Produce, Present, Play in Media.Monks’ Creators Club
Built on three factors: Produce, Present, Play, the Media.Monks Amsterdam team has developed The Creators Club. Made to be a hub of collaboration and co-creation, it encourages brands and creators to come together to ideate and execute marketing content.
A place to experiment and learn, the space offers content production services and access to the latest film technologies driven by AI, as well as the versatility to become a studio, event space or a spot to test out new ideas. The 500m2 space comes with cameras and light equipment, and a specialised crew to support users, as well as the potential to add seating, decoration and catering options.
To hear more about the space and how it can be used, Media.Monks Amsterdam’s content producer and influencer marketer, Bianca Paul and Renaud Berger, speak to LBB’s Nisna Mahtani.
LBB> What is The Creators Club and what gap is it filling within the market?
Bianca> The Creators Club is a multi-functional space where creators of all types can realise their ideas. By offering this space to connect, we hope to build a community of creative people who help each other grow and spark each other’s ideas. What is special about our space is that it is so versatile, it functions both as a studio, event space and a playground to test and experiment with new ideas. We grouped all these activities into three pillars easy to get: Produce, Present, Play.
LBB> In an increasingly digital working environment, why was it important to provide this offering?
Bianca> We think ideas can be created and co-created in any environment, be it physical or digital, but bringing those ideas to life requires coming together in person, taking the time to connect, experiment, and learn from each other. In a world where anything is doable online, we believe that coming together in person adds value and allows people to be more present in the process of whatever they are making.
Renaud> One aspect that I’m particularly excited about is the opportunities for co-creation between brands and content creators, specifically for content creation on the brand's social channels. With the rise of influencer-led productions and user-generated content (UGC) for brand channels, our club plays a pivotal role in facilitating the meeting and collaboration between brands and creators in their creative process. It provides the perfect space for brands to invite creators to take their projects to the next level.
The Creators Club fosters an environment that encourages collaboration and networking among creators, brands, and industry professionals. This collaborative atmosphere enables the sharing of ideas, knowledge, and resources, leading to the formation of innovative partnerships and projects. We aim to create an inspiring and supportive environment where creators can thrive and push the boundaries of their creativity.
LBB> Why was the Netherlands the perfect place to create this space and what was the process of creating it as a bespoke creator-forward studio?
Bianca> What we did was to enhance something we already had. The Media.Monks studios in Amsterdam have been available to all Media.Monks clients already since the moment we opened our office, but we felt we needed to bring even more life into this space by allowing other creators to use it too, at an affordable price, and with support from our internal crew. The process was rather one of opening up to the world and understanding all the stakeholders we could be relevant to with this space: from small businesses who would like to create their own content, to influencers and content creators, to others who might want to host a cool music event, pop-up store, or community get together. Amsterdam is buzzing with such creative people so we think it’s going to respond to a real need in the market.
LBB> How do you anticipate the space will be used? Who are some of the brands and creators who have already shown interest?
Bianca> Our three pillars that define the type of activities are: Produce, Present, Play:
PRODUCE - We will welcome people who want to rent the space and equipment and potentially support from our specialised crew to produce content - it can be a brand launching a new collection, a creator shooting a music video, a creative crew wanting to produce their next editorial photoshoot or an influencer looking for a well-supported space to film their content. We’ve got requests already for all of the examples mentioned above and have already created beautiful content for a watch brand that just launched as well, called Calgari, as well as for a football apparel label called Touzani. Very soon, an amazing Sudanese artist called Mohamen Al Tayeb will shoot his music video in our studio.
PRESENT - We can host anything from workshops, masterclasses, community events, pop-up stores and exhibitions. The space is easily accessible, close to the city centre and a blank canvas ready to stylise based on the needs of the event. We’ve already hosted our own 'AI in Film' masterclass and several client and partner events. We've hosted charity events as well, such as a Pink Ribbon anniversary, and we are investing in the young generation with events such as Talent.Fest - Into the Industry, where we invited industry professionals to share their stories with high school and university students.
PLAY - We want to encourage innovation and experimentation, bringing together curious minds to push the boundaries of creativity and try new things, methods and equipment. We built this pillar together with our community and their interests and drive.
LBB> In terms of the target demographic and audience who will use the space, how have your marketing efforts catered towards this group?
Renaud> Our goal is to create a creative hub where everyone is welcome, regardless of their creative field or industry. Therefore, we focus not only on existing clients but also on expanding our network of creatives and reaching out to other creative individuals and businesses in Amsterdam.
We have specifically addressed peers such as filmmakers, photographers, content creators/influencers, public speakers and artists. Additionally, our efforts have extended to our clients, including small and medium-sized businesses, local companies, and brands; And of course industry professionals, such as production houses and partner agencies.
Word of mouth has played a significant role in our communication, as satisfied clients, partners and friends have shared their positive experiences with others. Social media has been a powerful tool for spreading awareness and engaging with our target audience. With coverage of The Creators Club across industry magazines, we’ve seen an increase in interest in our in-house events, which have been instrumental in showcasing the space and attracting like-minded individuals.
By tailoring our marketing efforts to our target demographic and audience, we aim to create a vibrant and inclusive community at The Creators Club.
LBB> Logistically, can you walk us through the space and explain the different elements available to utilise?
Bianca> To put it simply - we have a 500m2 space (that can function both as a studio, and as an event space), the camera and light equipment, and a specialised crew to support you in case you need it. As a member of The Creators Club, you might choose to rent only the space, or add also lights/camera equipment and crew support for a shoot - it’s flexible and personalised for each project. If you’re considering an event, then our place can easily turn into such a space by adding seating, decoration and providing catering options for you.
LBB> Alongside content production services, the space offers access to the latest film technology driven by AI. Can you talk us through this aspect of the space a little more?
Bianca> We have our own research and development department, as well as Media.Monks AI experts across the whole company, in all teams, learning and experimenting every day with the latest AI technology. And we are happy to share this knowledge with our community through masterclasses and workshops, but also by sprinkling AI touches to the events we are organising under The Creators Club signature, or for entities who’d like to organise their own events at our club.
For example, we have an AI photobooth, which generates themed images of you and your friends to download as a fun takeaway. Or there is the AI live cam experience, which we set up at our launch event, that generates real-time videos based on prompt combinations you can play with on the fly, turning you into a steampunk superhero or a watercolour zombie!
LBB> How will the space continue to evolve to adapt to the industry needs and what are some trends you expect to see going forward?
Bianca> The space will be in continuous development based on the learnings we take from our community. So depending on the type of projects that will come our way we will keep investing in equipment relevant to our audience, and keep organising The Creators Club signature events tackling topics that spark the curiosity of our stakeholders. We’re keen to share insights into new technologies with our community too, especially since Media.Monks has been awarded Adweek’s AI agency of the year, and this is a trend that we expect to grow and blend more and more with the traditional approaches to production.
