METRO ATLANTA CHAMBER OF COMMERCE
thea - a location based creator network
Joining forces with the Metro Atlanta Chamber, we set out to create a digital entertainment platform that would drive economic growth and elevate Atlanta’s appeal to a millennial workforce by connecting local artists with local audiences.
THE CHALLENGE
Atlanta has always faced something of an identity crisis -- it’s one of the coolest cities in the US, but if you haven’t spent much time exploring there, you might not know it.
Along with tax incentives, real estate space, and city amenities, one of the biggest considerations that corporations make when establishing headquarters and large scale operations is whether or not the proposed location can attract the talent their organization needs.
In order to create a platform that showcases the best of Atlanta’s entertainment industry, we knew that we needed to incentivize investors, artists, and audiences to give THEA a chance.
THE STRATEGY
Working in conjunction with the Metro Atlanta Chamber’s team, I guided THEA’s development with my signature approach of Constructive Rebellion right from the start and looked for new ways of challenging norms every step of the way.
After conceptualizing the product, my team and I did our research and strategically recommended a local tech partner that could bring the platform to life in a user-friendly way.
Armed with a clear understanding of our end product, we then took a three-fold approach to defining our audiences and marketing our new platform to investors, creators, and consumers. Through local outreach events and co-sponsored opportunities with Netflix, Warner Bros., and more, we created a buzz that drew in new artists and audiences while showing investors we meant business.
Through careful research of other streaming apps and experimentation across numerous devices, we developed a platform that strikes a balance between YouTube and Netflix.
Our smart yet simplistic interface gives audiences a first-of-its-kind opportunity to connect with their local arts community while allowing them to curate their media from a vetted selection of Atlanta’s breakout talent in the film, TV, and music industries.
THE outcome
Using my strategic approach, we pushed past “problem-solving” and into true innovation within the space while seamlessly bringing increased visibility and profitability to the city of Atlanta and enhancing its prestige as one of North America’s hottest entertainment hubs.
With over 50 channels, 40+ local creators, more than 1000 pieces of content, and dedicated viewership spanning far beyond the city limits of Atlanta, THEA has proven itself as a stand-out innovation from the world of non-profit civic entities that has since been sold and expanded within the private sector -- all culminating in the platforms sale to Areu Bros., the first major Latino owned and operated media studio in the country.
