GRVTY Media
 | |
| Private | |
| ISIN | 🆔 |
| Industry | Digital media |
| Founded 📆 | February 2017 in Singapore |
| Founders 👔 | Jacky Yap, Johnathan Chua, Daryl Teo |
| Headquarters 🏙️ | , Singapore |
Area served 🗺️ | |
| Products 📟 | Vulcan Post, Millennials of Singapore, Millennials of Malaysia, The Playbook, DiscoverSG, DiscoverKL |
| Members | |
Number of employees | |
| 🌐 Website | grvty |
| 📇 Address | |
| 📞 telephone | |
GRVTY Media is a digital media and content marketing company based in Singapore, with regional offices located in Malaysia and the Philippines.[1] The company was officially launched in 2017 by Jacky Yap, the current managing director[2][3] and Johnathan Chua, the current business director. Daryl Teo is also the co-founder and the chief executive officer of Spout Entertainment Group; a Singapore-based digital entertainment that integrates technology, media and talent management to nurture Esports in Southeast Asia.[3] In 2017, he invested SGD$1 million and owns to present-day 27.7% shares of GRVTY Media.[4]
GRVTY Media is modeled after Vox, an American digital media company that manages different media brands in various industries, extending from sports to politics to technology.[3] It is also inspired by Buzzfeed, an American news and entertainment company for the social media age that applies a strategy of reaching out to its target audience through different channels, without necessarily pushing readers back to the main website page.[3]
With the aim to not only influence millennials in Southeast Asia, the company's focus is to create and produce thought-provoking digital content and share compelling journeys of everyday individuals in specific groups of communities.[5] As of 2019, GRVTY Media has six media brands consisting of Southeast Asia's top publications; Vulcan Post, Millennials of Singapore, Millennials of Kuala Lumpur, The Playbook, Discover SG and Discover KL.[6] The 6 media brands combined gained more than 8 million monthly viewers on social media.[5] The company also specialises in planning, creating and managing brands content services.
History
GRVTY founder, Jack Yap graduated from the National University of Singapore in 2012 and was previously the product manager and senior writer for e27, a tech media company focused in Asia.[7] After 2 years with e27, he diverted himself into business development for Popcorn, Singapore's number one cinema movie showtime mobile application.[7][8] With his experience, Jacky Yap joined Yellow Digital Marketing Global Media (YDMG) as a managing director and then rebranded it as GRVTY Media in February 2017 to be independent.[7]
Jacky Yap launched the first media brand, Vulcan Post in 2014.[3] Over the years, as the managing editor of Vulcan Post, he independently managed and developed the Singapore regional editorial team[7] and brokered content partnerships with media platforms like Yahoo, AsiaOne and MSN.[9] He also expanded Vulcan Post to Malaysia and produced VulcanTV, a video channel. With both Vulcan Post Singapore and Malaysia doing financially satisfactory, he launched lifestyle site Discover SG and Millennials of Singapore. All of the media brands were then incorporated into the digital media group, GRVTY Media in April 2017.[9]
The company then created Parrot, similar to the BuzzSumo tool[3]; a research and monitoring tool that finds trending content on social media outlets, influencers related to specific images, tracks competitors and analyses their media content and receive notifications based on brand names, keywords and author names.[10] Parrot, an akin tool, indexes all publications in Singapore, focusing in Southeast Asia.[3] It searches for viral contents trending on social media platforms and instantly alerts of trending topics on their application.[11] In 2016, Parrot won the Most Innovative Technology by Marketing Interactive, Singapore's main event recognising excellence across the marketing communication services industry.[3][12] GRVTY Media has since utilised Parrot tool to have a competitive advantage in the industry by discovering content ideas that resonates with the target audience.[3]
GRVTY co-founder, Johnathan Chua graduated from RMIT University with a degree in Business Management.[13] He has worked with YouTube channel, ZYRUP, hosting two seasons of After Hours; a three seasons popular Singapore talk web series on love, sex, relationships and current issues.[14] It is co-hosted by Singaporean, Dew and Audrey Lange from ZYRUP, featuring contents from Singapore entertainment scene and interviews with local celebrities.[14] Local influencers such as Benjamin Kheng[15], Dee Kosh[16] and Jade Rasif[17] have been featured. He has also worked as the managing director for Hello Studios and group business development manager for Guncloud Pte Ltd.[13]
Properties
GRVTY Media is made out of six media brands: Vulcan Post (technology, lifestyle, Vulcan capital), Millennials of Singapore (empowering stories of local individuals), Millennials of Kuala Lumpur (empowering stories of local individuals), The Playbook (fashion and entertainment), Discover SG (lifestyle) and Discover KL (lifestyle).[6]
Vulcan Post
Vulcan Post was founded in 2014 and is the first media brand launched by GRVTY Media.[3] It focuses on digital lifestyle content in Singapore, targeted at millennials and Generation Z. Vulcan Post was modelled based on Mashable, an American digital media and entertainment website blog.[18] It has since expanded to cover technology, startups and gaming contents and established Vulcan capital; a loan capital company that provides loans for vehicles and businesses.[19] Moreover, the media brand have also outreach contents to cover Malaysia, Philippines and China.[20]
Vulcan Post has gained more than 500,000 monthly readers through the website page and more than 10,000 followers on social media platforms, with an estimated total of 1,200,000 monthly readers throughout all media outlets.[21] 35 percent of Vulcan Post traffic appear from social media, 30 percent from Google search, 20 percent directly to the main website page and 15 percent from referral.[18]
Vulcan Post is "all about living life with a digital edge, up and coming startups, and people who inspire conversations.".[21] It has pivoted towards lifestyle content, such as reviewing quality brands and products by examining the Internet trend constantly for the latest social news and digital lifestyle brands.[22] They have also partner up with well known sites such as, Yahoo News, AsiaOne and MSN for publications.[22]
Millennials of Singapore
Millennials of Singapore was officially founded in December 2016, focusing on stories only Singaporean millennials can share.[23] The media brand aims to inspire millennials in Singapore and to let it be widely known that the locals do not conform to the strawberry generation and are apathetic towards the world.[23] On a weekly basis, 5 to 10 contents are produced and shared across different social platforms; YouTube, Facebook, Instagram and Website.[23] In 2017, the brand won the Gold award for the Best Launch by a Media Owner at the Sparks Award[24] and to this day, they have more than 900,000 monthly viewers and reach across all their social media.[25]
YouTube
Milleninals of Singapore YouTube channel was created in 14 January 2018 and has since garnered more than 152,00 subscribers and over a total of 20 million video views.[26] It is run by local millennials who share moving and stimulating stories of individuals; Akira, the faceless man whose face is fully covered in tattoos[27] and Jayina, the free-thinker women who converted to Islam.[28]
Their ongoing web series on YouTube, RealTalk, won the Top Rising Creators in Singapore for YouTube Rewind in 2018.[29] RealTalk converses on sensitive issues ranging from smoking to unplanned pregnancy in an open and bold manner. Singapore influencers, Jade Rasif, Saffron Sharpe, Johnathan Chua and Dew co-host the talk show together, discussing real world questions and sharing their personal experience and anecdote. Episodes are released fortnightly.
| Episode | Title | Views | Featured | Original Air Date |
|---|---|---|---|---|
| 1 | Insecurities in Relationship | 466,151 | March 3, 2018 | |
| 2 | Quarter-Life Crisis | 318,904 | March 12, 2018 | |
| 3 | Unplanned Pregnancy | 708,961 | Naomi Neo | April 15, 2018 |
| 4 | Unplanned Pregnancy: Part 2 | 470,875 | Naomi Neo | April 29, 2018 |
| 5 | Does Size Matter? | 1,560,548 | May 20, 2018 | |
| 6 | First Dates | 593,423 | June 17, 2018 | |
| 7 | Plastic Surgery | 673,000 | July 8, 2018 | |
| 8 | Porn | 801,422 | July 29, 2018 | |
| 9 | Sending Nudes | 752,542 | September 3, 2018 | |
| 10 | Smoking | 520,916 | September 10, 2018 | |
| 11 | Dirty Talk | 1,121,815 | September 24, 2018 | |
| 12 | The Cauliflower | 651,181 | November 5, 2018 | |
| 13 | Should You Change For Someone? | 430,501 | November 26, 2018 | |
| 14 | Personal Highlights of 2018 | 1,621,353 | December 30, 2018 | |
| 15 | How Often Should You "Get It On" | 888,616 | January 14, 2019 | |
| 16 | Bloopers | 444,481 | January 28, 2019 | |
| 17 | Breakups | 634,410 | Harvinth Skin | February 11, 2019 |
| 18 | Friends with Benefit | 588,878 | Harvinth Skin | March 4, 2019 |
| 19 | The One | 428,185 | April 1, 2019 | |
| 20 | Popping The Cherry | 581,599 | April 15, 2019 | |
| 21 | Sexual Harassment | 266,658 | April 29, 2019 | |
| 22 | First Jobs | 336,954 | May 13, 2019 |
The Facebook page was created in 3 October, 2016 and has amassed an estimated of 69,000 followers and more than 62,000 likes.[30] Content uploaded are mainly inspirational personal stories of local Singaporeans; vision impaired person pursuing photography as well as interracial relationships and more important and delicate issues; race and religion discrimination in Singapore society and being an openly gay pastor.[30] The page also shares videos and articles produced on YouTube and their official website.
In 22 February 2017, the video 'Becoming A Mother At 18' amassed more than 6.8 million views, setting a record for the best video by Millennials of Singapore.[31] It tells the life journey of Mieko, a teenage mum at the age of 18. She speaks of the good and bad aspect of being a mother at a young age and the idea of abortion, sparking online discussions.[31]
The Instagram account has collected more than 2,000 followers, showcasing images and short accounts of local individuals that have overcome physical and emotional difficulties.[32]
Website
The website homepage was created in 2017 and is an online editorial and video platform.[33] Articles featured are local millennials stories and their unique standpoint on various topics, and valuable advice and information on lifestyle, love, entertainment, career and money.[33]
Millennials of Kuala Lumpur
Millennials of Kuala Lumper was established with the same aim as the media brand, Millennials of Singapore. It focuses on stories only millennials in Kuala Lumpur can share.[34] The website main page features inspirational, love, lifestyle and stories of the locals[35] and the Facebook page shares videos of individuals speaking on overcoming challenges such as living in a gender-conforming society[36] and real life issues such as coping with financial difficulties[37].
In 2018, the video 'Becoming Fearless' amassed more than 162 thousand views, setting a record for the best video by Millennials of Kuala Lumpur.[38] 'Becoming Fearless' is a video where Emelyene personally shares her acceptance of her chronic illnesses imperfections and overcoming bullying and all the pain. Emelyene had 5 medical diagnosis throughout her life. At the age of 2, she was tested positive with Beta Thalaseemia Major, a genetic blood disorder where one's bone marrow fails to produce sufficient red blood cells. A butterfly needle was inserted into her stomach for 12 hours daily to enter a superficial vein to undergo intravenous injection. She was later diagnosed with bilateral cataracts in both of her eyes, impairing her vision. In 2010, she was diagnosed again with hormonal insufficiency and a few months later with atopic eczema. Following, she was further diagnosed with Type 1 Diabetes and currently remains a diabetic patient. In 29 September 2017, she publishes her biography book 'The Journey to Becoming Fearless, A Story Of Hope, Courage & Strength' and became a voice for those fighting illnesses.[38]
The Playbook
The PlayBook is an online magazine that focuses on sneakers, street fashion and entertainment targeting males in Southeast Asia.[39] The website main page updates daily on current trending and health and fitness for sneakers, sports and gaming news.[40] The media brand also produces online shows such as The Playroom, introducing new technology and sports. It is hosted by Daniel Lim, marketing director for GRVTY Media and editor for The Playbook.[41] It has featured Singapore rapper, TheLionCityBoy, Kevin Lester.[42]
Discover SG & Discover KL
Discover SG and Discover KL is an online guide to the latest event, places, beauty, local news, festivals and anything exhilarating in Singapore and Kuala Lumpur respectively.[43]
Discover SG has represented Loreal and partnered up to promote one of it's product, La Roche-Pose through Instagram.[43] Also, Discover SG has worked with The Floating Donut Company through Facebook page to promote a unique way of dining out at Singapore Marina Bay waters.[44]
Awards and recognition
In 2017, GRVTY Media won overall 3rd place in the Marketing Sparks Award for Media Excellence, taking home six awards; two Gold, three Silver and one bronze.[24]
In 2018, GRVTY Media won six awards in the Marketing Sparks Award for Media Excellence; two Gold, three silver and one bronze.[45]
References
- ↑ "Company Overview of GRVTY Media PTE. LTD". Bloomberg. May 28, 2019.
- ↑ Writer, Staff (2017-05-24). "Digital media company GRVTY Media brings together six online publications". Marketing Interactive. Retrieved 2019-06-11.
- ↑ 3.00 3.01 3.02 3.03 3.04 3.05 3.06 3.07 3.08 3.09 Lee, Terence (13 July 2017). "Esports platform invest in media group targeting millennials". TECHINASIA.
- ↑ Vadaketh, Sudhir (16 November 2017). "The New Media Moguls of Southeast Asia". Inc. Southeast Asis.
- ↑ 5.0 5.1 "GRVTY Media Brings Together 6 Publications, Aims To Be Top Community-focused Digital Media Group In SEA by 2020" (PDF). Manila Insider. 24 May 2017.
- ↑ 6.0 6.1 "About Us". GRVTY Media.
- ↑ 7.0 7.1 7.2 7.3 "Jacky Yap". Linkedin.
- ↑ "S'pore's Top Movie App Popcorn Moves To Web With Big Secret Plans For Movie Lovers!". sg.news.yahoo.com. Retrieved 2019-06-11.
- ↑ 9.0 9.1 "Quest for Growth - "Hard Truths: Running A Media Company"". e27. Retrieved 2019-06-11.
- ↑ "The Ultimate Guide to Using BuzzSumo for Content Research". RazorSocial. 2015-02-04. Retrieved 2019-06-11.
- ↑ "Parrot: Discover and Share Trending News". prrt.co. Retrieved 2019-06-11.
- ↑ magazine, Marketing (2016-03-24). "About the Awards". Marketing magazine. Retrieved 2019-06-11.
- ↑ 13.0 13.1 "Johnathan Chua Email & Phone# | Managing Director @ Hello Studios". contactout.com. Retrieved 2019-06-11.
- ↑ 14.0 14.1 ZYRUP (2016-01-27), Multiple Sexual Partners? - After Hours Ep 1, retrieved 2019-06-11
- ↑ ZYRUP (2017-08-15), After Hours S3E1: Are Degrees Relevant Today? (Feat. Benjamin Kheng), retrieved 2019-06-11
- ↑ ZYRUP (2017-10-16), After Hours S3E3: Influencers (Feat. Dee Kosh), retrieved 2019-06-11
- ↑ ZYRUP (2016-12-13), After Hours S2E5: Temptations (Feat. Jade Rasif), retrieved 2019-06-11
- ↑ 18.0 18.1 Hicks, Robin (2015-09-28). "Vulcan Post boss Jacky Yap: We are more targeted and sexier than Mashable". Mumbrella Asia. Retrieved 2019-06-11.
- ↑ "Business Loans". Vulcan Post. Retrieved 2019-06-11.
- ↑ "Vulcan Post". Vulcan Post. Retrieved 2019-06-11.
- ↑ 21.0 21.1 "About Vulcan Post". Vulcan Post. Retrieved 2019-06-11.
- ↑ 22.0 22.1 "Vulcan Post Branded Content". Vulcan Post. Retrieved 2019-06-11.
- ↑ 23.0 23.1 23.2 Tay, Vivienne (29 September 2017). "Here's how GRVTY Media launched a new brand that gained massive traction". Marketing Magazine.
- ↑ 24.0 24.1 "Thankfully, No One Kanye'd Us At This Year's SPARK Awards - Where We Stood Among Giants". Vulcan Post. 28 August 2017.
- ↑ "Millennials of Singapore". GRVTY Media.
- ↑ "Millennials Of Singapore". YouTube. Retrieved 2019-05-30.
- ↑ Millennials Of Singapore (2018-10-16), Living With His Full Face Tattooed, retrieved 2019-05-30
- ↑ Millennials Of Singapore (2018-01-30), Converting To Islam, retrieved 2019-05-30
- ↑ Millennials Of Singapore (2018-12-30), Personal Highlights of 2018 - Real Talk Episode 14, retrieved 2019-05-30
- ↑ 30.0 30.1 "Millennials of Singapore". www.facebook.com. Retrieved 2019-05-30.
- ↑ 31.0 31.1 Becoming A Mother At 18, retrieved 2019-05-30
- ↑ "Millennials of Singapore (@millennials.of.singapore) • Instagram photos and videos". www.instagram.com. Retrieved 2019-05-30.
- ↑ 33.0 33.1 "On Being Singaporean Archives". Millennials of SG. Retrieved 2019-05-31.
- ↑ "Millennials of KL". www.facebook.com. Retrieved 2019-06-11.
- ↑ "Home Page". Millennials of KL. Retrieved 2019-06-11.
- ↑ Living In A Gender-Conforming Society, retrieved 2019-06-11
- ↑ Coping With Financial Difficulties, retrieved 2019-06-11
- ↑ 38.0 38.1 Becoming Fearless, retrieved 2019-06-11
- ↑ "The Playbook". GRVTY Media. Retrieved 2019-06-11.
- ↑ "The PLAYBOOK - For Fans of Gaming, Sneakers and Geek Topics". The PLAYBOOK. Retrieved 2019-06-11.
- ↑ "Daniel Lim". LinkedIn.
- ↑ The Playroom Ep 1 - THELIONCITYBOY, retrieved 2019-06-11
- ↑ 43.0 43.1 "Discover SG". GRVTY Media. Retrieved 2019-06-11.
- ↑ "Picnics Are So Overdone - Wine And Dine On A Donut Boat From Just $29". Discover SG. 2017-04-20. Retrieved 2019-06-11.
- ↑ "Finalists". Marketing Magazine.
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