CEO, 60Frames Entertainment
How he’s innovating: The former UTA agent has transformed himself into one of the early studio moguls of the online video realm, operating a shop that not only finances digital short films from well-known talent, but also distributes the works on big-name platforms and finds ad support for them from huge sponsors.
Incubated by UTA, then put out into the world as an independent company with $3.5 million in venture capital at its disposal, Weinstein’s Los Angeles-based studio now touts 13 employees and about 30 original series in active production.
60Frames creators — which, on the high end, include names like Joel and Ethan Coen — almost always have major entertainment brands on their resumes. And the genres run the gamut.
Of course, there are lots of comedies, including “Erik the Librarian Mysteries,” from veteran TV producer Brent Forrester; “Black Version” and “Phake TV” from former “SNL” scribe Jordan Black; and “G.I.L.F.,” created by “Reno 911’s” Wendi McLendon-Covey. Thrillers include the recently announced “Blood Cell,” starring “LonelyGirl15’s” Jessica Rose.
There’s also a fashion show, “Who What Wear TV,” that’s attracted sponsorship from McDonald’s.
Weinstein says his shop offers contentmakers plenty of creative freedom and an end-to-end solution for getting their work seen on top platforms including YouTube, MySpace, iTunes and Break without losing too much in the way of ownership. He also thinks 60Frames offers big-name advertisers like McDonald’s access to programming they’ve not been able to find elsewhere online.
“What’s been really clear since we started is that advertisers definitely want to be in this space, but they need programming that’s of more predictable quality than what they’ve been able to find in the user-generated realm,” Weinstein says.
Take: “Create an artist-friendly environment, and the artist will come.”