Belkovskogo 55 years and he not one day in my life was not employed. School, army and study at MSU occurred in the Soviet era and after the collapse of the USSR, he went into the advertising business. His Agency — LBL Media — was the biggest banner in Europe, the rent of which the company received $300,000 a year. In 2003, Balkovskiy sold his share to his partners and tried to do a development, bought the building from the metro station “Begovaya”, but soon sold them and did not do any project. His daughter Alexandra was 8 years old.
Parents did not restrict little Sasha, she could have as much time to spend on the computer, but asked her to show the video that she was filming. “As insane parents, we wanted to give her four years of violin or piano, but she was not inclined to it,” laughs Balkovskiy.
In 2010 at the age of 13 years Alexander Balkovskaya started a blog on YouTube, systematically put in a video in Russian it has become in 2012. The next year the number of subscribers of the channel exceeded 100,000 and the works received the first promotional offer from the company L’oreal. For the integration of Sasha Spielberg received 100 000.
“In 2014, it was considered that 100 000 is a huge budget for the blogger, and in 2018, the conversation just started from one million rubles,” — says about pricing in the market Balkovskiy. When the first advertisers, Balkovskiy was the Manager’s daughter to fight for a fair wage in the new industry he did not like that Agency, he said, “parasitized” on bloggers: “there were cases when the Agency had a million rubles, and Sasha and other bloggers have offered 20, 000”.
“I’ve never worked with Sasha as a producer, because the producer participates in the creation of content, and create content for primary school children at the beginning of his career, I could not well” — emphasizes Balkovskiy.
Proposals for advertising contracts was more than Sasha Spielberg could learn, and Balkovskiy began to distribute ads to other bloggers: “We took only the most expensive contracts, and the others gave cute guys who make content for a Commission of 10-20%,” he recalls.
In 2015 the employees of the film company Bazelevs Director Timur Bekmambetov contacted Sasha and offered cooperation — Sasha had to make a video based on the new film Studio “Remove from friends”. The video came out, reached 4.5 million views, and Balkovskiy met Bekmambetov personally and a few months created on the basis of Bazelevs Agency Z Agency, which became involved in the promotion help.
The first Z customers Agency with which Balkovskogo introduced Sasha Spielberg, was bloggers Seidlin Lena, Karina Kasparyants, Julia Pushman. About pricing of these bloggers provides insight to a lawsuit filed by Z Agency at the end of 2018 to one of the customers the Agency is required to recover unpaid under the contract on the placement of the four ad posts in the accounts of these bloggers and blogger Alena Venum in Instagram 710 000 rubles. Seidlin 4.2 million followers on Instagram, the Pushman 2.2 million, Kasparyants 1.4 million, from Venum — 2.5 million Now they are all “gone into freefall” says Balkovskiy. On the website Z Agency all of them appear as the exclusive bloggers Agency, but Balkovskiy says he didn’t updated the site for two years.
In 2016 net profit of the Agency Balkovskogo, according to SPARK-Interfax, amounted to 5 million rubles on revenue of 23.7 million rubles, at the end of 2017, the Agency was able to earn a total of 81 000 roubles on revenue of 26 million rubles. In these figures there is no income Sasha Spielberg, Balkovskiy says. In addition, according to him, in the financial statements reflect only the Agency Commission, contracts are directly with bloggers, which are then transferred to the Agency for its share.
On the market many agencies are larger than the Z Agency, which serve more advertisers and earn more, says the founder of the Agency to work with bloggers Players Vasily Zuev. Sasha Spielberg was “girl number one in 2015 and 2016, but now there are bloggers and influencer much bigger than her,” he said. Balkovskiy was one of the first who came to this area seriously, confirms the founder of the Players, but it is impossible now to name the most influential person in Internet marketing, as it is only responsible for a small chunk of the market: Sasha Spielberg, the actors and the Z Agency. It is less than 10% of the market of bloggers and influencers, which can be estimated at 5-6 billion rubles in 2019, says yaschuk.
The contract with the manufacturer
At the end of July 2019, all stores are “Your” will be a new collection of clothing created in collaboration with Ukrainian pop-group Artik&Asti. Songs, founded in 2010, steadily occupy the first lines in the Russian tops in “Yandex. Music” and Apple Music.
Merch Artik&Asti — one of several dozen collaborations with artists and bloggers, who the “Your” plans to release in the near future. A year ago, Balkovskiy began working with the Russian manufacturer of clothes: “it is an insightful brand that understands that the new generation is a generation of social networks.” Z Agency develops and implements the strategy of “Your” on the Internet. The Agency helps maintain social networks and organizes “collaboration with the blogosphere”. Brand together with the musicians, opinion leaders and bloggers released a joint collection. Among them the collaboration with the popular in “Vkontakte” a public College (1.8 million subscribers), blogger Ilya Belov (@belovme, 770 thousand subscribers on YouTube) and others.
Balkovskiy does not disclose the Commission earned by “Your”. The company has released a “five successful joint collections with opinion leaders, several dozen at work,” said through the press service of the trademark owner, “Your” Igor Yushkevich. He notes that the rate of sales and interest in these collections high. “Opinion leaders provide ideas and audience, “Your” — development, manufacture and distribution,” adds Yushkevich.
Balkovskiy met “Your”, as with most clients, thanks to his daughter: “the brand turned to Sasha Spielberg has offered her a joint activity, we started to chat and found out that they have broader interests.”
One hundred thousand per working day
“My working day is worth 100 000 rubles”, — says Balkovskiy. For that amount it is a client who wants to develop their social network, to spend one day together, discuss plans, and to tell if they’re real. “If I think that is unrealistic, our contacts on this end”, the categorical Manager. When Balkovskiy sees potential in his interlocutor, he may offer him a “gearing strategy”. For private persons this service costs from 500 000 rubles for the company — from 1 million rubles and it may take like a week and six months, Balkovskiy says. This amount includes “several pages of printed text, where it says what to do, as well as two-three units of content”, says the details of the co-founder of the Z Agency. According to Balkovskogo, only for the first half of 2019, he was able to advise about 40 people and only two agreed to continue the work. One of them — a young man, “the unique expert in its field”. The second girl in the decree with three-year-old child and a wealthy husband who is willing “to work much”.
“Alexander’s big man in the industry, he is responsible for advertising, communications and strategy, and not the content,” he told Forbes video blogger and professional lombardis Anton Zvyagintsev (@aaa_anton). He began working with Balkowski a year ago — he had about 60,000 followers on Instagram and zero — in YouTube. Now their number has grown to 160 000 in Instagram and to 23,000 in YouTube. Zvyagintsev did not disclose the amount of Commission, which holds the Z Agency from advertising contracts.
“For 100 000 rubles I hurt his illusions. It’s not a lot of money?” — smiles Balkovskiy. He, in his own words, earning “several hundred thousand dollars.” But tax return to the meeting he brought.
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