1st Year Student Internship Report: «Launching and Managing a Media Startup»

Student:
Evgenia Alexandrovna BubnovaEducational Program:
«Management in Creative Industries»Profile:
«Media Startup Launch and Management»Instructor:
Alexander Olegovich Bargey

Practical training served as the initial phase for engaging with the modern media industry. It allowed students to form a holistic understanding of how media companies operate, the specifics of developing media products, and contemporary approaches to creating creative projects. During the training, various aspects of the media market were examined: content creation, advertising campaign development, production, audience engagement, digital platform development, and finding new ways to communicate with users.The primary goal of the training was not only to become acquainted with the work of industry professionals but also to develop skills in analyzing existing media projects, identifying current market trends, discerning audience needs, and developing original media startup concepts. Special attention was paid to discovering promising directions for media development, studying successful case studies, and exploring modern monetization models for digital projects. The knowledge gained formed the foundation for developing an original media startup idea targeted at the contemporary youth demographic and creative industry professionals.Lectures and masterclasses led by members of the professional community played a vital role in the training process. One of the most significant events was a lecture by Dmitry Nikolaev, Creative Director at the advertising agency BBDO, focusing on the development of advertising ideas and scriptwriting. During this session, methods for finding insights, principles for building a cohesive advertising message, and the role of dramaturgy in creating effective audience communication were discussed. The most valuable takeaway was understanding that a successful creative idea is the result of systematic analysis of audience needs and well-defined problem-solving, rather than a random moment of inspiration. The approaches acquired were subsequently applied when developing their own media startup concepts.

During the internship, particular emphasis was placed on studying modern approaches to creating media products, developing creative thinking, and understanding the processes within the media industry. The experience demonstrated that contemporary media projects are no longer limited to producing high-quality content. Working with communities, shaping a unique project identity, cultivating partnerships, and utilizing various digital communication channels have become increasingly important.

One of the most beneficial events was a lecture by Dmitry Nikolaev, Creative Director at the BBDO advertising agency, focusing on developing advertising ideas and creating scripts. The meeting covered principles of finding insights, the nuances of crafting a persuasive message, and the role of dramaturgy in creating effective audience communication. A key takeaway was that a successful idea does not arise randomly; rather, it is the result of a deep understanding of audience needs and a well-defined problem statement. These principles were later applied when developing original media projects and choosing the concept for a future startup.

Georgiy Ryumin’s masterclass on producing, storytelling, and idea generation was equally significant. The discussion addressed the stages of media project development, methods for presenting ideas, working with creative concepts, and the specific techniques for building a narrative that engages an audience. Particular attention was paid to the fact that a modern media product must solve a specific user problem and foster long-term audience engagement, rather than being limited to single instances of content consumption.

Beyond lectures, independent study of contemporary media projects proved highly valuable. The analysis covered digital media focused on music, fashion, contemporary urban culture, independent brands, and the beauty industry. Projects that build active user communities sparked particular interest. Analyzing these case studies led to the conclusion that the most successful modern media projects develop not only as sources of information but also as platforms for social interaction, collaborative creation, and the formation of a cultural environment.

Based on the internship outcomes, several key trends can be identified that are currently having the greatest impact on the development of the media industry.

1. The shift from traditional media to digital platforms and communities
   2. The growing importance of personalized content; the active development of local creative communities
   3. The integration of media, services, and user communities within a single digital ecosystem
   4. The increasing role of visual communication and short-form content
   5. The development of partnership projects between media, brands, and representatives of the creative industries.These conclusions served as the starting point for developing proprietary media startup ideas. Subsequently, these were transformed into ten concepts reflecting the most promising directions for the development of the modern media industry and aligning with the interests of the youth audience.

Core Concept

VOID is a digital media platform that unites music, independent apparel brands, the alternative beauty industry, cultural events, and representatives of the creative industries. Users will be able to read articles, search for events, discover local projects, and connect with like-minded individuals.

Target Audience

Young adults aged 18–30 who are interested in contemporary culture, fashion, music, and creative communities.

The Problem

Information about local culture is scattered across various platforms, making it difficult for users to quickly find interesting projects and events.

Source of Inspiration

A personal interest in contemporary culture, an analysis of independent media, and course materials.

Why This Interests Me

I have long been interested in music, fashion, and creative projects, so this idea seems the most promising for further development.

Concept Studio Black is a network of beauty salons featuring an alternative aesthetic, combining manicure, piercing, tattooing, hair coloring, and other creative services. The project emphasizes a cohesive atmosphere and a contemporary visual style.

Audience Young adults aged 18–35 who view their appearance as a form of self-expression.

Problem Most salons offer classic services and do not cater to an audience that prefers a non-standard style.

Inspiration A personal interest in the beauty industry and observing the growth of bespoke studios.

Why I Am Interested This field resonates with me, and I appreciate the idea of integrating several aspects of the beauty industry into one project.

Core Concept

Media focused on Russian local apparel brands, emerging designers, and contemporary urban fashion. The project will combine interviews, collection reviews, industry news, and recommendations for the audience.

Target Audience

Young people interested in fashion and local brands.

Problem

Small brands struggle to attract audience attention without large advertising budgets.

Inspiration

Interest in the work of brands like Urbanator and the development of the local fashion industry.

Personal Interest

I am interested in observing the evolution of modern fashion and learning how successful brands are formed.

Core ConceptA platform for discovering concerts, festivals, exhibitions, and other cultural events, featuring personalized recommendations and a user-friendly search system.Target AudienceActive young adults who regularly attend cultural events.ProblemEvent information is scattered across numerous disparate platforms, forcing users to search for it manually.InspirationPersonal experience searching for events and studying existing services.Personal InterestMusic and cultural events hold a significant place in my life.

The Core Idea

An interactive map featuring creative spaces, showrooms, galleries, workshops, and local projects, complete with user recommendations.

Target Audience

Residents of large cities, tourists, and creative professionals.

Problem

Even in major cities, many interesting spaces remain little-known.

Source of Inspiration

Studying the urban environment and a keen interest in cultural spaces.

Why I Am Interested

I enjoy discovering new places and observing the evolution of urban communities.

Core Idea

An online media platform to promote emerging musicians through interviews, reviews, playlists, and the publication of new releases.

Target Audience

Emerging artists and young listeners.

Problem

Independent artists struggle to find new audiences and receive necessary support.

Source of Inspiration

The growth of the independent music scene and the increasing number of young performers.

Why This Interests Me

I constantly follow new music and believe it is important to support young artists.

Concept Summary

A platform to connect designers, photographers, videographers, illustrators, and other creative professionals, featuring portfolio creation and client sourcing capabilities.

Target Audience

Freelancers, emerging professionals, and employers.

Problem

Young professionals struggle to find initial projects and build professional networks.

Source of Inspiration

The growth of creative industries and the digital job market.

Why This Interests Me

The project helps unify talented specialists with potential clients.

Idea Core

A media platform focused on the contemporary beauty industry, featuring studio reviews, master interviews, service compilations, and user recommendations.

Audience

Young people interested in the beauty industry.

Problem

It is often difficult to find verified professionals and objective information regarding service quality.

Source of Inspiration

Personal interest in the beauty sphere and studying modern trends.

Why This Interests Me

The beauty industry is rapidly developing and constantly opening opportunities for creating new media formats.

Core ConceptAn online magazine focusing on contemporary youth culture, featuring content on music, fashion, art, design, and urban life.Target AudienceYoung people interested in culture and creative industries.ProblemThere is a lack of Russian-language media that comprehensively covers modern youth culture.Source of InspirationStudying Russian and international cultural publications.Why This Interests MeI enjoy creating content that inspires people and helps them discover new projects

Core Idea

A platform to promote local designers, artists, artisans, and small brands, featuring the ability to publish materials and connect with buyers.

Audience

Representatives of creative professions and purchasers of artisan goods.

Problem

Small brands struggle to compete with large corporations and secure media support.

Inspiration

The growing interest in local production and the development of small businesses.

Why This Interests Me

I am passionate about the idea of supporting young entrepreneurs and fostering the creative economy.

After developing ten media startup concepts, a comparative analysis of the most promising ideas was conducted. The goal of the scoring process was to objectively evaluate the projects based on unified criteria and determine the concept with the greatest potential for further development.

The methodology used was based on the framework provided in the course «EPP: Startups by Specialization.» It involves a comprehensive evaluation of the project across several groups of criteria: relevance of the problem, market potential, competitiveness, understanding of the target audience, feasibility, financial sustainability, and scaling potential.

From the ten developed ideas, three projects were selected for detailed analysis:

VOID—a media platform for alternative culture; STUDIO BLACK—digital media about contemporary alternative culture; URBAN BASE—a media and digital platform for the alternative beauty industry.

These ideas most fully reflect my professional interests, align with current media market trends, and possess potential for further growth.

Scoring Results Summary

The analysis conducted indicated that the VOID project is the most promising concept. Although the BEAUTY ID project shows high potential in terms of market viability and potential monetization, its theme is limited to the beauty industry.

The RAW project is characterized by a relatively straightforward launch and a clear concept; however, it is primarily focused on content creation and less on developing additional services.

In contrast to these projects, VOID combines the advantages of several directions. It integrates the functions of a media platform, a digital community, a catalog of local brands, a recommendation engine, and an events calendar. This approach allows for a significant expansion of the target audience, increases the range of product use cases, and enables the simultaneous use of multiple monetization models.

Therefore, the VOID project was selected for further detailed development within the scope of this report.