create / 2016

mitú Accelerate LA: Diversifying digital content creation for regional social impact

Idea submitted in the My LA2050 Grants Challenge by mitu

mitú Accelerate LA is a two track program focused on empowering aspiring Latino filmmakers and storytellers to share their powerful stories, and cover some of the most vital issues in the community.

Are any other organizations collaborating on this proposal?

We will form collaborative partnerships with groups to elevate diverse voices, broaden outreach, strengthen training capacity, and provide social service and community organizing expertise. These partners include various organizations including entities focused on tech, social media and organizing in LA such as the Community College system, Families in Schools, Californians for Safety and Justice, NDLON,, CHIRLA, Community Coalition, and other possible partners

Please describe your project proposal.

mitú Accelerate LA not only discovers aspiring Latino digital filmmakers, but connects them with key community organizations, educational institutions, and industry partners, with the goal of training them on how to successfully create digital content that speaks to the often overlooked, yet massive, Latino millennial audience. As leaders in this field, mitú is focused on giving back by teaching Latino filmmakers to authentically tell their own stories in a way that speaks directly and effective

Which of the create metrics will your proposal impact?​

  • Arts establishments
  • Employment in the creative industries
  • Measures of cultural and global economic influence (“soft power”)
  • Minority- and women-owned firms

In what areas of Los Angeles will you be directly working?

  • Central LA
  • East LA
  • San Gabriel Valley
  • San Fernando Valley
  • South LA
  • Gateway Cities

Describe in greater detail how your proposal will make LA the best place to create?

Latinos are the fastest growing demographic in the US, but only represent a fraction of the filmmaking community. As a result, they are underrepresented in all forms of media. mitú Accelerate LA’s main focus is to bring opportunities to aspiring Latino filmmakers and teach them how to express themselves and tell their own stories through the use of digital media. The program will elevate stories that highlight critical issues impacting our region, community, culture and local governments as well weaving in storytelling told in an entertaining yet reverent way with high engagement and participation. The program will enrich the LA community by communicating through personal stories that are unique, highly engaged, and activate agents of change on key issues. With digital and streaming content becoming the most popular platform for content consumption amongst millennials, the need to diversify the digital content creation space becomes that much more essential. mitú Accelerate LA allows participants to advance their goals by putting the tools in the hands of each student and giving them hands on experience to use these skills. By the end of the program, they will understand the content lifecycle, so that the learning does not conclude after content is created. Instead, they will understand how to test content, how to optimize it and how to relate it to future pieces. The first major track of the program is the bootcamp component. This is a 2-day intensive content creation bootcamp which will teach aspiring filmmakers how to create snackable content based on their individual interest; storytelling, producing-directing, and meme creation. At the conclusion of the workshop, the top 3 in each group will be showcased in an evening celebration. The top 20-25 people from 2-day bootcamp will be eligible for a scholarship in the second phase; our 4-week intensive bootcamp The second major track of the program is the 4-week intensive program that filmmakers will participate which includes 8 training sessions. These sessions are broken out into two layers, 4 advanced content creation training in-persona and 4-online. Participants will work together to create additional content as well as final project; a minimum of 1 piece of content per week and 1 final project. The best piece of content will be eligible for distribution across our own and operated platforms and 1 person may be considered as a content contributor for a future project of mitú. Most significantly, the program will also empower local organizations, key influencers and policy makers to identify, work with, and develop local talent to engage in supporting and elevating local stories and issues while advancing the mission of their organization. This project presents an exciting opportunity to, taking into account the changing regional and national media consumption landscape, proactively work at expanding diverse digital creator talent and build opportunities for multicultural communities.

Please explain how you will define and measure success for your project.​

Success will be defined and measured through how the program achieves key milestones in the areas of A) Quality Outreach and Level of Participation, B) Program Completion and Content Generation, C) Training Delivery and Programmatic Efficiency, D) Strategic Partnerships, and E) Community and Regional Impact.

Measuring the success of milestone A and B will be highly quantitative ensuring good recruitment numbers and monitoring performance of content in order to achieve a highly engaged audience. The qualitative piece will be ensuring that we attract the highest caliber students and provide them with the opportunity to hone in on their craft

Measuring the success of milestone C will be measured by the continual improvement and overall quality of our curriculum and the delivery of the curriculum by our staff. We will implement program evaluations involving students and strategic partners to each of the sessions as well as an overall program evaluation that measure the overall skill development of the students as a result.

Finally, measuring success of milestone D and E will consist of measurably reviewing our success in both developing and building strong fruitful partnerships as well as measuring community impact.

How can the LA2050 community and other stakeholders help your proposal succeed?

  • Money
  • Publicity/awareness
  • Infrastructure (building/space/vehicles etc.)
  • Technical infrastructure (computers etc.)
  • Network/relationship support