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XMeWe Billed Itself as the Anti-Facebook. Now It's Going Hollywood.
Rachel Uranga
andRachel Uranga is dot.LA's Managing Editor, News. She is a former Mexico-based market correspondent at Reuters and has worked for several Southern California news outlets, including the Los Angeles Business Journal and the Los Angeles Daily News. She has covered everything from IPOs to immigration. Uranga is a graduate of the Columbia School of Journalism and California State University Northridge. A Los Angeles native, she lives with her husband, son and their felines.
Francesca Billington
Francesca Billington is a freelance reporter. Prior to that, she was a general assignment reporter for dot.LA and has also reported for KCRW, the Santa Monica Daily Press and local publications in New Jersey. She graduated from Princeton in 2019 with a degree in anthropology.
The new chief executive of MeWe, the social network that billed itself the anti-Facebook, wants to lure in Hollywood talent — and is eyeing advertisers.
The move, steered by veteran tech and Hollywood executive Jeffrey Edell, is a departure for the Los Angeles company, which promises users it'll protect their privacy and prohibit manipulative algorithms with an ad-free network.
"I want to stay true to the privacy and those efforts, but I don't think it makes sense personally to be the quote anti-Facebook publicly," said Edell, who most recently was president of the entertainment and licensing company WTG Enterprises.
MeWe chief executive Jeffrey Edell
Since replacing founder Mark Weinstein — now the company's "chief evangelist" — last week as the network's chief executive, Edell has already signed on the comic duo Cheech Marin and Tommy Chong, better known as Cheech & Chong, to help promote the site.
"What I want to do is make the experience at MeWe an experience of chat and socializing around content, whether it be voice content like music or content that you would see documentaries, niche-based content, things like that," Edell said. "It would be really cool to have the ability to Chromecast or Rokucast, if you will, content that we would licensed or in our control and be able to have chat groups and socialize in and around that content."
The former chairman of Intermix Media, the parent company of MySpace, and a longtime executive for media distribution and licensing companies, Edell said he will use his Hollywood connections to build up partnerships. He noted that MeWe is already in talks with A-level talent.
About 17 million users are signed up worldwide for the free version of MeWe, about half in North America. The Culver City-based site appealed to some of those users by selling itself as privacy focused, with a "Privacy Bill of Rights" that vowed not to manipulate, filter or change newsfeeds or use facial recognition technology.
It kept those protections.
Unlike Facebook or Twitter, MeWe's revenue comes from subscribers who pay a monthly or annual fee to talk with a camera, access private chat rooms and get free emojis and other perks. Weinstein told dot.LA in March that the social platform makes $1 million each month from those subscribers alone.
Weinstein wouldn't disclose how many users pay for their accounts, but said 95% use the free version. MeWe has raised about $24 million from "high net-worth individuals," Edell said. And it's seeking another $20 million of funding from venture firms as it looks forward to creating new offices in a post-pandemic world.
Edell vowed to "stay true to the concept of privacy and security and protection of people's personal information." But, he says, he's open to partnering with advertisers to "give people the opportunity to make choices of what it is they want to see, listen to and do."
Until recently, the social network has relied on users' discontent with big social networks like Facebook to grow its base. When Facebook rolled out new WhatsApp privacy policies in January, upset users flocked to MeWe. The site gained 2.5 million users in one week. Some observers said it became a haven for anti-vaxxers and extremists.
Edell wants the site to appeal to users widely and while continuing to moderate content, although he didn't say how.
"If you're going to have crazy theories, again as long as you're not damaging to people, you're not pointing a gun at Obama's head, you're not raiding the Capitol to get to Nancy Pelosi... then a person should be available to be as silly as they want and they can not make sense or make sense, just don't cross the line," he said.
"The subscription model is going to stay," Edell said. "And there won't be a situation where I know exactly how you behave, so I send you an advertisement to buy Nike shoes and get creepy like that, but I'm thinking there has to be a way – as we move towards the future – to give you the option to figure out what it is you want, and then give you a place within the platform you can go and get it," he said.
For instance, he said, members might be able to opt into stores or groups with advertisers. That strategy will be key, he said, if it's to make a dent in Hollywood, where studios and talent alike depend on social media.
"We just have to be more sensitive towards the entertainment community and the people that are going to be on that platform and not create conflict," he said. "That doesn't mean we still can't be different."
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Rachel Uranga
Rachel Uranga is dot.LA's Managing Editor, News. She is a former Mexico-based market correspondent at Reuters and has worked for several Southern California news outlets, including the Los Angeles Business Journal and the Los Angeles Daily News. She has covered everything from IPOs to immigration. Uranga is a graduate of the Columbia School of Journalism and California State University Northridge. A Los Angeles native, she lives with her husband, son and their felines.
Francesca Billington
Francesca Billington is a freelance reporter. Prior to that, she was a general assignment reporter for dot.LA and has also reported for KCRW, the Santa Monica Daily Press and local publications in New Jersey. She graduated from Princeton in 2019 with a degree in anthropology.
https://twitter.com/racheluranga
rachel@dot.la
Loaded, a Talent Agency for Streamers, Lands $20 Million to Snap Up Gaming Firms
01:57 PM | April 07, 2022
Matryx / 390 images, Pixabay
Loaded, a Los Angeles-based talent and marketing agency focused on gaming brands and creators, has secured a fresh $20 million growth equity round led by L.A. private equity firm Coral Tree Partners.
Loaded works with popular gaming streamers like AnneMunition and Sydeon, as well as large brands like Apple’s Beats and Amazon’s Prime Gaming.
The agency recently shook up its C-suite, elevating chief operating officer Josh Swartz to CEO. It also brought in former FaZe Clan executive Jeff Pabst as its new COO and ex-Riot Games executive Bridget Davidson as president of talent. Coral Tree executives Alan Resnikoff and Henry Shapiro have joined Loaded’s board after the private equity firm’s investment, Axios reported.
Loaded plans to use the new funding to grow its talent business and scoop up other gaming-focused companies, Pabst said on Twitter. Potential acquisition targets include analytics firms as well as Web3- and metaverse-focused companies, Swartz told Axios.
Originally based in Columbus, Ohio, Loaded merged with two other esports firms, Noscope and Catalyst Sports and Media, in 2018 to form gaming group Popdog. At the time, the newly merged company reportedly raised $9 million from investors including Makers Fund and Korea Investment Partners.
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Harri Weber
Harri is dot.LA's senior finance reporter. She previously worked for Gizmodo, Fast Company, VentureBeat and Flipboard. Find her on Twitter and send tips on L.A. startups and venture capital to harrison@dot.la.
The Culver City mobile game unicorn, Scopely, announced Wednesday that Chief Revenue Officer Tim O'Brien has been appointed to the company's board of directors. Since he joined Scopely in 2014, the company has grown from 50 to 800 employees and reached a $1.7 billion valuation.
"My time at Scopely has been the highlight of my professional career, and I'm really proud of the tremendous growth we've achieved," O'Brien told dot.LA in an e-mail. "The business has scaled 35x over these last six years, and I continue to be energized every day to come to work and tackle new challenges with all of my Scopely partners."
Prior to Scopely, O'Brien served as Vice President of worldwide business development at Disney Interactive. Before that he was Vice President of business development at Tapulous, which was acquired by Walt Disney Co. during his tenure.
"Tim has been instrumental in driving our strategy and teams, building the culture and organization upon which Scopely has grown into a global leader in mobile games, including the company's Studio Ecosystem, publishing model, and key IP partnerships with a diverse set of licensors," said Scopely co-CEO & Board Member Javier Ferreira in a press release. "We could not have accomplished what we have the last six years without him, and I am thrilled to formally have his voice on our Board."
O'Brien said it was too soon to know what the effect on COVID-19 would be on the company's upcoming performance, or whether users would be more likely to play video games during times when human contact is discouraged.
"We're continuing to follow the guidelines stipulated by core organizations in each market, including the CDC and the World Health Organization, and have already encouraged employees to work remotely when necessary," O'Brien said. "We also owe it to our players around the world to keep the experiences they love up and running -- a priority every Scopely employee is aligned on."
Last week, Scopely launched Scrabble Go, which O'Brien says will be a key driver of growth.
"It represents a new relationship with Mattel (who owns the rights to the Scrabble brand internationally) and deepens our relationship with Hasbro, our partner on Yahtzee With Buddies -- one of our most successful titles five years post-launch," O'Brien said. "The game reimagines a classic AAA IP that is widely beloved for a broad audience -- from competitive superfans to casual social players."
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Ben Bergman
Ben Bergman is the newsroom's senior finance reporter. Previously he was a senior business reporter and host at KPCC, a senior producer at Gimlet Media, a producer at NPR's Morning Edition, and produced two investigative documentaries for KCET. He has been a frequent on-air contributor to business coverage on NPR and Marketplace and has written for The New York Times and Columbia Journalism Review. Ben was a 2017-2018 Knight-Bagehot Fellow in Economic and Business Journalism at Columbia Business School. In his free time, he enjoys skiing, playing poker, and cheering on The Seattle Seahawks.
https://twitter.com/thebenbergman
ben@dot.la
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