Twitter Australia ups content push; launches entertainment hub

Sarah Homewood
By Sarah Homewood | 6 August 2015

Twitter Australia has launched an entertainment hub, with brand partners Rimmel and Intel on board.

The hub is called, AmplifyNow is the social media giant's latest push to up its content, as well as a way to strengthen its relationships with the younger demographic.

Australia is the first market to launch an offering like this, which sees Twitter and digital production and talent studio, Marquee Studios, team up with hosts Nic Kelly who is a music blogger and influencer, and Nova radio host Smallzy, to create entertainment content which will only be released on the social network.

Tom Maynard, managing director of Marquee Studios, said kids have switched off from traditional media, but they are connected 24/7 and reacting to news and pop culture as it happens.
“As the ultimate live platform, we see Twitter as the ideal distribution network to reach a global audience instantly with the content they want to see and can’t get anywhere else. We want to create the MTV of 2015, reacting to news, music, technology, pop culture, and influencers within the hour, and Twitter will be the only place to get it.”

Twitter's partnerships manager, Chris Ledlin, said emerging artists and digital creators are already creating content on Twitter and are using the platform to build their profiles to a global audience so the social platform is looking to tap into that.

“AmplifyNow is a great example of how this content can be packaged up to feature this talent in a fun and innovative format that resonates with a highly engaged Twitter audience."

The content will be “quick release video content”, with some being created daily and other snippets around celebrity interviews.

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