video and the changing experience of gaming, and also has a massive, global, and highly engaged audience.

DeBevoise served on the board of directors of and True/Slant through their respective acquisitions, and currently serves on the board of He is also an active angel investor in several early stage technology and consumer internet companies.

Before Machinima, DeBevoise was President and CEO of TCI Interactive and co-founded Creative Planet, an online resource for film and television production professionals. DeBevoise was featured on The Hollywood Reporter’s “Digital Power List” and was recognized as one of Digital Media Wire’s “25 Executives to Watch.”

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