Lucky 13: Eline van der Velden, Makers Channel | M&M Global

Lucky 13: Eline van der Velden, Makers Channel

Eline van der Velden, managing director of Makers Channel UK and an award-winning comedy actress and film-maker, tries her luck with M&M Global’s 13 questions.

Eline van der Velden

1 – SUMMARISE YOURSELF IN THREE WORDS

“Sassy hot mess.”

2 – WHAT MADE YOU WANT TO PURSUE A CAREER IN MEDIA AND MARKETING?

“In the end, it’s a talent game, not a numbers game, which is what I love about Makers Channel. I like creative processes and watching talented people make it to the top.

“I thrive on being involved in front and behind camera, which is a skill that’s becoming more relevant in the digital age. We all have to become all-rounders.”

3 – DESCRIBE YOUR IDEAL CLIENT.

“The ideal brand has started thinking like a producer and is interested in creating IP. They should be adventurous and willing to work with the new plethora of digital talent and their ideas. Some of the unique emerging talent that we spot will have extraordinary videos we could easily connect a brand with, without it becoming the usual cliché.

“I think it’s also important to be focused on relevant numbers instead of mass numbers. Everyone with a social media account I now classify as an influencer. If they reach 100 people who actually take note of what they say, then that is more valuable than say someone with a 100,000 followers where readers are smothered with branded posts each day and dismiss it immediately.”

4 – NAME YOUR FAVOURITE EVER CAMPAIGN.

“I’m a big fan of many National Lottery campaigns, #PleaseNotThem with Piers Morgan. Anything that makes me laugh will stick in my mind. And the National Lottery also managed to touch me with the ‘This Girl Can’ campaign.”

5 – WHICH AWARD WIN ARE YOU MOST PROUD OF, AND WHY?

“In 2013 I was an unknowing 26-year-old film-maker winning a double Best Online Comedy Award at the Lovie Awards. My series Miss Holland, that I wrote produced and directed, won the people’s vote over the BBC’s People Just Do Nothing and Yahoo Screen’s Mansome show.

“However, I was too young and naive to know what to do with the win and therefore was unable to continue producing the shows. The schedule was unsustainable and I had run out of money, that frustration has led me to producing.

“At Makers Channel, we help the creator continue their award-winning show with a production team, support and guide them, make it possible for them to start profiting off their creations with our higher CPM and create awareness for their show by featuring them on our site and elsewhere. Therefore supporting talent as opposed to people with just numbers.”

6 – WHO IS THE BEST INDUSTRY SPEAKER YOU HAVE SEEN?

“Gabe Leydon, founder and CEO of MZ (Game of War), recently spoke about performance marketing with such passion, insight and intellect.”

7 – WHICH IS YOUR FAVOURITE SOCIAL MEDIA PLATFORM, AND WHY?

“I still love catching up on Facebook and am pleased that society has gradually moved from the self-centred status update and photos to more newsworthy and interesting article sharing.

“My favourite for finding new talent for MakersChannel is Vine and Snapchat, our team is always scanning those. This is where you find the young people who are proactive when it comes to creating new content.”

8 – WHERE IS YOUR IDEAL MEETING VENUE?

“Someone where quiet and sunny with a good cappuccino.”

9 – WHAT IS YOUR FAVOURITE RESTAURANT?

“I had the best night of meat at Lurra on Seymour Place recently.”

"My favourite for finding new talent for MakersChannel is Vine and Snapchat, our team is always scanning those"
“My favourite for finding new talent for MakersChannel is Vine and Snapchat, our team is always scanning those”

10 – WHAT IS HOT IN INTERNATIONAL MEDIA AND MARKETING, AND WHAT IS NOT?

“Hot: Brands thinking like producers and creating IP. Taking the next leap in branded content and creating awesome scripted and non-scripted series, which is exactly what we help them do at Makers Channel.

“Hot: Hype. Around anything.”

11 – WHICH INDUSTRY BUZZWORD WOULD YOU BAN?

“MCN. AVOD. SVOD. Anything VOD. People try to sound more knowledgeable by using acronyms.”

12 – WHERE DO YOU SEE YOURSELF IN 10 YEARS’ TIME?

“Still on and off screen and still in line with the mentality of a maker so I can continue to connect with them. With plenty of time for the good moments in life whilst feeling creatively fulfilled.”

13 – FINALLY, WHO WOULD PLAY YOU IN A MOVIE OF YOUR LIFE?

“Amy Schumer. Every time.”

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