Blog Post

Startups Serve Videomakers; Trendessence and Hayden Black’s New Show

I did a big story for BusinessWeek and GigaOM about an emerging class of online video startups that are catering to online video producers. It seems that almost all the brand-new companies I’ve talked to lately want to help ease creative people’s web distribution needs. The startups are all very early stage, so it’s hard to evaluate them just yet, but I wonder if they’ve chosen a big enough market to serve.

A couple notes you guys might be especially interested in: The story contains the first media mention of a new startup called Trendessence, which is supposed to launch its beta this week (they said Tuesday, but it doesn’t seem to be up yet). Here’s that bit:

Also notable is Trendessence, a bootstrapped startup founded and staffed by current and former Stanford students that’s currently in stealth mode. The young company, which has built a platform for online video producers and advertisers to find each other, has scored meetings with top advertisers including Procter & Gamble, Unilever, Kraft and Motorola by promising it can hook them up with the brave new world of online video producers.

Also, in the course of pointing out that Hayden Black is the poster child for this market (just about every startup uses him and his shows Goodnight Burbank and Abigail’s Teen Diary as a sample or potential customer in their pitch), he told us about his next show, a “musical sci-fi comedy” (apparently the new genre of choice online!?) with episodes of 7-8 minutes, each one containing an original song “in the vein of Flight of the Conchords.” The series has “verbal agreements from high profile internet celebrities,” said Black. Something to look forward to, for sure.

Update: In the story I said that TubeMogul was raising funding based on hearing from VCs who’d been talking to the company. TubeMogul says those were just talks, nothing more, and it doesn’t plan on taking additional capital if it can help it.