007 - Deep Dive with Michelle Melky: Creating for Gen Z - The Future of Storytelling and the Power of Creators

Michelle Melky, Global Creative Director of Amplify, dives into the rapidly evolving landscape of the creator economy and the future of storytelling. Michelle had delivered countless hours of cutting edge online content and has a deep understanding of the “Creator-Verse” and Gen Z audiences.She talks about creating a hit series on Tik Tok and we discuss how we are moving away from traditional influencers to a new era of creators who are shaping their careers and impacting the entertainment industry.Listen to this episode if you are interested in:The rise of the Creator EconomyUnderstanding the “Creatorverse”Gen Z’s viewing habitsThe impact for short form contentThe future of the screen industry---Links:Michelle on Instagram: https://www.instagram.com/michellemelky/Amplify website: https://thisisamplify.com---00:00 Standing Out in a Sea of Content00:43 Introduction to Michelle Melky and Amplify01:10 Amplify's Business Model and Creator Focus03:23 The Evolution of Entertainment Consumption05:06 The Future of TikTok and Long-Form Content06:29 Understanding the Creator Sphere09:02 The Viral Success of 'Love Songs' on TikTok13:49 Strategies for TikTok Success14:59 Building a Conscious Audience Focus17:50 The Importance of Engagement Over Followers18:24 The Importance of Diversification for Creators20:02 Television Industry's Shift in Viewing Habits20:49 The Rise of Connected TV and Week-to-Week Viewing24:01 Generational Divide in Screen Entertainment27:24 Opportunities for Traditional Media with Gen Z33:41 Advice for Aspiring Content Creators34:43 The Future of Young Adult Content37:03 Conclusion and Acknowledgements---This Deep Dive interview is hosted by ⁠⁠Julie Eckersley⁠⁠⁠⁠⁠.Produced & edited by ⁠⁠Leonie Marsh⁠⁠.---This episode is proudly brought to you by ⁠⁠Screen Vixens⁠⁠, ⁠⁠CrewHQ⁠⁠ & ⁠⁠Expanding Media⁠⁠.