Media Goal Description
The Challenge
In the modern world, there is a daily struggle for audience attention, and that attention is predominantly captured by already established figures. When a young designer, artist, musician, or small-brand creator is just beginning their journey, their work often remains within small communities, and social media algorithms tend to ignore them. To find a truly interesting author, the audience has to scroll through their feeds for hours and browse dozens of accounts, public pages, and recommendations. As a result, many potentially significant names only become visible once they have already achieved recognition.We are creating a media platform that seeks out and showcases people before they become famous. We explore the young creative landscape, discover emerging artists, and tell not only about the results of their work but also about their journey—their initial projects, ideas, experiments, mistakes, and plans.
Mission
Our goal is to make early recognition accessible to those who are genuinely creating something new but remain unnoticed for various reasons. We aim to be the platform where audiences first encounter future creators, while the creators themselves gain the opportunity to make a statement even before achieving widespread recognition.
Key Innovation
We do not wait until someone is established enough to gain media exposure; instead, we proactively seek out emerging talents in the early stages and cultivate initial attention around them. Our editorial team and curators discover promising creators through creative communities, social media, exhibitions, and referrals. Users can independently suggest talent and discover new creators via personalized selections and an interactive map. The service allows subscribers to follow creators they admire and track their development.
Key Business Goal
To become the premier gateway into the world of new creative industry talent. By integrating media, curatorial selection, and service tools, the platform fosters an active community around emerging talents, gradually evolving into the crucial link connecting creators, audiences, and brands interested in collaborating with new voices.Automation
Content: The system constantly scans the creative sphere, seeking out creators. It analyzes not popularity, but dynamics—the growth of projects, the emergence of new work, and initial collaborations.
Profile: A user can save a favored creator to their «Future Portfolio"—a personal collection of promising artists—and receive notifications about their new works and achievements. If the system’s prediction aligns with the creator’s actual growth, the profile receives a special «We Spotted Them First» tag.
Monetization: The service acts as an intermediary between creators and brands. If a collaboration is established through the platform, the media receives a small percentage of the deal.
Future Media Themes
Segment
B2C (young audience interested in contemporary culture, design, and creativity—students, junior professionals, and creators aged 18–35) and B2B/Creator (emerging designers, artists, musicians, photographers, architects, local brand creators, and other independent authors).Niche Topic
For creators, the platform is an opportunity to establish their presence, gain an initial audience, and build professional connections. For brands, it is a tool for discovering promising talent for collaborations, advertising campaigns, and joint projects.Competitors and Their Analysis
Competitor Types
Direct: The Blueprint, Afisha Daily, BURO, and other media outlets focusing on contemporary culture. They cover design, art, and fashion, but primarily focus on established people and projects.
Indirect: Telegram channels*, VK public groups, Instagram* accounts, and specialized communities for designers, artists, and musicians. They help discover new authors and projects, but the information is scattered across numerous platforms and lacks a unified system for curation and navigation.
Potential: Behance, Pinterest, TikTok*, VK, and other platforms boasting large databases of creative professionals. These platforms already possess recommendation algorithms and established audiences, meaning they could develop a dedicated service for finding and promoting emerging creators in the future.
Conceptual: YouTube*, Spotify, online cinemas, and other entertainment platforms. They do not directly seek new authors within the creative industry, but they compete for time and attention.
*Recognized as an extremist organization and banned in the Russian Federation
Competitor Analysis
Traffic and Presence Analysis
Search: Analysis of search engine results for queries such as «new designers, ” „young artists, ” „beginner designers, ” „new names in art, ” „where to find emerging authors, ” and „creators.“
Social Media: Analysis of competitor accounts and communities, thematic hashtags, audience engagement, and comments. Identifying interest in new authors and challenges related to independently sourcing promising creators.
PR: Reviewing interviews and materials from The Blueprint, BURO, Afisha Daily, and other cultural media to understand their editorial priorities and limitations. Analyzing the extent to which competitors focus on already established artists and whether they have dedicated tools for discovering and promoting emerging creators.
Analysis Summary
People are interested in discovering new artists, but today, the search for such individuals is fragmented—it happens through social media, recommendations, and niche communities. Meanwhile, cultural media tends to focus on those who have already gained recognition.
We utilize familiar formats—interviews, curated selections, and artist profiles—along with recommendations and subscriptions to noteworthy creators. However, we are shifting the focus from established figures to those at the beginning of their journey. We are adding expert curation, personalized recommendations, and the ability for users to save artists and track their development. The project has the potential to carve out a niche as the «initial point of contact» for future notable creators while simultaneously connecting creatives, audiences, and brands.
Distribution Channel
Primary Channel: mobile application + website.Audience Acquisition: TikTok*, Reels, VK Clips, and YouTube Shorts* — short videos about new creators, their work, and stories in the format of «stumbled upon it—discovered something great.»Retention: A Telegram* channel featuring curated selections of new talent, news, and recommendations, along with in-app notifications about creators’ new projects.For Creators: Social media presence, open submissions, and user recommendations, allowing emerging creatives to propose themselves or another creator.For Brands: Direct access to the creator database through the platform—brands can find suitable creators and propose collaborations.Offline: QR codes at exhibitions, festivals, universities, creative spaces, and partner institutions, linking to a creator’s profile or the application.
Target Audience Description
Target Audience Segments
Alexandra
Target Audience: Beginner Creators
Age: 23
Occupation: Design Student. She creates clothing and accessories and is developing her own small brand.
Interests: Fashion, contemporary art, local brands, exhibitions, creative collaborations.
Where She Is: Creative spaces, markets, shows, university events, social media.
Motivation: She wants to establish herself, find an audience, and connect with people in the creative industry.
Benefit: She can feature her profile, be included in editorial selections, gain new followers, and receive collaboration opportunities.
Maxim
Target Audience: Lovers of contemporary culture
Age: 25
Occupation: Young IT professional who is interested in design, music, and art in his free time.
Interests: New exhibitions, emerging artists, design, music, unconventional projects, and local brands.
Where they go: Galleries, concerts, festivals, coffee shops, cultural spaces, Instagram* and Telegram*.
Motivation: Wants to constantly discover new things and be among the first to hear about interesting creators.
Benefit: Receives personalized recommendations, saves favorite artists, and tracks their development.
Anna
Target Audience: Curators, Art Directors, and Creative Industry Representatives
Age: 31
Occupation: Art Director at a creative agency; she searches for artists for projects.
Interests: Contemporary art, design, photography, new media, emerging brands.
Where she looks for artists: Social media, exhibitions, festivals, Behance, professional communities.
Motivation: To find an interesting artist before competitors and bring them onto a project.
Benefit: Gains a structured database of promising creators and the ability to quickly find suitable specialists.
Ilya
Target Audience: Representatives of brands and small businesses
Age: 34
Occupation: Marketing Director for a local fashion brand.
Interests: Collaborations, young designers, artists, photographers, emerging talents, and unconventional advertising formats.
Where they look for creators: Social media, professional platforms, recommendations, exhibitions, and markets.
Motivation: To find a new creator for a joint collection, campaign, or special project.
Benefit: Can discover promising creators through the platform and directly propose collaborations.
Daniil
Target Audience: Students and young professionals
Age: 21
Activity: Student at the Faculty of Architecture; concurrently taking on initial projects and developing a portfolio.
Interests: Architecture, graphic design, photography, music, urban culture.
Where Found: University, lectures, exhibitions, festivals, creative spaces, Telegram*, and TikTok*.
Motivation: To find like-minded peers, inspiration, and opportunities for first professional projects.
Benefit: Can discover new artists, connect with the creative community, and find collaboration opportunities.
USP
You’ll find it before it becomes mainstream. Instead of endless scrolling through recommendations, we curate a feed of future names—authors who aren’t popular yet, but who deserve your attention.