Dentsu International launches “House of Creators” to support next-generation content creators
By Oluwaseyi Lawal
Dentsu Group Inc. has announced the launch of its new initiative, “House of Creators,” designed to support the next generation of creators who produce and share content on global online platforms.
This groundbreaking project aims to empower these creators by providing them with the necessary tools and resources to thrive in the evolving landscape of virtual content production. The first phase of the initiative will debut on Roblox, a prominent immersive platform with a vast global community of next-generation creators.
The launch of the “House of Creators” comes at a time when virtual content production and distribution are undergoing a significant transformation. The rise of technology has democratized content creation, allowing individuals, not just large corporations, to produce and share content through platforms like online games and the metaverse.
This shift signifies a departure from traditional content production, once dominated by capital-heavy companies, toward an era where individuals with creative ideas can easily participate. However, as society becomes more fragmented and diverse, it is increasingly difficult for marketers to find content that resonates strongly with audiences.
The “House of Creators” initiative seeks to address this challenge by supporting content creators who are able to captivate users and, in turn, help brands navigate marketing challenges while staying ahead of societal trends. This initiative will provide a comprehensive support system through four key programs that assist creators from discovery to business expansion.
The four programs under “House of Creators” include Creator Acceleration, IP Integration, Partnership & Acceleration, and IP Expansion. The Creator Acceleration program focuses on identifying talented creators and providing financial backing, as well as mentoring to help them enhance their creative abilities. The IP Integration program pairs creators with established intellectual properties (IP) through creative contests.
The Partnership & Acceleration program encourages collaboration between creators and brands by investing in existing games and matching talent with potential brand partners. Lastly, the IP Expansion program aims to develop creators’ content into broader business opportunities, ensuring their creative projects have a lasting impact.
One standout feature of the initiative is a manga contest organized as part of the IP Integration and IP Expansion programs. In collaboration with renowned publisher Kodansha Ltd., Roblox creators will submit their original worlds for development. The winning content will be further developed and shared with readers worldwide, benefiting from Kodansha’s Creators’ Lab editors and the company’s extensive industry knowledge.
Additionally, the Creator Acceleration Program will support approximately 30 creators on Roblox by the end of 2024. These creators will receive financial assistance and mentorship, allowing them to improve their game design skills and advance in the competitive digital space.
In collaboration with Roblox, Dentsu plans to enhance its understanding of how to support the next wave of creators, refining its offerings and extending its reach by working with various content platforms. “House of Creators” aspires to create a global network of next-generation creators whose work will inspire excitement and innovation in society.
Commenting on the launch, Hiroshi Igarashi, President and Global CEO of Dentsu, said, “Dentsu’s House of Creators is a groundbreaking initiative that pioneers social change while building on dentsu’s 120-year tradition of innovation. We will provide opportunities for the next generation of content creators from around the world to fully express their creativity and bring great content to users. We believe this is an extremely valuable initiative for our clients and for society, and are very pleased to be able to launch this initiative with the support of Roblox, a company that is highly regarded by the next generation of content creators.”
Roblox co-founder and CEO David Baszucki also expressed excitement about the collaboration, noting, “As we’ve seen our global creator community on Roblox grow and evolve, we are continually amazed by their creativity and growing influence on digital culture and content. We build the tools and platform, but our creators are the real engine for new and compelling experiences, powering the future of immersive content creation. It’s inspiring to see recognition of their unmatched creativity and influence, including in our key countries like Japan.”
The “House of Creators” initiative reflects Dentsu’s commitment to driving creative innovation and supporting the development of future talent in the digital content space.
RECOMMENDED ARTICLES
Comment
No comments found.