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MDA backs programme to raise standard of brand content among video makers in Singapore

Creator CollectiveA programme has launched in Singapore to help young video creators produce better quality material for brands.

Called Creator Collective, the Media Development Authority-backed programme aims to provide young creators with the tools and training they need to produce professional branded video content and grow their audiences.

Nick Fawbert

BNM’s Nick Fawbert

Developed by multichannel network Brand New Media, in collaboration with the Asia Content Marketing Association, the initiative centres on the portal Creatorcollective.asia. The website features examples of best practice, how-to guides, tips, and weekly challenges to encourage creators to get involved in the industry.

The programme includes an e-learning platform called Creator Academy, where creators will get a structured approach to learning skills endorsed by ACMA.

Creator Collective is calling on the industry to get involved by contributing to the e-learning and workshop programmes.

So far, companies to support the initiative include MEC’s newly revamped content arm Wavemaker, Zenith’s Newscast, Dentsu Aegis Network, Novus Media, Click2View, Kudos Content and Unruly Media.

Creator Collective emerges just over a year after MDA’s announcement of the launch Creators’ Space, studios and a co-working space set up for online creators, which is to go live later this year.

Joachim Ng, director of industry operations at MDA, said in a press release: “We see the Creator Collective as the right move in equipping a new generation of content creators with the skills to succeed in a rapidly changing media industry.”

Nick Fawbert, head of knowledge of Brand New Media Global, and a board director of ACMA added: “Establishing an ecosystem of creative, commercially capable young entrepreneurs in this area is a cornerstone to success.”

“Dedicated, inspirational marketing content that focuses on consumer needs discounts the need for interruptive advertising and allows brands to own the customer relationship, own the data, and provide opportunities for commercial interactions.”

Fawbert added that his company, which recently sold a US$6.8m stake to Singapore Press Holdings, was investing heavily in Creator Collective because “we see it as a unique stepping stone to commercial success for independent creators and a way of supporting regional industry growth with Singapore as a creative hub.”

The launch comes the week after Facebook announced a new policy to enable branded content on the platform, which is set to change how brands use the world’s most popular social platform.

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