Imagine this: it’s early morning, you are half asleep and dreading going to work. You call an Uber to work wishing for a peaceful ride. But, guess what? The rider is playing songs that you simply abhor making your early morning ride a nightmare. Wouldn’t you wish that you could turn those songs off and pay your own jam? Well, we have all been there. Most of us hate being stuck in an Uber ride where the rider is playing ear piercing songs that we wish we could change. Banking on this common occurrence, Spotify, one of world’s biggest on demand music playing software, collaborated with Uber in 2014, allowing users to connect the app with the radio of their Uber ride. Not only did this collaboration benefit the masses, for whom it was a dream come true, it greatly benefited both the companies
Such a collaboration in the entertainment industry is not a new concept. From Plato’s and Socrates’ dialogues to creation of the ‘Associated press’ by five different New York newspapers in 1846 and to the latest Nike and Kanye Wests’ Nike air Yeezy collection- collaboration has been an integral part of the media world for centuries.
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Over the years as the digital media has evolved, the entertainment industry has also expanded massively. As globalization is increasing, more and more digital platforms are opening for the masses. Mobile phones, televisions and the internet as given an open access to entertainment for everyone because of which the demand for different entertainment ventures has also increased.
Digital technology has opened many channels for collaboration between entertainment industries all over the world. Artists and media people from different parts of the world can connect and collaborate with each other thanks to the social media.
To enhance collaboration and teamwork, many media agencies and companies are taking help from different collaborative tools and software programs. Workspee is a multipurpose software that provides channels for effective communication and collaboration. It is a platform where creative heads from the industry can come together, communicate, share ideas and create new content.
Whether it is print media or electronic media, collaboration is important for the entertainment industry. Here are some ways collaboration works for the entertainment industry:
Brings something new to the table
The entire entertainment industry is based on creativity and innovation. The more creative you are the more appealing your product will be to the masses. When two or more minds work together, more creative and innovative ideas are generated. In a survey conducted by BVE, that included entertainment industry professionals of different forms of media, revealed that 87% of media professionals believe that collaboration improves creativity.
For example, a screenwriter who has a certain story in mind for a movie can collaborate with other screenwriters to improvise his story. Similarly, songwriters and producers can work together to create an appealing and catching melody that would be a hit with the audience. Remember the song ‘Walk this way’ by Run DMC and Aerosmith? These two artists from completely opposite genres created a masterpiece in 1989 with a kind of sound no one had ever heard of before. The song paved way to a trend of cross genre collaboration between artists that is still very popular today.
Reaching out to a wide range of audiences
Harry Potter is one of the most popular fantasy novel series of all time with ardent fans all over the world. Vans is a popular sneaker brand that is also loved by people all over the world. Both these brands are from separate industries and have different target audiences. Combine these two and you get a product that brings the fans of both the brands together. That is exactly what these two brands did in 2019 by creating a Vans special ‘Harry potter’ edition shoe line. The shoe line was hit amongst the fans of both the brands- with passionate fans flocking in stores to find a pair of sneakers with their favorite Hogwarts House logo printed on it.
There are numerous other examples of cross industry collaborations that appeal to a wide range of audiences. Like Cheetos and Forever 21 collection, Lego and Stranger Things series, Doritos and Taco Bell, Louis Viton and Supreme- there are numerous examples of brands working together and making products that appeals fans of both the brands.
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Such a collaboration is an excellent marketing strategy for both the brands involved. The Louis Viton and Supreme collaboration, for example, helped the former in gaining a 23% increase in their profits after the collaborative project was introduced in 2017. The company hugely credited the collaboration for their sales. Many people who shied away from the luxury brand saw a more affordable side of it and started buying more of their products.
Effective teamwork
There are branches of the entertainment industry that rely on teams and their performance: for example the sports industry. Sports such as cricket, football, hockey, baseball etc. are team based sports that depend on team performance. Like Michael Jordan once said: “talent wins games, but teamwork and intelligence wins championships”
So, to win any competition having a comradery between team members is very important. It is not a single player who wins a game but it’s the entire team that does. Therefore it is very important for team members to constantly collaborate with each other and come up with different strategies and gameplay.
Apart from sports industry, collaboration can be a very helpful tool in the news, fashion or the advertisement industry. For instance, different news channels can work with each other for the coverage of entertainment events or for even research purposes.
Spike in sales and revenue
Entertaining people is not the sole purpose of the entertainment industry. Just like any other industry, it relies on profits and revenues. All the examples of products mentioned above are groundbreaking ideas that had huge monetary benefits for both the brands. Likewise, a good movie or a song will put money in the pockets of the producers as well as the artists. Same goes for news industry, sports, fashion, literature, theater or arts. Disney and Pixar, two entertainment industry giants, collaborated in 2006 to produce the movie ‘Cars’. The movie was commercial hit giving a huge profit to both the companies.
Collaboration between artists and different media brands is a win-win strategy, not only does it give something exciting for the masses to rave about, it can be extremely beneficial for the parties that are involved.
