Sondhi offers an in-depth analysis of X4Y for the filmmaker community.
In the article, Sondhi wrote, “The core proposition is for a curated community of filmmakers to produce brand-agnostic ‘spec’ content that can be retrofitted to a diversity of brands and then have companies buy them to adapt to their own campaigns.”
“X4Y envisions the potential for real money to a filmmaking community that has been starved for options on that account,” Sondhi continued. “By side-stepping gatekeepers and facilitating direct connections between brands and creators, it also offers increased access to these opportunities for diverse filmmakers at varying stages of their careers.”
Instead of creators trying to make specific spots for particular brands, X4Y breaks this barrier by giving creators tools and exposure right off the bat. As Sondhi says, “X4Y disintermediates this process, bringing together the work of individual creatives and exposing it directly to the brands. And because the work is a completed spec, creators get the freedom to execute and sell their ideas, rather than what a brand approves or notes to death.”
The new marketplace, founded by Oscar®-winner Michael Sugar, gives creators the power to connect and monetize doing what they love – create. The platform is just the beginning for many up-and-coming creatives who are ready to jump into the world of commercial production.
Sondhi believes the platform could be groundbreaking: “If it works to plan, the idea could be very disruptive to the current advertising model and highly rewarding to the filmmaking community. Rather than having hand-picked directors pitch ideas in a closed process, a wider swath of creators can make work they want to make, with less compromise, and access a pool of brand buyers.”
“It is not unusual for filmmakers focused on cinema to work in the commercial space.”