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What did you get done during the two-year lockdown that resulted from the covid-19 pandemic? Bond with family or with your significant other? Get a pet? Pick up a hobby (apparently, knitting is the rage)?
For a lot of people, the lockdown was a period of introspection, revisiting their means of earning a living, and their dreams.
The lockdown saw a significant section of the economy flourish: media, and digital mediums. It was probably a result of necessity being the mother of invention. You may come across several stories of innovation that resulted from that harrowing period – this is one of them.
UVOTAM is a content creation company with an intriguing business proposition – they set out to de-mystify and ease access to content creation.
Because of social media, and the new digital world we live in where everything is defined by its multi-media capacity, content creation is this decade’s version of oil, or crypto–currency.
Mark Keron Wamala Matovu (Co-Founder and General Manager), Kenneth Matovu (Software Engineering graduate and Co-Founder) and Catherine Matovu (Chief Operations Officer) are the siblings behind UVOTAM. Dennis Asiimwe had a chat with the two brothers about UVOTAM, and what the digital, and communications market space can expect from their firm.
Dennis Asiimwe: Where did the name UVOTAM come from?
Kenneth Matovu: The name is from our father. Our family name is Matovu, so we decided to simply spell it backwards. That way it would be certain to be rather unique.
Dennis Asiimwe: Well, you certainly pulled that off. It’s a memorable name! When did the company start?
Kenneth Matovu: We came up with the idea of starting the company during the COVID-19 lockdown. We had time on our hands and were wondering about how to harness our talents and interests in something that we actually owned. So the idea of a Content Creation Agency that harnessed the areas of personalized production came up then and stayed with us.
DA: So that is what UVOTAM is? A Content Creation Agency with a focus on personalized production?
KM: Yes. While of course, the content space has already had some major players within the traditional areas like photography and video, especially for events and promotions, and while we do have these services, we are also trying to create a niche for ourselves within other media areas like personalized podcast services.
DA: Is that too niche? I would have thought…
KM: The numbers suggest otherwise. Social media sites can now comfortably carry audio and video files, and because it has become a space for debate, there is a market out there for quality, customized podcast production. We provide that pretty easily.
DA: What other products are you guys putting about? Why is there such a fuss about UVOTAM?
KM: (Laughs) Along with video reels that can be customized for various social platforms, we also create content that can be used for Virtual Reality platforms.
DA: That the one with 360-degree footage? The kind that offers a walk-through experience?
KM: Exactly. And it is increasingly popularized because virtual reality headsets are cheaper now. However, you can also view that experience on an ordinary screen, though the experience is not as complete. So for memorable events, like a wedding, for example.
DA: How would you describe the personalized podcast market in terms of viability at the moment?
KM: Well, actual figures are not easy to come across for most economies but in the US, there are 2 million podcasts today, and almost 100,000 podcasts that get made every day. That number never changes because about 100,000 podcasts die every day. However, it does indicate a vibrant, hungry market for this product – everybody is eager to express themselves through this medium, and it is a global trend. So we have set up out studios, where you can book a timeslot to record your podcast. This can also be done through our app, after paying your subscription, and we charge pretty affordable fees for you to record a podcast.
DA: How else has UVOTAM sought to carve out a niche in the marketplace?
KM: Our way around that is, we offer content creators complementary production facilities if they are willing to share the ownership of that content with us, or share the revenue streams targeted, with us. And we have found that several different creators take on this particular offer as well.
DA: Where do you see the future of digital trends, with regards to content?
KM: I envisage a world where content is going to be the new oil within both global and individual economies. Part of the reason we are willing to share ownership of content in exchange for covering production costs, is that in future, ownership of content will be vital within the digital space. We are looking to create a large, diverse, and updated catalogue in this regard, so that however small the percentage of ownership we have in a certain amount of content, we still earn something off it when it is used on social or digital media.
DA: Digital and audio-visual equipment don’t come cheap. How have you managed all this?
KM: We reached out to a number of individuals, who preferred to remain silent partners on this, pithed and sold them the idea. Their investment gets them a stake with defined returns over a specific period within the company. It meant we had to be quite a bit creative but that’s my role in the company, so I take it head-on!
DA: How does UVOTAM differ from a traditional production house?
KM: Well, a traditional production house hires editors, producers, they hire project managers and then get them to adapt to the production tools, software and methods of the production house, after which they take on projects from clients against defined budgets. The primary difference with us is our focus on being independent content creators – if you approach us with a production idea in mind, we will lean more toward having an ownership stake in that production or content that we are producing. We seek to own a stake in as much content as possible. We are also better positioned to provide content suitable for the metaverse. Our equipment and software acquisition has been executed with this in mind.
DA: Your business plan seems to have been significantly impacted by the emergence of the metaverse…
Mark Keron Wamala Matovu: To a certain extent. We have our eye on it as a niche that we can dominate, and one that hasn’t yet been flooded yet because it is still being explored, still being defined…
KM: The idea is to make the content a more complete process. More than just the immersed 360 footage; the metaverse experience is targeting more than that, and will include experiences like scent. And we would like to be at the forefront of this technological pivot, when it does happen.
DA: What would you say is innovative about the way UVOTAM operates?
KM: What is innovative about our way of doing things is we are trying to anticipate the future, and set ourselves up better to meet it.
DA: Do you ever worry that you might be too niche? How is UVOTAM setting itself up to ensure the foot traffic is diverted in its direction?
KM: The primary method we have adopted to ensure that happens is by simplifying the user experience within various technologies we use. For instance, our podcast set-up targets a plug-and-play studio. As in, it requires minimum technical input from our team; all you have to do is show up, and there will be someone on-site handling scheduling, and you are rolling tape in 5 minutes. These innovations have ensured we have the biggest podcasts in town and are producing the highest number of podcasts in the marketplace.
DA: How did UVOTAM start?
KM: I studied software engineering, but I always had a passion for photography. While at university I indulged this passion of course. At one point someone suggested I could use the graduation ceremony to make some money – I tried it but that didn’t work out too well. There were too many other seasoned photographers who were able to undercut me too easily. During my final year at university, I was able to attend a film workshop hosted by Maisha Film Lab. The focus was on story-telling and the importance of culture. There were some Hollywood directors at the workshop, and it openedmyy eyes a lot. When I graduated I decided I would get a job, and open UVOTAM. I could develop the company using what I was earning. My younger brother Mark could run the company; he was already well placed on social media, with a significant following. We had decided by then that if we were to make our mark, it would be within the digital space. Our sister Catherine joined us and UVOTAM had its main management team. The COVID-19 lockdown period helped us finesse our rougher edges of course because then we had a bit more time on our hands.
DA: How many people does UVOTAM employ?
KM: We have a core team of about 5 permanent staff, and the project team can get pushed up to 15 people project.
DA: What companies has UVOTAM done work for?
KM: Oh, it’s quite an eclectic list. They include UN Women, Hotel Africana, DATAMINE, KTA symposium with KTA Advocates, Oktoberfest Kampala with Jade Incorporated, Japan Auto, Colvad Engineering.. .we currently have about 14 clients on our books. The list shows you one thing – everyone needs content.
DM: From an entrepreneurial perspective, if someone were reading your story on your journey, what would you like them to take away from it?
KM: Identify your strength, and innovate in this regard – it helps you create your own marketplace, one where you are a market leader and significantly ahead of the competition.