5Qs with... CAA's Sarah Passe - VideoInk
 
 

5Qs with… CAA’s Sarah Passe

/ Jul 1, 2013

Sarah Passe (1)

Sarah Passe is a business development executive at Creative Artists Agency (CAA). Based in LA, Passe is responsible for identifying and packaging deals for clients within the digital space. During her time, she has worked with top-name talent like Lorne Michaels’ Broadway Video, The Jonas Brothers, and Zooey Deschanel, among others. Prior to CAA, she was the digital content development manager at Digitas. Speaking of which, she also emceed the CAA event during the 2013 Newfronts.

In other words: Sarah Passe has a lot to say about the online video space. For this week’s 5Qs, we decided to give her a platform to do so.

1. This year it feels like we’re starting to see a lot more major distributors get in the digital game — from CNBC, to Conde Nast and Meredith, and of course Amazon, Netflix, Scripps Networks, Yahoo!, AOL, and Dailymotion, among others. What has been the platform that’s most appealing and promising for your talent, from celebrity to YouTube stars, and brands? Basically who is getting it right?

Every buyer has its selling points that may make it more appealing for a specific client or project. The platforms that are true partners in marketing and audience growth are especially appealing. Technology platforms and traditional companies each have different strengths when it comes to telling stories and building audiences and brands. It is our job to source the best combination of these strengths to bring a client project to life in the most strategic way possible.

2. Windowing seems to be a hot button topic at the moment. What are you seeing on the deals front with first and second window runs?

Everyone is doing everything they can to bring their projects to life in the most premium manner so windowing is exciting because it brings a greater pool of financing to the table. Much like the independent film space, the dollars are being pieced together through various windows and territories. The maturation of that marketplace is great for creators because they have even more resources with which to be creative in this medium.

3. CAA packages a variety of deals — from brand integrations and sponsorships to financing and traditional-like production deals. What is the biggest education curve you hit on the dealmaking side for digital, with talent and with programmers/networks/digital studios?

CAA has been working at the center of the digital revolution for years. We are not only inventing new models but taking parts of other industries that work, such as television and motion picture, and bringing them into this new space in new and innovative ways. It’s been a process for us to educate our partners, serving as translators for those that have not worked together in the past. For example, a movie producer is now learning how YouTube works and how they can engage with it, and vice-versa.

4. In terms of brand appetite for video, it seems we’re hearing less and less about “branded entertainment.” What are some innovative ways you’re seeing brands integrate with online programming?

Brands have been extremely innovative through partnerships with YouTube talent. By partnering with target-right talent, it’s a win-win for everyone. The brands are able to create access for talent — access to events, to celebrity, to production resources; providing avenues for them to create meaningful content and programming. In return, brands are able to become a part of an existing relationship between talent and his/her community in a way that adds value. Consumers are excited to see their favorite talent getting to work with big brands and be a part of big experiences.

5. What was your online video “aha moment” — when you first got excited about the digital entertainment space and online video as a real business opportunity?

My “aha moment” came years ago when I was working on the Starburst/NextNewNetworks/Nite Fite program at Digitas. During this campaign, Starburst funded the creation of additional episodes of the successful Nite Fite animated online series and included seamless brand integrations. This was when I truly saw that a brand should not just try to attract an audience but should engage with a built-in audience.

It was exciting to see a brand enable the creation of meaningful content that resonated with its target market. How we were able to creatively activate the Nite Fite audience around the Starbust brand made me realize the great opportunities that awaited in the digital space.

Tags: , , , , ,


huluthewrongmans

Hulu Original ‘The Wrong Mans’ to Stream on Shomi in...

PoliticalADS-02

A Bipartisan Ad Strategy: Get Digital Video and TV into the Same Camp

NewsToKnow

Friday 10.31.14: News to Know–Happy Halloween!

fullscreenlogo

Fullscreen Hires ‘Camp Takota’ Producer Michael...

YouTubeStars_Dailydot

Ron Howard-Backed Incubator Boosts YouTube Stars to the Next Level

FrankensteinMD_Victoria

VideoInk Halloween Special: ‘Frankenstein, MD’ Roundtable

FrankensteinMD_Victoria

VideoInk Halloween Special: On the set of ‘Frankenstein,...

Marriott International

Marriott Inks Branded Content Deals with More Digital,...

YT_PlayOrange

6 Halloween Videos We Think You’ll Love — or Else

Beef

WATCH THIS: Christopher Meloni Squashes Beef and Serves Beef...

Roku_02

Roku to Power Internet-TV Service from Sky in Germany

Braless

MTV Launches New YouTube Channel and Series with Laci Green

NewsToKnow

Thursday 10.30.14: News to Know

LaughsOnDeck_01

EXCLUSIVE: AOL Sets Sail with Carnival Cruise, George Lopez on...

comediansincars

WATCH THIS: Seinfeld’s ‘Comedians in Cars’...

Vice_Canada_01

Vice and Rogers to Build Canadian Studio, Because Canada Has...

Jason Reitman

Hulu Orders Half-Hour Comedy Series from Jason Reitman, Lionsgate

netflixTV

British Telecom BT to Bundle Netflix with TV and Other Services

ellen degeneres

Ellen DeGeneres Launches New Video Site ‘Ellentube’

WSW_11

Web Series Wednesday: Scare Yourself This Hallows’ Eve

ulive

Jeff Meyer and Lisa Choi Owens Exit Scripps Networks’ Ulive

Xbox_Tellem

Nancy Tellem and Jordan Levin Leave Xbox

RichieRich_ATV_Netflix

Netflix Orders ‘Richie Rich’ Series from AwesomenessTV

BravoMedia

Bravo Names Jonathan Hills VP of Digital Media

PBS

PBS Digital Studios Inks First ‘Major Co-Production...

PortalA_Niche

Portal A Finds Its ‘Niche’ with Social Talent Network

VProudTV

VProud Launches ‘Safe Space’ Video Network for Women

Screen Shot 2014-10-29 at 11.49.50 AM

Streaming on Connected-TVs Continues to Rise (Study)

Screen Shot 2014-10-29 at 11.05.03 AM

New Series on The Scene Explores Cardboard Arts & Crafts

Screen Shot 2014-10-29 at 10.29.48 AM

Watch a Teaser for Netflix’s First Historical Drama...

WhistleSports

Digital Sports Network Whistle Sports Raises $7M from BSkyB

Villian_Alist

Disney Villains Count ‘Scars’ (Video)

BrokenTV

FCC Chairman Proposes a New Definition of MVPD to Include...

Screen Shot 2014-10-28 at 4.33.41 PM

New Golf Digest Show on The Scene Glows in the Dark for Halloween

Shine_COre_endemol_01

Endemol-Shine-Core Media Joint Venture Assigns North American Bosses

AmazonBox

Amazon to Debut First Live-Action Original Kids Series in November

Screen Shot 2014-10-28 at 3.31.45 PM

Live Broadcasting Site YouNow Now Offers Partner Program

YouKuTudou2

Endemol and Youku Tudou Bring ‘Big Brother’ Reality...