The fascinating world of the digital stars

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Virginie MAIRE

Co-founder, Finder Studios; former Chief Operating Officer, Studio71

Seminar Creation | Tuesday April 10, 2018 - 8h45 - 11h00

Norman, Emma CakeCup and Seb la Frite. These are just some of the names of the French social media stars which have millions of followers and whose videos have been seen millions of times. Their followers, the ‘Millenials’, are a group which cannot be reached by the usual means of communication used by advertisers. For several years, brands have been interested in these ‘influencers’ who have privileged relationships with their communities. This new market is being structured and is becoming more professional, gaining money through websites. Companies (such as Studio71) are developing in the gap in the market between the social media talents which have digital skills and the advertisers which are entering the sector. Studio71 (formerly Finder Studios) is one of these ‘multi-channel networks’ (MCN). On the one hand, it allows advertisers entry into a fascinating world whose codes still remain a mystery to them; and, on the other hand, it offers the ‘influencers’, these young people who are increasingly well-known and who are stars, media and artists, a range of legal and commercial services as well as the support which they need.

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This session was published in issue n°135 of the Journal de l'École de Paris du management, entitled L'incertitude, ce tsunami.

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