Global – Live music broadcaster Boiler Room is expanding beyond its roots with the launch of the new video-streaming platform, 4:3.
Described as ‘Netflix for the underground’, the new platform will collate video content that explores themes of performance, identity, youth culture, marginalised voices and anti-establishment movements. Guest curators such as Elijah Wood, Peaches and Jenn Nkiru have chosen short films to kick-start the launch, including Sandup Lepcha’s In a Happy Place and Zeinabu Irene Davis’s Cycles.
As consumers begin to disconnect from established institutions in media, they are seeking alternative platforms and programming that align with their social, religious or environmental values. ‘Audiences are tired of white noise delivered by publishers who are trying to hack an algorithm through engagement bait content,’ says Stephen Mai, chief content and marketing officer of Boiler Room. ‘4:3 is the evolution of the media brand.’