With the third annual Stream Market just one day away from opening in Santa Monica (June 4 and 5), the StreamDaily team put together a Q&A series that showcases some of our top industry speakers.
Our “30 Minutes With…” sessions are a returning favorite at the Market. The sessions feature some of the most in-demand online original buyers and commissioners talking candidly about their programming strategies, future plans and priorities.
We caught up with Mia Goldwyn, chief content officer of StyleHaul, an L.A.-based multi-platform media company with a focus on beauty and fashion, to bring you a sneak peek of some of the industry insider information she’ll be sharing as she takes to the stage of the Fairmont Miramar Hotel this week.
Got questions on how to pitch, who to pitch and the types of projects StyleHaul is looking for? We’ve got the answers:
What is your main job description?
I oversee StyleHaul’s content and distribution strategy, including development, acquisitions, and ongoing relationship with Fremantle Media across original programming
What do you love best about your job?
I get to experiment. As we are not bound to a specific windowing or release strategy, we can experiment and test things and, most importantly, we can adjust and make changes as we go. Every day is different and there are so many incredible opportunities. It’s quite exhilarating.
Do you take unsolicited pitches?
What types of programming are you looking for this year?
We are building a fairly diversified slate ranging from a fashion-focused serialized drama, to a theatrical doc, to a supernatural teen drama, influencer reality series, and a sci-fi young adult love story. The connecting thread between all of these is that they have interesting characters, engaging stories, and robust opportunities for social interaction.
Who is your target demo and audience?
StyleHaul’s audience is mostly females 18 to 34 years, who are passionate about fashion, beauty, and lifestyle. They are our primary target demo, but we endeavor to create content that has the ability to cross over and appeal to a wider audience, outside of StyleHaul.
What are some pitching “dos” and “don’ts,” or what shouldn’t people do when pitching to you?
Be passionate – that is probably the most important for me. If you don’t love and believe in the project, that usually comes through in the pitch. Do set the tone, the universe, and the relationship between the characters but don’t over complicate and overly present. Be prepared. Do some research on the kind of projects that have been recently greenlit or released as that can tell you a lot about someone’s strategy.
What’s the preferred approach to pitch?
Definitely in person. The rest depends on the person or the project, whatever communicates what the project is in the most compelling way.
Do you have sizzle reel tips, or what should producers do to stand out?
Visuals are one of the best ways to translate the creator’s vision of the story. Keep that in mind when creating the sizzle: Think about the mood, the tone, the energy, the emotional connection you are trying to establish.
When’s the last time you stepped outside of your comfort zone?
I probably step out of my comfort zone daily. It comes with the territory of working in a space that is relatively new and continuing to change and evolve rapidly.
Missed a how-to-pitch Q&A? Catch up with the buyers’ programming strategies, future plans and priorities here.