V10 Entertainment

V10 Entertainment was founded in 2023 as a private equity-backed studio focused on creative innovation and investment across a wide range of best-in-class content makers. Early acquisitions include the iconic Vin Di Bona Productions — creators of America’s Funniest Home Videos — and Venture 10 Studio Group.

Head of Revenue & Partnerships

DeepWater Strategies

DeepWater Strategies provides consulting and advisory services to brands, tech platforms, media companies, and agencies trying to navigate the creator economy and livestream commerce ecosystem for partnerships and business development.

Past clients include: V10 Entertainment, Clarion Capital, Trivia for Kids Podcast, Live Nation, AMC Networks, Industrious Content, Global Custom Source, Boris & Horton, Tavern on Jane. Developed live shopping concept, Show & Sell Live.

Founder

Mirriad

Vice President, Sales & Brand Partnerships

dash.

Strategic Advisor

Branded Entertainment Network

Vice President, Brand Partnerships

Studio71, LP

Developed partnerships between brands and top creators on YouTube, Facebook, Snapchat, Instagram, Twitter and Vine. Client campaigns were featured in Ad Age, Adweek, CBS' 60 Minutes, YouTube Ads Leaderboard and YouTube Trending feed. 

Built a team to create a proprietary audience insights study that informed content strategies and measured ROI of influencer campaigns for brands. The Creators Insights Platform (CIP) was the first study of its kind to effectively measure ROI from influencer campaigns based on audiences exposed to organic content, not ads. By partnering with creators to engage their audiences, the CIP delivered over 400,000 non-incentivized, completed responses to 30-question surveys examining audience behavior, sentiment towards brands and provided a resource for content development. The results were presented during the Studio71 2016 NewFronts event.

Senior Director of Brand Partnerships

Director of Brand Partnerships

Non-Branded Sticks

After growing frustrated with rising retail prices, two hockey players with other full-time jobs decided to make affordable custom hockey sticks available to players in direct-to-consumer, retail and wholesale channels. Still haven’t bought a new stick at retail since 2015. 

https://www.facebook.com/nonbrandedsticks

Co-Founder

NBC News Digital

Recruited to drive digital media and sponsorship sales for the launches of NBCNews.com, TODAY.com, msnbc.com, iVillage.com, and Breakingnews.com. Launch partners included Walmart and America's Natural Gas Alliance. 

Category focus on Political, Issue Advocacy, Healthcare, Special Interests, Government Services, Financial Services.

Represented NBC News Digital on Comcast NBCUniversal Affordable Care Act Task Force. During the rollout of the ACA, the task force collaborated to increase ACA-related revenue across all company divisions; Served as Comcast NBCU client partner for Enroll America. 

Partnered with NBC Corporate Social Responsibility team as digital sales lead for “Next Steps for Vets” program on NBCNews.com, which helped place Veterans in jobs when they leave the military, with sponsorship by the U.S. Chamber of Commerce.

Account Executive

Current TV

Developed custom content, brand integrations, and cross-platform media campaigns with media agencies, political clients, and issue advocacy groups for political news network owned by Al Gore. Published a weekly internal newsletter to educate the company on our competitive landscape and political category trends.

Director, Ad Sales

MTV Networks

MTV, MTV2, mtvU, MTV Tres, VOD, MTV Events

MTV Brand Sales Account Executive

MTV Sales Service Executive

Shawn is an accomplished media and entertainment executive with a proven track record of driving revenue growth, profitability, and digital transformation. Extensive experience in leading teams, developing strategic partnerships, and executing innovative sales and marketing strategies across digital, TV, influencer marketing, and branded content.

🌟 #Storytelling #Video #Film Friends - I'm #hiring! 🌟  

The Content Studio is looking for a Video Producer to join our amazing team. If you're a #travel storytelling whiz and #video marketer looking to make meaningful global impact through #content, apply today! 

#hiring #JobOpening #JoinOurTeam 
Annie Granatstein Alan Massey Rachael Sulik (Blair) 

Shawn Kallet

flex.marriott.com • 2 min read

Apply to Senior Manager, Video Producer at Marriott FLEX - New York, NY

Great day at my first NAB Show! 

One of my takeaways from our V10 Entertainment panel about Follow Me, a reality competition with aspiring influencers creating branded content to win $50k, was how business savvy creators are today. It starts with knowing your audience and building content/products that serve core fans. 

That theme was evident throughout the conference, and certainly in the Creator Lab panels hosted by Jim Louderback.

Another hot topic was the trend of big creators selling off their channels and the idea of the “creator middle class” dying off. I see so many opportunities for these creators to work for media companies. Media companies should be actively recruiting creators to make content for brand channels and work in marketing. We’re hiring creators with millions of followers to make digital content at V10. Whether it’s writing, editing, publishing, or engaging fans, creators inherently understand how to leverage social platforms to grow brands. 

#NABShow featured so much production technology designed to make it easier for “prosumers” (creators) to develop video at premium quality that rivals traditional broadcasters. I truly see the potential for creator-led media companies to bundle channels and build over the next few years.  

Great to hang with Matt Gielen , Shira Lazar, Rob Ryan, and Andy Stack to talk all things YouTube.

This Shira Ovide article in The Washington Post makes the argument that YouTube is the most consequential technology in America. 

Doing my own back of napkin math, it’s easy to see why this is true at least among media and entertainment tech. 

YouTube is…

#1 in video
#1 in social media
#1 app used by Teens
#1 in streaming viewership on TV
#1 in creator payments
#1 in music consumption 
#1 in market value among media/entertainment companies
#2 in search (behind Google)
#3 in pay tv subscription (in only 7 years)

As someone running a media business that publishes daily across big YouTube channels, the impact is hard to ignore. We had a channel approved for monetization recently and the revenue started flowing immediately. You can’t say that about all platforms. 

Good read.

washingtonpost.com • 3 min read

This is the most consequential technology in America

I have one day in Vegas for the #NABShow. If you're here today, please join V10 Entertainment for our #creatoreconomy panel about our influencer competition reality show, Follow Me. 

Here are the other sessions that I'm planning for today:

➡ Welcome, Overview of Show: Winners and Losers Across the Broadcast, Pay TV, vMVPD and OTT Markets - featuring Dan Rayburn

➡ The Complex Business of CTV Ad Measurement, Metrics and Cross-Platform Buying -- featuring speakers from Samsung Ads, Amagi Corporation, and FreeWheel

➡ The State of the Creator Economy -- looking forward to hearing from Jim Louderback, Drew Baldwin, Avi Gandhi, Tyler Chou, and Renee Teeley 

➡ Getting Started With AI Video Monetization from Rembrand -- **AI virtual product integrations have massive potential for creators and digital media publishers to make money without filming new videos**

I'm interested in the creator economy, streaming, and monetization. Please let me know if there's anything else I should consider. 

...and if you're around this afternoon, message me about our Follow Me happy hour tonight at Aria. 

I'm going to my first NAB Show in Vegas next week. V10 is hosting a panel on Monday, one of 86 sessions related to the creator economy...wow!

👉 Creator Economy: Lessons from Follow Me's Influencer Showdown
👉👉 Join V10 Entertainment, the creators and innovators behind Follow Me, for an exciting discussion about moving beyond traditional advertising spending and implications for the creator economy. 
👉👉👉 Monday, April 15 | 1:30 PM - 2:30 PM PT

Follow Me is a a brand-funded, creator-focused competition reality series with multiplatform distribution. Aspiring influencers compete to catapult their careers to new heights, collaborate with prestigious brands, and compete for a life-changing $50,000 grand prize.

In each episode, creators with anywhere from thousands to millions of social media fans answer a real brand brief and compete by creating integrated content on their channels. Expert influencers guide and judge their work before fans vote online for their favorite.

At a time when nearly every kid wants to be an influencer, this is a fun show about the business of influence that looks behind the scenes at what it takes to become successful.  

Season two of Follow Me premieres in 2Q on Crackle+, The CW Network digital platforms, YouTube, and more. While the show is airing, brands can still run #influencer campaigns featuring the cast, and V10 will create out-of-show custom content with assets available for use on brand channels. #nabshow

Key takeaways for media sellers from Morgan Stanley's latest report on the end of peak TV and the state of streaming.

➡️ The U.S. streaming market is going through a period of "rationalization" as major services implemented broad price increases and Netflix cracked down on password sharing over the past year. This led to the first ever drop in reported streaming service usage.

➡️ Original programming remains a key driver for subscribing to streaming services like Netflix, Disney+, Apple TV+, etc. though the importance declined somewhat year-over-year.

➡️ Disney plans to start eliminating password sharing on Disney+ likely starting this summer. Survey data suggests Disney's password sharing opportunity on a percentage basis looks similar to what Netflix saw last year before their crackdown.

➡️ Ad-supported streaming tiers are growing, with about 1/3 of Netflix and Disney+ users now on ad plans, up meaningfully from last year. Nearly 50% of Prime Video users say they will pay to avoid ads.

➡️ Streaming is increasingly moving to an ad-supported model which could boost revenues for media companies, though the U.S. ad market recovery has been more performance than brand-driven so far.

➡️ Original exclusive programming remains critical to drive new subscriptions and engagement, even as the overall streaming market growth slows. Hit original shows drive the bulk of viewing on services like Netflix.

My biggest takeaway is about performance marketing driving the ad market recovery. Performance marketing is a race to the bottom in terms of price to drive a return. Based on what I'm hearing from clients and partners, I think we'll see a shift back to brand awareness as marketers value relevancy more than one-time sales. That's my hope, anyway. Thoughts are welcome. 

Thoughts on TikTok AI influencers. 

Imagine you're a major CPG or beauty brand marketer using influencers to create TikTok Shop videos showcasing various products. By leveraging AI influencer ads tailored to each product and targeted to specific audiences, you could theoretically drive people to TikTok Shop more effectively. 

This approach allows brands to create personalized, relatable versions of creative content to sell products and build awareness for hero content featuring a human influencer. While some may argue that this shifts money away from influencers to TikTok itself, there's another perspective to consider. 

The human influencer could earn more money from Shop sales commissions if the AI influencers successfully drive targeted, diverse audiences to shop when they are ready to buy. Setting aside the significant concerns about taking work from influencers and creating AI "garbage in / garbage out," two crucial considerations emerge: attribution and disclosure.

Attribution can be a significant challenge with organic influencer content. Yes, it's doable, and companies solve this in various ways. However, using AI influencers generated by TikTok should make attribution more akin to ads than organic content. While this only addresses some problems, measurement becomes more straightforward with a familiar set of tools.

Observing how TikTok manages disclosure and its impact on ROAS will be fascinating. Ads are inherently disruptive, whereas influencer partnerships integrate brands into the content flow without disrupting the user experience. AI influencers could be less disruptive if they mimic organic content styles and trends rather than ads. 

However, the question remains: what happens when the content appears AI-generated, and disclosure guidelines require informing people that the content is a paid ad, not influencer content? Could it be less effective than influencer content but more effective than paid ads? This outcome would make sense depending on the creative messaging and product offering.

Whether this concept will gain traction remains to be seen. Today, some virtual creators are performing well. The idea of AI creators presents significant creative, legal, reputational, and financial challenges to overcome.

I'd love to hear your thoughts on this topic. Do you think AI influencers could revolutionize the way brands approach TikTok Shop?

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