Melbourne video production marketplace Genero raises $4 million to pursue US growth

Melbourne-headquartered video production marketplace Genero has raised $4 million in a funding round led by existing backer Ellerston Capital to pursue growth in the United States.

Founded by Andrew Lane and Mick Entwisle in 2009 off the back of their own experiences as client-side marketers, the platform connects brands to a network of 350,000 creators, from directors to editors, animators and production companies, to create video content, or as Entwisle put it, help scale their video production.

“Marketers of today require much larger volumes of video to use online, across all of the different social media platforms, for digital out of home and obviously TV,” he explained.

“They can’t produce the volume needed through the traditional agency production model because it is too expensive and slow, so we provide them with an alternative model that is still very high quality, but much more efficient and cost effective.”

The Genero platform now guides users through the process end-to-end, from brief to delivery of produced content.

Today counting the likes of Facebook, Google, and Unilever among its clients, Genero first looked to the music industry to build up both sides of the marketplace upon launch in 2009. Read more

Gina Baldassare – Startup Daily – 25 June 2018