Daniel Salcedo, fundador y productor ejecutivo de The Elevator
For Daniel Salcedo, Founder and Executive Producer at The Elevator, it is an increasingly greater challenge to find the way to embed brands in content, so they don’t become 100% a commercial. He says it is important “to really know if there is an interaction between the product and the content that is being created, or if it is should be made in a different way that allows distribution using the client’s channels.”In an interview with PRODU, he mentioned that the formats they work with have been branded content and editorial. For example, for Vevo they have covered both formats. The first, together with Toyota, with I Meet. “We produce episodes for each market: Hispanic, Afro-American and general, and through Vevo we distribut that content in the series I Meet, in which fans meet the members of their favorite bands.”In the editiorial format, they did the second season of the project Room Service by Vevo, in which 15 live band presentations were recorded during the Latin Alternative Music Conference. “There are two types of videos we produce in the digital area: branded content, where brands are part of the content; and editorial, where you invest in content in order to find opportunities to monetize.” There are lots of paths that are being explored, he says. “Branded content is where we could increasingly grow more, if we learn to work together with brands in such a way that things seem organic in the content, not intrusive.”
