THE Kwaian app for creating and sharing short videos, debuts a new content production model on its platform in Brazil: the TeleKwai, which focuses on creating original and exclusive mini-novelas in vertical format with two-minute episodes. The program wants to empower the amateur and semi-professional production chain of Brazilian dramaturgy in a new and innovative audiovisual segment.
In the form of mini-soaps or mini-series, the productions range from drama to science fiction, and from suspense to humor, guaranteeing a variety of free entertainment for users of the app. For this, Kwai has formalized partnerships with agencies, producers and audiovisual content creators, who are responsible for the pre-production, production and post-production of the videos, and who work in each stage of creative construction. These are videos that can include a beginning, a middle and an end, or that can be part of a larger narrative arc with several short episodes.
“With this project, Kwai reinforces its support for the audiovisual sector and seeks to transform mini-soap operas into an alternative for those looking for and consuming content on their cell phones. It is a new place for entertainment, for consuming short-form dramaturgy,” he says. Vladimir Winter, senior content director at Kwai in Brazil. “We have people who are starting in the world of audiovisual creation and looking for a space to disseminate their content, such as professionals who already have experience, but are looking for an innovative format adapted to new trends”, he concludes.
Currently, the project has more than 20 agencies that manage more than 180 accounts that produce around 4500 videos per month for the Kwai platform. The mini-novelas talk about everyday conflicts, relevant topics for society related to social issues and relationships, with approaches ranging from mini-novelas that tell a complete story, to small series, within the application. In addition, Kwai has developed a new feature for short video platforms, which allows the publication of videos in a specific sequence. The novelty is being used initially by the partners involved in the TeleKwai program.
“I am very optimistic about this partnership. I started producing content in 2007, precisely because of the lack of opportunities in the area. It’s not easy to get into the television clique. With this encouragement from Kwai, in this new vertical format of miniseries and mini-novels, I’m evolving even more as a director, actor and showrunner. My goal is to turn this mini-industry of films and series, and hire more and more professionals, and giving opportunities to countless artists in Brazil”, concludes actor and director Felipe Reis, who participates in TeleKwai with five miniseries.
Business model to TeleKwai
Short fictions, whether mini-novelas or miniseries, propose a revolutionary model of content production at scale, where participating agencies, producers and creators record several episodes per season. In this way, TeleKwai’s business model enables branded content to be applied in different ways.
Interested brands can co-produce content, from the moment of conception to the final execution of the project. Or even sponsor mini-soap operas that have already been produced or are in the process of being produced. In addition to episodes, there is also the possibility of developing activities or special pages within the app, which encourage the public to participate in conversations and create new content based on a subject or context. These activations have the role of bringing together the episodes, the activities related to the project and presenting the companies that contributed to the production or are offering the content through sponsorship.
“It’s a creative, adaptable and rapidly scalable business format. This is Kwai’s big bet for the Brazilian entertainment scene and in digital businesses focused on dramaturgy”, explains Ari Martire, commercial director of Kwai in Brazil.
A series of creators, agencies and production companies are already working with TeleKwai and being very successful with the public, as is the case of the five webseries created by actor and director Felipe Reis; the motivational and humorous stories developed by the Good Vibes agency, which belongs to the Galo Frito group; the stories focused on drama, romance and supernatural, produced by DR, producer of digital content; and juvenile mini-novelas, starring child actress Marianna Santos.
“It’s a new challenge, a new way to innovate within the market. In this sense, the partnership with Kwai has made us advance within storytelling and experiment with different ways of telling stories, serial content that goes far beyond dancing or just comedy. It is a real opening of doors and eyes to a new sector, which is being wonderful to explore”, says Phil Rocha, content director at DR Produtora.
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