How art gets generated.
First came the bloggers, then came the blogger agents, alliances and partnerships. Now, stay tuned for blogger programming. Just before New York Fashion Week, the Style Coalition, one of the leading blogger networks focused on helping bloggers monetize their work, will introduce Style Coalition TV, also called SCTV.
The online video channel will publish behind-the-scenes Fashion Week content, hosted by Style Coalition bloggers. Its non-Fashion Week material will include exclusive video coverage, including trends; style and beauty advice from industry experts; street style; and insider access to designer showrooms.
Yuli Ziv, Style Coalition’s founder, said the channel will start with weekly episodes, and eventually update daily.
“It’s different from what the bloggers do on their blogs,” Ms. Ziv said. “It’s your best friend telling you her secrets rather than an expert telling you what to do.”
SCTV will introduce four original Web series: Retail Bootcamp, with Dianna Baros of The Budget Babe; Street Peek, with Julia Dinardo of Fashion Pulse Daily; Beauty Extract, with Kristin Booker of Fashion.Style.Beauty; and Behind the Seams, with Dina Fierro, who pens Eye4Style. (Watch an exclusive preview of Street Peek and Retail Bootcamp.)
“Sometimes I have an idea, and it’s something you can’t express perfectly in a short blog post,” said Ms. Baros, whose blog has about 100,000 unique visitors. “While I’m shopping in real time, I share with my followers, and it’s really engaging. So I thought video would be another idea to expand on that.”
The Style Coalition also plans to aggregate the best videos its bloggers produce independently, hoping to become an online destination for curated style content and to attract advertisers.
Ms. Ziv said that video content has been a part of her vision from early on. “It took some time to find the right format and execute it in a way that we’re happy with and that has the greatest impact,” she said.
A first-generation fashion blogger, Ms. Ziv was sitting front row in the tents long before anyone had heard of Bryanboy or ManRepeller, and long before either became quasi-celebrities within the fashion bubble. After years of noting the cultural shift that bloggers had caused, Ms. Ziv wrote and self-published “Fashion 2.0: Blogging Your Way to the Front Row” in 2011, a handbook on how to turn what some consider a hobby into sustainable business.
But three years before that, she created the Style Coalition, and shortly after that, the Fashion 2.0 awards. The organization, now four years old, has grown to include 40 fashion and beauty bloggers, and has secured income-generating projects.
In 2010, Elle magazine partnered with the Style Coalition. In a consultant-client-like relationship, the Style Coalition worked with the glossy on advertising campaigns and online strategies. Last year, the already unique partnership expanded to all of Hearst Digital Media Network.
Not just any WordPress-savvy self-appointed taste-maker can join the Style Coalition. Ms. Ziv cherry-picks and vets bloggers based on their content quality, ethics and audience size, among other properties. But once you’re in, it’s like a family, bloggers say.
“There’s an unspoken friendship, trust and support,” said Ms. DiNardo of Fashion Pulse Daily, which has about 20,000 unique visitors. “And that is what will help propel these videos to the next level. There’s strength and sincerity in numbers.”
But like the blogosphere, the online video domain appears headed for over-saturation. “I think video still has a barrier in terms of technology,” Ms. Ziv said. “We see a lot of bloggers try video, but the result isn’t always ideal.”
It’s possible that SCTV will permeate an already sonorous fashion chamber. Having several ready-made distribution vessels via its pre-existing blogs is quite the advantage. And its audiences have tuned in this long.
By Simone S. Oliver, August 30, 2012. New York Times. For the full article, please click here: http://runway.blogs.nytimes.com/2012/08/30/style-coalition-introduces-online-video-channel/