DIVE Studios, the Los Angeles-based media firm identified for its podcasts hosted by English-speaking Kpop stars, is formally launching its audio storytelling platform Mindset after elevating $8.7 million in seed funding.
Mindset, which beta launched in February and is at the moment obtainable as a free-to-download cellular app (an online model is being developed), options audio collection from celebrities narrating tales and reflections from their private lives. Mindset co-founder and CEO Brian Nam tells Sarkarijob that about 23 artists, with a mixed social media following of 320 million, have been confirmed. 5 of them hail from Kpop (DIVE is co-founded by the Korean-American Nam brothers: Brian, Eddie and Eric, the latter of whom is himself a Kpop artist), whereas the remainder are from the Western leisure scene.
Mindset is preserving the artists below wraps for now, however Scooter Braun’s TQ Ventures is an investor within the funding spherical led by Union Sq. Ventures. A.Capital and SV Angel additionally participated, alongside angel traders Kevin Lin (co-founder of Twitch), Eric Wu (co-founder of Opendoor), Rob Fishman and Darren Lachtman (co-founders of Brat.TV) and Ruzwana Bashire (co-founder of Peek.com and scout for Sequoia Capital).
“Working carefully with artists, I perceive the necessary relationship that’s created and fostered with every of their followers,” Braun, who based TQ Ventures alongside Andrew Marks and Schuster Tanger, mentioned in an announcement. “With each Mindset Assortment, listeners are capable of actually hear who every artist is thru distinctive and personally produced content material, leading to an genuine connection that isn’t all the time achievable by means of social or conventional media.”
Brian Nam says that Mindset appeals to artists who aren’t fascinated by changing into full-time podcasters (every assortment is about eight to 10 episodes of 10 to 25 minutes every) however are in search of a brand new candid but curated premium content material platform to succeed in their millennial and Gen Z followers – and a brand new income stream as effectively. He provides that whereas podcasts can take 12 to 18 months to recoup manufacturing prices, the payback interval for Mindset (every artist’s full Assortment is offered for $24.99) is 2 to 3 days.
“We’re a accomplice to those celebrities,” says Nam, who explains that the manufacturing course of begins with a two to three-hour dialog with Mindset’s administrators to get a way of the artist’s story, after which about 16 hours of recording unfold over two days. “This can be a place for them to share ideas and opinions that they actually haven’t had the suitable platform to do earlier than.”
Exterior of the enterprise proposition, Mindset is trying to convey a message of empowerment and wellness in its content material. The 4 collections already launched in beta embody Day6 guitarist and singer Jae Park talking candidly about dwelling with nervousness, melancholy and panic assaults, in addition to rapper and singer-songwriter Tablo opening up for the primary time about surviving the weird on-line conspiracy that focused him a decade in the past.
Along with the premium Collections, which additionally in some circumstances will embody interviews with shut household and associates of the artist, Mindset additionally gives free short-form Booster clips narrated by artists and tailor-made for particular eventualities (e.g., “Morning Supercharge,” “Heartbreak,” “When You’re Feeling Hopeless”) and day by day motivational quotes curated from the Collections.
“We’re thrilled to again Mindset in its purpose of offering folks from all walks of life a real outlet to raised perceive the way in which they’re feeling and join with others who really feel the identical manner,” Union Sq. Ventures’ Andy Weissman mentioned in an announcement. “We consider that the platform’s future progress can be integral in providing artists, celebrities, creators and extra the distinctive likelihood to open up by means of Mindset Collections.”