Coco Mocoe, Ahead of the Curve

💭 Thoughts on Wicked collabs, building worlds on Roblox, and YouTube taking over TV streaming.

Coco Mocoe started her career in marketing at Famous Birthdays and produced videos with TikTok stars like Charli D’Amelio that went on to get 40 million views on YouTube. She then worked at BuzzFeed for over 3 years. On her lunch breaks, she would post videos about trend predictions and marketing advice that went viral. Now she is a full-time creator and host who has traveled to Cannes Lions, NYC for AdWeek, Tribeca Film Festival, and more to talk on panels about the constantly changing internet and online trends. 

🎯 Current focus

I am working on a new show that lives on YouTube called “Middle Row”. Every episode, I sit in a movie theater with an artist while we watch their music videos on the big screen and break it down scene by scene. We eat their favorite movie snacks, as well. 

Some guests include Jade, Towa Bird (who is opening for Billie Eilish) and Daniel Seavey.

▶️ YouTube taking over TV streaming

I am fascinated at the rise of YouTube taking over TV streaming. A few reports came out earlier this year (summed up by the NYT). Essentially, U.S. households are spending more time watching YouTube on their home devices than legacy streaming platforms like Hulu, Netflix or Max. I believe this means we will see the rise of more creators making I.P. and seasonal content vs the short, daily content on quicker apps like TikTok. Two things can exist at once but it will be fascinating to see who and what creators YouTube handpicks to push onto the algorithm for people watching videos on their television. I wouldn’t be surprised if we see the rise of creators taking longer breaks in between projects the same way we see with some TV shows. 

And with the entertainment industry still reeling from multiple strikes last year, there is more and more a need to rely on social media creators to fill the void that might be present now that there is a slower process for traditional media to put out content. 

📺  Industry on Max

I love the show Industry which is streaming on Max. It is so underrated. I describe it like if Succession and Euphoria had a love child. It has been flying under the radar for the first couple season but it just finished season 3 and I see it picking up more steam with conversations online. 

🕉️ Mantra of the moment

“Perfectionism is a form of procrastination”. Just put your work out there. It might suck but you are already a few steps ahead of the guy who is still brainstorming his singular idea 6 months later with nothing to show for it. 

🚀 Launching your own valuable I.P. 

I love Amelia Dimoldenberg from Chicken Shop Date on YouTube. She created and funded her own show that took almost 7 years to go viral. She took celebrities and put them in a new setting. She is running laps around some of the late night shows with infinite resources and budgets. She is the future of being a creator. She launched her own valuable I.P. 

👻 Halloween as a measurement of mainstream zeitgeist

I am looking forward to Halloween. As a pop culture obsessed person, I think Halloween is a great time of year to see what moments, shows and artists really broke into the mainstream zeitgeist based on how people are dressing up that year. 

🤖 Building worlds on Roblox

Any brand doing activations on Roblox right now. I think Roblox is the future of Gen Alpha marketing. The game “Dress to Impress” has been going massively viral. I know brands like Vans and e.l.f. Cosmetics have launched “worlds” on Roblox. So have artists like Blackpink and Nicki Minaj. 

👙 Victoria’s Secret 

Their comeback show was polarizing but I quite enjoyed it. I think they have evolved in a lot of ways that were necessary but of course there is still a way to go. I am fascinated at seeing how brands like that maneuver when they are “too big to fail” and still face a lot of cynicism, no matter what they do. 

📸 Canon G7x Powershot

I can't live without my Canon G7x Powershot. This camera is the best! I had to join a waitlist to get it then eventually caved and got a used one from eBay. It is the best camera for photos! 

🧙🏻‍♀️ Wicked product collabs

The marketing campaigns and product collabs for the Wicked movie have been great. I think the two color schemes lend itself well to easy marketing material. That green and pink together is immediately identifiable. I think they are going for a Barbie movie moment like last year. It seems now the way to get people to the movies is to make it a huge event where they can dress up with their friends. We are seeing more movies lean in and encourage that. 

Follow Coco on Instagram, TikTok & Linkedin and check out her Substack here.

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