Content Creators: Branded Entertainment as a Funding Source for Films, TV, Web Series and Podcasts

An interview with Anthony Huneycutt, Senior Partner at BrandedGlobal.com

No matter what level of content creator, one of the on-going challenges we face is funding our projects. I had the opportunity to reach out to Anthony Huneycutt, Senior Partner at BrandedGlobal.com who outlined at-length how any professional content creator can use branded entertainment as an additional or even a primary source for funding their films, web series, television programs and even podcasts.

Did you grow up in Mexico? If not, what led you to Mexico and where is your company based now?

No. I grew up in North Carolina. I went to Cancun on vacation and fell in love with it. Still have businesses there, but moved back to US in 2006. We are based in the USA, but have affiliates in 49 countries.

That's amazing. You are now a senior partner at a branded entertainment firm, what led you to what you are doing today?

I was looking to advertise my business in Cancun, Mexico. When I tried to advertise in the theater there, they told me they had no ads in the theaters in Mexico. It had been around for several years in the USA at the time, so I started an ad company to advertise my business. The Mexican cinema ad company grew national. Some of our larger clients who had huge budgets began asking how we could get them into the movies themselves, rather than just into the theaters. So we began doing that too. Product placements are now a global business for us.

Why would you say branded entertainment and product placement is a great way for content producers to create additional streams of income and even fund their project?

Productions have a lot of expenses. Constantly going over-budget. Even initial funding for the best projects can be difficult. Anything a production can do to save money without sacrificing quality or increasing revenue without compromising the project's integrity is necessary for its financial success. Brands contribute to authenticity, funding, advertising, and credibility to films and TV shows.

There are hundreds of films that might never have existed if not for a few brands helping to fund them or offset production costs.

What kind of money is available to newer content producers?

Branded Integration deals can stem from product-only and/or a co-marketing advertising campaign to multi-million dollar fees. A deal might save producers money or make them money. Either way, a penny saved, right?

That said, it also depends on the content. If you are making a western set in 1865 or a "Dungeons and Dragons" fantasy movie, you don't have much room to integrate brands and this will make branded entertainment funding difficult. A movie set in modern day, with several scenes in a store, bar, house, garage, etc can have 100 or so placement opportunities.

But in terms of numbers, how much money is available for content producers? What range of fees can a content creator expect when they are working on their first projects?

Like other businesses, you will have to do a few projects to get noticed. Today, with so many TV channels, streaming services, internet based shows, etc., brands are flooded with branded entertainment opportunities. Even major studio films with accomplished professionals sometimes have problems convincing brands to invest on their projects.

If you find the right fit and the right brand who shares your vision, you can get some decent funding. Every project is unique. Unless you have a prime time show or theatrical release film, the multi million dollar deals will be difficult if not unreachable.

What kind of companies are interested in branded entertainment?

We have never found a brand that could not be placed in something where it did not look forced or relevant. Any company who wants to people to know about their brand should be using product placement. However, there are still many brands who think because they have never used it that they don't need it. But ad content and how it's distributed has changed, Online ads have a "skip" button. TV commercials are being skipped by Tivo, DVR, The Hopper, etc. And Netflix doesn't even have commercials. Product placements are unskippable. And seem globally. Forever.

How would one approach such companies?

One of two ways:

DIRECTLY: Contact their marketing department or ad agency. Ask where you can send the information about your project.

PRODUCT PLACEMENT COMPANIES: Product Placement companies have clients who already have clearance agreements, products, and /or budgets to obtain product placement deals.

What do they need in a proposal or pitch deck exactly?

If it's a pitch deck, stick to just a few pages. A summary of the project, talent, cast, distribution, etc. Highlight specific products being used in a positive light.

What are common mistakes you see content producers making when approaching people for branded entertainment or product placement funds?

a) Never suggest a brand pay you to highlight their product in negative way. (Like a brand of eye-drops being used as poison)

b) Always be honest about what exposure you are providing. Don't promise 30 seconds and give them 3 seconds.

c) Ask for what is reasonable. If the exposure is worth $1 million, don't ask for $20 million.

d) Be responsible. It's not just about money. Consider the audience and what effect your project might have on them. Don't show someone misusing a product or claim it does something it doesn't do.

e) Don't solicit tobacco companies for product placement dollars. It's illegal to do so. Be particularly careful with alcohol-related and gun-related placements.

As a content producer trying to gain revenue from branded entertainment, you will want to treat these brands fairly. If not, you could be burning a bridge that you might have been able to cross 100 times in your career.

Your company is considered a product placement company, if there are content creators interested in working with your clients, what is the best way for them to reach you? Should they follow up with you and if so what's the best way and after what period of time?

We have a general email address (Info AT BrandedGlobal DOT com) for projects and brands to make initial contact. Emails will then be forwarded to the appropriate person. We respond to all inquiries of this type. Content producers should try to allow us 4 to 6 month minimum before the filming start date so we can discuss and present to clients.

It's okay to follow up, but understand we have producers from hundreds of projects contacting us. If we have a brand interested in a project, producers will get a response. We cannot close any deals with producers' approval.

If they have a web series and their only distribution is Youtube or some other form of social media, would that still be attractive to a company? And if not, what can they do to assure their other assets are attractive enough to land a deal?

There are a ton of YouTubers and Social Media Influencers who solicit brands and have quite a bit of success with smaller brand integrations.

Brands care about the number of followers, subscribers, impressions, and the audience you are reaching. Anything you can do to strengthen those numbers will help you land larger deals. Some celebrities on Twitter earn $50K to $1 million for a single tweet.

What if they are an influencer, such as an Instagram star that only has a few thousands followers? Can they still expect that they can land a deal and if so, how much is reasonable for them to secure?

With only a few thousand followers, you should not expect to get more than a modest compensation for brand exposure. Maybe a free pair of sunglasses or a meal at a local restaurant. Even 10,000 followers would only be worth a few dollars in ad value to a brand.

Are you or is your firm available as a consultant for our readers to hire? How do they reach you and if so, what do you charge?

We specialize in theatrical release films, TV shows, video games, and music videos. If a project is going to be seen by more than a million people minimum, we'll take a look at it. We do not charge producers for evaluating the project or us presenting it to our clients.

If there are companies interested in securing your services to find them content producers to place their products and services, how do they reach your firm?

Brands of all types can email me directly at Anthony AT BrandedGlobal.com. We will evaluate their needs and present them with a proposal with multiple options.