It’s no secret that we are all connected in one way or another through the powers of the World Wide Web. Doesn’t matter if you’re chatting with a friend on WhatsApp or trying to Skype with a family member across seas, the Wi-Fi generation is upon us.
A major part of this trend developing within the African American community is thanks to Ken Gibbs, Jr., a proven tech guru who has helped to revamp or construct web-culture at places like Interactive One, TheLoop21, and AOL. Getting his digital career started under the tutelage of Philppe Wamba at Africana.com, Ken stayed down with the company as it was acquired by Time Warner. After merging with AOL to become AOL Black Voices, this Mattapan, MA native realized that his knowledge and expertise could not be taken for granted.
After a stint at Essence.com where he was responsible for redesigning and rebranding their “Real Black Network,” he settled into the cushy role of chief operating Officer and executive producer of TheLoop21.com. Over the years, Mr. Gibbs has changed the dynamics and increased metrics along the way. Refusing to settle for less and always in search of the next challenge, Ken took a lofty position with Black Entertainment Television as the Director of OnTV Operations, where he currently manages the digital footprint for the network shows and the BET Experience.
As a man who believes that African Americans should use the web to create their own best reflection within the media, Ken has lived and breathed the “do-it-yourself” mantra for 15 years. He has the knowledge, the strategy, and the chutzpah to make the unbelievable a reality. Black Enterprise wanted to sit down with this creative boss to discuss his experiences on the web, his thoughts on being innovative on the web, and the possible end of the Internet itself. Enjoy!
BlackEnterprise.com: Your love of all things digital stemmed from attending a school that was one of the first to receive computers. How did that formative moment inspire you to dive into the industry? Can you also talk about any obstacles you overcame while learning how to navigate and create on the web?
Ken Gibbs Jr.: That experience, which I had at the James J. Chittick School in Mattapan, MA under the guidance of Mrs. Watson. I was mainly making short films on logo, nothing too serious. But later on at West Roxbury Latin, I dabbled in very rudimentary video games, copying code from friends and tweaking it. Each of these opportunities just convinced me of the world of opportunity out there that I’d only begun to understand. The only real obstacle I ever faced was computer power. I’d gotten an Apple IIc, which was obsolete like a month after I got it. So as things kept moving, and I wanted to do more, I needed to find ways to get access to more powerful computers.
You’re like a Web-savvy MacGyver able to fix companies whose digital side may be lacking. When you begin to tackle a project how do you strategize a plan to help strengthen an online property? Can you also discuss any memorable moments in your lengthy career that you wish to share with the audience?
The first thing to make note of is what’s being done right, and that’s determined by the data. Lots of companies that aren’t net native don’t take advantage of the data and go with their gut. Often times they’re wrong about which of their products their audience is most interested in. A recent memorable moment, that’s especially poignant given all the great work he’s doing around the Ferguson protests right now, is when I was COO of the now defunct Loop21.com. Aaron Morrison, one of our staff writers, introduced us to his friend and fellow writer Wesley Lowery during the early days of the Trayvon Martin case. Wesley tracked down George Zimmerman and was the first person to make contact with him, even before the folks at FOX. As a result, everyone had to credit Loop21 and Wesley got an appearance on HLN out of it. Great feeling, especially when you’re at a small startup working from home.
We’re seeing the walls between traditional media and new media transitioning into just the latter. Publications such as VIBE and XXL have shuttered their print mediums in favor of reaching a younger audience. As someone who had foresight from the early days—what will be the next shift in the ongoing battle between old and new expression?
The end of the Internet, or rather us looking at the net as being separate from TV, radio, film or print. It’s the one platform that combines all three, and future generations will just see the internet as their media fountain, where they get media, regardless if they want to listen to it, watch it or read it. The roles of TV or radio stations won’t be as narrowly defined. TV stations will be producing hour long audio only podcasts, where appropriate and radio stations might be doing video broadcasts. This is already happening, actually.
On the next page, Ken talks about how CPCs and CPMs can affect a website’s reputation…
As someone tasked with raising awareness, getting clicks, and ensuring that the audience is engaged – what type of budget is optimum for the best success? Please hip the audience to how CPCs and CPMs can affect a website’s reputation.
It’s really not about budget, but ingenuity. Lots of the latest brands started from the bottom with nothing. Budget comes into play when you start seeking to create content executions, of whatever type, that have a higher production value. Why you NEED a higher production value could be driven by many factors: the competition may have stepped it up and increased the audience’s expectation, you may be courting advertisers whose target demo requires the higher production value, or you may have advertisers that require it for a deal you’ve already sealed. Ultimately, the CPC/CPM isn’t going to impact your reputation with audiences because they don’t know that info.
With you at the helm of BET’s OnTV operations – walk us through how your day-to-day activities are and what you feel is your impact upon the company overall. Also, please detail how managing the company’s digital strategy may change the more we become interconnected with devices and mediums.
I start my day with the numbers from the day prior, wanting to see if there were any surprises. Were there any unforeseen spikes? Did a particular video not resonate as strongly as I thought it would? What are the top search terms on the site? What is the
audience looking for from the network that we’ve done such a bad job of positioning that a number of people had to search for it? After that I’m taking stock of what happened on the set of whatever shows are taping at the moment. Are our videographers getting what they need for us to be able to support the show digitally during the season? Did something hot happen that we should push to the audience now? As for the future of the strategy: tighter integration of the web and all other screens, as well as bringing the interactive experience of the web that the audience loves to our shows in way that improves the experience for all.Original web programming is a tough nut to crack. What are some tips or advice that you can offer for the burgeoning creative looking to pitch an idea to you or a big league company?
There are few new ideas under the sun, so be sure that you’ve done your research. The last thing you want to see in a new pitch is an old concept that’s already been done by someone else in the space. Be original, but also examine the companies current offering and try to fill a void/meet a need they’ve got.
As an innovative creative what is the most nagging thing that you feel gets in your way?
Understanding. I’ve worked on the web for 15 years, but now the internet is becoming a big part of what traditional magazine, TV and radio companies do on a daily basis. This often means you’re collaborating with people who have solely focused on mastering their medium and may not have had the time, interest or insight to pay the web much attention. So while kids are growing up with smart phones and are basically born digital, there’s still lots of education that has to happen at the traditional media companies. Sometimes you feel you could move faster and see results quicker if this weren’t the case, but the flipside is that the dialogue that occurs during this education is invaluable for both sides.
Over the course of your career, you have been responsible for helping a lot of young scribes cut their teeth in the career. What was your most memorable “put on†and your most regrettable?
I don’t really look at it as putting people on. The nature of what we do is collaborative, and I’ve been lucky to collaborate with people that have gone on to do great things. I’ve got no regrets, but my most memorable is probably Bomani Jones, who is now doing his thing on ESPN with his show HQ. We began working together when he was a writer for Africana.com. I’m not a sports guy, so our exchanges were mainly music and culture, but we shared an understanding of how the web could create opportunities.
On the next page, Ken talks about the future of the web…
As the African American audience shifts their focus more to the value of a brand rather than just the commitment – how do you see both parties engaging each other as we head deeper into the 21st Century?
Not really sure what you mean by shifting to the value of a brand. However, I do believe that AA media properties will have to increase production quality and offerings to remain competitive, thanks to shows like Scandal and Being Mary Jane upping the ante. Technology will also make it easier for more competitors to enter the market, which will naturally force brands to step it up as they fight for the lion’s share of the ad dollars in the category.
Last question. In the role that you play within this digital space – what are some advantages that you enjoy over being strictly a part of traditional media?
My main advantages are the understanding that 15 years has given me, the experience of introducing digital into the DNA of non-digital companies and having first hand experience with those pain points, and the contacts of people that I’ve networked with in the space that have managed to hang on after the booms and busts.
Be sure to follow the latest and greatest from Mr. Ken Gibbs, Jr. through his Twitter — @KenGibbsJr.