007 - Deep Dive with Michelle Melky: Creating for Gen Z - The Future of Storytelling and the Power of Creators
Michelle Melky, Global Creative Director of Amplify, dives into the rapidly evolving landscape of the creator economy and the future of storytelling. Michelle had delivered countless hours of cutting edge online content and has a deep understanding of the “Creator-Verse” and Gen Z audiences.
She talks about creating a hit series on Tik Tok and we discuss how we are moving away from traditional influencers to a new era of creators who are shaping their careers and impacting the entertainment industry.
Listen to this episode if you are interested in:
The rise of the Creator Economy
Understanding the “Creatorverse”
Gen Z’s viewing habits
The impact for short form content
The future of the screen industry
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Links:
Michelle on Instagram: https://www.instagram.com/michellemelky/
Amplify website: https://thisisamplify.com
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00:00 Standing Out in a Sea of Content
00:43 Introduction to Michelle Melky and Amplify
01:10 Amplify's Business Model and Creator Focus
03:23 The Evolution of Entertainment Consumption
05:06 The Future of TikTok and Long-Form Content
06:29 Understanding the Creator Sphere
09:02 The Viral Success of 'Love Songs' on TikTok
13:49 Strategies for TikTok Success
14:59 Building a Conscious Audience Focus
17:50 The Importance of Engagement Over Followers
18:24 The Importance of Diversification for Creators
20:02 Television Industry's Shift in Viewing Habits
20:49 The Rise of Connected TV and Week-to-Week Viewing
24:01 Generational Divide in Screen Entertainment
27:24 Opportunities for Traditional Media with Gen Z
33:41 Advice for Aspiring Content Creators
34:43 The Future of Young Adult Content
37:03 Conclusion and Acknowledgements
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This Deep Dive interview is hosted by Julie Eckersley.
Produced & edited by Leonie Marsh.
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This episode is proudly brought to you by Screen Vixens, CrewHQ & Expanding Media.