The neatest perception and evaluation, from all views, rounded up from across the net:
The buzzy on-line media model Ozy Media was presupposed to be a Silicon Valley “disrupter,” mentioned Anna Nicolaou at the Financial Times. It at all times appeared to have “little to again up its assertions,” except for the magnetism of its high-profile founder, Carlos Watson. Then final week all of it got here aside. First New York Occasions media reporter Ben Smith wrote about how an Ozy co-founder tried to impersonate a YouTube government to trick Goldman Sachs right into a $40 million funding. Extra allegations arose about how the corporate had inflated viewer metrics and even lied about an funding from the homophonic-named rock star Ozzy Osbourne and his spouse, Sharon. As a few of Ozy’s high-profile backers sought to distance themselves, Watson introduced that Ozy was shutting down. However days later he reversed course, saying “that is our Lazarus second” and insisting Ozy may survive.
This “will go down as some of the sudden media collapses of all time,” mentioned Sara Fischer at Axios — however there have been loads of clues. “Ozy Media was constructed on years of lies that collectively created a woefully false narrative about its enterprise, financials, and tradition.” The Goldman episode was simply the tip of the iceberg. “The corporate purchased most of its social media following,” together with its flagship YouTube program, The Carlos Watson Present, which obtained greater than 95 % of its viewers by paid promotions. When Ozy launched in 2013, it appeared like “an oasis in a media trade that for years had been shedding jobs,” mentioned Jeff Smart at New York journal. Watson was a “charismatic salesman” who provided beneficiant salaries and “Obama-era multiracial optimism.” However quite a few former staffers described the office as “abusive and cultlike.” Watson was “working round telling advertisers that Ozy had tens of tens of millions of readers.” However “staffers knew the reality.”
The larger query is why “seemingly subtle folks fell for an organization that each social media intern in America had questions on,” mentioned Ben Smith at The New York Times. Ozy “strongly appealed to the elites” as a result of it provided “variety with out battle.” It was heavy on “earnest tales about younger individuals who wished to alter the world and celebrities being their finest selves.” This “low-conflict, low-news” journalism with little actual content material however numerous speak about “lofty concepts” by no means appealed to the bipartisan viewers it claimed to be reaching. But it surely was “catnip to model managers.”
The “faux it ’til you make it” perspective has turn into a hardened Silicon Valley ethos, mentioned Robert Hackett and Declan Harty at Fortune. We have seen too many entrepreneurs, “drunk on a dream, try and manifest success by any means obligatory.” Theranos “deluded itself into alleged fraud because it quested to resolve well being care.” WeWork supplied “rosy monetary projections that have been pure madness.” And Trevor Milton, the founding father of overhyped electric-truck startup Nikola, was just lately indicted for felony fraud. It could appear that solely wealthy buyers bear the brunt of the harm carried out by this magical considering. However “companies that deceive buyers, clients, even their very own staff, direct consideration, vitality, and energy away from extra precious pursuits.”
This text was first printed within the newest difficulty of The Week journal. If you wish to learn extra prefer it, you’ll be able to strive six risk-free problems with the journal here.
https://theweek.com/enterprise/1005793/ozy-media-after-the-hype-a-very-sudden-fall | Ozy Media: After the hype, a really sudden fall