New programme to nurture Singapore's next generation of commercial online content creators out next week

A screengrab of the Creator Collective website. PHOTO: CREATORCOLLECTIVE.ASIA

SINGAPORE - A new industry programme aimed at nurturing a new generation of commercial online content creators in Singapore will be launched on April 27.

Called the Creator Collective, it is spearheaded by Australian-based video content marketing firm Brand New Media Global (BNM) and hopes to reach out to more than 200 content creators.

BNM is working with the Asia Content Marketing Association on the programme, which is supported under the Media Development Authority's (MDA) Creators' Space initiative, due out in the second half of 2017.

Creator Collective consists of an engagement portal providing information on branded content creation like video guides, an e-learning platform for participants and a series of workshops for hands-on learning opportunities with leading professionals in the industry.

Last week, it put out a call for contributions from established industry professionals.

Thus far, the programme has garnered support and speakers from international and regional agencies such as MEC Wavemaker, Mindshare Content Trust, Zenith Newscast and Dentsu Aegis Network.

BNM's head of knowledge Nick Fawbert said: "Establishing an ecosystem of creative, commercially capable young entrepreneurs in this area is a cornerstone to success."

Mr Fawbert added that inspirational marketing content that focuses on consumer needs discounts the need for interruptive advertising, allowing brands "to own the customer relationship, own the data, and provide opportunities for commercial interactions".

Singapore Press Holdings (SPH) last month invested $6.8 million in Brand New Media Singapore (BNMS), a wholly owned subsidiary of Australian-owned BNM.

The investment means SPH subsidiary SPH Interactive now holds a 34.7 per cent of the issued share capital of BNMS.

Through the investment, both parties are aiming to offer advertisers video solutions for integrated marketing campaigns across multiple platforms.

Mr Julian Tan, head of SPH Digital Division, said then: "In recent years, consumption of online videos has seen a steady rise in Singapore. This highlights the relevance of videos not just to consumers but also as a key marketing tool for brands and advertisers."

He added: "SPH's strategic investment into BNMS comes at an opportune time as we strive to complement and enhance our video storytelling capabilities."

Join ST's Telegram channel and get the latest breaking news delivered to you.