1 00:00:08,400 --> 00:00:13,440 Speaker 1: Hello, and welcome to Strictly Business Varieties podcasts featuring conversations 2 00:00:13,480 --> 00:00:17,360 Speaker 1: with industry leaders about business of media and entertainment. Arm 3 00:00:17,400 --> 00:00:22,239 Speaker 1: Todd Stegler, new York digital editor with Variety. Today, we're 4 00:00:22,239 --> 00:00:27,760 Speaker 1: talking with Brian Thenson, head of content Partnerships at TikTok. TikTok, 5 00:00:27,920 --> 00:00:31,080 Speaker 1: in case you didn't know, is the immensely popular social 6 00:00:31,160 --> 00:00:34,159 Speaker 1: video app that has taken the world by a storm. 7 00:00:34,360 --> 00:00:37,360 Speaker 1: Last month, the company said that it had more than 8 00:00:37,479 --> 00:00:41,720 Speaker 1: one billion monthly active users, which makes it one of 9 00:00:41,720 --> 00:00:46,159 Speaker 1: the fastest growing online services in history. Now, TikTok has 10 00:00:46,200 --> 00:00:50,440 Speaker 1: been challenging the likes of incumbents on YouTube and Instagram 11 00:00:50,520 --> 00:00:54,320 Speaker 1: for viewing time as this highly personalized app that brings 12 00:00:54,360 --> 00:00:58,920 Speaker 1: together a stream of dances, memes, comedy bits, all kinds 13 00:00:58,960 --> 00:01:04,840 Speaker 1: of content really and of course lip sync videos. Brian, 14 00:01:04,880 --> 00:01:08,360 Speaker 1: thank you for joining us on Strictly Business Today. Tom, 15 00:01:08,400 --> 00:01:09,920 Speaker 1: thank you so much for having me. It's really great 16 00:01:09,959 --> 00:01:13,640 Speaker 1: to be here. So let's start out. Can you describe 17 00:01:14,200 --> 00:01:17,640 Speaker 1: what you do at TikTok, Well, Todd, I think I 18 00:01:17,680 --> 00:01:19,560 Speaker 1: have the best job in the world. We get to 19 00:01:19,600 --> 00:01:23,000 Speaker 1: help creators on TikTok really unlock their creative potential and 20 00:01:23,000 --> 00:01:25,399 Speaker 1: and in a lot of cases help make their dreams 21 00:01:25,400 --> 00:01:27,440 Speaker 1: a reality. And that's a pretty awesome thing for all 22 00:01:27,520 --> 00:01:31,039 Speaker 1: of us. Now, we define a creator as any account 23 00:01:31,040 --> 00:01:33,800 Speaker 1: who publishes content on the platform. We have a direct 24 00:01:33,880 --> 00:01:37,400 Speaker 1: one to one relationship with thousands of those creators, from 25 00:01:37,440 --> 00:01:40,319 Speaker 1: some of the most followed household names like Addison Ray 26 00:01:40,400 --> 00:01:43,880 Speaker 1: and Bella Porch to creators just starting their TikTok journey 27 00:01:44,280 --> 00:01:47,840 Speaker 1: literally as we record this podcast. We also look after 28 00:01:47,920 --> 00:01:51,160 Speaker 1: celebrities like Will Smith and Martha Stewart and athletes like 29 00:01:51,400 --> 00:01:55,240 Speaker 1: Jimmy Butler, DeAndre Hopkins, and Gabby Douglas. But we we 30 00:01:55,280 --> 00:01:58,720 Speaker 1: don't stop with just those individual personalities. Were also here 31 00:01:58,760 --> 00:02:01,880 Speaker 1: to support kind of a more corporate publisher community where 32 00:02:01,880 --> 00:02:05,400 Speaker 1: we specialize in sports accounts like the NFL and ESPN, 33 00:02:06,080 --> 00:02:09,399 Speaker 1: um brands and fashion and beauty like Conde Nast, lifestyle 34 00:02:09,440 --> 00:02:13,000 Speaker 1: publishers like BuzzFeed, and all the big entertainment studios, networks 35 00:02:13,000 --> 00:02:16,560 Speaker 1: and streamers like like MTV, Netflix, And we even have 36 00:02:16,600 --> 00:02:19,000 Speaker 1: a group that helps nonprofits like the Aquarium of the 37 00:02:19,040 --> 00:02:23,120 Speaker 1: Pacific and It Gets Better Project grow on TikTok Um. 38 00:02:23,160 --> 00:02:25,120 Speaker 1: So in addition to all that sort of one on 39 00:02:25,120 --> 00:02:29,320 Speaker 1: one growth strategy and audience development support. We're leading things 40 00:02:29,400 --> 00:02:34,079 Speaker 1: like creator marketing, creator monetization, creator education, and community development. 41 00:02:35,360 --> 00:02:37,560 Speaker 1: All right, well that's uh, that's a lot to keep 42 00:02:37,600 --> 00:02:41,480 Speaker 1: you busy. I guess, um, tell me what is it 43 00:02:41,680 --> 00:02:46,839 Speaker 1: about TikTok that UM has really led to its rapid rise? 44 00:02:46,880 --> 00:02:53,440 Speaker 1: Like this, what's the secret sauce? Yeah, the secret sauce 45 00:02:53,680 --> 00:02:58,800 Speaker 1: is really about community and about entertainment value and entertainment quality. 46 00:02:59,400 --> 00:03:03,840 Speaker 1: When we think about UM, the perfect blend of serendipity 47 00:03:03,880 --> 00:03:07,600 Speaker 1: and discover ability, that that serendipitous I didn't even know 48 00:03:07,680 --> 00:03:11,919 Speaker 1: I wanted, that mixed with the customized content in your 49 00:03:11,960 --> 00:03:15,560 Speaker 1: four you feed, that content that feels so uniquely for you. 50 00:03:16,000 --> 00:03:19,040 Speaker 1: That's kind of what really sets this platform apart. The 51 00:03:19,080 --> 00:03:22,840 Speaker 1: incredible opportunity to discover new content, uh, and for others 52 00:03:22,919 --> 00:03:25,959 Speaker 1: to discover your videos. Right my my four you feed 53 00:03:26,360 --> 00:03:29,079 Speaker 1: is different than yours, and I think no two feeds 54 00:03:29,080 --> 00:03:32,560 Speaker 1: are the same. And that's really what makes the platform special. 55 00:03:33,639 --> 00:03:39,080 Speaker 1: So it's this artificial intelligence technology, this algorithm that knows 56 00:03:39,360 --> 00:03:45,000 Speaker 1: what I want before I know that I wanted. In 57 00:03:45,040 --> 00:03:47,880 Speaker 1: a sense, I think so again, it's it's the blend 58 00:03:47,920 --> 00:03:51,760 Speaker 1: of of that perfect sort of for you quotient that 59 00:03:51,880 --> 00:03:55,920 Speaker 1: takes everything that again you think you uh you want 60 00:03:55,920 --> 00:03:58,240 Speaker 1: to see and everything you know you want and and 61 00:03:58,320 --> 00:04:02,920 Speaker 1: blends it into that perfect user experience. Now, I describe 62 00:04:03,040 --> 00:04:08,480 Speaker 1: TikTok as a social video app, but the company is 63 00:04:08,760 --> 00:04:14,400 Speaker 1: U positioning self is more of an entertainment destinations that right. Yeah, 64 00:04:14,440 --> 00:04:16,800 Speaker 1: that's what's so unique about TikTok is that is that 65 00:04:16,839 --> 00:04:19,760 Speaker 1: we're not a social network. We are an entertainment platform 66 00:04:19,760 --> 00:04:22,320 Speaker 1: where cultural trends really start. You know, when you think 67 00:04:22,360 --> 00:04:25,440 Speaker 1: about the trends that have begun in food, right the 68 00:04:25,680 --> 00:04:29,919 Speaker 1: fed Aposta trend or Emily Morico's salmon bull trend, or 69 00:04:29,960 --> 00:04:33,159 Speaker 1: that the TikTok made Me Buy It phenomenon, or you 70 00:04:33,200 --> 00:04:36,840 Speaker 1: know rats at Tui the musical where the community really 71 00:04:36,920 --> 00:04:42,080 Speaker 1: galvanized the creation of something major in entertainment. It's again, 72 00:04:42,120 --> 00:04:45,320 Speaker 1: it's that four you feed and that discovery that's able 73 00:04:45,360 --> 00:04:49,120 Speaker 1: to really present the most entertaining and diverse content that 74 00:04:49,160 --> 00:04:52,720 Speaker 1: you know, you might not have other otherwise experienced or seen. Uh, 75 00:04:52,760 --> 00:04:55,039 Speaker 1: And that's something that a social graph, you know, isn't 76 00:04:55,040 --> 00:04:58,280 Speaker 1: going to serve you. Up Um, that that one billion 77 00:04:58,400 --> 00:05:00,520 Speaker 1: users around the world that you talked to out and 78 00:05:00,520 --> 00:05:02,320 Speaker 1: and the fact that no two for you feeds are 79 00:05:02,320 --> 00:05:05,720 Speaker 1: the same. Uh, that's really the kind of that entertainment 80 00:05:05,720 --> 00:05:09,120 Speaker 1: powerhouse that allows you to kind of experiment and find 81 00:05:09,120 --> 00:05:12,279 Speaker 1: your voice and really deliver a great entertainment, you know, 82 00:05:12,520 --> 00:05:16,599 Speaker 1: video by video. And I know that squid game means 83 00:05:16,720 --> 00:05:21,320 Speaker 1: have been trending on TikTok of late. Uh They're they're 84 00:05:21,360 --> 00:05:25,120 Speaker 1: pretty weird and hilarious at the same time. Um, talk 85 00:05:25,200 --> 00:05:27,080 Speaker 1: to me about, you know, the case. How do you 86 00:05:27,080 --> 00:05:29,800 Speaker 1: make the case to partners for how to best use 87 00:05:30,000 --> 00:05:34,760 Speaker 1: the TikTok platform, whether that's for monetization or you know, 88 00:05:34,839 --> 00:05:38,080 Speaker 1: promoting their own brand. Well, the very first thing that 89 00:05:38,120 --> 00:05:41,240 Speaker 1: we start with, Todd is is to experiment and to 90 00:05:41,320 --> 00:05:44,760 Speaker 1: find your voice and to be authentic. Um. You know, 91 00:05:44,800 --> 00:05:47,800 Speaker 1: the creator journey is is a long one. It can 92 00:05:47,839 --> 00:05:51,040 Speaker 1: be a long one, and it's it's obviously different at 93 00:05:51,040 --> 00:05:54,719 Speaker 1: every single stage along the way. And so in the beginning, again, 94 00:05:54,760 --> 00:05:58,279 Speaker 1: it's really just about coming to TikTok and having fun 95 00:05:58,839 --> 00:06:03,400 Speaker 1: and unlocking as much creativity as possible, finding that voice. 96 00:06:03,560 --> 00:06:06,599 Speaker 1: And then along the way, as creators, you know, tend 97 00:06:06,640 --> 00:06:09,440 Speaker 1: to get a little bit bigger. Uh, you know, they've 98 00:06:09,600 --> 00:06:12,680 Speaker 1: found their voice and they started to really build that audience. 99 00:06:13,040 --> 00:06:16,600 Speaker 1: Then all of those additional layers we work with creators 100 00:06:16,640 --> 00:06:20,000 Speaker 1: to really identify how to build a livelihood on the platform. 101 00:06:20,080 --> 00:06:23,760 Speaker 1: You know, so many um small businesses that that really 102 00:06:23,800 --> 00:06:26,320 Speaker 1: began you know, sort of creator lead have bubbled up, 103 00:06:26,360 --> 00:06:28,480 Speaker 1: and so that's something that we think about a little 104 00:06:28,520 --> 00:06:30,839 Speaker 1: further down the line, but it's it's full life cycle 105 00:06:31,520 --> 00:06:35,680 Speaker 1: consultation as we work with these creators. Now, isn't a 106 00:06:35,720 --> 00:06:38,080 Speaker 1: big part of the appeal for TikTok is that it's 107 00:06:38,120 --> 00:06:41,800 Speaker 1: a lower barrier to entry maybe than some other platforms 108 00:06:41,800 --> 00:06:45,559 Speaker 1: in terms of creating content. You know, it's quick, it's easy. 109 00:06:45,640 --> 00:06:48,719 Speaker 1: There are these tools that you can use to make 110 00:06:48,760 --> 00:06:52,520 Speaker 1: your your videos look great. Um, you know, to what 111 00:06:52,640 --> 00:06:57,240 Speaker 1: extent is TikTok appealing because of the format and the 112 00:06:57,320 --> 00:07:03,160 Speaker 1: creator tools versus the kind of discovery mechanisms we want 113 00:07:03,160 --> 00:07:05,279 Speaker 1: to make it easy. Yeah, you nailed it. I think 114 00:07:05,279 --> 00:07:08,480 Speaker 1: that when we think about all of the different UH 115 00:07:08,600 --> 00:07:12,960 Speaker 1: product and platform innovations, everything is in service of our 116 00:07:13,000 --> 00:07:17,160 Speaker 1: creators and our users. And so when creators are coming 117 00:07:17,200 --> 00:07:19,480 Speaker 1: to TikTok and we want to make it as as 118 00:07:19,520 --> 00:07:22,240 Speaker 1: low lift as possible. We want to be able to 119 00:07:22,360 --> 00:07:26,280 Speaker 1: unlock that that creativity and that expression. And so whether 120 00:07:26,360 --> 00:07:29,240 Speaker 1: it's um, you know, utilizing music to tell a story, 121 00:07:29,840 --> 00:07:32,720 Speaker 1: or it's it's working with these creators to find you know, 122 00:07:32,800 --> 00:07:35,840 Speaker 1: kind of an innovative format that um, if you were 123 00:07:35,880 --> 00:07:38,880 Speaker 1: to look over a creator's shoulder and the sound we're 124 00:07:38,920 --> 00:07:42,760 Speaker 1: completely off, you know, could that content, could that story 125 00:07:43,080 --> 00:07:45,800 Speaker 1: be as easily translatable? These are I think the kinds 126 00:07:45,840 --> 00:07:48,920 Speaker 1: of of tools and tips and tricks that we um 127 00:07:48,960 --> 00:07:51,680 Speaker 1: really espousing all of our creators as we're talking with 128 00:07:51,760 --> 00:07:54,160 Speaker 1: them about, you know, how to to to find their 129 00:07:54,280 --> 00:07:59,520 Speaker 1: voice on the platform. Now, TikTok started with really short 130 00:07:59,600 --> 00:08:02,640 Speaker 1: form videos and then went up to sixty seconds. Now 131 00:08:02,720 --> 00:08:06,720 Speaker 1: you recently launched longer maximum video times up to three minutes, 132 00:08:07,520 --> 00:08:10,200 Speaker 1: and you're testing up to five minutes. What's the reason 133 00:08:10,280 --> 00:08:15,360 Speaker 1: for that, bigger candles, Yeah, we launched longer videos so 134 00:08:15,400 --> 00:08:18,440 Speaker 1: that creators could have an opportunity to create even richer 135 00:08:18,440 --> 00:08:21,679 Speaker 1: storytelling and entertainment on the platform. When you think about 136 00:08:21,720 --> 00:08:25,560 Speaker 1: all the different ways that the community has really redefined content, 137 00:08:25,920 --> 00:08:30,080 Speaker 1: you know, creativity, expression, and entertainment in under sixty seconds. Uh, 138 00:08:30,080 --> 00:08:32,280 Speaker 1: it's it's a pretty exciting thing to see how people 139 00:08:32,320 --> 00:08:35,320 Speaker 1: continue to really entertain and inspire with a few more 140 00:08:35,360 --> 00:08:38,640 Speaker 1: seconds of narrative in a world of creative possibilities. You know, 141 00:08:38,679 --> 00:08:42,880 Speaker 1: cooking has been this huge breakout category for us as 142 00:08:42,920 --> 00:08:46,120 Speaker 1: creators can go much more in depth with recipes and 143 00:08:46,160 --> 00:08:48,319 Speaker 1: tutorials and things like that. And when you go back 144 00:08:48,360 --> 00:08:51,440 Speaker 1: and sort of look at the growth of the cooking 145 00:08:51,480 --> 00:08:55,319 Speaker 1: category in early two thousand twenty, um, creators like Flaky 146 00:08:55,360 --> 00:08:58,600 Speaker 1: Salt and Cooking with Sharene and Eaton kind of set 147 00:08:58,640 --> 00:09:02,280 Speaker 1: that blueprint for what a eight short video recipe video 148 00:09:02,360 --> 00:09:04,439 Speaker 1: could look like. And and I think, you know, it's 149 00:09:04,480 --> 00:09:08,600 Speaker 1: been harder for chefs and cooking enthusiasts to really condense 150 00:09:08,679 --> 00:09:11,880 Speaker 1: those complex recipes into less than sixty Now they're able 151 00:09:11,920 --> 00:09:15,160 Speaker 1: to really extend, you know, that narrative to include more detail, 152 00:09:15,559 --> 00:09:18,480 Speaker 1: and they're finding massive success. And we're seeing it beyond 153 00:09:18,520 --> 00:09:22,480 Speaker 1: cooking as well. Uh, these tutorials and story times. There's 154 00:09:22,600 --> 00:09:26,040 Speaker 1: a wonderful creator named Mikhaela Nogara who does make up 155 00:09:26,120 --> 00:09:28,840 Speaker 1: reviews and tutorials and so again it's just giving a 156 00:09:28,840 --> 00:09:32,480 Speaker 1: little bit more breathing room to creator's ability to tell stories. 157 00:09:32,559 --> 00:09:34,840 Speaker 1: You know, Frank Michael Smith is another one that uh 158 00:09:34,960 --> 00:09:38,200 Speaker 1: does sports recaps and commentary. And I think when even 159 00:09:38,200 --> 00:09:42,880 Speaker 1: when you allow for some of the bigger, more established 160 00:09:43,040 --> 00:09:46,520 Speaker 1: media entities, you know, when we're talking about clips from 161 00:09:46,559 --> 00:09:50,080 Speaker 1: Comedy Central or top plays from the NBA, more more 162 00:09:50,160 --> 00:09:53,560 Speaker 1: time to kind of let those stories unfold, really is 163 00:09:53,559 --> 00:09:56,080 Speaker 1: is landing with our our user base, and and I 164 00:09:56,120 --> 00:09:58,920 Speaker 1: think is really allowing the creators to think about more 165 00:09:59,000 --> 00:10:03,199 Speaker 1: experimentation and are telling as well. Okay, so the longer 166 00:10:03,480 --> 00:10:07,120 Speaker 1: video segments that you're allowing now, I mean that does 167 00:10:08,240 --> 00:10:12,199 Speaker 1: potentially put you more in competition with YouTube, um where 168 00:10:12,360 --> 00:10:16,080 Speaker 1: content that might have only been shared on that kind 169 00:10:16,120 --> 00:10:20,200 Speaker 1: of a platform is now committed TikTok. What again, is 170 00:10:20,240 --> 00:10:24,160 Speaker 1: the difference is the way you explain it to content 171 00:10:24,240 --> 00:10:28,640 Speaker 1: partners and creators of what TikTok is good for versus 172 00:10:28,800 --> 00:10:32,040 Speaker 1: you know, anything else that's out there. Yeah. Look, I 173 00:10:32,040 --> 00:10:34,319 Speaker 1: think at the end of the day, we we think 174 00:10:34,360 --> 00:10:38,160 Speaker 1: about you know, competition as as more of that kind 175 00:10:38,160 --> 00:10:41,720 Speaker 1: of rising tide lifts all the boats adage. You know, 176 00:10:42,000 --> 00:10:44,200 Speaker 1: there are platforms out there who are doing incredible things 177 00:10:44,200 --> 00:10:46,400 Speaker 1: in their space. And and again, what we're looking to 178 00:10:46,440 --> 00:10:50,320 Speaker 1: do is really be an entertainment platform. That's what differentiates 179 00:10:50,400 --> 00:10:53,120 Speaker 1: us UM and we know that, you know, creators and 180 00:10:53,200 --> 00:10:56,199 Speaker 1: partners are are looking to be ubiquitous, but we're here 181 00:10:56,240 --> 00:10:59,000 Speaker 1: to create the best content ecosystem to really push those 182 00:10:59,040 --> 00:11:02,959 Speaker 1: innovative adic features forward and continue to support our users 183 00:11:02,960 --> 00:11:06,520 Speaker 1: in our community. Now, what's you're feeling about content created 184 00:11:06,679 --> 00:11:09,640 Speaker 1: on another platform that's supposed to TikTok or the other 185 00:11:09,720 --> 00:11:13,760 Speaker 1: way around TikTok videos that people share on I don't know, 186 00:11:13,840 --> 00:11:17,840 Speaker 1: YouTube shorts or Instagram reels, is that is that okay 187 00:11:17,920 --> 00:11:21,040 Speaker 1: with you guys. We're seeing a lot of that that 188 00:11:21,160 --> 00:11:23,360 Speaker 1: two ways sharing that's happening. I mean, we have a 189 00:11:23,400 --> 00:11:27,320 Speaker 1: number of sharing features that allow for creators to make 190 00:11:27,360 --> 00:11:30,640 Speaker 1: content on our platform and you know, use the ubiquity 191 00:11:30,720 --> 00:11:33,320 Speaker 1: I was talking about before to really um you know, 192 00:11:33,400 --> 00:11:36,400 Speaker 1: kind of amplify their content. And that's something that you know, 193 00:11:36,400 --> 00:11:39,840 Speaker 1: we absolutely uh you know, talk to our creators about 194 00:11:39,880 --> 00:11:42,360 Speaker 1: a lot and and that we uh stand behind. We 195 00:11:42,400 --> 00:11:44,480 Speaker 1: want to make sure that you know, as many people 196 00:11:44,520 --> 00:11:47,680 Speaker 1: see our creators content as possible. And you know, the 197 00:11:47,679 --> 00:11:50,199 Speaker 1: the awesome thing about content that originates on TikTok is 198 00:11:50,240 --> 00:11:53,120 Speaker 1: that it has that TikTok branding that watermark. So I 199 00:11:53,120 --> 00:11:55,480 Speaker 1: think that's where, you know, we're really starting to see 200 00:11:55,480 --> 00:11:59,320 Speaker 1: not only our creators content, but also the brand proliferated out, 201 00:11:59,360 --> 00:12:02,560 Speaker 1: you know, and as many places as possible. Now, Brian, 202 00:12:02,600 --> 00:12:05,559 Speaker 1: I wanted to ask you, you know, what are some 203 00:12:05,679 --> 00:12:10,240 Speaker 1: common misconceptions that you hear from creators or you know, 204 00:12:10,280 --> 00:12:14,320 Speaker 1: industry partners about TikTok, what it is and what it 205 00:12:14,320 --> 00:12:17,760 Speaker 1: can do. Yeah, that's a great question, Todd. I think 206 00:12:17,880 --> 00:12:19,680 Speaker 1: you know, we talked about this a little bit before. 207 00:12:20,040 --> 00:12:23,800 Speaker 1: You know that that TikTok is a social network. Um. 208 00:12:23,840 --> 00:12:26,439 Speaker 1: You know, we are in a social platform. Um, and 209 00:12:26,679 --> 00:12:28,480 Speaker 1: you talked as well about you know, kind of lip 210 00:12:28,520 --> 00:12:31,840 Speaker 1: sync and dance. We really are an entertainment platform. You know, 211 00:12:31,840 --> 00:12:35,080 Speaker 1: we're a place where culture starts. Uh. We're being connected 212 00:12:35,080 --> 00:12:38,160 Speaker 1: across different cultures and communities. You know, when you look 213 00:12:38,200 --> 00:12:40,960 Speaker 1: at at where musicals and Broadway have really found a 214 00:12:41,000 --> 00:12:43,520 Speaker 1: home on TikTok, right, the rat tattoo and musical, the 215 00:12:43,559 --> 00:12:46,720 Speaker 1: grocery store musical and and all these incredible trends and 216 00:12:46,760 --> 00:12:51,360 Speaker 1: hashtags hashtag Broadway and hashtag musical and theater. Kid, We're 217 00:12:51,360 --> 00:12:54,720 Speaker 1: talking you know, billions of views in app um, so 218 00:12:54,760 --> 00:12:57,280 Speaker 1: that's I think a really powerful way to you know, 219 00:12:57,920 --> 00:13:01,880 Speaker 1: punctuate the fact that entertainments arts here, culture starts here. 220 00:13:02,520 --> 00:13:05,800 Speaker 1: We're seeing partners that embrace the platform and really share 221 00:13:06,200 --> 00:13:09,240 Speaker 1: you know, their brands and their messaging and entertaining ways. 222 00:13:09,520 --> 00:13:13,280 Speaker 1: Benny the Bull, that's the Chicago Bulls mascot has become 223 00:13:13,440 --> 00:13:15,800 Speaker 1: you know, as big as some of the teams and 224 00:13:15,920 --> 00:13:18,920 Speaker 1: even the leagues on the platform. The lions Gate Netflix 225 00:13:19,200 --> 00:13:23,280 Speaker 1: are bringing content in sort of the traditional capacity to 226 00:13:23,480 --> 00:13:26,120 Speaker 1: the TikTok platform almost to create that that sort of 227 00:13:26,120 --> 00:13:29,880 Speaker 1: water cooler effect, and so it's redefining traditional entertainment in 228 00:13:29,880 --> 00:13:32,120 Speaker 1: a lot of ways. The Aquarium of the Pacific, I mean, 229 00:13:32,160 --> 00:13:35,040 Speaker 1: who doesn't love acute hotter and being able to you 230 00:13:35,040 --> 00:13:39,640 Speaker 1: know again really take watching animals and and and sort 231 00:13:39,640 --> 00:13:43,920 Speaker 1: of learning about um, you know, water life and and 232 00:13:43,920 --> 00:13:46,760 Speaker 1: and creatures you know, beneath all that stuff, I think 233 00:13:46,840 --> 00:13:49,880 Speaker 1: really creates an entirely new entertainment quotient that you can 234 00:13:49,920 --> 00:13:53,079 Speaker 1: only find here. Um, that diverse, you know, ecosystem of 235 00:13:53,120 --> 00:13:56,640 Speaker 1: content has evolved even beyond that fashion food. You know, 236 00:13:56,679 --> 00:13:59,760 Speaker 1: there's book talk and clean talk and feda pasta and 237 00:13:59,800 --> 00:14:02,200 Speaker 1: to talk maybe by it and again, I think that's 238 00:14:02,200 --> 00:14:05,199 Speaker 1: that's the power of of our ecosystem in our community. Um, 239 00:14:05,240 --> 00:14:09,280 Speaker 1: that goes well beyond a social network. My kids, by 240 00:14:09,320 --> 00:14:12,640 Speaker 1: the way, they're teenagers and they tell me about I 241 00:14:12,640 --> 00:14:18,240 Speaker 1: think it's dark talk, weird talk. There's there are these 242 00:14:18,280 --> 00:14:23,720 Speaker 1: sub genres of uh content that that you can find 243 00:14:23,760 --> 00:14:27,400 Speaker 1: if you if you're interested in in sort of strange 244 00:14:27,400 --> 00:14:33,360 Speaker 1: animation things like that. UM, So we can accompass, encompass 245 00:14:33,400 --> 00:14:36,760 Speaker 1: just about everything. UM. You know on this point though, Brian, 246 00:14:37,080 --> 00:14:41,680 Speaker 1: there's this idea that TikTok is mainly used by teenagers. 247 00:14:42,360 --> 00:14:46,160 Speaker 1: It's the reality, and you know, are there specific things 248 00:14:46,680 --> 00:14:49,720 Speaker 1: you and your team are doing to either counter that 249 00:14:49,840 --> 00:14:53,800 Speaker 1: idea or you know, expand the audience. Yeah, I'm glad 250 00:14:53,840 --> 00:14:55,600 Speaker 1: you asked, because I think that kind of fits into 251 00:14:56,080 --> 00:14:59,680 Speaker 1: the common misconception bucket as well. We have a community 252 00:14:59,720 --> 00:15:01,920 Speaker 1: of of more than a billion users. They come from 253 00:15:01,960 --> 00:15:05,440 Speaker 1: all backgrounds, all age groups, all walks of life. And 254 00:15:05,480 --> 00:15:07,960 Speaker 1: I think the beauty of TikTok is really how it 255 00:15:08,040 --> 00:15:11,160 Speaker 1: serves as a generational bridge, right. It connects people of 256 00:15:11,200 --> 00:15:14,840 Speaker 1: all ages through fun and joy and creativity. And where 257 00:15:14,880 --> 00:15:16,680 Speaker 1: I think, you know, we've seen a lot of millennials 258 00:15:16,680 --> 00:15:19,400 Speaker 1: and gen z flock away from other platforms because you know, 259 00:15:19,440 --> 00:15:22,560 Speaker 1: they don't want to see mom, dad, grandma or uncle Jimmy, 260 00:15:22,640 --> 00:15:25,480 Speaker 1: you know, commenting on their feed and posting cringe e videos. 261 00:15:25,920 --> 00:15:28,960 Speaker 1: TikTok really feels like a welcoming platform for all ages. 262 00:15:29,040 --> 00:15:32,000 Speaker 1: One of our favorite creator accounts to McFarland's is a 263 00:15:32,080 --> 00:15:34,120 Speaker 1: dad with his two grown sons. And what you know, 264 00:15:34,160 --> 00:15:36,800 Speaker 1: what Dan and Dylan and Colin have really shown is 265 00:15:36,840 --> 00:15:39,880 Speaker 1: how multigenerational TikTok can be. You know, as much as 266 00:15:39,880 --> 00:15:42,800 Speaker 1: we love Charlie and Dixie for for their success is 267 00:15:42,880 --> 00:15:45,240 Speaker 1: individual creators. What I love most is when you can 268 00:15:45,280 --> 00:15:48,640 Speaker 1: see how special and close knit a family they are. Right. 269 00:15:48,640 --> 00:15:51,440 Speaker 1: One of the most successful live streams from any Demelio 270 00:15:51,480 --> 00:15:54,320 Speaker 1: account was Taco Night with with their entire family, and 271 00:15:54,360 --> 00:15:57,560 Speaker 1: it's you know, it's it's parenting that we're seeing, uh, 272 00:15:57,600 --> 00:16:00,480 Speaker 1: you know, really flood the platform. There's an awesome creator, 273 00:16:00,560 --> 00:16:03,600 Speaker 1: dad Life Jason with eleven million followers, and you know, 274 00:16:03,640 --> 00:16:05,640 Speaker 1: it's a lot of heartwarming videos of dad life and 275 00:16:05,640 --> 00:16:07,840 Speaker 1: that's something that really resonates, you know, with me as 276 00:16:07,880 --> 00:16:10,520 Speaker 1: a as a parent. He's foster with three children, and 277 00:16:10,560 --> 00:16:14,280 Speaker 1: I think he's showing kind of the um, you know, 278 00:16:14,360 --> 00:16:17,360 Speaker 1: the the the in depth detail of of what being 279 00:16:17,400 --> 00:16:19,440 Speaker 1: a dad is all about. And I think that's something 280 00:16:19,480 --> 00:16:22,800 Speaker 1: again that really speaks to our diversity, uh, in terms 281 00:16:22,800 --> 00:16:26,120 Speaker 1: of creators and users. We've got teachers on TikTok. You know, 282 00:16:26,200 --> 00:16:30,080 Speaker 1: kem teacher Phil is teaching science. Uh you know, he 283 00:16:30,080 --> 00:16:32,080 Speaker 1: teaches high school ers you know as his day job, 284 00:16:32,080 --> 00:16:37,160 Speaker 1: but he's teaching you know again everybody on our TikTok platform, um, 285 00:16:37,200 --> 00:16:41,080 Speaker 1: you know, how to do experiments and and really um, 286 00:16:41,120 --> 00:16:43,080 Speaker 1: you know, bringing that science to life in a in 287 00:16:43,080 --> 00:16:44,920 Speaker 1: a in a meaningful way. And if that's not enough, 288 00:16:44,960 --> 00:16:48,280 Speaker 1: we've got grandparents as well. We're coming up on one 289 00:16:48,280 --> 00:16:52,800 Speaker 1: of my favorite times of year, the holidays, Thanksgiving and Christmas, 290 00:16:52,800 --> 00:16:57,680 Speaker 1: where you know, uh again, multigenerational families are all you 291 00:16:57,680 --> 00:17:02,080 Speaker 1: know together and they're they're participating in trends and just 292 00:17:02,160 --> 00:17:03,440 Speaker 1: having a heck of a lot of fun. And I 293 00:17:03,440 --> 00:17:06,560 Speaker 1: think that's again what um, you know, we are doing 294 00:17:06,640 --> 00:17:08,800 Speaker 1: to to bring more of that type of content to 295 00:17:08,840 --> 00:17:12,639 Speaker 1: the platform every day and really balance out the experience 296 00:17:12,640 --> 00:17:16,960 Speaker 1: for everyone. Good all right, UM, now you talk to 297 00:17:17,040 --> 00:17:20,399 Speaker 1: that TikTok supporting creators I guess, first of all, what 298 00:17:20,560 --> 00:17:23,760 Speaker 1: is the revenue sharing model with creators and how has 299 00:17:23,800 --> 00:17:27,520 Speaker 1: that changed over time. Yeah, we have a number of 300 00:17:27,520 --> 00:17:31,359 Speaker 1: of monetization solutions for our creators. It kind of falls 301 00:17:31,400 --> 00:17:34,800 Speaker 1: into three buckets. Uh, they're sort of platform the creator, 302 00:17:34,840 --> 00:17:40,160 Speaker 1: there's brand creator, and then there's fan too creator. Um. Today, right, 303 00:17:40,200 --> 00:17:42,960 Speaker 1: there are ways through the Creator Fund for the platform 304 00:17:43,040 --> 00:17:46,320 Speaker 1: to creator uh solution to be delivered. Um. You know 305 00:17:46,359 --> 00:17:49,639 Speaker 1: that's more of a kind of a performance based solution. 306 00:17:50,200 --> 00:17:54,720 Speaker 1: Brand Creators is thriving, alive and well. Our business Solutions team, 307 00:17:54,920 --> 00:17:57,800 Speaker 1: you know, work with with some of the biggest brands 308 00:17:57,880 --> 00:18:00,840 Speaker 1: on the planet, and those brands are are are looking 309 00:18:00,880 --> 00:18:03,359 Speaker 1: to work with our creators, you know, day in and 310 00:18:03,480 --> 00:18:05,560 Speaker 1: day out, and I think we're seeing so much more 311 00:18:05,840 --> 00:18:09,800 Speaker 1: wonderful collaboration that's really paying off that you know, don't 312 00:18:09,800 --> 00:18:13,239 Speaker 1: make ads, make TikTok's mantra and and obviously you know 313 00:18:13,400 --> 00:18:17,560 Speaker 1: driving livelihood and you know, monetization for our creators and 314 00:18:17,560 --> 00:18:20,639 Speaker 1: then you know, things like live are again ways for 315 00:18:21,320 --> 00:18:25,680 Speaker 1: fans to really lean into the creators they love. And um, 316 00:18:25,720 --> 00:18:28,879 Speaker 1: you know, creators are are finding real, really meaningful revenue 317 00:18:28,880 --> 00:18:32,880 Speaker 1: opportunities through those avenues. As well. Uh, now it's TikTok 318 00:18:32,960 --> 00:18:35,640 Speaker 1: is matured here. I mean, I guess you're still sort 319 00:18:35,680 --> 00:18:40,080 Speaker 1: of um young, you're early teens in terms of life 320 00:18:40,080 --> 00:18:43,120 Speaker 1: of the company, maybe even less than that. But um, 321 00:18:43,160 --> 00:18:47,000 Speaker 1: you know, you become this way for creators to be 322 00:18:47,119 --> 00:18:49,399 Speaker 1: to really hit it big and you know, sign with 323 00:18:49,480 --> 00:18:52,880 Speaker 1: music labels. You build a PORTU started out on, got 324 00:18:53,000 --> 00:18:57,080 Speaker 1: notoriety on TikTok and she's now got a record label deal. Um. 325 00:18:57,119 --> 00:18:59,399 Speaker 1: You mentioned the damelios who are doing projects and all 326 00:18:59,480 --> 00:19:03,480 Speaker 1: kinds of the different media. How is that changing the 327 00:19:03,560 --> 00:19:11,640 Speaker 1: complexion of you know, the creator ecosystem on TikTok, creators 328 00:19:11,640 --> 00:19:16,199 Speaker 1: are are growing uh in in fame and notoriety every day. Um, 329 00:19:16,240 --> 00:19:21,240 Speaker 1: you know, the ability to have their careers really catapulted. Um, 330 00:19:21,280 --> 00:19:23,600 Speaker 1: you know from being on TikTok and and gaining you 331 00:19:23,600 --> 00:19:27,760 Speaker 1: know again that notoriety, that that fandom is only growing. 332 00:19:27,880 --> 00:19:32,800 Speaker 1: We've seen you know, incredible Hollywood success Addison Ray starring 333 00:19:32,840 --> 00:19:35,960 Speaker 1: and he's all that. You know again, a movie deal 334 00:19:36,040 --> 00:19:38,520 Speaker 1: is about as big as it gets. And Netflix just 335 00:19:38,760 --> 00:19:43,320 Speaker 1: uh or another movie they did, yeah they did. Um, 336 00:19:43,359 --> 00:19:45,320 Speaker 1: It's it's it's one of those things I think where 337 00:19:45,960 --> 00:19:49,560 Speaker 1: you know, creators can really come onto the TikTok platform 338 00:19:49,760 --> 00:19:51,840 Speaker 1: and and start out, you know, as kind of known 339 00:19:52,640 --> 00:19:55,000 Speaker 1: for one thing, and and over the course of their 340 00:19:55,119 --> 00:19:59,880 Speaker 1: journey again that experimentation really helps to unlock these other avenues, 341 00:20:00,000 --> 00:20:02,760 Speaker 1: these passion points. And that's that's what my team, you 342 00:20:02,760 --> 00:20:04,359 Speaker 1: know and I are really here to do, is to 343 00:20:04,440 --> 00:20:08,520 Speaker 1: help cultivate those passions and you know, make connections and 344 00:20:08,520 --> 00:20:12,359 Speaker 1: and help elevate the creators. You mentioned the Demelios with 345 00:20:12,400 --> 00:20:14,480 Speaker 1: their Hulu deal. I think though, you know, one of 346 00:20:14,480 --> 00:20:19,720 Speaker 1: the most amazing stories is uh Kabi Lama, who you 347 00:20:19,720 --> 00:20:22,720 Speaker 1: know as an Italian creator who's a factory worker, and 348 00:20:22,760 --> 00:20:26,080 Speaker 1: he's now the second most followed person on TikTok, you know, 349 00:20:26,200 --> 00:20:29,320 Speaker 1: global sensation. And that's just a story that I don't 350 00:20:29,320 --> 00:20:32,640 Speaker 1: think happens, you know, anywhere else in in in any 351 00:20:32,680 --> 00:20:35,520 Speaker 1: you know, corner of the world where you know, someone 352 00:20:35,560 --> 00:20:40,159 Speaker 1: like Cobby Um just by simplifying you know, the the uh, 353 00:20:40,560 --> 00:20:46,240 Speaker 1: the overly um complicated can become you know, such a 354 00:20:46,359 --> 00:20:50,200 Speaker 1: unifying force around the world. The Korean vegan quitter job 355 00:20:50,280 --> 00:20:51,600 Speaker 1: you know, as a partner in a law firm to 356 00:20:51,640 --> 00:20:54,199 Speaker 1: become a full time creator. She's gonna be releasing a 357 00:20:54,200 --> 00:20:57,160 Speaker 1: cookbook soon. We just wrapped Fashion Week in New York 358 00:20:57,200 --> 00:21:00,480 Speaker 1: City and Milan and in Paris, seeing creators like Wisdom 359 00:21:00,640 --> 00:21:03,000 Speaker 1: you know, on the runway, and especially knowing where his 360 00:21:03,080 --> 00:21:06,280 Speaker 1: journey began with some of the world's biggest fashion icons. 361 00:21:06,400 --> 00:21:09,280 Speaker 1: Brian Boy, you know, it's it's a true testament to 362 00:21:09,320 --> 00:21:12,560 Speaker 1: the springboard that the platform can offer. You know, agency 363 00:21:12,640 --> 00:21:15,520 Speaker 1: deals are are are as big and as frequent as 364 00:21:15,520 --> 00:21:18,560 Speaker 1: ever before. Taylor Cassidy, Brittany Broski, you know, c a 365 00:21:18,680 --> 00:21:20,600 Speaker 1: a getting in on the act with folks like Julian 366 00:21:20,640 --> 00:21:25,080 Speaker 1: Bass and Battle and Turner and Bowman Martinez read. It's 367 00:21:25,080 --> 00:21:28,440 Speaker 1: really incredible and and I think small businesses as well, 368 00:21:28,520 --> 00:21:32,200 Speaker 1: Todd Like these these businesses like Penoli, Blue Tortilla chip 369 00:21:32,440 --> 00:21:35,480 Speaker 1: Um in Kansas, they saw their sales increase like five 370 00:21:35,560 --> 00:21:38,479 Speaker 1: times after one viral TikTok video. So it's not just 371 00:21:38,520 --> 00:21:41,920 Speaker 1: happening to you know, the traditional kind of entertainment space. 372 00:21:41,920 --> 00:21:45,679 Speaker 1: We're seeing this incredible growth, you know, across the board 373 00:21:45,800 --> 00:21:49,120 Speaker 1: from you know, so many different creator accounts and and uh, 374 00:21:49,320 --> 00:21:51,720 Speaker 1: you know kind of cohort types that are all finding 375 00:21:51,880 --> 00:21:54,960 Speaker 1: different levels and and uh, you know, types of success 376 00:21:55,000 --> 00:21:58,040 Speaker 1: just from from growing on TikTok. Yeah, I mean, I 377 00:21:58,440 --> 00:22:03,240 Speaker 1: guess the best way to um sell TikTok as a 378 00:22:03,240 --> 00:22:06,000 Speaker 1: as an ad platform is just to point to the 379 00:22:06,040 --> 00:22:09,399 Speaker 1: engagement that you guys experienced. Um. By the way, I 380 00:22:09,440 --> 00:22:14,480 Speaker 1: have to correct myself. Netflix actually did a multi picture 381 00:22:14,560 --> 00:22:18,520 Speaker 1: deal with Addison, right, so fans of Addison where you 382 00:22:18,520 --> 00:22:23,600 Speaker 1: can look forward to more of that. But let me 383 00:22:23,600 --> 00:22:26,200 Speaker 1: ask you this, um, and this has been a question, 384 00:22:26,560 --> 00:22:31,040 Speaker 1: you know for other platforms to like YouTube, how do 385 00:22:30,840 --> 00:22:36,360 Speaker 1: you keep you know, these mega successful creators on the platform. 386 00:22:36,400 --> 00:22:39,960 Speaker 1: How do you keep them from you know, going elsewhere. 387 00:22:41,520 --> 00:22:45,719 Speaker 1: What's really incredible about this company are it is the 388 00:22:45,760 --> 00:22:49,560 Speaker 1: interest level that that exists on the product and innovation 389 00:22:49,600 --> 00:22:53,440 Speaker 1: side to really work closely with the creators to make 390 00:22:53,520 --> 00:22:56,960 Speaker 1: the things that will allow for creator's creativity to be unlocked. 391 00:22:57,280 --> 00:22:59,800 Speaker 1: So I think it's it's continuing to innovate and and 392 00:23:00,000 --> 00:23:02,080 Speaker 1: build you know, kind of the platform of the future 393 00:23:02,200 --> 00:23:05,520 Speaker 1: for creators that really echoes the things that they're looking for. 394 00:23:05,840 --> 00:23:10,800 Speaker 1: And that's again those are creative tools. There's monetization solutions 395 00:23:10,840 --> 00:23:13,800 Speaker 1: as well that allow for creators to think about how 396 00:23:13,800 --> 00:23:16,760 Speaker 1: do I build a livelihood on this platform? And you know, 397 00:23:16,840 --> 00:23:21,199 Speaker 1: take uh, you know, those monetization benefits and reinvest that 398 00:23:21,240 --> 00:23:23,680 Speaker 1: back into more content. I think, you know, the work 399 00:23:23,720 --> 00:23:26,560 Speaker 1: that we're doing to elevate uh and and really push 400 00:23:26,600 --> 00:23:29,960 Speaker 1: creators um, you know into other areas or help you 401 00:23:30,000 --> 00:23:32,960 Speaker 1: know them uh in ways that you know, businesses that 402 00:23:33,000 --> 00:23:34,679 Speaker 1: they want to build, our areas that they want to 403 00:23:34,680 --> 00:23:37,680 Speaker 1: push into. These are all ways. I think that again, 404 00:23:37,720 --> 00:23:41,919 Speaker 1: our value proposition continues to pay dividends, um, you know 405 00:23:41,960 --> 00:23:44,560 Speaker 1: for the creator community. And then you know, I think 406 00:23:44,600 --> 00:23:48,199 Speaker 1: the creator community itself like that idea of community bringing 407 00:23:48,240 --> 00:23:51,240 Speaker 1: creators together. One of the you know, the pillars of 408 00:23:51,240 --> 00:23:55,119 Speaker 1: our business is the development and and thinking about you know, 409 00:23:55,200 --> 00:23:58,879 Speaker 1: diverse identity communities. We recently built and stood up our 410 00:23:58,920 --> 00:24:02,560 Speaker 1: black TikTok community, our Latin X TikTok for Latin X 411 00:24:02,600 --> 00:24:06,480 Speaker 1: Creatives initiative. Our partnership with Macro was something that was 412 00:24:06,480 --> 00:24:09,160 Speaker 1: was just launched. These are ways that we can again 413 00:24:09,240 --> 00:24:12,719 Speaker 1: bring creators that sort of identify under the you know, 414 00:24:13,000 --> 00:24:16,880 Speaker 1: the umbrella of of community together to make more content, 415 00:24:16,960 --> 00:24:20,919 Speaker 1: to share stories, and and ultimately to grow as as creators, 416 00:24:21,000 --> 00:24:25,439 Speaker 1: as creatives and as individuals. Um. Now you mentioned um 417 00:24:25,600 --> 00:24:28,960 Speaker 1: black TikTok creators there has been something of a backlash 418 00:24:29,200 --> 00:24:34,600 Speaker 1: from that community. I mean, was this group started for 419 00:24:34,720 --> 00:24:39,640 Speaker 1: you to address, um, some of the concerns from Black TikTokers, 420 00:24:41,240 --> 00:24:44,560 Speaker 1: the Black TikTok community that we we stood up and 421 00:24:44,560 --> 00:24:47,600 Speaker 1: that we started was something that um, you know, was 422 00:24:47,600 --> 00:24:50,560 Speaker 1: was in the works and we were developing, um you've 423 00:24:50,560 --> 00:24:53,399 Speaker 1: been developing for years. I think the fact that you 424 00:24:53,440 --> 00:24:56,879 Speaker 1: know so much has happened culturally, Uh that obviously have 425 00:24:57,040 --> 00:24:59,399 Speaker 1: brought you know a lot of our black creator voices 426 00:24:59,440 --> 00:25:01,480 Speaker 1: to the fore for hunt is you know, it gives 427 00:25:01,520 --> 00:25:04,280 Speaker 1: us an opportunity to really listen and hear some of 428 00:25:04,320 --> 00:25:07,400 Speaker 1: the concerns that um, you know that our Black TikTok 429 00:25:07,400 --> 00:25:09,200 Speaker 1: creators and and really I mean that's that's kind of 430 00:25:09,240 --> 00:25:11,919 Speaker 1: the idea of community in general, is to really be 431 00:25:11,960 --> 00:25:15,720 Speaker 1: able to listen and hear the things that creators want 432 00:25:15,960 --> 00:25:19,320 Speaker 1: and the you know, the things that creators want more of. UM. 433 00:25:19,440 --> 00:25:21,280 Speaker 1: So I would say that you know, what our Black 434 00:25:21,320 --> 00:25:24,280 Speaker 1: TikTok community gives us the ability to do is to 435 00:25:24,760 --> 00:25:27,600 Speaker 1: is to listen and to learn and to hear you know, 436 00:25:27,640 --> 00:25:30,760 Speaker 1: all the things that um, you know, our creators want 437 00:25:30,800 --> 00:25:33,200 Speaker 1: out of a platform like ours, so that we can 438 00:25:33,240 --> 00:25:36,280 Speaker 1: address that. We can you know, work with our product 439 00:25:36,280 --> 00:25:38,760 Speaker 1: teams to build a better product. We can work with 440 00:25:38,800 --> 00:25:40,920 Speaker 1: our marketing teams to you know, do a better job 441 00:25:40,960 --> 00:25:44,960 Speaker 1: of elevating and UH and marketing creators. So yeah, that's 442 00:25:45,000 --> 00:25:48,960 Speaker 1: that's the idea of community and nutshell ry Um. Now, 443 00:25:49,040 --> 00:25:54,240 Speaker 1: you know, like any other Internet creator platform, UM, you know, 444 00:25:54,359 --> 00:25:59,800 Speaker 1: TikTok has issues with misinformation and you know, harassment, things 445 00:25:59,800 --> 00:26:02,480 Speaker 1: like that. I know the company has invested a lot 446 00:26:02,600 --> 00:26:06,760 Speaker 1: in trying to combat this. What are creators asking for? 447 00:26:07,400 --> 00:26:10,119 Speaker 1: And I mean, I guess this is just an ongoing 448 00:26:11,720 --> 00:26:16,359 Speaker 1: part of UH life in the Internet video world, where 449 00:26:17,240 --> 00:26:21,720 Speaker 1: you know, the development of protecting users and their fans 450 00:26:21,840 --> 00:26:26,840 Speaker 1: is never done. It's true. Yeah, I mean safety and 451 00:26:26,880 --> 00:26:29,439 Speaker 1: well being. These are the things that creators are asking 452 00:26:29,520 --> 00:26:31,399 Speaker 1: us for, and these are the things that are you know, 453 00:26:31,560 --> 00:26:35,280 Speaker 1: of utmost important importance to us. The safety and well 454 00:26:35,280 --> 00:26:38,159 Speaker 1: being of our users is our number one top priority. Um. 455 00:26:38,200 --> 00:26:41,720 Speaker 1: You know that's true of of our creators across the board. 456 00:26:41,760 --> 00:26:44,560 Speaker 1: You know, we we look at digital well being resources 457 00:26:44,600 --> 00:26:47,800 Speaker 1: that our safety team have built for the community. UM. 458 00:26:47,840 --> 00:26:52,200 Speaker 1: You know, we we have in app resources that obviously 459 00:26:52,240 --> 00:26:55,159 Speaker 1: are are there for the mental health of all of 460 00:26:55,160 --> 00:26:57,600 Speaker 1: our users, but especially our creators to kind of you know, 461 00:26:57,680 --> 00:27:00,440 Speaker 1: take a time out and um. You know, we talk 462 00:27:00,480 --> 00:27:04,280 Speaker 1: with our creators often about uh, just the hard work 463 00:27:04,359 --> 00:27:06,880 Speaker 1: it takes to to make you know, not on this platform, 464 00:27:06,880 --> 00:27:09,640 Speaker 1: but on any platform, and to continue to tap into 465 00:27:09,680 --> 00:27:13,199 Speaker 1: that creativity. And so we're here to provide you know, 466 00:27:13,280 --> 00:27:18,080 Speaker 1: again tools and resources to unlock creativity, but to do that, 467 00:27:18,280 --> 00:27:21,919 Speaker 1: you know, with a mindfulness toward mental health, uh and 468 00:27:22,000 --> 00:27:24,640 Speaker 1: safety and so um. You know, we have in apt 469 00:27:24,680 --> 00:27:28,680 Speaker 1: tools as well that that address harassment. That whether it's 470 00:27:28,680 --> 00:27:31,479 Speaker 1: in the live environment or you know, in in feed 471 00:27:31,880 --> 00:27:35,840 Speaker 1: we're working towards ensuring that we can identify h those 472 00:27:35,880 --> 00:27:41,080 Speaker 1: behaviors in app that you know may tend to um, 473 00:27:41,119 --> 00:27:43,320 Speaker 1: you know, hurt our our users, hurt our creators, or 474 00:27:43,359 --> 00:27:46,119 Speaker 1: stifle creativity. And again, you know, our our mission is 475 00:27:46,160 --> 00:27:51,160 Speaker 1: to unlock that creativity, uh, inspire that creativity and bring joy. Um. 476 00:27:51,240 --> 00:27:53,320 Speaker 1: And you know, I think the idea that we think 477 00:27:53,320 --> 00:27:55,919 Speaker 1: the New Yorker article years ago said we're the you know, 478 00:27:55,920 --> 00:27:58,720 Speaker 1: the last sunny corner of the Internet, and everything that 479 00:27:58,760 --> 00:28:02,000 Speaker 1: we're doing for creators is intended to keep it that way. Brian, 480 00:28:02,040 --> 00:28:06,400 Speaker 1: you've been with TikTok a little more than two years now. 481 00:28:06,480 --> 00:28:11,639 Speaker 1: You joined in July. Before that, you were at full Screen, 482 00:28:11,720 --> 00:28:16,960 Speaker 1: so you worked in the creator economy business for a 483 00:28:17,000 --> 00:28:20,520 Speaker 1: little bit of time. Um, you know, how was the 484 00:28:20,560 --> 00:28:25,000 Speaker 1: industry itself changed over the years and in your time 485 00:28:25,040 --> 00:28:31,399 Speaker 1: at TikTok. What's changed about TikTok. Yeah, I mean a 486 00:28:31,400 --> 00:28:33,679 Speaker 1: lot has changed. I think the very first thing that 487 00:28:33,720 --> 00:28:36,879 Speaker 1: we point to is, you know the fact that, um, 488 00:28:36,960 --> 00:28:40,520 Speaker 1: the exponential growth has been undeniable. Right just this month, 489 00:28:40,640 --> 00:28:43,360 Speaker 1: you know, as we talked about, we surpassed a billion 490 00:28:43,480 --> 00:28:48,080 Speaker 1: users around the world. I think in the last year plus, 491 00:28:48,520 --> 00:28:51,280 Speaker 1: the pandemic really changed the way that you know, as 492 00:28:51,360 --> 00:28:54,720 Speaker 1: human beings we connect with one another. And we saw 493 00:28:54,800 --> 00:28:58,840 Speaker 1: so many people come to TikTok for joy and connection, 494 00:28:59,040 --> 00:29:02,640 Speaker 1: a bit of levity entertainment during a difficult time. And 495 00:29:02,680 --> 00:29:06,719 Speaker 1: I think that what has really changed in in entertainment 496 00:29:07,040 --> 00:29:10,560 Speaker 1: is you know a little bit of that that disintermediation. Right, 497 00:29:10,600 --> 00:29:15,040 Speaker 1: There's there's so much more fan too entertainment connectivity that 498 00:29:15,160 --> 00:29:18,080 Speaker 1: exists no matter what medium you're talking about. And I 499 00:29:18,080 --> 00:29:21,720 Speaker 1: think that's a really interesting and unique competitive advantage for 500 00:29:21,800 --> 00:29:25,320 Speaker 1: us because you know, on TikTok Uh, the walls are 501 00:29:25,360 --> 00:29:27,800 Speaker 1: broken down a little bit, and and there does feel 502 00:29:27,840 --> 00:29:32,800 Speaker 1: like more interaction, more authenticity, more connection between the entertainment 503 00:29:32,840 --> 00:29:35,760 Speaker 1: you're watching and um you know, and and the creator 504 00:29:35,800 --> 00:29:38,480 Speaker 1: who's creating it. So I think as we continue to 505 00:29:39,360 --> 00:29:42,720 Speaker 1: see those changes in you know, in Hollywood for example, 506 00:29:43,200 --> 00:29:45,760 Speaker 1: take shape, and you know, I think again, you know, 507 00:29:45,800 --> 00:29:48,120 Speaker 1: as as a as a byproduct of the pandemic, you know, 508 00:29:48,160 --> 00:29:53,040 Speaker 1: we saw more entertainment um come, you know, direct to consumer. 509 00:29:53,440 --> 00:29:55,520 Speaker 1: And I think direct to consumer is something that we're 510 00:29:55,520 --> 00:29:58,000 Speaker 1: going to continue to see as well in in entertainment, 511 00:29:58,080 --> 00:30:01,760 Speaker 1: in commerce across the word, you know, where these these 512 00:30:01,760 --> 00:30:05,360 Speaker 1: fantastic creators that we work with and and who tell 513 00:30:05,560 --> 00:30:08,200 Speaker 1: you know, stories on our platform every day are going 514 00:30:08,240 --> 00:30:10,640 Speaker 1: to be able to get even closer to the fans 515 00:30:10,680 --> 00:30:14,560 Speaker 1: that love them. Um right. I'm curious to get your 516 00:30:14,560 --> 00:30:19,240 Speaker 1: thoughts on vine right, which was maybe the original super 517 00:30:19,280 --> 00:30:23,200 Speaker 1: short form video app. Twitter bought them and then you know, 518 00:30:23,240 --> 00:30:26,640 Speaker 1: after a couple of years shut it down. I guess 519 00:30:26,680 --> 00:30:30,480 Speaker 1: they couldn't find a business in that. What's what's different 520 00:30:30,520 --> 00:30:34,480 Speaker 1: about TikTok? Was it just uh, right time, right place? 521 00:30:34,800 --> 00:30:38,200 Speaker 1: Was it you know, a better mass trap? I think 522 00:30:38,240 --> 00:30:40,640 Speaker 1: it's a little bit of everything. Um, you know, the 523 00:30:40,720 --> 00:30:44,520 Speaker 1: creator elevation, peace and and really fostering and nurturing the 524 00:30:44,560 --> 00:30:49,600 Speaker 1: relationships with our creators is something I know that our 525 00:30:49,640 --> 00:30:54,040 Speaker 1: platform you know does differently than than than most that 526 00:30:54,120 --> 00:30:58,200 Speaker 1: community building, Um, you know, certainly monetization is a big 527 00:30:58,240 --> 00:31:00,720 Speaker 1: part of it as well. Um you know, I I 528 00:31:00,800 --> 00:31:03,040 Speaker 1: know enough to be dangerous maybe about you know, kind 529 00:31:03,040 --> 00:31:04,800 Speaker 1: of the rise and fall of Vine, but I know 530 00:31:05,560 --> 00:31:07,480 Speaker 1: that a lot of creators you know, wanted to sort 531 00:31:07,480 --> 00:31:10,680 Speaker 1: of understand what's next, and you know, as they were 532 00:31:10,720 --> 00:31:14,280 Speaker 1: again spending a considerable amount of time, you know, bringing 533 00:31:14,320 --> 00:31:18,000 Speaker 1: content to that platform, you know, understanding how how do 534 00:31:18,040 --> 00:31:23,920 Speaker 1: I make this a longer term sustainable endeavor. And that's 535 00:31:24,000 --> 00:31:26,440 Speaker 1: again I think when we think about you know, those 536 00:31:26,480 --> 00:31:30,800 Speaker 1: three buckets of monetization, the platform to to creator, the 537 00:31:30,840 --> 00:31:34,160 Speaker 1: brand of creator, and the fan to creator, those are 538 00:31:34,240 --> 00:31:36,400 Speaker 1: three things that you know, we're only going to continue 539 00:31:36,440 --> 00:31:40,520 Speaker 1: to build and grow so that you know, creators, small businesses, 540 00:31:40,600 --> 00:31:44,840 Speaker 1: etcetera can really you know, um invest in in building 541 00:31:44,840 --> 00:31:48,320 Speaker 1: a livelihood on our platform. So those two things I 542 00:31:48,320 --> 00:31:51,000 Speaker 1: think just you know, supporting creators being you know, much 543 00:31:51,040 --> 00:31:54,480 Speaker 1: closer to the content creation experience and really helping to 544 00:31:54,600 --> 00:31:58,120 Speaker 1: cultivate and develop you know them along their journey and 545 00:31:58,120 --> 00:32:00,920 Speaker 1: and you know, figuring out where monetization fits along that 546 00:32:01,000 --> 00:32:04,040 Speaker 1: journey and having you know, great solutions that continue to 547 00:32:04,080 --> 00:32:07,360 Speaker 1: evolve and innovativer time. Are I think where you know, 548 00:32:07,520 --> 00:32:10,560 Speaker 1: we are able to really step up and and fill 549 00:32:10,600 --> 00:32:14,040 Speaker 1: that white space. Okay, now I'm going to ask you 550 00:32:14,040 --> 00:32:16,880 Speaker 1: about this weird thing that happened last year. I know 551 00:32:17,000 --> 00:32:20,120 Speaker 1: you can't talk a lot about it, but you know 552 00:32:20,360 --> 00:32:23,440 Speaker 1: Donald Trump wanted to force your parent company by Dance 553 00:32:23,480 --> 00:32:30,560 Speaker 1: too sell TikTok to you know, American owners have that 554 00:32:30,560 --> 00:32:35,040 Speaker 1: that control change hands. Um, that's kind of old history now, 555 00:32:35,080 --> 00:32:39,360 Speaker 1: but you know, how did this effect the folks working 556 00:32:39,360 --> 00:32:41,160 Speaker 1: at TikTok and the creators. I mean there was some 557 00:32:41,280 --> 00:32:44,040 Speaker 1: uncertainty at the time, but you know, I assume you 558 00:32:44,080 --> 00:32:48,240 Speaker 1: guys just we're heads down, business as usual as much 559 00:32:48,240 --> 00:32:51,880 Speaker 1: as you could be. Yeah, I mean, it is old history. 560 00:32:52,360 --> 00:32:56,720 Speaker 1: We're laser focused on delivering the best product experience, the 561 00:32:56,760 --> 00:33:00,720 Speaker 1: best creator experience, and and ultimately you know, the platform 562 00:33:01,720 --> 00:33:04,640 Speaker 1: the world over, and and that remains our focus. It's 563 00:33:04,640 --> 00:33:07,000 Speaker 1: it's easy, you know to get distracted by you know, 564 00:33:07,080 --> 00:33:10,120 Speaker 1: lots of things that happened out in the world, and certainly, 565 00:33:10,320 --> 00:33:12,480 Speaker 1: you know, as I talked a bit before about, you know, 566 00:33:12,520 --> 00:33:17,080 Speaker 1: some of the cultural influences that have really, um, you know, 567 00:33:17,160 --> 00:33:20,240 Speaker 1: helped to build some of the most important pieces of 568 00:33:20,280 --> 00:33:22,880 Speaker 1: our business, like uh, you know, our our sort of 569 00:33:22,880 --> 00:33:26,760 Speaker 1: community architecture. UM. You know, we certainly are not closed 570 00:33:26,800 --> 00:33:29,000 Speaker 1: off to the things that happened around the world. But again, 571 00:33:29,000 --> 00:33:32,400 Speaker 1: our focus is on building the absolute best experience for 572 00:33:32,400 --> 00:33:35,160 Speaker 1: our users and for our creators, and nothing's going to 573 00:33:35,280 --> 00:33:39,840 Speaker 1: deter us from that mission. Kevin Mayer had been hired 574 00:33:40,040 --> 00:33:43,040 Speaker 1: to UH to run tick Talk last year. He left 575 00:33:43,080 --> 00:33:46,800 Speaker 1: after three months. I think, Um, what did you think 576 00:33:46,840 --> 00:33:50,320 Speaker 1: of that? I mean, he was a great executive, came 577 00:33:50,320 --> 00:33:52,800 Speaker 1: from Disney, had a lot of success. I mean, I 578 00:33:52,800 --> 00:33:55,840 Speaker 1: guess that sort of that sort of thing is just 579 00:33:56,080 --> 00:33:59,440 Speaker 1: part of the course. Kevin's a great guy and a 580 00:33:59,520 --> 00:34:02,840 Speaker 1: really mare executive. You know, I had the good fortune 581 00:34:02,840 --> 00:34:04,360 Speaker 1: of of working with him a little bit when I 582 00:34:04,400 --> 00:34:06,760 Speaker 1: was at Hulu and he was at Disney, and you 583 00:34:06,760 --> 00:34:11,680 Speaker 1: know we worked together for a brief time here as well. Um, 584 00:34:11,719 --> 00:34:14,480 Speaker 1: that that is what it is. We again, you know, 585 00:34:14,760 --> 00:34:17,480 Speaker 1: continue to just focus on our mission for our creators 586 00:34:17,520 --> 00:34:20,400 Speaker 1: and our platform and um, you know, are really excited 587 00:34:20,440 --> 00:34:23,560 Speaker 1: for the future. Now, what are the next big strategic 588 00:34:23,600 --> 00:34:28,759 Speaker 1: content initiatives or product initiatives for TikTok. Yeah, Well, I 589 00:34:28,800 --> 00:34:31,879 Speaker 1: can't you know, go too far into specifics. I can 590 00:34:32,000 --> 00:34:35,080 Speaker 1: say that, you know, we're constantly experimenting with new formats 591 00:34:35,080 --> 00:34:38,760 Speaker 1: and solutions that make it seamless for the community, the creators, 592 00:34:38,800 --> 00:34:42,040 Speaker 1: the partners, etcetera to make entertaining videos. Uh. You know, 593 00:34:42,040 --> 00:34:44,040 Speaker 1: we talked a little bit about you know, content going 594 00:34:44,080 --> 00:34:46,680 Speaker 1: a bit longer form um. You know, that's I think 595 00:34:46,719 --> 00:34:49,840 Speaker 1: one great example of of where the platform is headed 596 00:34:49,840 --> 00:34:53,719 Speaker 1: in terms of um, you know, long term content you know, 597 00:34:53,760 --> 00:34:56,879 Speaker 1: bets and and and initiatives and things like that. As 598 00:34:56,920 --> 00:34:59,480 Speaker 1: an entertainment platform, you know, we're going to continue to 599 00:34:59,520 --> 00:35:04,120 Speaker 1: foster that diverse content ecosystem and continue to push from 600 00:35:04,160 --> 00:35:08,120 Speaker 1: you know, more content genres and you know, different types 601 00:35:08,160 --> 00:35:12,160 Speaker 1: of content to be really prevalent on the platform. Our 602 00:35:12,680 --> 00:35:15,600 Speaker 1: Creative Learning Fund that we launched UM about a year 603 00:35:15,680 --> 00:35:17,840 Speaker 1: year and a half ago was really meant to bring 604 00:35:17,920 --> 00:35:21,680 Speaker 1: you know, more educational instructional content to the platform. So 605 00:35:21,719 --> 00:35:24,719 Speaker 1: whether you know, we're working with Discovery, Uh, you know, 606 00:35:24,760 --> 00:35:27,800 Speaker 1: as they cover, um, you know, Elon Musk's rocket launch 607 00:35:27,800 --> 00:35:32,719 Speaker 1: into space, or we're talking about uh, you know, small businesses, 608 00:35:32,880 --> 00:35:35,040 Speaker 1: you know, kind of teaching you how to would work 609 00:35:35,239 --> 00:35:37,799 Speaker 1: or uh, you know, how to how to sort of 610 00:35:37,840 --> 00:35:40,440 Speaker 1: hack excel. These are all areas I think that we're 611 00:35:40,440 --> 00:35:42,800 Speaker 1: going to continue to invest in. Is just bringing that 612 00:35:42,800 --> 00:35:47,600 Speaker 1: that diversity of content, more creators, more voices, more storytelling 613 00:35:47,640 --> 00:35:50,160 Speaker 1: and narrative to the platform so that no matter who 614 00:35:50,200 --> 00:35:52,680 Speaker 1: you are, you know, what walk of life you're from, 615 00:35:52,719 --> 00:35:55,160 Speaker 1: what your interest level is when you fire up the 616 00:35:55,160 --> 00:35:58,600 Speaker 1: TikTok app, there's something for you and that you see 617 00:35:58,800 --> 00:36:03,880 Speaker 1: your interests, your culture, your people reflected back at you. Um. So, 618 00:36:04,239 --> 00:36:08,080 Speaker 1: big picture, Brian, how would you how do you see 619 00:36:08,120 --> 00:36:13,600 Speaker 1: TikTok Um evolving in the bigger picture ecosystem of media 620 00:36:13,600 --> 00:36:17,640 Speaker 1: and entertainment at large. Is this synergistic with you know, 621 00:36:17,760 --> 00:36:24,000 Speaker 1: traditional film, TV, music, or is TikTok you know, becoming 622 00:36:24,920 --> 00:36:31,080 Speaker 1: a major kind of media that people consume independent of 623 00:36:31,520 --> 00:36:35,640 Speaker 1: traditional entertainment. Yeah. I love this question. I think it 624 00:36:35,800 --> 00:36:38,680 Speaker 1: speaks to you know, so much of that entertainment DNA 625 00:36:38,840 --> 00:36:42,000 Speaker 1: that that we've talked about our community and you know, 626 00:36:42,040 --> 00:36:45,239 Speaker 1: their ability to really spark these global trends is unmatched. 627 00:36:45,280 --> 00:36:48,160 Speaker 1: You know, We've become a destination for our community not 628 00:36:48,239 --> 00:36:51,480 Speaker 1: only to to be entertained, but to really express themselves 629 00:36:51,560 --> 00:36:53,640 Speaker 1: in ways that they haven't been able to on on 630 00:36:53,680 --> 00:36:57,600 Speaker 1: other platforms. And because that community is so engaged, you know, 631 00:36:57,640 --> 00:37:00,160 Speaker 1: it's it's like a few seconds of creativity into run 632 00:37:00,160 --> 00:37:03,479 Speaker 1: into these these major cultural moments. Um. You know again, 633 00:37:03,520 --> 00:37:07,279 Speaker 1: I think when you look at Ratatui the musical and 634 00:37:07,320 --> 00:37:09,840 Speaker 1: the fact that you know, this this sort of theater 635 00:37:09,960 --> 00:37:14,359 Speaker 1: nerd community that is so passionate and so creative and 636 00:37:14,440 --> 00:37:19,319 Speaker 1: so just incredibly committed to you know, telling stories and 637 00:37:19,320 --> 00:37:21,680 Speaker 1: and doing so through uh you know, that kind of 638 00:37:21,760 --> 00:37:25,200 Speaker 1: musical theater genre. This guy's the limit in terms of 639 00:37:25,280 --> 00:37:28,480 Speaker 1: new entertainment that can be created that is born of 640 00:37:28,560 --> 00:37:32,839 Speaker 1: our community. So I think, you know, anyways, um, we're 641 00:37:32,920 --> 00:37:36,040 Speaker 1: kind of a talent discovery mechanism, like you know, the 642 00:37:36,080 --> 00:37:37,759 Speaker 1: likes of which has never been seen. I think a 643 00:37:37,760 --> 00:37:40,880 Speaker 1: lot about Lauren Michael's for some odd reason, and you know, 644 00:37:40,920 --> 00:37:44,400 Speaker 1: and and just the SNL kind of talent cultivation machine 645 00:37:44,440 --> 00:37:47,279 Speaker 1: that Lauren has been for so many years decades, And 646 00:37:47,320 --> 00:37:50,040 Speaker 1: I think about you know that that sort of idea 647 00:37:50,640 --> 00:37:55,840 Speaker 1: that comedians and chefs and entertainers and musicians and you know, 648 00:37:55,920 --> 00:38:00,279 Speaker 1: just talented, amazing creative people get their start on this 649 00:38:00,400 --> 00:38:03,320 Speaker 1: platform and go on to become you know, the movie 650 00:38:03,320 --> 00:38:07,080 Speaker 1: stars or the music artists or you know, the Broadway 651 00:38:07,080 --> 00:38:09,799 Speaker 1: stars of tomorrow. So I think there's a ton in 652 00:38:09,840 --> 00:38:13,640 Speaker 1: that kind of crowdsourced community casting and discovery of talent 653 00:38:14,080 --> 00:38:16,799 Speaker 1: that really again sets us apart and puts us in 654 00:38:16,840 --> 00:38:20,360 Speaker 1: a unique space. Um. We talked about Charlie and and 655 00:38:20,400 --> 00:38:24,480 Speaker 1: Addison becoming prominent in in Hollywood with you know, their 656 00:38:24,520 --> 00:38:27,920 Speaker 1: their shows and their films. Um, we talked about fashion 657 00:38:27,960 --> 00:38:32,000 Speaker 1: trend setters again, like the fact that you have creators 658 00:38:32,239 --> 00:38:35,879 Speaker 1: like Wisdom, um, you know, and and Brian Boy that 659 00:38:36,080 --> 00:38:40,120 Speaker 1: are now you know, standing on on runways in Milan 660 00:38:40,200 --> 00:38:42,600 Speaker 1: and in Paris. I think shows you that we are 661 00:38:42,640 --> 00:38:46,320 Speaker 1: a springboard in that conversation. And even I think traditional 662 00:38:46,440 --> 00:38:49,680 Speaker 1: entertainment companies are starting to think a little differently about 663 00:38:50,160 --> 00:38:53,400 Speaker 1: how to program for a platform like ours. You know, 664 00:38:53,440 --> 00:38:56,319 Speaker 1: they're they're gonna have their shows and their films, but 665 00:38:56,480 --> 00:39:02,120 Speaker 1: what's the the ecosystem, what's the this sort of um, 666 00:39:02,120 --> 00:39:05,520 Speaker 1: you know, second screen experience is such a challenging word 667 00:39:05,520 --> 00:39:07,960 Speaker 1: that I don't always love, but it really is like 668 00:39:08,040 --> 00:39:12,880 Speaker 1: that water cooler narrative, that that community centric um, you know, 669 00:39:12,960 --> 00:39:16,120 Speaker 1: way to tell that story, and and building out characters 670 00:39:16,160 --> 00:39:18,919 Speaker 1: more and going into fan theory and just really thinking 671 00:39:18,920 --> 00:39:23,239 Speaker 1: about ways to dimensionalize that entertainment that you're already seeing 672 00:39:23,239 --> 00:39:27,480 Speaker 1: through traditional channels. Is where TikTok again occupies a really 673 00:39:27,560 --> 00:39:29,560 Speaker 1: unique whites space and I think it is the future 674 00:39:29,640 --> 00:39:33,239 Speaker 1: of our platform. You what you mentioned Saturday Night Live 675 00:39:33,560 --> 00:39:36,399 Speaker 1: they have they have a channel on TikTok. It has 676 00:39:37,360 --> 00:39:39,560 Speaker 1: right now three point four million followers. I guess they 677 00:39:39,600 --> 00:39:42,800 Speaker 1: got a little bit to go to get to get 678 00:39:42,840 --> 00:39:45,880 Speaker 1: the one billion m a use that you guys have. 679 00:39:46,400 --> 00:39:50,320 Speaker 1: But you know, the clip the party something, second clip 680 00:39:50,400 --> 00:39:54,919 Speaker 1: of Kim Kardashian's monologue. You know it's got six million views. 681 00:39:54,920 --> 00:39:58,880 Speaker 1: So that's you know, just enhanced reach and you know, 682 00:39:59,760 --> 00:40:03,160 Speaker 1: re forcing their business. I mean that's think I think 683 00:40:03,160 --> 00:40:07,360 Speaker 1: content owners are, to some extent arms dealers. You know, 684 00:40:07,440 --> 00:40:10,040 Speaker 1: they don't care where it goes as long as it 685 00:40:10,080 --> 00:40:13,479 Speaker 1: doesn't disrupt their existing business models. Right, They're not put 686 00:40:13,480 --> 00:40:16,520 Speaker 1: in the full show of s and L on TikTok, 687 00:40:17,120 --> 00:40:20,880 Speaker 1: and I guess you wouldn't support the full show of 688 00:40:20,960 --> 00:40:23,799 Speaker 1: TikTok in terms of the length. But anyway, well, look 689 00:40:23,800 --> 00:40:25,839 Speaker 1: look at the Olympics, I mean the Olympics. I think 690 00:40:25,880 --> 00:40:28,960 Speaker 1: we're another great example of a way that you know, 691 00:40:29,040 --> 00:40:33,719 Speaker 1: this big cultural moment, which obviously has its traditional distribution 692 00:40:33,920 --> 00:40:37,800 Speaker 1: set in in very kind of traditional broadcast channels. It 693 00:40:37,960 --> 00:40:41,320 Speaker 1: you know, TikTok became the place to see what was happening, 694 00:40:41,360 --> 00:40:44,480 Speaker 1: to follow along with you know, the metal count and 695 00:40:44,560 --> 00:40:48,319 Speaker 1: to see these amazing moments of athleticism and you know, 696 00:40:48,440 --> 00:40:51,680 Speaker 1: just like feats of acrobatic and and again the TikTok 697 00:40:51,719 --> 00:40:54,600 Speaker 1: platform was a place where the conversation started. And that's 698 00:40:54,680 --> 00:40:56,880 Speaker 1: I think that you know, the other unique thing about 699 00:40:56,920 --> 00:41:00,400 Speaker 1: TikTok is that there's a conversation that's happening round all 700 00:41:00,400 --> 00:41:03,279 Speaker 1: of that entertainment that you just can't get, you know, 701 00:41:03,320 --> 00:41:05,920 Speaker 1: from kind of the traditional art on a wall, you know, 702 00:41:06,120 --> 00:41:09,239 Speaker 1: kind of more passive experience. Um, we compliment that in 703 00:41:09,320 --> 00:41:13,399 Speaker 1: such a unique way and create that community conversation that goes, 704 00:41:13,520 --> 00:41:17,000 Speaker 1: you know and spreads virally around the world. Yeah, and 705 00:41:17,040 --> 00:41:21,520 Speaker 1: I mean what you mentioned that the conversation happens around 706 00:41:21,520 --> 00:41:27,560 Speaker 1: the content, but that's sort of uh, ancillary to the 707 00:41:27,640 --> 00:41:32,080 Speaker 1: video first visual approach. That's right, It's complimentary for sure. 708 00:41:33,160 --> 00:41:36,160 Speaker 1: Last question Brian for you is, um, what do you 709 00:41:36,480 --> 00:41:40,680 Speaker 1: watch on TikTok? What's what kinds of videos does the 710 00:41:41,000 --> 00:41:45,520 Speaker 1: person say you like? Yeah? I love that, um My 711 00:41:45,640 --> 00:41:50,600 Speaker 1: four you feed is is unique, It's different, I think. Um, 712 00:41:50,960 --> 00:41:54,279 Speaker 1: I am deep into voice actor TikTok. There is a 713 00:41:54,280 --> 00:41:58,000 Speaker 1: creator named Joe Goddet who does the most spot on 714 00:41:58,120 --> 00:42:02,480 Speaker 1: Arnold Schwarzenegger, Ryan an Olds. He does like a Marty McFly, 715 00:42:02,640 --> 00:42:06,200 Speaker 1: Michael J. Fox, like nobody's business. I I just love 716 00:42:06,239 --> 00:42:08,520 Speaker 1: that stuff. It just amazes me that that people can 717 00:42:08,600 --> 00:42:12,759 Speaker 1: you know, uh can be that uncanny. Um. You know, 718 00:42:12,920 --> 00:42:15,440 Speaker 1: I have I have two boys who are you know, 719 00:42:15,600 --> 00:42:18,759 Speaker 1: very active in sports and in baseball in particular, and 720 00:42:19,080 --> 00:42:23,239 Speaker 1: so baseball coach TikTok. There's a creator called coach ball 721 00:42:23,280 --> 00:42:26,399 Speaker 1: Game that I absolutely adore and I see a lot 722 00:42:26,440 --> 00:42:29,840 Speaker 1: of that, you know where where it allows for again 723 00:42:29,880 --> 00:42:32,719 Speaker 1: that relativity, you know, seeing what other parents are going 724 00:42:32,719 --> 00:42:35,480 Speaker 1: through on the platform, anything parenting really, anything that will 725 00:42:35,520 --> 00:42:37,640 Speaker 1: help me better relate to my kids, to my wife 726 00:42:37,680 --> 00:42:40,239 Speaker 1: and just to you know, this experience that I think 727 00:42:40,280 --> 00:42:42,000 Speaker 1: all of us as parents are going through to some 728 00:42:42,080 --> 00:42:45,200 Speaker 1: extent no matter how old you know our kids are. UM, 729 00:42:45,280 --> 00:42:47,600 Speaker 1: and then really like anything d I Y I mean 730 00:42:47,640 --> 00:42:49,719 Speaker 1: as much as you know, my team and I were 731 00:42:49,719 --> 00:42:54,840 Speaker 1: really behind this educational instructional content push. It's really like 732 00:42:54,880 --> 00:42:56,960 Speaker 1: a personal passion of mine as well. So anything you 733 00:42:56,960 --> 00:43:00,680 Speaker 1: can teach me, especially I'm a little bit uh d 734 00:43:00,840 --> 00:43:04,000 Speaker 1: I y challenged. Um, I'm embarrassed to say I'm not 735 00:43:04,080 --> 00:43:06,480 Speaker 1: I'm not the best around the house. Anywhere I can 736 00:43:06,480 --> 00:43:08,880 Speaker 1: pick up tips and tricks on how to you know, 737 00:43:10,520 --> 00:43:13,920 Speaker 1: better fix something in my home or you know, learn 738 00:43:14,000 --> 00:43:17,320 Speaker 1: how to make something. Uh. It's just incredible the way 739 00:43:17,320 --> 00:43:21,440 Speaker 1: that you know, that step by step tutorial format both 740 00:43:21,480 --> 00:43:24,960 Speaker 1: in the shorter form you know kind of sub one minute, 741 00:43:25,000 --> 00:43:26,840 Speaker 1: but now in the one to three minute can really 742 00:43:27,440 --> 00:43:30,600 Speaker 1: like you know, get your your frame of mind around 743 00:43:30,600 --> 00:43:32,520 Speaker 1: how to dig in when it's not something that might 744 00:43:32,560 --> 00:43:34,920 Speaker 1: be your your core skill set. So that's what my 745 00:43:35,480 --> 00:43:37,799 Speaker 1: for you feed looks like. How about yours? What does 746 00:43:37,800 --> 00:43:40,360 Speaker 1: yours look like? Yeah? You know, TikTok thinks that I 747 00:43:40,480 --> 00:43:43,800 Speaker 1: like a lot of talking cat videos and Jack Black 748 00:43:44,280 --> 00:43:48,160 Speaker 1: uh comedy bits, which you know happens to be true. 749 00:43:48,680 --> 00:43:54,160 Speaker 1: So there's that, and they're also there's this genre of 750 00:43:54,239 --> 00:43:59,080 Speaker 1: like really cool, rude Goldberg type things that people set 751 00:43:59,160 --> 00:44:03,359 Speaker 1: up to play music. It's just it's really fascinating, and 752 00:44:03,800 --> 00:44:07,319 Speaker 1: there's so much creativity out there, Todd. It's it's unbelievable 753 00:44:08,160 --> 00:44:12,280 Speaker 1: that folks are are you know, presumably just sitting around 754 00:44:12,960 --> 00:44:15,200 Speaker 1: with all of this amazing talent, you know, kind of 755 00:44:15,239 --> 00:44:17,600 Speaker 1: locked up. And the fact that we came along as 756 00:44:17,640 --> 00:44:20,279 Speaker 1: a platform to really give people an outlet to be, 757 00:44:21,160 --> 00:44:23,920 Speaker 1: you know, their their their best and brightest creative selves, 758 00:44:23,960 --> 00:44:25,920 Speaker 1: I think is a really special thing and something that 759 00:44:26,040 --> 00:44:28,280 Speaker 1: you know, our world really needs right now, because again, 760 00:44:28,760 --> 00:44:31,239 Speaker 1: there's just so much creativity out there, and I want 761 00:44:31,239 --> 00:44:33,239 Speaker 1: to be able to, you know, to unlock that and 762 00:44:33,280 --> 00:44:37,399 Speaker 1: share it with everybody. Bryan, Thencent, thank you so much 763 00:44:37,680 --> 00:44:40,400 Speaker 1: for joining us on the podcast today. Really great to 764 00:44:40,480 --> 00:44:50,560 Speaker 1: chat with you. Thank you, Todd. Likewise, and that's this 765 00:44:50,719 --> 00:44:56,080 Speaker 1: episode of Strictly Business Right these podcasts featuring conversations with 766 00:44:56,360 --> 00:44:59,759 Speaker 1: media and entertainment leaders. Tune in next week for a 767 00:45:00,040 --> 00:45:09,919 Speaker 1: and new episodes. Thanks for listening. M m hmmmmmmmmmm hm