EVP of Alchemy Networks–a premiere digital “unwired” network–Alvin Williams realizes that television is slowly becoming a secondary source to watch your favorite shows. With the rise of internet-based networking, people seeking long-term fame are taking their talents to YouTube. Celebrities such as Reagan Gomez, Tatiana Ali and Issa Rae have caught the viral bug early with web-based series of their own.
Williams finds that his control over his company, alongside partner and CEO Peter Griffith, is easier, cheaper and more rewarding on YouTube than an actual network.
Recently partnering with TV production company Bunim/Murray and Real Housewives of Atlanta star Kandi Burruss, Alchemy Networks launched several digital channels that open opportunities for women of color, as well as cater specifically to their interests.
Vixen chatted with Williams to learn more about the networks digital plan and what we can expect from their programming.
VIBE VIXEN: What did you want to achieve through Alchemy Networks’ original programming?
Alvin Williams: Quality content that is a true reflection of our 18-54 demographic and our culture. You just can’t create one channel and be on the African American market because we’re not monolithic people. That’s why we created Kscope, which is short for Kaleidoscope, that targets the 18 to 24 African American urban, hipster audience. Then we are looking to create a channel called FWD targeting the 25 to 54.
Why did you decide to have your target AA women between the ages of 18-54?
The 18 to 24 is under served to a certain degree because they have so many likes and dislikes in regards to what they’re looking for in celebrity news, new online series and online video consumption. We identified the 25-54 women of colored demo as really under served.
Why YouTube opposed to VEVO?
Google YouTube made a concentrated and concise effort to launch close to 80 original channels based on different categories. So it’s actually a bigger initiative with YouTube that we became apart of.