Matter 3: Big Ideas for Media Focused on ‘Real People’

Last week, Matter’s third round of start-ups demoed their products in New York City. Two were particularly interesting for journos and publishing outlets. First, there’s Stringr, a platform for licensing freelance video content. News organizations can put out a call for content, what kind of shots they need, of what, how long, all of that good stuff. If it’s breaking news, videographers with the app can run out and shoot it. The goal, according to CEO and co-founder Lindsay Stewart, is not only to get the news org the content within an hour, but also pay the freelancer right away.

Organizations pay Stringr, they take a cut, and process payment for the videographer. Another good feature is that it’s not just for breaking news, but also evergreen content for media organizations to browse and use. It’s a much better system than the current one. Right now, they’re live in San Diego, which is kind of a bummer if you’re anywhere else. Stewart says they originally planned to stay out West and push out but that because of the Matter program and contacts, they’ve been talking to newsrooms elsewhere and “are having as many conversations as we can” and might be open to reevaluating their original plan. Here’s hoping.

Another round three startup, Louder, wants to change the way you promote content. You sign up, pick a link from the selection available and if it gets enough votes, it gets promoted on Twitter through the platform, immediately reaching 10,000 people. Right now, there are only five channels, all of them causes like climate change or net neutrality, but founder Colin Mutchler hopes to grow into a household Internet name with all kinds of content. It’s like Upworthy, but focused less on virality and more about reaching as many people as possible.

Mutchler sees the platform as moving beyond the current trends in marketing and advertising. He says people:

We believe that the next thing is what we’re doing, giving advertisers a way to support authentic, bottom-up conversation while not tricking users into seeing what they’re not interested in. It seems like the next chapter beyond content marketing and native advertising. We have a long way to go to get there…in particular during the lead up to the 2016 elections, most of the country is annoyed at our politics and i think we are well positioned to be a part of that response, where regular people are drivers of attention in our culture.

You can read about the other startups from Matter Three here.