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Turning the Performing Arts into an Interactive Global Event




Presented to Crowdfunder, May 15, 2012                         http://VirtualArts.tv
Business Overview

  • Re-inventing the performing arts for a wired twenty-
    first century audience so that it is Global, Interactive
    and Live

  Thereby…

  • Introducing new revenue streams to the $14 Billion
    performing arts industry


   In comparison, Americans spend ~$20 billion on sports admissions & ~$10 billion on movie box-office tickets.
   Source: Bureau of Economic Analysis, U.S. Department of Commerce




Presented to StartUpOneStop, May 15, 2012                                                      http://VirtualArts.tv pg 2
Opportunity: Performing Arts Market

   14 Billion Dollar Industry in Crisis
                                                                       •  Audiences are in decline
                                                                       •  Employment lowest since 1990
                                                                       •  Administrators struggling to raise
                                                                          funds
                                                                       •  Industry grappling with how to:
                                                                                   •  Cultivate new audiences
                                                                                   •  Create new revenues
                                                                                   •  Create more arts jobs
                                                                                   •  Incorporate new technologies

   Source: 1982, 1992, 2002 and 2008 Surveys of Public Participation in the Arts




 Presented to Crowdfunder, May 15, 2012                                                            http://VirtualArts.tv pg 3
Insights: Related Media Markets
                             Online Video	
  
                              •  Ad-spending expected to
                                 increase to 7 Billion by
                                 2014 (eMarketer)



Live-Streaming                                                                              Social Media
                                          Digital Performing Arts
•  Viewership grew 650%                                                                     •  Reaches	
  nearly	
  80%	
  of	
  
   in 2010 (Comscore)"                   •  More Americans view or listen                      ac&ve	
  U.S.	
  Internet	
  users	
  
                                            to broadcasts & recordings of arts
   •  1.4 billion+ minutes on               events than attend live (NEA) *                 •  Frequent arts
      major publishers (Justin.tv,       •  ~40% used the Internet to view,                    attendees are most
      USTREAM, Livestream, LiveVideo &      listen to, download, or post                       likely to be influenced
      Stickam)                              artworks or performances (NEA)                     by social media (LaPlaca
                                                                                              Cohen)
•  Expected to double                    * live theater is sole exception as it is rarely
   revenues in 2012                        available in broadcast or recorded form"




                             Online Culture
                              •  78% of U.S. adults and 95% of U.S teenagers use the
                                 internet (PewInternet 2012)

   Presented to Crowdfunder, May 15, 2012                                                      http://VirtualArts.tv pg 4
Conclusion: The audience isn’t
    in decline, it’s online
      VirtualArtsTV                         First producers of interactive,
                                             live-streamed video plays
                                            A new model of online
                                             entertainment
                                            Multi-camera productions of
                                             live-streamed performing arts
                                             tailored specifically to a social,
                                             online video experience
                                               equal parts -
                                                 traditional performing arts
                                                 online video
                                                 social media
                                                 live-streaming event



 Presented to Crowdfunder, May 15, 2012                     http://VirtualArts.tv pg 5
Proof of Concept
 First Live-Streamed Interactive Video Play
                     Better Left Unsaid TV– January 2011


Click play to be taken to highlights from
       Better Left Unsaid TV (1:38)         • 3 performances – 50,000
                                              unique live viewers

                                            • No marketing budget

                                            • Global, interactive
                                              audience

                                            • Viewers chose to pay
                                              more than they pay for a
                                              month of Hulu


Presented to Crowdfunder, May 15, 2012                      http://VirtualArts.tv pg 6
VATV Competitive Advantage
•    A passion for the performing arts & digital media that has lead us to
     bootstrap innovations on live-streaming platforms since inception

•    Repeatedly produced successful firsts on the live-streaming
     platforms

•    Track record of bringing "impossible" projects to fruition

               Team Expertise                Creative Product




Presented to Crowdfunder, May 15, 2012                    http://VirtualArts.tv pg 7
Management Team
Kathryn Jones – CEO                                David B. Cohen – Chief
•  Innovator on the live-streaming platforms          Marketing and Sales Officer
   since their inception in 2007
                                                   •  20 Years in Advertising Industry
•  Produced first ever live-streamed web series,
   webathon and interactive video-play.            •  Former Communications Planning Director at
                                                      OMD working on the Lowe’s, ING & Wachovia
•  Former VP business development for online          accounts
   video start-up (brands include Panasonic and
   Dice.Com)                                       •  Former Partner, Group Planning Director at
                                                      Mindshare on American Express & Bristol
•  Worked in online video since the industry’s        Myers Squibb accounts
   beginnings
                                                   •  Consultant for AlphaSights, Digital Trends, the
•  Professional actor for 20 years                    Neighbor Agency, Mindshare USA, Good Crush
                                                      & Random Dorm (Dogpatch Labs/ Polaris
•  Theatrical producer since 1998                     Venture Partners) & Zenith Optimedia
•  New media consultant                            •  B. A. Montclair State University
•  Speaks about online video and social media at
   meet-ups and conferences throughout the         •  Digital Media Marketing Professional
                                                      Certificate, New York University
   United States
•  B.S. Northwestern University



Joey Brenneman - CVO                               Erin Bigelow – VP Broadcast
•  Former artistic director of the award winning       Design and Technology
   STAR Theater/ The NiteStar Program
                                                   •  11 years working in live television production
•  Award winning director of both theater and
                                                   •  4 years at ABCNews with the Director of
   video
                                                      "Good Morning America
•  20 Years professional stage and commercial      •  Former TD/Director of CN8-The Comcast
   actor
                                                      Network -, “Backstage with Barry Nolan”,, “Out
•  Theatrical producers since 1996                    of Bounds”

•  Writer and director of Better Left Unsaid the   •  TD/Director and Production Coordinator of the
   first live-streamed video-play.                    local NBC affiliate in Flagstaff, Arizona

•  BFA, New York University                        •  B.A. Electronic MediaProduction, Northern
                                                      Arizona State University
Next Steps
1. Further establish VATV as go-to
    destination for streaming of live-
    performance


2. Create a proprietary live-streaming
   platform uniquely tailored to
   streaming performing arts


3. Enable performing arts companies
   and schools from around the world to   VATV’s next live-streamed video play is
   harness the global reach of the        Abstract Nude, by Gwydion Suilebhan
   nascent live-streamed performing
   arts industry




Presented to Crowdfunder, May 15, 2012                  http://VirtualArts.tv pg 9
Business Model
           Four immediate sources of    Year 1    Year	
  5	
  
                   revenue:            Income Income
                                        $(MM)	
   $(MM)	
  
       Sponsorships
                                         $0.30        $7.40


       Work-for-Hire                     $0.30        $1.70


       Ticket Sales                      $0.02        $0.80



       Consulting                        $0.08        $0.20


In descending order of volume
Competitive Analysis
•  There are 5 classes of direct & indirect competition
•  Companies included in our analysis include GoSeeDo, NewPlayTV,
   The Camden Fringe Festival, Hamlet Live, TheMet:Live in HD, San
   Francisco Opera, Joe’s Pub and Broadway Near You




Presented to Crowdfunder, May 15, 2012              http://VirtualArts.tv pg 11
Financing Overview
Key elements:
   •  Plan to move to ticket sales after Year 2
   •  Increase to 5 projects in Year 3 & up to 10 by Year 5
   •  Added staff would include CFO (or other) & CTO (or other)




Presented to Crowdfunder, May 15, 2012          http://VirtualArts.tv pg 13
Thank You!

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VirtualArtsTV

  • 1. Turning the Performing Arts into an Interactive Global Event Presented to Crowdfunder, May 15, 2012 http://VirtualArts.tv
  • 2. Business Overview • Re-inventing the performing arts for a wired twenty- first century audience so that it is Global, Interactive and Live Thereby… • Introducing new revenue streams to the $14 Billion performing arts industry In comparison, Americans spend ~$20 billion on sports admissions & ~$10 billion on movie box-office tickets. Source: Bureau of Economic Analysis, U.S. Department of Commerce Presented to StartUpOneStop, May 15, 2012 http://VirtualArts.tv pg 2
  • 3. Opportunity: Performing Arts Market 14 Billion Dollar Industry in Crisis •  Audiences are in decline •  Employment lowest since 1990 •  Administrators struggling to raise funds •  Industry grappling with how to: •  Cultivate new audiences •  Create new revenues •  Create more arts jobs •  Incorporate new technologies Source: 1982, 1992, 2002 and 2008 Surveys of Public Participation in the Arts Presented to Crowdfunder, May 15, 2012 http://VirtualArts.tv pg 3
  • 4. Insights: Related Media Markets Online Video   •  Ad-spending expected to increase to 7 Billion by 2014 (eMarketer) Live-Streaming Social Media Digital Performing Arts •  Viewership grew 650% •  Reaches  nearly  80%  of   in 2010 (Comscore)" •  More Americans view or listen ac&ve  U.S.  Internet  users   to broadcasts & recordings of arts •  1.4 billion+ minutes on events than attend live (NEA) * •  Frequent arts major publishers (Justin.tv, •  ~40% used the Internet to view, attendees are most USTREAM, Livestream, LiveVideo & listen to, download, or post likely to be influenced Stickam) artworks or performances (NEA) by social media (LaPlaca Cohen) •  Expected to double * live theater is sole exception as it is rarely revenues in 2012 available in broadcast or recorded form" Online Culture •  78% of U.S. adults and 95% of U.S teenagers use the internet (PewInternet 2012) Presented to Crowdfunder, May 15, 2012 http://VirtualArts.tv pg 4
  • 5. Conclusion: The audience isn’t in decline, it’s online VirtualArtsTV   First producers of interactive, live-streamed video plays   A new model of online entertainment   Multi-camera productions of live-streamed performing arts tailored specifically to a social, online video experience equal parts -   traditional performing arts   online video   social media   live-streaming event Presented to Crowdfunder, May 15, 2012 http://VirtualArts.tv pg 5
  • 6. Proof of Concept First Live-Streamed Interactive Video Play Better Left Unsaid TV– January 2011 Click play to be taken to highlights from Better Left Unsaid TV (1:38) • 3 performances – 50,000 unique live viewers • No marketing budget • Global, interactive audience • Viewers chose to pay more than they pay for a month of Hulu Presented to Crowdfunder, May 15, 2012 http://VirtualArts.tv pg 6
  • 7. VATV Competitive Advantage •  A passion for the performing arts & digital media that has lead us to bootstrap innovations on live-streaming platforms since inception •  Repeatedly produced successful firsts on the live-streaming platforms •  Track record of bringing "impossible" projects to fruition Team Expertise Creative Product Presented to Crowdfunder, May 15, 2012 http://VirtualArts.tv pg 7
  • 8. Management Team Kathryn Jones – CEO David B. Cohen – Chief •  Innovator on the live-streaming platforms Marketing and Sales Officer since their inception in 2007 •  20 Years in Advertising Industry •  Produced first ever live-streamed web series, webathon and interactive video-play. •  Former Communications Planning Director at OMD working on the Lowe’s, ING & Wachovia •  Former VP business development for online accounts video start-up (brands include Panasonic and Dice.Com) •  Former Partner, Group Planning Director at Mindshare on American Express & Bristol •  Worked in online video since the industry’s Myers Squibb accounts beginnings •  Consultant for AlphaSights, Digital Trends, the •  Professional actor for 20 years Neighbor Agency, Mindshare USA, Good Crush & Random Dorm (Dogpatch Labs/ Polaris •  Theatrical producer since 1998 Venture Partners) & Zenith Optimedia •  New media consultant •  B. A. Montclair State University •  Speaks about online video and social media at meet-ups and conferences throughout the •  Digital Media Marketing Professional Certificate, New York University United States •  B.S. Northwestern University Joey Brenneman - CVO Erin Bigelow – VP Broadcast •  Former artistic director of the award winning Design and Technology STAR Theater/ The NiteStar Program •  11 years working in live television production •  Award winning director of both theater and •  4 years at ABCNews with the Director of video "Good Morning America •  20 Years professional stage and commercial •  Former TD/Director of CN8-The Comcast actor Network -, “Backstage with Barry Nolan”,, “Out •  Theatrical producers since 1996 of Bounds” •  Writer and director of Better Left Unsaid the •  TD/Director and Production Coordinator of the first live-streamed video-play. local NBC affiliate in Flagstaff, Arizona •  BFA, New York University •  B.A. Electronic MediaProduction, Northern Arizona State University
  • 9. Next Steps 1. Further establish VATV as go-to destination for streaming of live- performance 2. Create a proprietary live-streaming platform uniquely tailored to streaming performing arts 3. Enable performing arts companies and schools from around the world to VATV’s next live-streamed video play is harness the global reach of the Abstract Nude, by Gwydion Suilebhan nascent live-streamed performing arts industry Presented to Crowdfunder, May 15, 2012 http://VirtualArts.tv pg 9
  • 10. Business Model Four immediate sources of Year 1 Year  5   revenue: Income Income $(MM)   $(MM)   Sponsorships $0.30 $7.40 Work-for-Hire $0.30 $1.70 Ticket Sales $0.02 $0.80 Consulting $0.08 $0.20 In descending order of volume
  • 11. Competitive Analysis •  There are 5 classes of direct & indirect competition •  Companies included in our analysis include GoSeeDo, NewPlayTV, The Camden Fringe Festival, Hamlet Live, TheMet:Live in HD, San Francisco Opera, Joe’s Pub and Broadway Near You Presented to Crowdfunder, May 15, 2012 http://VirtualArts.tv pg 11
  • 12. Financing Overview Key elements: •  Plan to move to ticket sales after Year 2 •  Increase to 5 projects in Year 3 & up to 10 by Year 5 •  Added staff would include CFO (or other) & CTO (or other) Presented to Crowdfunder, May 15, 2012 http://VirtualArts.tv pg 13