Pindify: A Blue Ocean for Smooth Sailing. Part 2.

By, Elizabeth Jarrard
Why the Blue Ocean Strategy Matters

We are assuming you’re young and informed when it comes to current trends in the arts and entertainment industry. You may have arrived onto the digital arts and media scene “as-is.” But when something is accepted as the norm, the “norm” often becomes so large and opaque, that it is difficult to see the inevitable “negatives” that it brings along with it. For example, you may not realize how the current digital streaming market has a negative impact on artists and entertainers such as your favorite indie or electronic musical artist.

Competing for digital space on enormous digital platforms like Instagram, YouTube and Facebook mean that “earning a buck,” seems next to impossible as the algorithms are updated to support only the most popular artists or those with massive marketing budgets. Increasingly, these platforms are becoming Red Oceans--what economists and business analysts describe as shark-infested waters. A shark eats shark world. Where the markets may be at peak revenue but become so saturated and bureaucratic that they become unsustainable.

Why Pindify is making the Blue Ocean Shift

Pindify is an emerging arts and media platform where our creatives providers can monetize their published content in innovative ways. e.g. via direct invite and whenever fans interact with their content. This is exactly why Pindify’s purpose is “leading edge” and very relevant. In the current streaming arts and media industry, Pindify appeals to a gap in the market and our Blue Ocean Strategy is underway.

The authors of the original Blue Ocean Strategy, which has been translated into 43 languages and sold over 3.5 million copies, highlight five important concepts for emerging markets to employ:

1. Choosing the right place to start and constructing the right Blue Ocean team for the initiative.

2. Getting clear about the current state of play

3. Uncovering the hidden pain points that limit the current size of the industry and discovering an ocean of non-customers.

4. Systematically reconstructing market boundaries and developing alternative Blue Ocean opportunities.

5. Selecting the right Blue Ocean move, conducting rapid market tests, finalizing, and launching the shift.

Why Pindify Matters

In the current streaming market where there seems to be an infinite amount of “amusing” content, Pindify seeks to reach a collective of artists and creatives of all sorts, and across a myriad of genres and industries. Pindify is good news for creative providers who want global exposure but not at the expense of fair content monetization.  

We appeal to providers who have a conscious and conscientious mindset that is distinct from mainstream digital content. Pindify Providers also more actively engage with their fans and supporters and even earn more revenue when they do.

Pindify acts as the subversive “push back” against the current streaming market. We seek to favor quality over mass produced, uninspiring content to create more compelling and relevant content for our member Supporters and fans. We have created a platform where our creative Providers can maximize exposure and monetize their published content.

Why Content Providers Matter

For any generation that has made a powerful creative mark, that generation was successful at pushing back against mainstream trends and bucking the status quo. By doing so, great art was allowed to “grow” and flourish. This is the case with the avant-garde movements of the late 19th and early 20th century. “Rock and roll” and the Beatnik generation of the 50s and 60s made similar movements that made a global impact for generations.

At Pindify, we believe in the idea that while art and creative content has become so widely available, it has at the same time become very disposable. And this environment is toxic--a bloody red ocean. This devalues great art, media, and entertainment and forces the most inspiring and leading-edge artists and creatives even further to the fringes—where they cannot gain exposure to conscious, informed consumers or supporters of their content.

Welcome to our Blue Ocean.


Be Heard. Get Paid.

Notes: Kim, W.C.; Mauborgne, R. (2004). Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant. Boston: Harvard Business School Press. ISBN 978-1591396192.

Elizabeth Jarrard