Latest / Genuin Connections / Genuin Connections: Episode 1 -- Marc Scarpa, DeFiance Media

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Genuin Connections: Episode 1 -- Marc Scarpa, DeFiance Media · Genuin Connections

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this is genuine connections featuring
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collaborative conversations about
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Community content creativity Commerce
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and the convergence of media and
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marketing welcome to the inaugural
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episode of genuine connections and to
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kick things off we couldn't have asked
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for a better first guest we're joined by
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none other than Mark Scarpa who is a
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trailblazing legend to the intersection
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of creativity Community Technology media
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and marketing allinone Mark's the
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founder and CEO of defiance media which
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is the Premier TV and digital Network
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for news and entertainment in this new
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economy reaching over 150 million
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households
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worldwide but his career goes back even
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further spanning over a thousand
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original TV and digital programs
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billions of views and just a resume of
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collaborations that includes
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grammy-winning artists Oscar winning
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directors Fortune 50 Brands even the
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White House doing President Bill
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Clinton's live Town Hall Mark's impact
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in this space is just unparalleled from
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pioneering now Aid driven content like
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Roxanna the world's first AI power
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digital twin news anchor to
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groundbreaking projects like that town
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hall with president President Clinton uh
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and even the League of Legends World
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Championships Mark has consistently
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redefined what's possible in the media
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and Technology spaces so in this
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conversation I'm excited to bring Mark
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in we're going to dive into his journey
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uh his vision for the future of content
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and community and Innovation and how all
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that continues to shape the way we
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create and connect and engage so let's
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get started by welcoming
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Mark good to be here I wanted to kick
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off with you because you've got a really
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fascinating background your career spans
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these transformative moments in media I
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would love to hear from you how
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storytelling and audience engagement
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have evolved over your career because
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we've seen different platforms different
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Technologies consumer and fan Behavior
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have changed uh well thanks Matt and
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it's great to uh be here I appreciate
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your time and uh grateful to include me
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in your in your video series series um
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you know I think that uh the sort of the
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core tenant of what I've always stried
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for as an executive producer director
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has uh been about story and live
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participatory media um and that was a
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foundational uh format that I discovered
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if you will back in art school in the
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early um you know 80s and 90s ' 88
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through '92 when I was at School of
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Visual Arts and at the time uh it wasn't
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really something that had caught on
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participatory media was really academic
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there's been some documentaries where
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they would use
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participatory uh storytelling uh formats
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and uh they were done in documentaries
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that were really about tribes and
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individuals and groups and so on and I
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could get into a lot of you know
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references there but anyone can look it
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up online and and sort of see where the
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Cornerstone of my foundation in terms of
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uh storytelling formats comes from uh
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the other I think the twist that we put
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in was or that I put in in the team that
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I have been very fortunate to work with
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for the last 20 some odd years is the
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element of live uh so you have
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participatory uh media as a format now
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you're adding the live element to it and
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I think that
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you know and we've been credited as much
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as being really at the Forefront of
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creating that genre and defining it uh
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early on when you look at live
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participatory media uh you think of it
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in terms of webcasting and live
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streaming and we were always uh or I was
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always had the position well that's this
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is going back to even 1996 anyone can
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take uh a piece of media and stream it
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live on the internet and you know back
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in 1996 not anyone could do that but we
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had the foresight to know that that's
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going to be ubiquitous at some point
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that you'll be able to do it with your
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mobile phone um it'll be much easier to
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do it on a consumer basis and so on and
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again this is all pre YouTube pre you
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know Instagram and Facebook live and so
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on and so forth this is 96 so we looked
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at how can we make this uh an experience
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for not only the physical people that
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and those days were attending the event
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The Rock concert the festival the
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political event the um the nonprofit
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fundraiser or whatever it might be or
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some other NGO experience uh the
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physical people attending that how can
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we Bridge them with the folks that were
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online and we did that very simply with
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just putting a live stream up with the
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chat room and back then it was uh IRC
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chat or other chat programs with a real
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video player or Windows Media Player
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next to it within a browser frame and
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you know these were very basic things
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and we would take questions from the
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audience uh and incorporate them into
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the broadcast in some way shape or form
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whether it be a musician on stage uh
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answering a question during a concert
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and giving a shout out to a virtual
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guest or or so on so well as I said it
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also you're finding commonality right
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like that's one of the core themes
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around
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Community right a genuine we focus on
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creating these authentic connections
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around these topics or passion
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points H how is the concept of community
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influenced the way you approach content
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creation um well it's it's like I'm
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saying all the things that you see now
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that are much more that have a much
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better ux UI and are seamlessly
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integrated on all of your devices uh we
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did in
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1996 um in a one three-day weekend and
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then from that used all of those formats
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and tool sets uh to continue that sense
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of community and participation like I
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was saying when you have a real-time
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audience that's physically there that's
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telling the online audience what's going
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on and then on top of it it's also
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moderated by you know storytellers in
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the background who are real journalists
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that's creating a sense of community
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through this chat but I can only imagine
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what it is but if I'm actually seeing it
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on top of it now I've got what we now
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call Facebook live right what we did
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then really defined the next 25 or 30
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years of what live participatory media
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is and um you know it sounds like you're
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a Pioneer in
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integrating Innovative technology ology
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have you found a way in with artificial
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intelligence bringing that into content
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and Community um and if so how do
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you how do you ensure that these
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Innovations enhance storytelling rather
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than diminish like the the idea of
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humanity and the human
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connection um we've been uh working with
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AI generative Ai and a variety of AI
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tools with Defiance media for the last
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four years we've been certainly at the
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Forefront of uh using these tools for
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news and entertainment uh we uh employ
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the first um digital twin news anchor in
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history her name is Roxanna we have a
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digital news anchor correspondent is the
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famous venture capitalist Tim Draper he
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has a show called Draper um you know
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Draper decentralized and that airs not
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only on defiance but on Draper TV and is
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syndicated out to variety of other
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platforms uh worldwide and you know what
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we have there is we're using
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AI um not only in our scripting uh not
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only the digital twin who's you know
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delivering it from a news anchor
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perspective we're using AI to fact check
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we're using generative AI to create um
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you know images and b-roll that that
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don't exist in a lot of cases it doesn't
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exist because some of the the subject
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matters are very complex especially when
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you're talking about blockchain and
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technology that to find existing um
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stock footage for that or licensable
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b-roll is impossible so you can you have
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to make graphics for it or use
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generative AI just a faster tool set and
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then we're also using Ai and blockchain
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to uh put our content on chain using
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ipfs decentralized streaming to ensure
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that the uh content is available uh
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forever if you will and that we're
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providing Providence as well with the
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assets that go into the actual uh video
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story so yeah we are I think you know
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we've we're four years ahead of most and
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probably two years ahead of the other
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most Progressive company out there uh
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the bigger media companies
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today are just starting to understand
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and Implement AI for factchecking which
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I think is a critical um use case we
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definitely do ethical storytelling and
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editorial uh we still have an editorial
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director who checks everything who
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decides what Stories We
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Run we are using AI in news and
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journalism specifically in Broadcast
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News in a way that is is that makes
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sense uh we're using it for video
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packages and stories uh that are not
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investigative journalism pieces these
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are more or less letting people know
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editorial that this is happening this is
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happening or this is about to happen we
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are not a proponent of using Ai and any
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kind of Technology tool sets to diminish
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the value set of journalists smart
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Publishers will allocate they'll they'll
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use these tool sets to not you know get
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rid of budget but to re allocate budget
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efficiently where it should be going
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part and parcel with AI and The
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Innovation that comes with it and the
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opportunities that this unlocks so
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alluding to maybe more coste efficient
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or faster production or whatever it may
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be or opening up opportunities to fund
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other things one of the big trends over
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the last 10 to 15 years in creative and
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content and storytelling has been the
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role of data in this right and as
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someone who's content has
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generated probably billions of views
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just based on even my own research how
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do you use audience data to craft these
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stories that connect on a deeper level
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and if you're putting on your either
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like Big Brand hat or your small brand
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hat how do they leverage these insights
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without the resources that giant media
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conglomerates might have access to data
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analytics is essential and
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um any type of programming that you're
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creating where a brand is involved um
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you know we we do not do payto playay
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media at Defiance so our editorial is
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clean uh we're an independent media
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organization now that said we still are
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looking at our data analytics and going
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okay what kind of stories are getting
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the most attention and what we find is
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that
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um when we do broadcast editorial
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stories on subjects that
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are timely uh that are in the Zid of the
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General Social
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conversation that those stories get uh
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more response than others especially if
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it's being put out by a major brand um
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for example you know if Nvidia is
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launching a new product they're
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spending m millions of dollars
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internally on only labor marketing
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dollars pardon me and so on and getting
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that story out through their publicists
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internally and externally so all the you
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know Publishers and broadcasters will
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have a different spin on that story more
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or less just like we do we have a an
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editorial directive but at the end of
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the day those are are getting picked up
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um and viewed more because it's already
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in the Zeitgeist of commer ation now we
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don't
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um necessarily For Better or Worse only
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do those type of stories we're not a
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clickbait organization what we're trying
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to do and what we are doing successfully
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is shedding a spotlight on the new
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economy um and really focusing our
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programming strategy on sort of 10
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specific areas of coverage and if a
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company um is ticking say two or three
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of those boxes in terms of the coverage
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that we're providing uh our 10 tenants
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if you will then that's the story that
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we want to run that could be a small
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company it could be an influencer it
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could be uh a company that's just
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launching because we're interested in in
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uh breaking those those uh those news
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stories so we're using the AI in terms
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of stored research and data research so
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that our editorial director can craft
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that story in a way that's going to
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serve the community and our uh and our
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viewers it's it's fascinating and really
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smart with with platforms like genuine
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we aim to help and facilitate and turn
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creators into Community Builders if I
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was going to put one line of our of our
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broader opportunity into one into one
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output into your into your Peg and your
14:53
press release to me so we can do it's my
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boiler play right U right but but
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creators are increasingly right we
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citizen journalists or you know even
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brand
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Representatives I would love to hear how
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you think media networks and Brands can
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better support creators in this evolving
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ecosystem to Foster long-term loyalty
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and create I mean I think they create
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authentic engagement but now it's about
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validation and amplification right yeah
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I think there's a dangerous line there
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um you know there's it's a two it's a
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two part answer one is you look at a
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platform like yours and what it is a
15:35
from an
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Enterprise you know Viewpoint it allows
15:39
a big Creator or a big brand name Like a
15:43
Lady Gaga or a Taylor Swift to create
15:46
their own ecosystem through their fan
15:48
club where they don't need to have uh
15:52
Tik Tock for example being their
15:55
gatekeeper and taking all their money
15:57
and you know giving them 10% of the
16:00
profits in the revenues uh but now they
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can keep 100% still and have ultimately
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a better Fan Experience right like if I
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can download the Taylor Swift app and be
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in touch with every single Taylor Swift
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fan and be able to uh have community
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based upon a common subject and an
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artist that I really love um and then
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maybe have a Taylor Swift phone and you
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know she's got a token and you know all
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these other things and merch and so on
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I'm going to do that uh I don't need to
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go to Tik Tok to to get my Taylor Swift
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fixed right I can just go to the app and
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be in her World um now that doesn't mean
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that these social media platforms will
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cease to have a use case their marketing
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platforms but you know to to to to put
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it bluntly there's there swamps um any
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influencer that is um talking it about a
16:58
brand ultimately if they're ethical is
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disclosing that and is being paid to do
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so so it's it's a disservice to the
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community uh when they think that that
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information is actually news uh because
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it's not it is it's opinion news it's um
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it's influencer marketing and that's
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great but so many people get their news
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from say Twitter or or uh from an influ
17:28
uer on Twitter as opposed to say the
17:30
Wall Street Journal on Twitter which is
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a you know an organization that's got a
17:35
high standard of Ethics um whereas if it
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was just an influencer um the the the
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coverage would be very different it
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wouldn't be coverage at all it would
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just be hey isn't this great buy this
17:46
product and or this person is innocent
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so I think what is happening is that the
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lines are blurred and people are taking
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take uh taking in influencer marketing
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from these platforms thinking that it is
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uh credible
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information um that has gone through at
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least the process of ethics and it's not
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and that's very dangerous whereas if I'm
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using your platform and I'm on the
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Taylor Swift app you know I know
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everything there is just about a subject
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that I love and so to me that's a safer
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environment than getting information
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about her say through tiktock or or
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Twitter or Instagram because it's made
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up by somebody else and it could be
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completely false I think what we need to
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see is more recognition of
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ethical uh Blue Chip news organizations
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getting their Fair Shake in terms of
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being sources for youth culture well
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this is even where formats matter right
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because a company like the Wall Street
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Journal or any news Outlet which is used
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to creating content in print now has to
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adapt to the ways in which consumers
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engage and consume content right so
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maybe creating video-based content that
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still communicates what is news and what
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is happening in the world but in a
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format that's much more uh contextually
19:18
relevant is the way that those types of
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companies adapt 100% yeah I mean I
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wonder if it's if it's format versus
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context or or both but it it's both so I
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I've been saying since the 90s you have
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to respect the platform that you're on
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and yeah you're right Wall Street
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Journal is a publisher they're not a
19:40
they're not a broadcast Media Company
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the traditional TV folks really look at
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digital or have been for many years as
19:48
sort of a bastard stepchild and Smart
19:51
Ones like Bloomberg don't do that then
19:53
you have the new breed ones like cheddar
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who just went really Allin on being CNN
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for Millennials and it worked for a
20:02
while so you would have to take that
20:05
same news story and the way it goes out
20:08
on TV is different than it's going to go
20:09
out on YouTube is different than it's
20:11
going to go out on um on say you know
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Twitter or twitch or or X and so on you
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have to respect the platform absolutely
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but that doesn't mean that you can't
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take the same Library a video content
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around that story and delivered it in a
20:27
way that will communicate with that
20:30
particular platform's audience and still
20:33
have your brand on it so that people
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know that the information I'm seeing is
20:39
uh factually correct as best it can be
20:42
and
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relevant from a creative perspective and
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you can interpret the word creative how
20:49
you want which is part of the definition
20:52
of creativity but how do
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you think about how do you cultivate a
20:58
culture of creativity and Innovation
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Beyond just you like with your team with
21:03
your with your colleagues with your
21:06
partners you know culture is very
21:08
important it's sort of um you know
21:11
content drives
21:13
culture uh drives Commerce at the end of
21:17
the day and you know there's there's
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really a couple of more C's in there
21:21
like Community for example too so but it
21:25
starts with it starts with the content
21:28
and many ways and the
21:30
content should be reflective of what's
21:33
going on in culture anyway so something
21:37
becomes bigger because a bunch of people
21:40
uh get behind it right let's look at I
21:43
don't know Grunge music right so Grunge
21:47
music at the time was the furthest thing
21:49
from anybody's
21:50
mind it was not what was popular boy
21:54
bands were popular all this music was
21:56
popular 80s and then out of nowhere a
21:59
record label uh and some smart
22:01
Independent Record label people found a
22:04
whole Treasure Trove of music and music
22:08
culture that was coming out of Pacific
22:09
Northwest it wasn't just Nirvana it was
22:11
like about you know two dozen bands and
22:13
they said well there's a catalog here
22:16
and a subculture that's happening how do
22:18
we take the subculture and turn it into
22:21
popular culture a you have to have great
22:23
musicians great artists and they have to
22:25
represent the voice of that subculture
22:28
and at some point through media whether
22:31
it's news media um music videos
22:35
documentaries movies getting it out on
22:38
every radio station it becomes quite
22:42
commercial at some point and that's uh
22:45
the definition of you of content right
22:49
you you you identify something that's a
22:51
growing Trend and you maximize it and
22:55
then something that's a subculture you
22:57
can make content then it becomes part of
23:00
the cultural Zeitgeist and then you have
23:03
the ability to have Community around it
23:06
which then drives Commerce so it's it's
23:10
critical to constantly always be looking
23:12
at the next big thing social media with
23:15
a platform called uh six degrees and
23:18
then it became frer and then Myspace and
23:20
Facebook so
23:23
now it's 25 years plus later and what we
23:28
have is um so many subcultures that can
23:32
exist in their own world uh with a
23:35
limited amount of people without it
23:38
turning into pop culture and still be
23:41
profitable uh doing it and that's across
23:44
the board so it's all really
23:46
decentralized the information is so
23:49
decentralized and so Maxi distributed
23:52
it's almost kind of hard to find what
23:55
you
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want
23:59
science is really focused on the new
24:02
economy uh which is something I've been
24:04
excited about and a part of um as long
24:07
as it's been new over these last few
24:08
years but what does that mean for
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storytelling right getting back to this
24:13
idea of how
24:17
platforms can contribute to shaping a
24:20
more connected Community Driven media
24:24
Centric
24:26
future yeah I think you know there's a
24:29
lot of different ways to approach that I
24:31
can only speak to our philosophies and
24:34
and how we're approaching it we see the
24:36
new
24:37
economy uh as a term and a philosophy uh
24:42
that was actually created on Wall Street
24:44
in the early 80s um coming to fruition
24:48
today and we're very focused on our 10
24:52
tenants if you will the the topics that
24:55
we cover were you know blockchain
24:56
digital currencies digital assets
24:59
AI um cyber security and you know Green
25:03
Tech and so on we
25:05
also philosophically see that there's a
25:08
cultural phenomenon here so social
25:10
impact companies and regenerative
25:12
culture are all a part of this so we've
25:15
taken a very narrow lens in terms of
25:17
what we're focused on we're not doing
25:20
stories on geopolitics we're not
25:23
covering you know um stories on drug
25:27
lords and uh and religion there's plenty
25:29
of mass media that's doing that if we do
25:33
a story on um that that is about say
25:38
something tied to politics it's
25:40
typically with regards to policy around
25:43
the 10 topics that we cover Andor it
25:46
might be something like okay um you know
25:49
for example When The War bro broke out
25:50
in Ukraine a few years ago uh there was
25:54
a uh a movement of a lot of folks
25:56
creating nfts and donating the proceeds
26:00
to uh humanitarian efforts I think I
26:02
think I contributed to that I still own
26:04
those
26:04
nfts right so but that was a good use of
26:08
time right you had artists creating
26:10
digital content digital art and then
26:12
taking uh all if not most of the
26:15
proceeds and digitally transferring
26:18
those assets to people who didn't have
26:20
money in their bank accounts anymore but
26:22
they were able to get that money on
26:24
their uh on their mobile phone and it
26:27
went towards things that they needed
26:29
right uh basic things like you know the
26:32
ability to buy a train ticket or gas to
26:35
get out of the country and food and
26:37
shelter and so on we uh we again are a
26:40
media company we focus on video and
26:43
broadcast but I think it's you got to
26:45
know where you're getting your news and
26:46
information from and you have to do your
26:48
own due diligence before you buy any
26:50
kind of financial
26:52
instrument uh but on top of that you
26:54
should also be clear on where you're
26:57
getting your your news and information
26:59
from and knowing that that source is
27:02
actually one that is
27:04
credible s we we call it Dy R for a
27:08
reason um
27:10
so last question and it's probably is
27:14
more of a
27:15
marketing angle than than pure like
27:18
media but I guess if I was going to ask
27:23
like what's the one piece of advice
27:25
you'd give to a brand or a marketer as
27:29
they're thinking about platforms and and
27:31
just starting to explore the power of
27:34
Community
27:35
Driven video powered
27:39
storytelling I I think that's a very
27:41
simple answer is uh don't drive your
27:44
brand strategy 100% based upon data uh
27:48
it's like making a movie only because
27:51
the data says that if you make this
27:54
movie you'll make lots of money that is
27:56
the worst thing that a brand can do it
27:59
stifles Innovation it stifles uh them
28:03
being a market maker as opposed to a
28:05
market follower um you know Apple
28:09
Computers is a perfect example shy day
28:12
was their agency of record for years Jas
28:14
shyatt who's now passed was one of the
28:16
great advertising Geniuses along with
28:19
David go olvy and Donnie Deutsch of all
28:22
time Richard kersin bound and you know
28:25
you look at those ads and they still
28:27
hold up today and it was all about
28:30
provoking thought and it was provoking
28:33
this idea of
28:36
individualism and and Community but
28:38
through our product which was you know
28:41
whatever Apple computer was uh I I
28:44
really really think that is important
28:46
especially for uh these these new
28:49
companies that are out there now that
28:50
maybe don't even hire an agency they
28:52
just do everything in house and they
28:55
have you know a um a uh a person that is
28:59
a growth marketer which is great and I'm
29:02
not saying that that's a that's that's a
29:04
completely madeup role they they're just
29:06
looking at well what are your data
29:09
analytics and will buy media because you
29:12
have these amount of eyeballs and uh
29:15
that's going to help us sell why amount
29:16
of product that's great but it's not
29:18
going to elevate your brand and it's
29:21
going to be a quick road to death for
29:24
your brand because you're not doing
29:26
you're not telling the story of the
29:28
brand Defiance media is exists to tell
29:33
the story of Brands through our branded
29:35
editorial um strategy and to tell the
29:38
story of the Mavericks innovators and
29:41
entrepreneurs behind those Brands and
29:43
behind those products and services that
29:46
are being introduced into the
29:47
marketplace because keep in mind you
29:49
don't have a brand you have a company
29:53
and that company has a product or a
29:55
service to become a brand you you need
29:58
to tell a story and you need to do it
30:01
over a long period of time and no amount
30:03
of growth marketing is going to
30:05
establish your brand it's only going to
30:09
get you more customers maybe for a
30:11
specific period of time if you're just a
30:14
company that you don't care about your
30:16
brand and all you want is additional
30:18
products uh additional C customers
30:20
through your product to you for your
30:24
product or service fine do all the
30:25
growth marketing you want growth hacking
30:27
you want
30:29
but if you want to go to the next level
30:31
and become a brand you need to have a
30:33
brand story you need to have innovators
30:35
behind that I think coinbase is another
30:39
great example you know here's the the
30:41
first exchange that came out Brian
30:44
Armstrong terrific leader here's a guy
30:47
that has fought for guard rails uh from
30:51
day one uh and getting the proper
30:54
licenses and following the proper
30:56
approvals and so on and so on and so on
30:59
to be a leader for uh crypto uh in an
31:03
ethical standpoint but nobody knew who
31:06
he was and it wasn't until he started
31:09
they started doing documentaries on him
31:11
he started doing some other media
31:12
appearances and this is all leading up
31:14
to coinbase doing their IPO a few years
31:17
ago but since then he's continued to do
31:20
that and the reason why he's doing it is
31:23
not necessarily to keep the stock price
31:25
up but with a genuine effort to help the
31:29
entire industry by saying hey this is
31:32
what we've been doing we're the gold
31:33
standard all of our competitors should
31:36
be following the same process and we
31:38
need to all work together to really
31:40
preserve this industry and accelerate It
31:42
Forward together and that's leadership
31:45
well I commend you and thank you for
31:48
your leadership and your thoughtfulness
31:50
and and the generosity of your time here
31:52
so U thank you again for doing this and
31:56
for making a genuine connection with
31:59
us and uh appreciate it thanks for your
32:02
time Matt look forward to collaborating
32:04
with you guys in the short term