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It was born less than five years ago and has established itself as the favorite medium of young people by adopting the storytelling modes of a smartphone generation. Brut successfully made the all-video bet when few believed it. After a difficult start, the takeoff is on a video of Bernie Sanders following Trump’s victory in 2016. Since then, the media has flown from success to success, adding up the “views” with viral subjects that cross the planet. Brut’s productions generated 20 billion views in 2020. It has become the leading social media in Europe, overtaking the venerable BBC in this area.
Building on its success, the young company launched its Brut X video-on-demand platform on April 7. On subscription and for 4.99 euros per month, the offer of documentaries, masterclasses and feature films is intended to be editorialized . The commercial bet may seem a little crazy in the face of behemoths like Netflix or Disney. But Brut believes in the universality of his subjects, the key to his success so far. The company is also good at monetizing its productions with brands and relies on the avalanches of comments from its videos to analyze and then target its audiences.
The Story is a podcast of “Echoes”. This episode was recorded in May 2021. Editor in chief: Clémence Lemaistre. Guests: Cécilia Delporte (journalist at “Echos Week-End”) and Caroline Marti (professor at Celsa Paris-Sorbonne). Director: Willy Ganne. Music: Théo Boulenger. Graphic identity: Upian. Photo: Raw. Sounds: Brut, Mcfly and Carlito, Serge Reggiani “Arthur where did you put the body? “, Patrick Sébastien” La Fiesta “, Heuss The bastard” Moulaga “.
How to listen to and subscribe to The Story?
Find all the episodes of The Story on lesechos.fr
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