Dialogue summary: Anime streaming platform Crunchyroll's Executive Vice President, Markus Gerdemann, shares his insights on the latest trends and future plans for the company during a Q&A session.
Helluva Interview, Markus. Let's dive into the world of anime with Markus Gerdemann, SVP of Creative Marketing for anime streaming powerhouse, Crunchyroll. We discuss anime's dominance in forming and leading popular culture, leadership strategies, global audience response patterns, brand collaborations, and Markus' top three current favorite shows.
Markus, anime's popularity seems to be skyrocketing. With the internet and rise of streaming platforms providing access to diverse cultures, do you think this plays a part?
Absolutely! Anime offers something for everyone with a unique animation style, engaging stories, and a wide range of genres. Characters in anime feel relatable, and the immersive worlds within help form deep emotional connections with the audience. When Crunchyroll launched, accessing anime was a challenge. Now, it's omnipresent! Our platform offers a vast streaming library and other ways for fans to connect, from events and gaming to consumer products[1]. Anime has been a staple of pop culture for a while, and as more people define themselves through subcultures, it's edging further into the limelight.
You joined Sony from Netflix just under three years ago. Is Crunchyroll seen as a competitor to Netflix? How have things changed for you, and did you have to adapt your leadership style at all?
At Crunchyroll, our focus is on being the ultimate destination for global anime fans, not trying to be everything for everyone. Different companies have their own cultures, which may necessitate varying leadership styles. I'm all about continuous learning, growth, and improvement, which in Japanese culture is called 'kaizen', one of Crunchyroll's values. My leadership principles include 'empower ownership', 'take calculated risks', 'fail and learn', and 'be a good listener'. These principals help me advance and adapt as a leader[2].
"Create culture" is your goal at Crunchyroll. How do you bring this to life within a company like Sony, and how do you know what will resonate with people on a cultural level?
Culture is ever-evolving, and for brands to become part of it, they must reinvent themselves and pursue new endeavors that generate conversations and foster fan engagement. Authenticity is critical, as we, the anime enthusiasts at Crunchyroll, want to respect and showcase the medium's potential. We aim to put fans and stories at the center of everything we do[3].
Do audiences worldwide respond to different content, or are there any common threads in popularity?
Anime has a global audience, but fans in various regions tend to resonate with different genres. For instance, Indian fans lean toward action, adventure, fantasy, and romantic comedy genres, while French fans are more open to arthouse and experimental anime[3]. Even the sub versus dub debate pops up. Some markets prefer subtitles for closer creative expression, while others enjoy dubbed content[4].
Last year Crunchyroll collaborated with Lady Gaga, Megan Thee Stallion, and more. Any exciting collaborations on the horizon?
We aim to join forces with authentic anime fans, be it celebrities, influencers, or other passionate brands. In India, we partnered with stars Tiger Shroff and Rashmika Mandanna, who are avid anime supporters[5]. We have some thrilling announcements coming up, including presenters and pre-show talent for the Crunchyroll Anime Awards in Tokyo[6].
What catches your eye in terms of brand collaborations?
I appreciate partnerships when two seemingly incongruous brands come together to create something fresh based on shared values. For example, New Balance collaborated with chef Massimo, blending their respective passions to promote the 'made in the UK' line, which I thought was clever[7].
What's exciting for you next year at Crunchyroll?
Over the past few years, we've laid the groundwork for Crunchyroll to become the ultimate destination for all things anime. We've got plenty of fantastic shows lined up that'll hopefully bring a lot of joy to fans[8].
Lastly, Blue Eye Samurai is gaining some buzz. Any thoughts, and what are your top three anime recommendations?
I've seen Blue Eye Samurai, and I found it enjoyable. However, it's anime-inspired rather than real anime[9]. Right now, my favorite show is Solo Levelling. I recently started rewatching Vinland Saga, and I'd probably list Chainsaw Man or BLUELOCK among my top three from last year[10].
Featured image: Crunchyroll / Sony
- Anime's increasing popularity can be attributed to accessible streaming platforms that expose people to diverse cultures, as mentioned by Markus Gerdemann, the SVP of Creative Marketing at Crunchyroll.
- Crunchyroll, a popular anime streaming platform, does not aim to be everything for everyone but focuses on serving the global anime fan community, a shift that required some adjusting from Markus as he adapted his leadership style after joining Sony.
- Creating a cultural impact is a key goal at Crunchyroll, and they strive to achieve this through collaborations with authentic anime fans, as seen in their partnerships with celebrities like Tiger Shroff and Rashmika Mandanna, and upcoming announcements for the Crunchyroll Anime Awards in Tokyo.
- Interest in anime varies globally, but some common threads in popularity can be found, such as the ongoing debate between subtitles and dubbed content, and regional preferences for specific genres like action, adventure, and romance in India, and art-focused anime in France.
