LiveTree is an established, socially responsible crowdfunding company based in London, UK. Over the last two years it forged partnerships with several leading names in entertainment, including the British Film Institute Future Film, the Screen Arts Institute and Red Rock Entertainment. LiveTree has compiled a contact directory of 14,000 entertainment suppliers and thousands of individuals who work across film, TV and content.
Our next generation platform is called LiveTree ADEPT. A decentralized platform that reimagines entertainment’s value chain: the process of content creation, funding and distribution. From a blockchain based rights management platform to a Netflix-style platform, Blossom TV, the LiveTree Seed token ties it all together.
LiveTree’s mission is to develop a creative financial network that benefits all participants, the first phase of which has been achieved in the form of an alternative-funding platform that disrupts online advertising and empowers human potential.
LiveTree’s successful, fully operational, reward-based crowdfunding system has served as the prototype for the proposed next-generation platform. Unlike many other companies entering the blockchain space, LiveTree has tried-and-tested experience of funding creative projects, along with a number of established industry partners. This section explains how its existing model works.
Under the current system, people back a project with pledges of money and, in return, the project’s creators ‘thank’ their backers with rewards based on the size of the investment. The reward could be, for example, a signed copy of a script, or dinner with Hollywood talent. Essentially, the rewards are a product, service or experience related to the project. There is no equity exchanged in return for the financial backing, so the only risk for the project creator is a loss of his or her time. This system is also effective in terms of assessing a project’s market potential and gauging demand.
One of the central challenges with crowdfunding, however, is how to make people aware of new projects. In a world of information overload, it can be hard for creative ventures to cut through the clutter. LiveTree’s solution was to devise a financial network advertising system that sheds light on how the sharing of information is monetized and works for the benefit of individuals, rather than the social networks and search engines that dominate the online advertising space. These power players act as gatekeepers, filtering information and data for their own financial gain, with repercussions across society.
As when a trusted friend recommends a film or TV show, LiveTree has found that the most effective way to market projects is the time-tested technique of personal recommendation. Based on this insight, a referral system was embedded into the crowdfunding platform. Called ‘Branching Out’, in line with the LiveTree imagery, it allows project creators to dedicate a percentage of any money they raise to bloggers, influencers and individuals if they undertake to refer a project to their networks of friends and contacts. In practice, this means that anybody who refers a contact to a project earns a commission percentage on any money subsequently pledged. The commission earned by the promoter — or ‘Brancher’, in the LiveTree vernacular — is defined by the project creator. The Brancher can refer-a-friend to a project simply by sharing it online through any social channel. Project creators can also dedicate a percentage of the funds they raise to a non-profit organization, which also incentivizes the latter to market their work.