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: , , , , ,


Tiesto

Summer Music Festivals and Branded Content

 
Al Roker

Roker Media Partners with HooplaHa on Live Streaming Originals Slate

 
Campus Insiders Twitter

Twitter to Live Stream 300 College Sporting Events via Campus...

 
Comic-Con Logo

Circa Teams with Defy Media’s Clevver for Comic-Con Coverage

 
Industry Tickets Selling Fast!
Click above to lock in your registration for VidCon 2015!
 
International Drone Racing Association ESPN

Drone Racing Gets Dedicated Streaming Channel Drone TV

 
DavidLoker_VideoInk_300x250

Amazon and Netflix Alum David Loker Heads to Ayzenberg

 
AndrewGraham_VideoInk_300x250

CAA Grabs Andrew Graham from Big Frame; Retains Clients as Agent Rep

 
Machinima Logo

Machinima Takes China with Sohu Partnership

 
Periscope is Twitter's live-streaming video app

Periscope Adding New Watch and Discovery Features

 
Transformers Combiner Wars Machinima

Machinima Reveals Voice Cast & Trailer for...

 
AmazonBox

Amazon Unveils 2016 Comedy Pilot Season

 
Ana Kasparian The Young Turks

The Young Turks’ Ana Kasparian Talks Puke, Vitriol &...

 
Algorhythm New Form Digital Above Average Craig Benzine WheezyWaiter

What Above Average Plans to Do with $15M in Funding from Turner...

 
Adam Sandler Ridiculous Six Netflix

Adam Sandler Teams with Oscar-Winner Jennifer Hudson for Netflix...

 
VideoAd_1

Video Is Not The Answer (But Great Video Might Be)

 
Twitter

Twitter and NBA Partner on Two New TV-Style Shows

 
BuzzFeed Tasty

BuzzFeed’s ‘Tasty’ Stays Atop Cross-Platform...

 
Reelio Logo

Reelio Greenlight Serves Up Brand-Ready Influencer Project Database

 
Kalel Kin Community

Kin Community Coming to Australia

 
Internet Creators Guild

Is Hank Green’s Internet Creators Guild a Fair Deal?

 
Netflix_new

Netflix Disappoints with 1.68M Net Subscriber Adds in Q2 2016

 
Star Trek Logo

New ‘Star Trek’ Series Going Boldly with Netflix...

 
Pokemon Go

The Week In Branded Content

 
Popsugar

Popsugar Partners with ABC for Political Convention Coverage

 
Moms With Attitude Awestruck

Awestruck Bringing the World More ‘Snooki and JWOWW: Moms...

 
SUPER_HIGH_SCORE_STONED_POKEMON_Merry Jane

Merry Jane Throws Stoned Pokemon Party on ‘Super High...

 
Emmys

Netflix Grabs 54 Emmy Nominations, Amazon Scores 16

 
Emmys_VideoInk_300x250

FULL LIST: Inaugural Short Form Emmy Nominees

 
Catastrophe Amazon

Amazon Invites ‘Catastrophe’ for 2 More Seasons

 
VidCon 2016 2

5 Things I Learned at VidCon 2016

 
Boondoggle ABC Ty Burrell

ABC Revamps Streaming Service with 7 Original Short-Form Series...

 
BitTorrent News

BitTorrent News to Debut with Republican Convention Coverage

 
YouTube Money

YouTube Touts Anti-Piracy Efforts as Per-Stream Payments to...

 
Outstream Video Sublime Skinz

Why Outstream Video is Going to Drive the Video Market

 
Netflix acquires three new indie flicks

Netflix Price Increases Won’t Scare Away Many Subscribers,...

 
Sickhouse Idigenous Media

Indigenous Media Returns to ‘Sickhouse’ for Sequel

 
Uninterrupted

LeBron James’ Uninterrupted Adds Gotham Chopra as...

 
Project Greenlight Studios See Yourself

Project Greenlight Digital Studios Launches LGBTQ Filmmaking...

 
Disney Accelerator

Disney Accelerator Taps JauntVR, Playbuzz and YouTube...

 
PewDiePie 3-2-15

Warner Bros. Settles FTC Charges for Payments to PewDiePie and...