Welcome to the latest Mumbrellacast, not yet streaming live on Kick.
And while we're on the topic of smooth segues, Melbourne-born, globally loved video game streaming platform Kick announced this week it will wade into the lucrative world of advertising.
Given that Kick was built from the profits made from online casino Stake, which Kick's co-founders also launched, they seemingly understand the lure of easy money. Eleanor spoke to Kick head of growth and revenue Ryan Webb about the company's advertising play.
This week Mumbrella ran an interesting opinion piece from Quiip agency's Larah Kennedy where she made the very good point that not every brand belongs on Reddit. (The same thing could be said for any social media platform; often the first time you become aware that a company even has a profile is when they get into hot water because a 19-year-old intern tweeted an offensive meme.)
Kennedy writes that Reddit requires "heavy, active moderation and skilled community management".
"If you venture into these spaces without investing in proper community governance, you open the floodgates to brand risk. Negative comments and controversy left to fester over a weekend can decimate years of painstaking brand building by Monday morning."
Larah joins the podcast to explore this topic further.
Also this week: the Albanese government announced it has finalised the News Bargaining Incentive legislation, and the changes it has made to the original draft have managed to upset both the major media companies -- who argue they were promised a larger slice of a larger pie -- and the smaller publishers, who argue the pie isn't being shared widely enough. Maybe Albo needs to wear his Joy Division shirt into parliament to distract the media...
And we end the podcast with another heated quiz, in which nine audio stings (sound logos, jingles, whatever you wish to call them) are played, and we attempt to access long dormant recesses of our memory banks to recall which brands the stings are for.
Here's a clue: Brian Eno's shortest-ever composition is featured here -- and Bowie had nothing to do with this one.
Happy listening.
Get the latest episodes here.
Podcast edit by Abe’s Audio.
