Freeride Inc

"Thanksgiving Breaks" Powder Surfing

noreply@blogger.com (Mike Sharp) — Mon, 28 Dec 2009 16:10:00 +0000

Cool snowboard, er snowskate, video from an old filmmaker friend. Worth watching to the end for the best tricks.

"Thanksgiving Breaks" Powder Surfing from Jeremy Jensen on Vimeo.

Shaun White's Secret Half Pipe

noreply@blogger.com (Mike Sharp) — Fri, 27 Nov 2009 16:04:00 +0000

Watching it continue to drizzle November rain here in central Connecticut, I finally got caught up on some blog reading. Came across this featured section of Shaun White's website, a mission he went on last year at Silverton Mountain in Colorado's San Juans. Wife and I went on our second honeymoon there a couple years back, last winter we were in Utah. I can't imagine the decision making process that went into this Red Bull project. Was someone from Red Bull (or Burton or Target) coming off the back side of this famously lift-accessed backcountry ski area, stopped and thought "hey, this would make a perfect place for a half-pipe"?

Aside from the James Bond 007, AK style heli drop off and Shaun's usual enthusiasm of all things snowboarding, the tricks themselves are amazing. You're introduced to a giant, very out of place looking superpipe in the middle of avalanche country. The first thing that caught my eye, however, was a large square-shaped structure at the bottom of the pipe. At first I figured they had something larger in mind than just a solitary pipe session for Shaun White. Perhaps a contest, maybe a deck to hang out on, some sort of VIP area for Burton and Red Bull athletes. Not exactly. This is the foam pit that would become instrumental in testing a new series of pipe trickery. Now I'm not an expert on frontside this or backside that, but it's pretty clear to see how a foam pipe would help progress the sport, as Shaun says "two years in one day, ONE day!" Another quote on that subject, "there's no powder in the half pipe."

But my favorite quote of the whole series of videos would have to be "it was perfect."

Here's to Mr. White stomping some of these in the X-Games and Winter Olympics this season.

Enjoy!

http://www.shaunwhite.com/projectx/?fbid=GbOZZbbJlKO#/halfpipe

Networking (In)Efficiency

noreply@blogger.com (Mike Sharp) — Wed, 25 Nov 2009 19:16:00 +0000

Procrastinating my Econ project and inspired to write something about networking at the same time...

It could be said that networking is highly efficient and highly inefficient at the same time. Sometime earlier this semester, my first in the full-time MBA program at the UConn School of Business, I heard the following statement: most jobs are already filled by the time they are advertised. (When I say "job" I also include "internship" by extension, since that's what I'm talking about right now). By the time a company has realized a requirement, defined a job, and funded it, someone internal to the process has already decided who best to fill the job. It could be someone within the company, or someone who has done an expert job of marketing themselves to the company through networking, previous job searches, or uploading a resume. So many of these jobs probably aren't even advertised in the first place. From the companies' perspective, this is highly efficient.

Conversely, those of us on the outside looking in spend countless hours searching for jobs. Eventually all job searchers are matched with a job, ideally the best job for their skill set, with some percentage left to populate the traditional or current unemployment percentage. Assuming a representative selection of people have to find jobs the traditional way, it's a highly inefficient process no matter how you slice it. Because of outside pressures job searchers apply for multiple jobs, often those they aren't even qualified for. And despite, or perhaps because of, the information carrying capacity of the Internet, jobs go unfilled because they are too difficult to find.

If only there was a more orderly system of matching the right job, to the right person, at the right time.

First Marketing Post

noreply@blogger.com (Mike Sharp) — Tue, 13 Oct 2009 00:50:00 +0000

Well, here goes, my first post derived from my Market-Driven Management class at UConn...

I skipped class today. That means I actually skipped the very class that influenced the insight I'm writing about. So goes life. I was up until 5 am finishing our 2008 taxes (we got a six-month extension). To make up for missing class I actually sat down and did ALL the reading.

While reading an article called "Three Questions You Need to Ask About Your Brand" it struck me the discussion about the three questions was very similar to the five questions we ask in military planning. Specifically, the five Tests for Validity we use to evaluate Courses of Action (COAs) -- the possible options -- available while planning an operation.

The parallels between military warfare and marketing are striking. You might think nothing could be more different than killing the enemy and attracting customers, but you'd be wrong. Marketers rightly consider the enemy to be competitors and the objective, the 'land', to be consumers. Taken that way, the five military tests are to ensure the plan to 'take the hill' so-to-speak, is valid. The article's 'point of difference' filter questions are then a little more tangible, at least in my military mind. They're how to ensure your product positioning approach will be successful winning the hearts and minds of customers.

NWP 5-01, Navy Planning, Test for Validity (condensed)

Suitability (Adequacy): The COA must accomplish the mission and comply with the commander’s guidance; however, the commander may modify guidance at any time.
Feasibility: The force must have the capability to accomplish the mission in terms of available time, space, and resources.
Acceptability: The tactical or operational advantage gained by executing the COA must justify the cost in resources, especially casualties.
Distinguishability: Each COA must differ significantly from any others.
Completeness: Each COA must include the following: major operations and tasks to be performed; major forces required; concepts for deployment, employment, and sustainment; time estimates for achieving objectives; and the desired end state and mission success criteria.

Frames of reference, points of parity, and points of difference are the three questions alluded to by the articles title. Points of difference are defined as "strong, favorable, unique associations that distinguish a brand from others in the same frame of reference (e.g. market)."

In military jargon: how is one option different, or better, than the others?

Here are the tests described in the article:
Desirability, defined as relevant and believable
Deliverability, feasible, profitable, and preemptive, defensible, and difficult to attack.

The military analogies are killing me! Is it surprising I made this connection, given that I spent three months last year eating, drinking, and sleeping the Navy's planning bible, NWP 5-01, know affectionately as the "salmon-colored book", while rewriting a major war plan?

Back to marketing. To put military and marketing terms side-by-side:

Point of Difference = Distinguishability

Desirability (by the customer/audience)
relevant & believable = Suitability

Deliverability (by the company)
feasible = Feasibility "have the capability"
profitable = Acceptability "justify the costs"
preemptive, defensible, and difficult to attack = Completeness

So there you have it, the marketing to military translation of the important questions to ask when positioning a product in a given market, or frame of reference. As the article asks, "Are the points of difference compelling?" And as it points out, the points of difference aren't static for long. After all, no plan survives first contact with the enemy.

The Powder Highway contest

noreply@blogger.com (Mike Sharp) — Sun, 11 Oct 2009 12:42:00 +0000

Incredibly professional video announcement for a cool video contest. Cleverly plays off the Men In Black series. British Columbia must be banking on a ton of great 90-second videos out of this ploy.

TGR Deeper trailer

noreply@blogger.com (Mike Sharp) — Sun, 11 Oct 2009 12:32:00 +0000

Not out until Fall of 2010, this trailer should get big mountain fans stoked on the possibilities associated with ditching the heli and spending weeks in the high alpine getting after it. Jeremy Jones' voice is unmistakable as the clip rolls, and lends a lot of credence to what this video will be in the end.

Cross Country Snowboarding

noreply@blogger.com (Mike Sharp) — Sat, 10 Oct 2009 12:46:00 +0000

Nothing like a little humor to make up for the fact I woke up at 7:30am on a Saturday, waiting for a phone call that never came.

Like Rocky at Backcountry.com I too, thought this must be the latest in the series of kiteboarding videos. But I was pleasantly surprised to find a parody of snowboarding known as scootching. The guys had me at "rocking the triple-entendre" of outside sports.

If you take up this sport, just look out for "scootch leg", it'll have you walking in circles around the lodge.

TGR Re:Session Trailer

noreply@blogger.com (Mike Sharp) — Sat, 03 Oct 2009 17:25:00 +0000

The award winning producers at Teton Gravity Research (TGR) present their newest 16mm and HD film, blah blah blah... It's the new film from TGR! Be prepared to turn up your speakers at about the 1:40 mark of the trailer.

Courtesy of Newschoolers.com

Re:Freeride

noreply@blogger.com (Mike Sharp) — Sat, 03 Oct 2009 17:13:00 +0000

Inspired. By Teton Gravity Research. I guess that's what it takes...

I'm speaking, of course, about getting this here blog up and running again.

As an MBA "candidate" at UConn, there are enough parallels between what we are learning in the classroom and what I used to do in the action sports marketing 'space' that it makes sense to continue.

My near-term goals: One ski or snowboard trailer per day, one marketing post per week.

Freeride Inc: The intersection between action sports and online marketing.

Freeride, Part II. Stay Tuned...

Voleurz Outdoor Education video

noreply@blogger.com (Mike Sharp) — Mon, 01 Dec 2008 00:04:00 +0000

Just got an e-mail from Darren of the Voleurz Family. This year's ski and snowboard (and skateboard) film is now available in HD on Vimeo.

Voleurz Outdoor Education from Voleurz on Vimeo.

In their words...

"For our 2008 video project we set out to capture our Voleurz family in its rawest form. For years we've surrounded ourselves with the craziest, goofiest, most random personalities on the planet, and in 2008 we felt it was time to portray these people and the good times we share while shredding together.
Producing Outdoor Education gave us the opportunity to travel the country, meet new faces, witness talented athleticism, and stay healthy and sane. We are lucky people to be able to, and its because of the support from friends, family and sponsors that make our goals possible. We'd like to thank you for joining us in '08, and invite you to continue to be a part of next years adventure."

I'm about 2/3 of the way through it (sucky connection in my hotel room) and it is vintage Voleurz. Can you say vintage for such a young group? Awesome music and the most creative videography and editing.

Keep it up!

Nick Bowie: Dean Cummings 'Access the Goods' ski video trailer

noreply@blogger.com (Mike Sharp) — Fri, 26 Sep 2008 03:42:00 +0000

I've only been heli skiing once, and it was in Alaska with Dean Cummings' H2O Heli-Guides. My buddy landed a job up there the year after taking the Guide School from Dean, and I went up to check it out the next season. He's now the lead guide, and I'm now wishing I'd pursued guiding.

Headed over to Freeskier TV for the first time this season to check out the selection, and was pleasantly surprised to see the most recent video uploaded was from Dean Cummings. Ahh, the memories...

Matchstick 'Claim' ski video trailer

noreply@blogger.com (Mike Sharp) — Wed, 03 Sep 2008 06:15:00 +0000

What better movie to review next than the owners of 'the ski movie' moniker. Matchstick mixes the best ski video on the planet with tongue-in-cheek parody of the very genre they created. Featured ridiculous POV, big mountain, and big air antics, the trailer will at least have you chuckling in places and searching the Matchstick site for the showing closest to you this fall.

And here's to the return of Saucerboy...

Powderwhore: The Pact ski video trailer

noreply@blogger.com (Mike Sharp) — Wed, 03 Sep 2008 05:26:00 +0000

The past five months I've only used my feed reader to keep up on the news, with a focus on Asia. The only other feed I remember reading was Noah Powell's blog at http://noahhowell.com, probably because it was one of the last I added last spring and because it's the only feed in my 'athletes' category.

So no better place to kick-off the season than with the latest Powderwhore offering, 'The Pact.' Powderwhore arrived in the somewhat overcrowded telemark scene in the fall of 2005 with PW05. In hindsight, it was perfect timing, as other telemark-only ski filmers all seem to have packed it in since then. With subsequent PW06 and PW07, the boys from the beehive state seem to have the motivation and dedication to keep plugging away, and now they are the biggest name in telemark ski videos.

With 'The Pact' PW has moved away from the programatic naming convention. And if the trailer is any indication they seem to have stepped it up in every category, if that's even possible! Already known for their deep powder, tight shots, blood and gore, they dug a little deeper for different music, more travel, and a more diverse cast. On the tech side, they introduce a split screen, something a couple of other filmmakers were talking about getting into last season.

Here's the direct link to the trailer on the old standby, YouTube. Well, some things never change.

I'm Baaack!!!

noreply@blogger.com (Mike Sharp) — Wed, 03 Sep 2008 05:15:00 +0000

Well, after a long summer of slogging away behind a desk, it's time to kick off a new season of Freeride Inc. I just returned from five months overseas with the Navy Reserves, where I was concentrating on some other projects

Now I've gone and been picked for mobilization to the Middle East with another Navy Reserve organization. Other than a possible early season trip up 395 to Mammoth, right now it looks like I will spend almost the entire winter and next spring in the 'sandbox.' And despite successfully taking the GMAT and getting into the MBA program at UConn, I've concurrently had to defer my pursuit of a graduate degree for one year.

After some introspection, I've decided the best way to pass the time might be to just keep on keepin' on. So its back to reviewing ski videos for the 2008-09 season. Hopefully review the trailer first, then get my hands on the actual video once its out, and follow up with a full review including Q&A with filmmakers, athletes, etc.

Here goes...

Southpark Skiing

noreply@blogger.com (Mike Sharp) — Wed, 16 Apr 2008 11:40:00 +0000

The word "Southpark" has some special meaning in my ski career. My full-time career in the ski business started at Mammoth Mountain, California. Mammoth is pretty much the epicenter of park skiing. They were one of the first to built terrain parks, hosted the SuperPark events for many years, and built the first Super Duper Pipe.

Back in the late 90s, Mammoth had three parks. One at Main Lodge under Thunderbound, or Chair 6. Since the entire park was directly under the chair, and the chair went from bottom of the park to the top, and no further, it was the ultimate park.

Over at Canyon Lodge, where I worked, there were two more parks. There was the Mini Park and Mini Pipe just above the lodge. It was perfect for introducing kids to both park and pipe.

But we had our own super park. It went from near the top of Roller Coaster Express (I can't recall the chair number) to the bottom. No half pipe, but it was otherwise legitimate. It was perfect for mid-level ski groups, and we had a lot of fun skiing there on our days off. The terrain actually allowed for some cool transitions, hips, and pretty big table tops. I landed on my back, side, and head more times than I can remember. Learned to stick all those jumps and session the park from top to bottom boosted the pride in "our" park.

Mammoth management officially divides the mountain East and West, but it always seemed like more north and south. For that reason, and the popularity of the TV show, we always referred to our park as "Southpark." The trail map my first year called it "Roller Coaster Park." By the next year, it was officially called "Southpark." Its a cool feeling to think that we helped name something at Mammoth.

On a completely different subject, I've recently been deployed with the Navy Reserves. I'm planning on going back to school in the fall to earn a masters degree in business. So while I'm putting in 12 to 18-hour days this summer, while also taking a graduate course online, studying for the GMAT, running my Reserve Unit, and loving my wife from halfway (almost exactly) around the world, its not very realistic to put much effort into Freeride Inc.

While I hope to one day return to the ski industry in some capacity, its entirely possible that skiing will once again become just a passion.

Now at the other end of my ski career, I thought it might be appropriate to sign off, for now anyways, with a couple of Southpark episodes. The first one is unfortunately, pretty representative of many individuals in the business, and the industry as a whole. Enjoy...

Sausage Races on Skis

noreply@blogger.com (Mike Sharp) — Fri, 28 Mar 2008 19:06:00 +0000

If you're a baseball fan, no real explanation needed...

Photo

YouTube #1

YouTube #2

LoftCity Interview

noreply@blogger.com (Mike Sharp) — Thu, 27 Mar 2008 16:07:00 +0000

This morning had a chance to interview Sagi Ruben, creator and CEO of LoftCity. This is a follow up to my previous post about this online film and TV studio.

During the interview Sagi gave me a login. Afterwards I took the tour. Here's some highlights from the video and from my interview:

The goal is to "facilitate production of original creative films by professional filmmakers designed primarily for web and mobile use." It can be used alone or to collaborate, but I think its the community features that will set this apart if they can attract a large percentage of independent filmmakers.

Each user gets a "unique virtual studio" called a Loft, where they can showcase their work in a variety of disciplines, most importantly video. Within your Loft, you will have the ability to communicate (messages), design (your Loft), manage materials (upload raw video), and display favorites (from others in LoftCity).

There will be a set of film production management tools, everything from writing a treatment to distribution. These features don't appear to be built yet or available in the beta site.

Your Loft will appear in The City, which is just the public area where others can find you. Users can search by Type (creator, advertiser, festival), and further refine the search by Professional (Producer, Director, etc.) and Location.

Other major areas to surf include the Bulletin Board, Call For Production, and Screening Room, where you can search for films already created.

Back to the interview, Sagi had this to say: They are a global company, based out of Israel, and opening a U.S. office in either New York or LA. They started a year ago, and include a group of people with a background in film production, web and mobile content including producers, tech people, and a marketing expert.

With regards to internet video, he referenced the estimates of a six to ten billion dollar market by 2010 or 2011.

He called the technology "global collaboration-based filmmaking." As I noted in my last post, I think this is perfect for someone going on location.

I specifically brought up action sports and adventure sports, and he said there's no reason they couldn't use LoftCity just like other creative filmmakers.

I also asked why the larger studios weren't already involved. He said "Down the road, the big studios will get involved, but will have to reorganize -- create own departments for video and web." Of course this leads into another whole discussion about web versus traditional media (see Mark Cuban's bloggers are bloggers post, for example).

Overall, though, I think this definitely fills a niche for independent filmmakers. Right between YouTube and traditional studios. Eventually smaller studios could rally around a service like LoftCity, if it can scale upwards and meet their demands.

I see this evolving like e-Bay, which was originally for individuals to sell their stuff, but has really become a turn-key solution for professional stores, too small to compete with large online retailers like Target or Best Buy.

For snowsports, TGR and Matchstick and the like could use LoftCity to network and find overseas film crews rather than paying to bring their own. And vice-versa.

Or as Sagi put it, "democratizing production."

Basecamp: Don't Do Spin

noreply@blogger.com (Mike Sharp) — Wed, 26 Mar 2008 15:56:00 +0000

Fast becoming one of my favorite snowsports blogs, Base Camp Communications has good perspective on "spin" in a post today:

Play ‘Which Headline was Written by the PR Firm?’

Outdoor Retailer recently released the attendance numbers from Outdoor Retailer Winter Market 2008 that showed a slight dip in attendance this year. Match the headline to the report of the news:

1) SNEWS

2) SportsOneSource

3) Outdoor Retailer’s press release

—————————-

A) “As Exhibitors Expanded, Buyer Attendance Slipped at OR Winter Market”

B) “Outdoor Retailer Winter Market audited numbers confirm buyer attendance down for 2008″

C) “OUTDOOR RETAILER WINTER MARKET CONTINUES STEADY GROWTH”

Answer Key: 1(B) 2(A) 3(C)

The press release framed the attendance numbers to represent attendance increase over the last 3 years–from 2005-2008–which is accurate and explained in the sub-head. But it is also spin. Spin gives PR a bad name. Don’t do spin.

Instead, perhaps..include quotes from exhibitors noting that while, yes, there was a dip in buyers that they saw more of the people who made the buying decisions and less shop rats cruising for bro deals (which was the sentiment we heard from our clients and friends).

The Snews piece does a good job discussing some of the dynamics and current events that may have impacted attendance. Why not include those in the official release and a discussion about how OR intends to address those challenges in the future.

Via Base Camp Communications

Which Online Video Format Will Prevail?

noreply@blogger.com (Mike Sharp) — Tue, 25 Mar 2008 14:12:00 +0000

A nice follow up from yesterday's post about ad networks and ad inventory, today's post from Digital Media Wire offers insight into ad formats.

"Everything on the Internet should be free" is the motto of many consumers, but invasive advertising is a turn-off. Where's the balance? I pulled this quote from later in the DMW post:

“It should feel LIKE free then people will accept it”, said Marc DeBevoise, SVP, Business Development & Strategy, Starz Media Group and pointed to Apple’s iTunes store as a good example of how to sell TV programming.

Via Digital Media Wire

Techcrunch also has a post today about Google's latest attempts to marry targeted advertising with contextual search. Techcrunch says the 850 pound gorilla needs to fix its "MySpace problem." The problem is that social sites are highly demographic and don't play by traditional search rules that Google has grown itself on. So last Friday, Google had this announcement on Inside Adwords: "Today we're announcing that demographic bidding is now available for all AdWords advertisers." Techcrunch analysis:

As of last Friday, advertisers could target their ads by age or gender on 31 participating sites in Google’s ad network that provide such information. The most noteworthy ones are MySpace, Friendster, and YouTube. The rest, with a few exceptions, aren’t exactly the type of sites that big advertisers clamor for, so this isn’t going to have a big immediate impact. (Here is a list of the participating sites). AdWords already lets advertisers target demographically by site, taking generalized demographic data for entire sites from comScore. But this is different because it allows targeting by individual user.

This would be the oft-sought after "Holy Grail" and if anyone can do it, it's GOOG.

Via Inside AdWords
Via Techcrunch

ESPN Turns Off Ad Networks

noreply@blogger.com (Mike Sharp) — Mon, 24 Mar 2008 16:23:00 +0000

For snowsports filmmakers and video distributors that are ad-supported, one of the challenges to address is excess ad inventory or "availability" -- the commercials spots they can't sell to their own, endemic advertisers. Many turn to advertising networks to fill this space with cheap advertising, often to the detriment of the overall experience. The other option, one we employed at nossaTV, is public service announcements -- ads for non-profits, sponsors, trade, etc. -- from within our own space, action sports.

Assuming a publisher goes with the ad networks, the real challenge comes with placing their ads. What content gets the targeted, endemic ads? What content gets the scraps? (Or conversely, what content IS the scraps, that in turn winds up with the cheapo ads?).

Via Techmeme
Via MediaWeek

Top Web publishers are planning a revolt. Even as more prominent sites experiment with selling remnant inventory through online ad networks, and in some cases ad exchanges, ESPN.com is saying thanks, but no thanks.

The site recently cut ties with Specific Media and several other unnamed ad networks, and is taking the bold stand that ad selling that relies heavily on arbitrage and algorithms is not for them.

Jason Calacanis chimes in:

I've never liked the ad network business. They're a very short term solution and they are very damaging to high-end publishers because they create massive channel conflicts (i.e. many people selling your inventory confusing advertisers), they run horrible ads that people hate (think punch the monkey), and the space is filled with dishonest players (i.e. they promise to not run certain types of ads... but they do).

Via: The Jason Calacanis Weblog

Come on Down to South Park

noreply@blogger.com (Mike Sharp) — Mon, 24 Mar 2008 15:39:00 +0000

On the surface, this doesn't seem to have anything to do with the snowsports industry. But dig deeper and it's an example of the "give it away now" ideology, popular 50/50 revenue share model, and vertical site. It's this last part I'd like to comment on.

For a while, it seemed like all the rage was distributing your content via a consolidated site and hoping for a share of any revenues. But Trey Parker has taken the moral high road. Rather than let their content become aggregated (or flat out stolen and made available) elsewhere, South Park uses readily available technology to allow embedded video. This encourages use elsewhere AND drives traffic back to their own site, the only place you can watch the full clips.

If you are the sensitive type, cover your eyes and plug your ears, it is South Park after all!

Edit: The "WATCH THIS FULL EPISODE" link after the clip doesn't seem to work on the embedded player, but it does on the site itself. That's one thing they will want to fix.

Via NewTeeVee.

The web just got a whole lot funnier as the guys behind South Park have made every episode of their hit show available for free online. That’s right — every. episode. (Take that Hulu, and your five weeks’ worth of shows window). South Park Digital Studios will house everything South Park including all the episodes (not embeddable — boo!), 3,000 video clips (embeddable — yay!) and spearhead other digital initiatives.

The studio is part of a joint venture between creators Matt Stone and Trey Parker and Comedy Central, with the two splitting ad revenue 50/50. The site continues with MTV Networks’ strategy of launching many vertical sites around individual brands. (Disclosure: I used to work for Viacom).

In addition to housing South Park content, the Digital Studios will also serve as a launchpad for other animated projects Stone and Parker come up with.

See our previous South Park-goes-online coverage here and here.

Additional insight from Techcrunch

LoftCity Debuts Online Community for Pro Filmmakers

noreply@blogger.com (Mike Sharp) — Fri, 21 Mar 2008 15:00:00 +0000

"Submit your films and get revenue for distribution." We've all heard that before. What makes these guys different? For one thing, its a community site first. Not that you couldn't do this in Facebook or any other community site. But with film as the focus here, this will be much better for networking. Let's face it, if you're already friends with someone what's the point of a community site where to have to "friend" or "invite" them into your inner circle?

I did notice the current members seem to have a pretty international flavor. Perhaps that's to be expected out of New York. Or perhaps its because they are still in the early stages. Either way, might be good for action sports filmers on location overseas.

At least they are putting up some real money. They have five "call for production" offers with actual cash amounts listed, ranging from $1500 to $3000, including such formats as "New Frontier Video" and "LoftCity Viral Ad." I'm thinking an action sports spot could take either of these.

Here's the very brief press release...

New York - LoftCity, a site that offers an online community, production tools and digital distribution services for professional filmmakers, on Thursday announced its launch after a six-week beta trial that attracted 3,100 filmmakers from 60 countries. The site offers filmmakers a "private and secure virtual 'loft' where they can showcase and manage the entire production process from start to finish," the company said.

Via: Digital Media Wire
Site: LoftCity

Tele Pow Wow and Telemark Reggae Party

noreply@blogger.com (Mike Sharp) — Wed, 19 Mar 2008 04:30:00 +0000

I guess I would be extremely remiss if I didn't post this on my own blog...

Flipside: The Making of Absinthe's Optimistic

noreply@blogger.com (Mike Sharp) — Fri, 14 Mar 2008 16:23:00 +0000

Flipside is the "show" covering the making of Optimistic. Included as an extra with the DVD, its will also show on FuelTV. Don't have the dish? Go buy the DVD! Here's a short glimpse on YouTube (note lack of YouTube watermark, though, curious).

"Flipside is a documentary style show that takes the audience behind the scenes of the filming." - FuelTV.

Apparently its served its purpose as an exclusive video you only got with purchase of a DVD. Now its on to its second life as additional marketing material. I think this is a good model for ski and snowboard filmmakers to follow. Sort of like declassifying military secrets after ten years. On that note, I'm off on my monthly cross-country trip for the Reserves. "Peace Out" as they love to say in Cali.

Via FuelTV

Branding in Action Sports

noreply@blogger.com (Mike Sharp) — Thu, 13 Mar 2008 20:58:00 +0000

Keeping Brands Relevant In Rapidly Changing Environments

If I still lived in SoCal, this is the kind of thing I'd be making plans for. In fact, I'd be searching out Group Y and other action sports "collectives" to network and socialize. Its the modern equivalent of the "professional organization." Without sounding so professional.

Via Malakye.com

How can brands remain relevant in a changing market when the avenues to communicate with consumers have never been more varied? Are there truly marketing "best practices" that companies ignore at their peril? Once a brand starts down that steep slide toward irrelevance, can anything be done to save it?

The next group Y panel discussion will cover these topics and more on the evening of Wednesday, March 19th at Oakley's world headquarters in Foothill Ranch, California. Our expert panel will examine marketing and brand strategies that have endured the often fickle and volatile action-sports industry.

The group Y board is excited to be hosting a knowledgeable and experienced group of panelists, including:

* Pat McIlvain, global sports marketing director at Oakley
* Jim Anfuso, director of marketing at Fox Racing
* Danielle Beck, director of entertainment and sports marketing at Roxy
* Carl Harris, director of global marketing at C1RCA

The discussion will be moderated by Sean O'Brien, marketing content manager at Surf Expo. Doors will open at 6:30 p.m. and the panel will begin at 7:30 p.m. sharp. Admission is $20 and includes appetizers and an open bar. This is an RSVP-only event.

For more information and to RSVP, please visit our website at www.groupYnetwork.com.

About group Y:

group Y is a collective of youth marketing & communications professionals with a focus on action sports and entertainment industries who meet once a month to network & socialize. Founded in 2006, the group is vehicle to bring people together and assist new relationships between others within our sphere of Action Sports and Entertainment. group Y meets once a month in Southern California, rotating venues between Orange County, San Diego and Los Angeles. For more information, please visit us at www.groupYnetwork.com.