At WWDC 2017 this week, Apple debuted its first original series produced for distribution via Apple Music, aimed at its 27 million subscribers. The 10-episode “Planet of the Apps” features Jessica Alba, Gwyneth Paltrow, musician will.i.am and entrepreneur Gary Vaynerchuk. Structured similarly to “The Voice” and “Top Chef,” the show’s judges counsel inventors as they develop apps focusing on shopping, exercise and other services. Apple already produced a spinoff of “Carpool Karaoke” (to launch August 8) and acquired rights to a documentary about music tycoon Clive Davis. Continue reading Apple Launches Its First Original Series: ‘Planet of the Apps’

Apple is joining the ranks of Amazon and Netflix in creating original series specifically intended for online platforms. However, unlike its competitors, Apple does not have a devoted video platform, so it plans to create original content for its Apple Music streaming service that can be viewed on Apple TVs, iPads, iPhones and other devices. So far, Apple is developing a reality series called “Planet of the Apps” and a standalone series based on James Corden’s popular “Carpool Karaoke.” Continue reading Apple to Roll Out Original Video Programming via Apple Music

Assessing and quantifying reaction to content and advertising on social media has been limited to the fuzzy capabilities of “sentiment analysis” tools that capture only generic positive and negative attitudes. Now, Viacom believes it’s found the perfect tool to do better. Media conglomerate Velocity’s marketing and creative content division teamed with tech startup Canvs, whose database of 4 million words and phrases — including millennial slang and social media shorthand — falls into 56 emotional categories. Continue reading Viacom Teams with Canvs to Track Emotions on Social Media

MTV and GE are among the brands that have turned to 23-year old Jerome Jarre and his popular Vine videos and Snapchat messages that reach millions (his Vine account alone touts 7.2 million followers). Brands pay up to $25,000 for his Vines and $35,000 for a single Snapchat message. Jarre’s marketing firm, GrapeStory is helping to shape the contagious appeal of short form media. And his star status is going mainstream. Celebrities such as Robert De Niro, Ashton Kutcher and Aaron Paul have appeared in his Vines. Continue reading Short Form: Brands Enlist Jerome Jarre for Social Advertising