How Digital IPs Are Paving The Way ForThe Next Level Of Crowdsourcing

Arun Mehra, CEO

Talenthouse India is the leading creative crowdsourcing platform in SEA and has engaged with over 60,000 artists over 111+ creative campaigns across the

genres of

Film, Fashion, Art, Photography & Music

WHAT IS TALENTHOUSE INDIA

HEADQUARTERS Hollywood

PRESIDENT Amos Pizzey

PRESENCE

Los AngelesLondon MunichMumbai

LAUNCH COLLABORATIVE PROJECTSCreative Invites

FUNDINGBrett RatnerEric ShmidtGerard Butler

JOINT VENTURE Reliance Entertainment

WHERE IT ALL STARTED

BEFORE IPs

TALENTHOUSE BEFORE IP’S

Primarily Brand Driven Creative Invite Campaigns

ArtistCommunity

Platform for creative challenge across Films, Fashion, Photography, Music & Art

Brands

STANDARD CAMPAIGNS SUCH AS LOGO DESIGN, JINGLES AND OTHER BRAND ASSETS

THIS CREATIVE INVITE MODEL ENABLED US TO…

Create An Artist

Community Of 60,000+ Participants

Create2500+

Videos For Multiple Brands

Composed 1000+Musicpieces

Host Live Art Events &

Installations

TALENTHOUSE CREATED UNIQUE CAMPAIGNS

Himalaya – Brand wanted 300 photos of the best smiles. The agency came to TH and we ended up with 800+ photos

Nestle – The brand wanted witty romantic lines for their chocolate. They hit a road block with their agency with 50 lines. TH crowdsourced and delivered 2700+ lines

Allen – For their new product launch, they were looking for fresh ideas for videos. TH crowdsourced and gave 60 films with 5 premium ideas

Micromax – They were looking for a Logo with an international appeal. TH crowdsourced and got 2500+ logos. The winner was an American

Karbonn – They were looking for an animation for their smart phone

FBB – As part of Femina Miss India, FBB wanted artists to pick up cheap clothes from the store and re-design them. TH was able to give them 200 designs in 3 weeks.

Lee – Wanted re-crafted old denim. TH reached out to its fashion fraternity and delivered 275 unique and interesting recrafted denim items

Myntra – Wanted to build India’s first fashion incubator. TH helped them get more than 650 designers

Flipkart – Brand wanted to create a differentiation and use Indian models. They reached a roadblock. TH crowdsourced 2000 models of which 10 got selected

Absolut – Brand wanted to do an India themed bottle art. TH crowdsourced the invite and delivered more than 2700 designs.

INDUSTRY RECOGNIZED OUR PLATFORM

But There Was A Big Challenge

THE ARTIST EXPECTATION WAS RISING

Year 1: STUDENT

Participated with TH

Hook : Building Portfolio

Year 3: YOUNG PROFESSIONAL

Participating with THHook :

Gratification and portfolio

Year5: SEMI -ESTABLISHED

ARTISTExpections :

Being Celebrated

Hook : None

After a few years, There was a gap in artist expectation and our current offering

The Solution

DRIVING CO-CREATION TO THE NEXT LEVEL

• Talenthouse created digital IPs to fill the gap• Using co-creation model to celebrate the artist

ArtistInflow Creative Invites

60,000DiscoverCreative Ambassadors

NURTURE

CELEBRATE

We DISCOVER artists through CREATIVE INVITESWe CELEBRATE the top talent via IPs

This is where we CELEBRATE artists

Through partly or fully owned properties, we engage with the top talent to create unique and exciting properties

IP/CREATIVE PROPERTIES

WHAT WE CREATED

India Online Fashion Week

• Celebrity driven • Pay to showcase collection• Only established players

participate• No direct sales window

Traditional Fashion Weeks

• Made fashion accessible to all

• Crowd Sourced budding talent purely on merit

• Entire fashion show crated by new artists

• Live Online Sale Window

• Celebrity driven

• Created by a single musician or a group of few musicians

Traditional EDM shows

• New and Budding musicians crowdsourced

• Mentored by a young popular DJ• 50 DJs co-create 1 track

The Clubhouse Project

• Restricted to professional Film-makers• Require Access To Quality Equipment &

Resources• Niche Audience – Limited Reach• No Consumption beyond the festival

Traditional Short Film Festival

India Mobile Film Festival

• No Restrictions- Open to everyone with a smartphone

• Creating new Genre of Mobile Film-making

• Candid camera/mobile content for mass consumption

FUTURE VISION

Properties With Potential To Go From Local To Global

IP/PROPERTIES - SCALABILITY & POTENTIAL

Going Global

Going Global

Going Global

IP/PROPERTIES - SCALABILITY & POTENTIAL

All IPs scale up year on year & generate recurring revenue

Has the potential to be self-sustaining Business Unit in itself

Opportunity to garner PR and marketing leverage through multi-category partnerships

All properties executed have the potential to be run on a license/franchise model for international expansion

TO SUM IT UP

• IP model is disruptive

• It is digital

• It is exciting for the brand

• It is exciting for the artist

• It is the next level of co-creation

Keeping the Global vision in mind, Talenthouse launches 1 World 1 Song

for the first time at CSW 2015

Thank You

Thank You