Snap Brings Back ‘Yellow’ Content Incubator, After Investing $1.35 Million in First Round of Partners

Snap is looking for another crop of mobile content creators for the second iteration of Yellow, its incubator program aimed at fueling production of original content for the Snapchat app.

For the original Yellow Accelerator program, Snap invested $1.35 million in a total of nine content partners last year ($150,000 each), selected from among almost 1,300 applications. Snap received equity stakes in each of the nine companies, for which it provided support, executive mentors, networking events, and creative office space at its Venice, Calif., headquarters over a three-month period last fall.

The nine companies in the first Yellow class were: ANRK, ConBodyHashtag Our StoriesID:KLove Stories TV,PremmeSelfie Circus, Space Oddity Films and Toonstar. While Snap isn’t requiring content distribution or exclusivity with Yellow, six of the companies have distribution on Snapchat: ANRK, as an official lens creator; ConBody and Toonstar, which produce original shows; ID:K, which is a publisher story partner; and Hashtag Our Stories and Love Stories TV as curation partners.

The promise of the program, as Snap describes it: “Yellow will help you shorten the time it takes to turn your brilliant idea into reality.” Based on the encouraging results from the initial participants, Snap decided to launch a second go-round.

The second program also will run around three months — from June 17 to Sept. 20, 2019 — with creators expected to participate full time during that period. Snap is accepting applications for the second Yellow incubator Feb. 1-March 31, at yellowla.com. As with the first Yellow class, Snap says it will invest $150,000 in up to 10 companies.

For the second class of Yellow, Snap says it’s especially interested in the following categories:

  • Digital media: The company is looking for “fresh new voices in video, audio and editorial with a unique take going after a well-defined audience.”
  • Talent-led brands: Creators who have created a strong community and want to turn that into a larger-scale business.
  • Content-driven commerce: Companies that can tell brand stories “in an organic way” to build top-of-funnel awareness that drives sales.
  • Mobile content innovation: Emerging formats for mobile storytelling, such as interactive content, augmented reality, and games.

Popular on Variety

More Digital

  • fundo logo

    Google‘s Area 120 Is Testing Fundo, a Crowdfunding Service for Creators (EXCLUSIVE)

    Google’s skunkworks lab Area 120 has been quietly testing an events-centric crowdfunding service for YouTubers, Variety has learned. Called Fundo, the service allows creators to invite their fans to virtual meet & greet sessions and other paid online events. A Google spokesperson confirmed the testing in a statement provided to Variety: “One of the many [...]

  • Telling Lies - Logan Marshall-Green

    Sam Barlow's 'Telling Lies' Government-Surveillance Thriller Game Sets Release Date

    After more than two years in the works, “Telling Lies” — the investigative thriller from acclaimed game creator Sam Barlow — is ready to take the stage. The game, produced with and released by Annapurna Interactive, will be available next Friday, Aug. 23, via Steam and Apple’s Mac and iOS app stores. “Telling Lies” will [...]

  • YouTube logo

    YouTube Will Stop Letting Copyright Holders Seize Revenue via Manual Claims on Very Short Music Clips

    YouTube is pushing back against overzealous copyright policing by music companies. Starting in mid-September, the video giant will forbid copyright holders from making manual claims to commandeer revenue generated by YouTube videos that include very short music clips (e.g., five seconds of a song) or “unintentional” music (like music from passing cars). “One concerning trend [...]

  • Chelsea Handler memoir book buy online

    Chelsea Handler Bonds With Alexa in iHeartRadio Smart Speaker Promo

    iHeartRadio has teamed up with Amazon to promote Chelsea Handler’s podcast “Life Will Be The Death Of Me.” Beginning this Thursday, users of Amazon’s Echo smart speaker and other devices with Alexa built-in can opt to get their mornings started with Handler cracking jokes and exchanging banter with the smart assistant. Users simply have to [...]

  • David Messinger, Activision Blizzard

    Activision Blizzard Hires CAA Veteran David Messinger as CMO

    Activision Blizzard tapped David Messinger, a former 15-plus-year veteran of CAA, as its first corporate-wide chief marketing officer. Messinger, based in Santa Monica, reports to Coddy Johnson, Activision Blizzard’s president and COO. It’s the first time the video-game company has appointed a CMO who will oversee the global marketing operations across all of Activision Blizzard [...]

  • Ashley Flowers - Crime Junkie

    'Crime Junkie' Podcast Host Ashley Flowers Responds to Plagiarism Allegations

    Ashley Flowers, creator and host of “Crime Junkie” — currently the No. 1 true-crime podcast — has been accused of using material in her show from multiple sources without credit. In a statement sent to Variety, Flowers said in part, “we recently made the decision to pull down several episodes from our main feed when their [...]

More From Our Brands

Access exclusive content