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Alessandro Bogliari, CEO and Co-Founder of The Influencer Marketing Factory, a global influencer marketing agency, talks with great guests about influencer marketing, social media, the creator economy, social commerce and much more.
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Next in Media talked to Dhar Mann, Creator and founder of Dhar Mann Studios, and Sean Atkins, CEO of Dhar Mann Studios, about building one of YouTube's most successful scripted content operations. They discussed creating family-friendly scripted series at scale, working with brands beyond traditional advertising, and expanding their studio model to support other creators.
Mann and Atkins also covered why scripted content is breaking through on YouTube, their Samsung TV Plus deal, and positioning as the future of creator-driven media.
🔖Chapters:
00:00 - Introduction to Dhar Mann and Sean Atkins
02:36 - From Personal Stories to Scripted Content at Scale
06:00 - Building Infrastructure and Leadership
08:22 - Expanding to Multi-Creator Studio Model
11:50 - Why Scripted Content Works on YouTube
14:49 - Traditional Media's Failed Creator Acquisitions
18:20 - Brand Partnerships Beyond Platform Revenue
22:17 - YouTube's Role in Creator-Brand Relationships
26:00 - Television and Fast Channels for Creators
29:00 - What Brands Need for Creator Success
💡Takeaways:
🎬 Dhar Mann Studios produces five shows weekly on a 21-day script-to-screen cycle, enabling real-time cultural relevance.
📺 The company operates 66 sets across 125,000 square feet with creator-level efficiency and economics.
🚀 Unlike talent-dependent creators, Dhar Mann built a scalable format not requiring his appearance in every video.
👨👩👧👦 Family-friendly co-viewing content serves a massive underserved audience.
💰 Bootstrapped and profitable since day one through platform revenue before expanding to brand partnerships.
🎯 Brands are shifting from transactional relationships to long-term partnerships including co-developed studios.
⚡ The 21-day production cycle lets brands move at culture's speed for scripted content.
🏢 Fifth Quarter agency helps other creators build sustainable businesses using their infrastructure.
📱 Samsung TV Plus provides validation and revenue diversification while reaching traditional viewing audiences.
🔮 Creators will become challenger brands in verticals where they've built expertise through partnerships.
Follow Dhar Mann: linkedin.com/in/dharmann
258 episodes
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