Where is the opportunity for Black-owned media?
The opportunity for Black-owned media lies in shifting from selling Black people to selling Black culture, says Detavio Samuels, president of Interactive One.
Interactive One or iOne Digital is the largest independent digital media platform focused on urban culture. Samuels leads the $30 million digital media business which acquired Bossip, Madamenoire, and HiphopWired in 2017.
Black culture is the hottest commodity out there right now, Samuels said during a GHOGH Podcast — pronounced “Go!” — with Jamarlin Martin:
In this media industry, Black dollars or Black media companies have always gotten 1-to-2 percent of the market,” Samuels said. “I think it is stupid that Black people are fighting for 1-to-2 percent of the market when we represent 14 percent of the population. We need to be pulling together and going after the 98 percent and not letting them play us off against each other,” Samuels said.
Samuels is a big proponent of subscriptions for Black-owned media.
“I believe in generating consumer revenue,” he said. “You can’t rely on advertisers, You just can’t trust them like that. I believe you have to go after this consumer revenue. I believe the subscriptions make sense.”
iOne plans to look into subscriptions for Bossip this year, Samuels said.
Digital media pioneer Jamarlin Martin launched the GHOGH Podcast Franchise — Go Hard Or Go Home — at SXSW 2018, aimed at multicultural millennials.
Jamarlin spoke to Samuels about Richelieu Dennis’ acquisition of Essence, Facebook’s recent fumbles, and whether Complex Media is a culture vulture.
Hear more of Detavio Samuels on Episode 4 of the GHOGH Podcast.
Episode 6: Rodney Sampson, founder of HBCU@SXSW and the Atlanta-based Opportunity Hub, discusses investing in Atlanta blockchain startups and the importance of connecting HBCU endowments to Black tech. He covers the intersectionality of oppression, discrimination, and holding SV leaders accountable for inequality.
Episode 5: Angela Benton talks about starting NewMe Accelerator, building her personal brand as a single mother while battling cancer, and whether or not most of the “diversity” gains in Silicon Valley will go to privileged white women.
Episode 4: Detavio Samuels, president of Interactive One, leads a $30M digital media business that in 2017 acquired Bossip, Madamenoire, and HiphopWired. He discusses Richelieu Dennis’ acquisition of Essence, Facebook’s recent fumbles, and whether Complex Media is a culture vulture.
Episode 3: Arlan Hamilton talks about Backstage Capital, the VC fund she dreamed up while she was homeless. She talks about the Silicon Valley establishment and about Tamika Mallory, who attended Saviours’ Day with Louis Farrakhan.
Episode 2: Rodney Williams, founder and CEO of Lisnr, talks about raising $10 million in venture capital, HBCU endowments that invest in black tech, and how to fire loyal employees you like.
Episode 1: Brian Brackeen talks about his path to starting his facial recognition firm, Kairos, how blockchain can be applied to the NFL, and whether Disney’s’ “Black Panther” is revolutionary.
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