Though sometimes described in such forms as “Lady Gaga’s Backplane,” the social networking company is an independent entity and Lady Gaga is an investor and shining star. Backplane gradually grew from LittleMonsters.com to an odd assortment of brands tied together by the platform. Now they’re planning to open the whole thing up, according to new COO and president Scott Harrison, and they’re emphasizing monetization as well as the kind of control you can’t get from Facebook.
Scott Harrison, a Wall St. vet, talked to TechCrunch about Backplane’s plans.
The short version is that providing a service to big brands apparently wasn’t enough for a company that had approximately $13 million in funding. So they’re going for the mass play and will be opening up the platform likely in September.
Backplane COO Emphasizes Monetization
Instead of charging you, it sounds like Backplane is going to take a cut of the revenue they hope to help you generate with their platform:
“Rather than having to pay to set up a network as they would on Ning, Backplane will get organizers paid. They’ll be able to charge dues, sell merchandise and crowdfund projects. And if their community grows large enough, Backplane even wants to help them sell ad space in their networks and split the revenue.”
As Harrison states:
“Why wouldn’t I push my content to an area where I can make money opposed to other people making money? If you can bring 10,000 people to a room, we should share that value.”
Of course there’s also the issue of control. Artists and brands who have arguably helped build networks like Facebook feel like they’re losing control so the combination of control of one’s relationship with one fans and integrated tools to directly monetize that relationship are a potentially powerful drawing force.
Unanswered Questions
Many things are unclear …read more
Source: Hypebot.com
