As the first native digital generation comes of age, Millennials are increasingly shifting from consumers to creators of content. This new breed of creatives are sharing their world through social storytelling – compelling photography and videography – and taking the reigns of media and culture in the process. Thanks to a progressive partnership between Canon Canada and FREE, these ambitious creatives will be given a channel, a community, and a name – The Creator Class.
For Creators, By Creators
The Creator Class is a creativity lifestyle channel for those who share their passions for a living. Anchored on YouTube and Instagram, the slate of social programming shares the lives, ambitions, and craft of leading content creatives in Music, Style, Adventure, Arts, and Culture. True to the channel’s collaborative premise, all programming is produced by FREE’s community of leading social storytellers.
The channel’s moniker makes reference to a generational shift, says Chris Unwin, Executive Director and Founder of FREE. “Our culture now lives in the social feed; the audience has become the storyteller. This is a channel made by those leading voices of our generation.”
Launch programming to be released over the coming weeks includes:
A NEW BREED: A five part digital doc depicting Creator-instigated cultural transformations in Music, Style, Adventure, Arts, and Culture. Each chapter is produced by respected directors from that field.
ORIGINALS: Hosted by former VJ Phoebe Dykstra, this Canon-branded series introduces viewers to the daily lives of The Creator Class. From inspiration to perspiration, pop singer to graphic designer.
SHOOT-IT-YOURSELF: Camera-inspired “How-To” series teaches viewers how to bring compelling photos to life, shared from the perspective of leading Instagram storytellers.
In addition to the digital channel, The Creator Class will host an on-going event series, designed to rally online communities together to collaborate. Unwin asserts, “Many of these talented individuals know each other online through the world of Instagram or YouTube, but haven’t had the forum to work together. FREE provides that opportunity for Creators to produce something great together.”
Content Studio Partnership
In acknowledgement of Canon’s integral role in the content revolution, The Creator Class will launch the Canon CreatorLab – an online/offline property empowering creatives to develop their photography and videography skills, shared through the lens of the Creator community. FREE and Canon’s partnership is designed to elevate the craft of the Creator community as they produce content for the channel, and beyond. The on-going program includes:
- SOCIAL: On-going Canon brand/product engagement with FREE’s Creator community
- EXPERIENTIAL: National series of camera-focused creative events and retail experiences
- BRANDED CONTENT: Programming/How-To Videos designed to inspire and inform Creators
“Our partnership with FREE is a natural evolution of our Millennial strategy,” says Justin Lam, VP and GM of the Imaging Technology Communications Group for Canon Canada. “Our camera and video products are designed for expressing creativity and empowering users to realize their creative potential. The Canon CreatorLab lets the Creator Class take social storytelling and expression of creativity beyond limits.”
FREE is a next generation Content Studio for a new breed of Creators. The Toronto studio is a physical hub for a growing community of directors, videographers, photographers and artists, and an instigator of content creativity through a progressive studio partnership with Canon Canada.
With a proven process for branded content strategy, production and distribution, FREE develops customized content programs in partnership with select lifestyle brands that understand the value of contributing to culture, rather than interrupting it.
About Canon Canada Inc.
Headquartered in Mississauga, Ontario, Canon Canada Inc., a wholly owned subsidiary of Canon USA, is a leading provider of consumer, business-to-business and medical digital imaging solutions. Innovation and cutting-edge technology have been essential ingredients in Canon’s success. Canon Canada is committed to the highest level of customer satisfaction and loyalty, providing 100 per cent Canadian-based service and support for all of the products it distributes. Canon Canada is dedicated to its Kyosei philosophy of social and environmental responsibility. For more information, please visit: www.canon.ca or join us on Facebook at: www.facebook.com/CanonCanada.