PRIMO MULTIMEDIA: The Insider

startupquote:

No one remembers how you got there, only that you got there.

- Jason Calacanis

webmsmith:

This is what Sirius XM hoped would happen. To many Millennials, anything radio is old news. This past year ushered in a changing perspective when it comes to the relationship between new and old. Social media didn’t replace all old media. If anything, it just decimated the antiquated sources. But as many of us know, old does not always equal antiquated.

The best examples of layering came by individuals that understand that Social Media and Social Networks can amplify older forms of media. Scott Monty, Tim Ferriss, and Brian Solis are great purveyors of New Media layering. But in 2010, Gary Vaynerchuk provided the best example of how new can mesh with the old.  My wife must have been listening into my office during the many nights of Gary Vaynerchuk’s Sirius XM Radio show Wine & Web. Why? Several months back, I tried the Sirius XM trial period. Then, I a began paying for the service - satisfied with listening to GV’s weekly show via streaming audio on my iPod touch. For Christmas, she unexpectedly went all out on a new Sirius XM Radio. Needless to say, I would have never imagined I’d be stoked for an internet radio that would replace the iPod Touch (that once replaced my CD player). Seems backwards? Not so much, anymore.

Where old rubber meets the new road.  In 2011, we will see a merging of sorts in the way that we consume media. Browsing the web during peak business hyperdrive hours, 8 PM - 1 AM, only hindered my productivity. As a contrast to this frequent practice, Gary Vaynerchuk’s show essentially made Sirius XM useful for me. Whereas Howard Stern and political punditry have little place in my daily ritual, Vaynerchuk made the cut. Why? Because in a world where MBA’s have decreasing relevance, we look for relevant information, inspiration, and applicable business practices. We scan for information all day. Yes, much like radio-listener’s did in the instrument’s zenith. Just like then, multi-tasking entrepreneurs can listen to engaging educational radio while pursuing their daily business. 

If XM Radio bet on the Web-enterprising, wine sommelier to bring a new audience to an older medium, they made a safe bet. Judging by their (high volume) stock price, Sirius XM’s hope of becoming a coveted technology in the homes and cars of Americans is quickly coming to fruition.

A practice to apply to your business. Sirius XM demonstrated a universal premise of empire building, one that can be specifically applied to any media venture. Attract niche audiences by facilitating the voices of thought leaders (one’s with strong brand equity and charisma). Each audience compounds and before you know it, the venture has a mass following of those that are no longer merely loyal to that specific niche. That niche following becomes loyal to the facilitator (EX: Sirius XM) as they find more sources of value on the platform. 

LOCAL TV PERSONALITY DEPARTS WTVM/WXTX TO PURSUE NEW MEDIA VENTURE

Columbus, Ga. (Primo Multimedia) - James Valles is departing WTVM/WXTX at the end of the year to pursue a new multimedia venture. His last day on air will be December 30, 2010. Valles is rounding out nearly two and a half years of reporting on everything from local news to technology & entertainment for the station. 

“Everybody has a story to tell and, the truth is, we all want to be heard,” claims Valles, as he prepares to launch Primo Multimedia alongside Meredith Singer, his good friend and former WTVM-TV primetime and special projects producer. The full-service production company and digital network produces lifestyle content that explores the intricacies of everyday life. Valles explains how the company’s foundation took shape: “I’ve always told myself that I would dedicate my life to helping others - showing as many people as possible that we all have what it takes to become the best ‘you’. All we have to do is try. With everything that we do at Primo, we want people to walk away with knowledge they can use to brighten their day or to help them grow.” 

Primo Multimedia’s lifestyle-related content will be available online and via their partners in television broadcasting, radio, publishing and digital media. The company is teaming up with hundreds of passionate professional contributors, hoping to reach as many people as possible, throughout the nation and even abroad. As Primo Multimedia’s Creative Director, Valles elaborates: “having worked in newsrooms from Chicago to Columbus, I’ve seen it all: families torn apart, people at their lowest points and, yes, those occasional stories of success. People desperately need more substance from their media – less sound bytes – and more information that sustains.” 

Managing Director, Meredith Singer, says the company will roll out a number of productions focused on creatively tackling core subjects like family, health, money, education, technology, spirituality and leisure. “We can find most of the information we want and need anytime, anywhere,” Singer explains, “we don’t have to wait to watch the news or read the paper. So what do modern journalists do with that reality? You have to be very local or craft a reporting style that is unique, forward-thinking and communal.” Soon, Singer believes Primo Multimedia will be positioned as a leading name in lifestyle news and reports, accommodating traditional television viewers as well as those people who turn to the web and their smart-phones for information. “It’s no secret lifestyle magazines and televisions have been done before,” Valles adds, “but giving and caring about others never gets old. With each story we do at Primo, there has to be a take-away or a benefit to our audience.”

Primo Multimedia is preparing to release a set of services and multimedia ventures for 2011, including a franchise featuring James Valles and an impressive array of voices. JamesValles.com will offer daily videos and lifestyle articles, expert advice, interactive discussions with viewers, and real-life stories from Americans who are searching for a lifeline or a place to share their tales of struggle and success. In addition to the flagship site, Primo Multimedia is working on Bespoke, a suite of custom television and radio offerings that include daily reports and specials.

As the company moves forward, Valles has a message for his loyal viewers and colleagues: “I would like to thank everyone for allowing me into your living rooms for the past two and a half years. I’ve learned firsthand what true Southern hospitality is all about. You are the best viewers I could have ever asked for and, for that, I am grateful. Just as I’ve worked for you over the past few years, I will continue to do so with Primo Multimedia. I invite each and every one of you to join me on this exciting new endeavor!”

To learn more about Primo Multimedia, visit www.primomultimedia.com, and stay tuned to www.jamesvalles.com for new, exciting developments.

LINK TO ONLINE VERSION: http://tinyurl.com/248zxu9

The Conversation Prism

Where does Primo fit in? As the captains of this ship, that’s what James and I have to figure out. Here’s what we know: we want to paint Primo Multimedia and our content with all the colors of this wheel, bringing our clients fresh, vibrant perspectives and greater access to the brilliant conversations that are already happening. We want to talk to digital and social media startups. We want to partner with risk-takers and emerging communications platforms. We want to push the media industry - traditional platforms included - forward. 

Do you have a great idea for us or share that passion? Talk to us.

startupquote:

Move fast and break things. Unless you are breaking stuff, you are not moving fast enough.

- Mark Zuckerberg