The Power of Triller

"You do you" Social Streaming (TM). Photo Courtesy of the Associated Press

Imagine TikTok, Instagram, ESPN+, and YouTube all rolled into one platform.  How about MTV, DAZN, and HBO rolled into one access point?  The result would be Triller.  The platform that just introduced itself in a major way (although the platform currently has over 100 million users) to the American people and the world via the Mike Tyson and Roy Jones Jr. exhibition. 

As several NFL teams learned recently, the industry cares about copyrights over their music.  This is also why Universal Music Group signed deals with Facebook and Instagram in late-2017 that gives access to users to utilize clips of musical masterpieces with their individual posts and shares.  The catch and difference with Triller is that platform has three proverbial aces in the hole. 

For one, Triller is owned by the music industry.  Proxima Media is the principle owner of the social music sharing and streaming platform, but its co-owners include Sony Music Entertainment, Warner Music Group, and Universal Music Group.  As reported by Sporting News, “Investors include big names in the music industry such as Snoop Dog, Kendrick Lamar, Lil Wayne, and The Weeknd.”  In addition, Proxima Media a film production and distribution company (through Triller).  Proxima also models ESPN+ and DAZN as a sports production and distribution company and platform for the live events space, which was demonstrated with the Tyson vs. Jones Jr. bout. 

Second, Triller has secured music streaming deals with Spotify and Apple Music, which allows for use of full length songs.  This means that the Triller music library is broader and more accessible.  If anything, Triller’s business strategy has been a wide distribution approach by securing the underlying deals.  This is evident in its availability through mobile phone, tablet, computer, television devices and on nearly all streaming and cable platforms.  This is a juxtaposition from Quibi’s narrow distribution approach that ended in a shutdown of the platform.  One publication even referred to Triller as approaching unicorn status because it was so much different and more inclusive than other platforms.   

Third, Triller is using artificial intelligence (AI) to allow its users to karaoke or naturally sing their way to stardom.  A user now has the tools to utilize music to create award-winning videos.  The platform’s roots in the music industry are indeed the source of its approach: music first, then let users be creative, share, and grow an organic following. 

The great part about Triller is that because of its wide distribution approach (including an integration deal with Snapchat), advertising will become a key component to monetization for the platform and its users.  It also allows users access to social-components when posting.  Therefore, it is like using high-tech tools to create videos for YouTube, but with copyright approval, and then posting to social media to gain followers, to get noticed like musical artists on Spotify. 

Interestingly, WarnerMedia is now taking a comparable approach by unification of content through fewer platforms.  Triller wants multiple access distribution points (think streaming on TV and mobile), but through one platform, Triller.  WarnerMedia has the good problem of too much good content on multiple platforms (AT&T (mobile), HBO, TNT, Turner Sports, and Bleacher Report).  In the lead-up to the Tyson vs. Jones Jr. fight, Triller’s CEO Mike Lu commented that Triller’s motto is “You do you.”  In an age of limited access to life and social, Triller’s approach is a welcome one.  It puts the consumer first and lets the people lead the conversation and engagement.    

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