Building a Platform for Creators: The Upland Studios Journey

Upland Studios was conceptualized in response to a noticeable gap in the media and streaming industry: the underrepresentation of diverse voices and stories. For years, content from BIPOC creators struggled to find mainstream acceptance and reach on major platforms. The mission behind Upland Studios was clear—create a platform that would nurture, empower, and amplify diverse voices while providing creators with the tools and mentorship they need to succeed.

Vision and Market Research

During the ideation stage, market research was critical. We identified three key trends:

1. Rise of Niche Streaming Platforms: While major platforms like Netflix and Hulu were still dominating, niche platforms focusing on specific types of content (e.g., indie films, documentaries) were gaining traction.
2. Consumer Demand for Diverse Content: Viewers were increasingly calling for content that reflected real-world diversity, and those with international roots wanted to see their stories represented on screen.
3. Shift Toward Independent Content Creators: As the barriers to entry for filmmaking and content creation decreased (thanks to accessible technology and crowdfunding), there was a surge of talented independent creators lacking a platform.

Building the Brand Identity

The brand identity for Upland Studios had to reflect the mission of inclusion and innovation. It was important to focus on the following elements during brand development:

• Core Values: Upland Studios would champion storytelling that mattered, with a focus on social justice, BIPOC narratives, and global perspectives.
• Distinct Voice: The platform would speak directly to creators and viewers alike, positioning itself as a creator-first platform that allowed the flexibility for experimentation and growth.
• Debonair Appeal: Inspired by the success of luxury brands in other industries, Upland Studios embraced a sophisticated aesthetic—offering a polished, professional, yet welcoming environment for emerging storytellers.

2. Key Challenges in Building a Media Platform

Launching a streaming platform dedicated to elevating BIPOC voices came with its unique set of challenges. From financial constraints to issues of visibility, Upland Studios had to navigate complex industry dynamics. Below are some of the most significant challenges faced along the way:

A. Funding and Financial Resources

One of the greatest hurdles in building Upland Studios was securing adequate funding. As an independent platform focused on a niche market, traditional investors were hesitant to back a venture that wasn’t aligned with the mainstream content model.

• Initial Funding Strategies: Bootstrapping: April Sheris initially funded much of the project through personal resources, strategically using funds to launch small pilot projects and prove the concept. Partnerships: Strategic partnerships with like-minded organizations and influencers also helped bring attention to the platform, increasing visibility and access to additional resources.

B. Competing with Large Streaming Platforms

The dominance of platforms like Netflix, Amazon Prime, and Hulu presented a challenge. These giants had established brands, extensive content libraries, and big marketing budgets. Upland Studios had to focus on differentiation, not competition.

• Differentiation Through Niche Content: Rather than trying to compete with these giants, Upland Studios honed in on its strength—serving a niche market that was both underrepresented and underserved. BIPOC creators and indie filmmakers became the target demographic, filling a gap mainstream platforms often overlooked.

C. Navigating BIPOC-Specific Challenges

For BIPOC creators, access to opportunities, mentorship, and equitable compensation has been a longstanding issue in the media industry. The studios sought to address these challenges by creating a supportive ecosystem that could empower creators at every stage of their journey. However, this also presented obstacles:

• Gatekeeping in the Industry: Many BIPOC creators faced barriers such as a lack of access to networks, agents, and financial backing. The company had to position itself as an inclusive and accessible platform while also working to break down these institutional barriers.
• Visibility and Representation: In the competitive streaming industry, gaining visibility for BIPOC content without tokenizing it was a delicate balance. We aimed to create a platform where stories were told for their intrinsic value, not simply as a diversity initiative.

3. Business Strategies Every Creator Should Put Into Practice

I incorporated several key business strategies into the Upland Studios model, and these can be applied by creators in any industry looking to build something impactful and sustainable:

A. Build Your Platform Around a Core Mission

From the very beginning, Upland Studios has been driven by its mission to uplift BIPOC voices. Having a clear and compelling mission was critical not only for attracting creators but for building a loyal audience who believed in the platform’s purpose.

• Creator Tip: Before starting a project or launching a platform, identify your core mission and align all your business decisions with that. This will help guide you in the right direction and resonate with like-minded audiences and partners. - April Sheris

B. Leverage Strategic Partnerships

Collaborations and partnerships have played a crucial role in Upland Studios’ growth. By partnering with established brands, non-profits, and content creators, the platform was able to amplify its reach without massive marketing spend.

• Creator Tip: Look for partnerships that align with your mission and values. These collaborations can provide mutual benefits—whether through shared audiences, resources, or expertise. - April Sheris

C. Create a Community-Centric Approach

Upland Studios operates as more than just a streaming platform; it’s a community for creators. The platform offers mentorship programs, workshops, and networking opportunities designed to foster connection and growth.

• Creator Tip: Build a strong sense of community around your brand. Offer your audience and partners more than just a product—provide opportunities for learning, growth, and collaboration. - April Sheris

D. Prioritize Innovation

One of the ways Upland Studios stands out is by embracing innovation, whether through experimenting with new forms of storytelling or using cutting-edge technology to engage viewers.

• Creator Tip: Never get too comfortable with the status quo. Regularly innovate by experimenting with new technologies, formats, or ideas to keep your brand fresh and exciting. - April Sheris

4. Growth Strategies and Future Plans

Looking ahead, Upland Studios is poised for growth through the following strategies:

A. Expanding Content Library

The platform plans to continue growing its content library by sourcing diverse stories from both established creators and newcomers. This includes:

• Expanding its genre offerings (e.g., docuseries, experimental cinema)
• Partnering with global filmmakers to bring international stories to Upland Studios
• Developing exclusive original content to drive subscriptions

B. Audience Engagement Through Immersive Experiences

Upland Studios plans to invest in new technologies like augmented reality (AR) and virtual reality (VR) to create immersive content experiences. By integrating these technologies, the platform will offer viewers interactive storytelling experiences that go beyond traditional streaming.

C. Global Expansion

The ultimate vision for Upland Studios is to become a globally recognized platform for diverse storytelling. Future expansion plans include:

• Localizing Content: Introducing subtitles, dubbing, and language-specific content to appeal to non-English-speaking audiences.
• Global Collaborations: Forming partnerships with filmmakers and storytellers from countries across the world to highlight a wide array of global perspectives.

D. Creator Support Programs

As Upland Studios grows, we will continue to invest in initiatives that support the creators who drive the platform through our Innovation Hub membership. Future plans include:

• Funding Programs for Emerging Talent: Offering grants and funding opportunities to BIPOC creators and underrepresented filmmakers.
• Enhanced Mentorship Programs: Scaling mentorship opportunities to allow more creators to benefit from industry veterans’ guidance.

Conclusion: Lessons Learned Along the Way

The journey of building Upland Studios has been one filled with both challenges and triumphs. Along the way, valuable lessons have emerged that can be applied by any creator or entrepreneur:

• Stay true to your mission: Upland Studios has stayed committed to its core goal of empowering BIPOC creators, and that mission has resonated with audiences and partners alike.
• Embrace innovation: Whether through technology, partnerships, or content, innovation has been key to standing out in the competitive world of streaming.
• Build a community: By fostering a supportive environment for creators, Upland Studios has built a platform that thrives on collaboration and shared success.

As Upland Studios looks toward the future, the platform remains committed to pushing the boundaries of storytelling and media innovation, continuing to create a space where all voices can be heard, and all stories can be told.

April Sheris

CEO/Upland Studios