Rocketfuel Entertainment on uncovering the next generation of content creators

Rocketfuel Entertainment’s first half of 2018 has certainly been quite an impressive lift-off.
Malaysia’s first hip-hop cypher 16 Baris live concert, a collaboration with Kartel Records resulted in a massive turnout of approximately 4,000 thousand fans. A smashing start to Rocketfuel’s aim to set up a laser-focused entertainment talent house that offers marketers the most influential brand ambassadors who have the widest reach on digital platforms and social media.

With three complementary divisions Rocketfuel Talent, Rocketfuel Records and Rocketfuel Network under one roof, Rocketfuel is able to strategise and execute influencer marketing campaigns for brands featuring the hottest talents in Malaysia and the region, as well as content IPs that generate social media buzz.
MARKETING Magazine spoke to Rocketfuel Entertainment on their latest initiative, IGNITE, an ever changing content creation melting pot from this multi-talented entertainment house.
Tell us about Rocketfuel Entertainment’s IGNITE?
It is an initiative by Rocketfuel Entertainment to inspire and uncover the next generation of content creators. It is basically a series of workshops and talks held at colleges and universities. However, we do open it to anyone who is interested.
What IGNITE does is that it operates as a B2C incubator for us to engage directly with our consumers as well as an opportunity for us to discover and groom new talents. One of the workshops we conduct is a mobile-filmmaking workshop, where we show participants how they can shoot good video content with a mobile device.
Plus, IGNITE is also a sub-label for our independent/underground music acts that don’t fit in the mass pop market. This is required as the marketing strategies for these music acts differ greatly. IGNITE is brand friendly for any marketer who would like to conduct focus groups or even ideate or create new content for their campaigns.
Music production has always been Rocketfuel’s main focus. Where are heading with this now?

Rocketfuel continues to produce music content for both Malaysian and regional markets. We’re looking at signing more acts, especially those with international potential.
We have recently partnered with Warner Music Thailand on further expanding the growth potential of our Thai artist Chaleeda in her homeland.
We will also be working closely with regional distributors to expand our IGNITE series of regional underground and urban acts. We currently have two Thai hip hop acts Dandee and Tarvethz but will be expanding our acquisition of music talent beyond Southeast Asian borders soon.
With new divisions, Rocketfuel is able to strategise and execute influencer marketing campaigns for brands and produce viral content.
What are your thoughts on content creation?
When YouTube enabled people to become content creators, it used to be about expressing an idea to entertain an audience. Influencer marketing is changing that, and now it feels like it’s more about generating an action or reaction.
I think a lot of brands want to be integrated into a creator’s content because they recognise the potential, but a lot of brands don’t understand that these content creators should be allowed a lot more freedom and trust to produce the kind of content that works for their own personal brand. It’s about collaborating not owning plus identifying the right brand fit or association with influencers.
What can fans look forward to in the future?
Our co-owned IP with Kartel Records, 16 Baris will be launching Season 2 in the second half of the year with a live concert to kick off on August 11 titled 16 Baris LIVE concert 2.0 We also have plans to expand the 16 Baris format to Indonesia and Japan.

We are currently working on Harry Kok content for the World Cup as well as exciting new features for Harvinth Skin including an album for his alter ego SubraMONEYam.
We will be focusing on developing our current local music roster as well. Both Ara’s Bunga and Hael’s Haraam are doing extremely well on streaming services and we expect a big year in music with Zizan Razak and the soundtrack for Polis Evo2 as well.

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Is the Customer at the heart of your Digital Transformation?
On 19th of July, MARKETING will be organising a conference on Customer-Centric Digital Transformation (#DTCX2018) to help you answer that question. The conference will be driven by Paul Stewart who authored the best-seller ‘Branded Customer Service’ and currently is the Special Advisor, Strategy & Transformation for TMI Malaysia. Drawing from his 25 years of diverse experience as a Chief Economist, CEO and consulting in organisational change, transformation and innovation Paul will be sharing his learnings and current trends in this realm.
He will be joined by key thought leaders in the areas of transformation, data analytics, customer service, branding, marketing, digital, human resources and more! Some of the key names who will be joining us include:
* Imran Kunalan Abdullah, Advisor/Principal Consultant – Digital Talent Development & Leadership and People Analytics
* George Aveling, CEO, TMI Malaysia
* Laurence Smith, Head, Asia Region, SmartUP
* Falko Leonhardt, Principal Consultant Transformation Strategy and Change, TMI
* Mohd Adam Wee Abdullah, Group CMO & Chief Customer Experience Officer, CIMB Group
* Rene Werner, Chief Customer Service & Customer Experience Officer, Celcom Axiata Berhad
and MORE!
Get ready to be inspired by case studies on transformation, honest conversations on driving change and actionable insights you can take back to implement in your organisation.
Date: 19th July 2018
Time: 8.30 am -6.00 pm
Venue: Sime Darby Convention Center, Bukit Kiara
For more information on DTCX 2018:
Click to visit DTCXJuly19 Microsite.
Download PDF Programme here.
Contact Amira [email protected] | 03 7726 2588
Book your spot early to avoid disappointment!

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