ROUNDTABLE
ROUND TABLE
WHAT CHANGES DO YOU THINK YOU WILL SEE IN THE INDUSTRY IN NEXT FEW YEARS?
Aste: Working with a lot of young people, the interesting thing is like winning awards is not so much the currency anymore.
( NORMAN TAN GOES ONLINE AND SHOWS AN ONGOING LIVE CAST)
So strange, I love it. It’ s genius
HOW DO YOU GET A BRAND INVOLVED IN THAT?
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( ALL NOD IN AGREEMENT)
It’ s almost like internet fame. They don’ t give a s _ it so much- Cannes, who cares? They were just on Wired last week or they were just on Time magazine last week. I think that’ s also why some of the creative people now are more innovative. They don’ t have the blinders that people had on a few years ago.
Norman: I think the insight of what you’ re saying( is) that the young generations- maybe they don’ t care about careers anymore. They care about their selves more and to be famous.
Andy: It’ s still about fame but they value recognition from other platforms and their peers.
Norman: Innovation and creativity is different in every market. I’ ve been living in Shanghai for 11 years, so when I go back to Singapore I miss Shanghai. Things are happening in China, every month( there’ s) something different. Now most popular is the live cast. 67 % of the young generation watch live cast and they pay money. One student I met has spent about USD20k.
Aste: Like the YY girls. You pick who you wanna watch. Sometimes they just eat, sometimes they’ ll just talk, sometimes they just sing.
THIS IS JUST BY SUBSCRIPTION?
Norman: It’ s free!
Aste: They make money by... for example: I’ m a guy. I want to give this girl who’ s eating in front of me a rose, then I need to pay.
Aste: Sometimes the YY girls won’ t accept endorsement. They will make so much more money just from the donations.
Norman: You know, this thing it will go away one day. Not so long.
Aste: Like WeChat. Every month they release something new that really catches on.
Sompat: In Thailand, I think we are really slow in technology. One application it takes six months to finish.
SO WHAT RECENT INNOVATION DO YOU THINK IS GOING TO STAY FOR A WHILE AND IS GOING TO MAKE AN IMPACT IN THE INDUSTRY?
Norman: Nobody can answer the question.
Andy: Facebook, because connectivity is very important. Augmented reality and AI will keep on growing.
FIVE YEARS FROM NOW WHERE DO YOU SEE THIS INDUSTRY MOVING?
Sompat: I think the big agencies will become bigger.
Norman: We have to keep proving that we’ re still valuable.
Aste: It will be great if we’ ll be more focused … go back to what we’ re really good at. adobo magazine | July- August 2016