Culture, content and cash on one app

EARLY this year, tech startup Kumu released its new livestream and content mobile app, a platform for Filipino culture and communities to collaborate creatively to build a digital economy through authentic online lifestyles.

To celebrate the soft launch of the updated app on September 1, Kumu recently premiered QuizMoKo, a livestream trivia game show where viewers can compete on the app to win a cash prize. This trivia competition launches the app’s digital economy while blending gaming and live content to create a mobile playground for users.

This Filipino- grown creative content network is built with livestreaming at its core and is supported by community chats— or Kumunities— where users can connect and collaborate on different topics with fellow Filipinos both in the country and abroad.

Kumu cultivates authenticity and creativity, specifically through livestreaming. Livestreamers create raw and unedited content for their audiences and can engage in direct conversation with viewers in real time. Understanding the Filipino experience, Kumu supports instant interaction through livestream technology optimized for low internet connectivity, clocking in 20 seconds faster than Facebook Live and Instagram Live.

With the diversity of Filipino cultures and personalities on the app, livestreamers have become online cultural guides for audiences. Several notable livestreamers include 2 Blocks from Burgos—the pair of DJ Skratchmark and club owner Angelo Mendez—who host a series exploring Manila culture and nightlife; BaiTV— a Cebuano channel that features popular personality Malaya Macaraeg—known for delivering Bisaya-focused news, culture, and comedy; and Mica Javier, model and singersongwriter, who gives an insider look into the Filipino entertainment industry.

Livestream content also encompasses conversations on self- development and wellness, with other livestream personalities such as psychologist and founder of HealingMindsPH, Gisa Paredes, starting discussions on health and wellness; essential oils expert Kinney Palma reviewing, recommending, and selling a slate of quality essential oils; and choreographer and artist development coach, Sheena Vera Cruz, hosting a series on confidence and stage presence.

Brands have also started benefiting from these online cultural experiences. In partnership with Tous Les Jours, Carla Cab—also known as the Millennial Mom —recently livestreamed her thoughts and experiences at the restaurant and engaged with viewers by offering gift certificates of the brand. This marks the beginning of more interactive brand engagement with audiences in real time through the app.

In September, Kumu will be launching its tipping and virtual gifting features. Soon, users can send animated gifts to livestreamers that they can then convert into pesos, building an online support culture and pioneering a system of user-to-user monetization in the Philippines. This is an important step towards Kumu’s goal to “catalyze a whole new digital economy that supports Filipino creativity and ingenuity”. Eventually, anyone can turn on their camera, be themselves, and make money.

“The virtual gifting economy launched in China a few years ago and is about to overtake Chinese box office revenues,” said Roland Ros, Kumu chief executive. “It has enabled everyone from students to street vendors to farmers who make thousands to millions of dollars each year by sharing their passion. We hope to have the same impact in the Philippines.”