Night Owl Cinematics (NOC) is heading in a new direction. Following last year’s explosive saga, NOC will focus on becoming a content-driven company instead of an influencer-led one. Founder Sylvia Chan recently spoke to Marketing Interactive to share what they have in store.
According to the Johor-born Singaporean, the crisis that took place has given her time and space to refocus and decide on NOC’s direction moving forward. “We want to be more content-led. We want to be an incubator of ideas and be creators of meaningful content. The team is aligned on this new direction,” she said.
As a 360-degree content hub, Night Owl Cinematics’ will pivot more towards video production, graphic design, live streams, and of course social media. The company is also expanding its services from videography to journalism (e.g.: Food King’s content will be accompanied with written articles in the near future). As such, NOC’s main priority won’t be managing or using influencers anymore.
If you’ve been following NOC for the past decade, the majority (if not all) of its content were internal. For this year, Sylvia says that they are hoping to collaborate with more agencies and expand its international reach. “We will be exposed to a lot more markets, data points and different content as we collaborate with these partners. You can now look forward to NOC being faster to pivot and more agile,” she told Marketing Interactive but declined to elaborate on specifics.
Despite the huge blow from the NOC saga, the 34-year-old lady boss revealed that several brands and agencies are still keen to work together. “The paradox is a crisis that really brings about opportunities, otherwise I really wouldn’t have connected with all these knowledgeable industry people. They reached out and told me to stay strong and talked about collaboration plans for 2022,” Sylvia added.
With this new direction change, those who used to be its competitors now are potential collaborators for Night Owl Cinematics. Having said that, NOC is no longer what it used to be. So many familiar faces from the company had already left to pursue other ventures. Last Wednesday (19th January), cofounder Ryan Tan released an Instagram post to officially announce that he’s no longer involved with the company.
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A few weeks prior, Aiken Chia closed 2021 with a sentimental post. “Yes, I’ve resigned from Night Owl Cinematics, I will always be thankful for the last 5 years and I have expressed my gratitude sincerely for the last 5 years sincerely – not just through Instagram post and words but through my work, and events that the cameras will never capture, but my time there has come to an end,” he wrote.
Aiken also confirmed that he will not be returning to Food King. The two are also no longer following each other on Instagram. In addition to NOC’s new logo, both Ryan and Aiken’s names have also been removed from the company’s website. With the new rebranding, Sylvia’s brother Sichen posted a shady Instagram Story.
Sichen reposted an Instagram reel of the new Food King logo replacing the old Ryan logo. “Yummier tastier not so salty food incoming?” he captioned, while adding a salt shaker sticker labelled “SALTY”. Shady much?
Longtime followers are probably wondering – where does that leave us with NOC now that most of the former influencers have already left… Can it reclaim its glory days or see a downward decline?
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