Virtual Artists Could Provide A Workable Web Video Model

Aaron Mendelsohn
Arguments abound in the blogosphere regarding the relative merits of web video compared with traditional TV, the effects of the Writer's Strike on web video traffic, and when online video will be monetized to the point where it's attractive to better content providers than Chris Crocker. I'm a big believer in online video. While I think that it's success will come from the internet's integration with the traditional home theater, several startups are popping up from the devastation of the Hollywood Writer's Strike that may prove me wrong.

Rumors first began to spread about online startups launched by unemployed writers/victims of the Hollywood Writer's Strike near the end of December and the first name that popped up was Aaron Mendelsohn, the screenwriter perhaps best known for his Air Bud creation. I had the pleasure of talking to Aaron this evening about Virtual Artists, a fledgling online video startup that aims to bring "content creators directly to content consumers" with no big studio-meddling in between. Seeking funding to the tune of $30+ million from a variety of backers including Silicon Valley VC's, angel investors, and writers themselves, Mendelsohn is a quickly becoming a leader in moving online video to a place that could enable it to finally reach its potential.

By enabling professional writers to submit their works for production on the web in exchange for lower up-front payment but a greater share of overall ownership, Virtual Artists could be the type of platform that finally attracts the advertising dollars that so many video startups struggle to find. Mendelsohn fully believes this is the missing link in online video. Why would major advertisers spend their valuable dollars on one-hit viral wonders that will never do anything big again? Professional content is exactly what is needed. I tend to agree with him.

Mendelsohn stated that the $30+ million of funding would be split between three main areas: technological development, advertising, and content creation. Community will be a big part of Virtual Artists with viewer involvement playing a role in company direction, and though professional writers will produce the majority of the content, unknown talents will be considered and may find this a great way to break through into the world of screenwriting. The Los Angeles Times reported today that more than "20 entertainment and software writers are investing an average of $10,000 for a chunk of Virtual Artists". Mendelsohn wouldn't elaborate when questioned about who potential VC backers could be.

One of the big names collaborating with Mendelsohn in the platform development is Henry Poole, co-founder of Civic Actions and internet strategist with a penchant for "social and economic justice". Not surprisingly the two clicked right away, given the economic injustice of Hollywood. Some of Poole's other projects include the WITNESS video platform which enables anyone to upload video of situations where human rights are violated, currently attracting a lot of attention in humanitarian circles, as well as providing network solutions for Creative Commons, and the Free Software Foundation, for which he is a board member. Interestingly, anti-DRM clients provide a decent amount of annual revenues to Civic Actions.

Look for Virtual Artists to make its official debut sometime later in the year pending suitable funding.

January 12, 2008

Virtual Artists Could Provide A Workable Web Video Model