The latest singular paradigm transfers from LIV, YouTube and Pro Golf

In disagreement, the term “scarecrow” refers to distorting the argument into something that is not (so-called “scarecrow”) and then attacking the distorted argument rather than the real behavior.

Let’s start today Hot microphone To remind this strategy, as you may have seen a key example of it in a social media feed on Friday, when Liv Golf announced the creation of “Liv won“The new Fox Sports TV series shows behind the scenes of the rival league’s life. The league announced a new show with a 65-second trailer and used player interviews to criticize the league and tied with the tournament’s dramatic shooting, which seemed to be a rebuttal to them.

While there are certainly more articles about the creation and framework of the trailer, I was shocked by this creative decision for different reasons: I think that Liv has a point on a key part of the Scarecrow (media authorization).

In many ways, Liv won It turns out that this is a key component of the league’s existence: the liv can construct a golf ball so that its players can become excitation Put time and energy into the media. In this idea, Liv will block the traditional trend of golf television rights by allowing players (and franchises) to run their own media stores and retain ownership stakes in their own teams (and players sign their exclusive media rights in exchange for exclusive rights to enter high-paying events. Ultimately, if these efforts go well, players can get the true sum of media efforts independently of their performances in LIV.

One of the key issues facing the PGA Tour over the years has been the gap between player salaries and payers (TV partners). Players are based on the lowest scores, their salary is based on those scores, and their media rights are signed group As a result, the trip could charge $750 million annually from media rights partners. In this structure, there is a grey area between “becoming an interesting golfer” and “making money” that many players would rather not touch.

“I mean, we all know the general scenery of golf in the media…” Cameron Young, a quiet PGA tour player, told me in November. “But golf is a very difficult game, being good at being good at it’s my job. So I spent a lot of time on that part.”

TV partners make a lot of money from players who score well and Interestingly, this sets an interesting paradox. certainly TV partners would rather no Professional golfers behave like over-sterilized robots, but professional golf structures allow those who focus on low scores, including personality. Player impact program is an effort to bridge this gap and reward players financially with media participation. Player rights in the PGA Tour are another. But these two programs are only attributed to a few players.

Liv, on the other hand, was elected to cut off the middleman from the very beginning. The alliance turns a blind eye to those who want to develop and monetize content through YouTube and encourages the franchise to provide original content for YouTube and other social media platforms. Although most of the content is like Liv won Series – Has been (perhaps reasonable) not interested, and the buy represents the sincere efforts of Liv’s players something Original in the media. The strategies behind it all point to Pro Golf’s new incentive structure that draws a clear line between the player’s “public interest” and his value.

Although the PGA Tour has been around for a long time in the indirect relationship between “funny players” and “more money”, Liv helped end the circle. The competitor alliance has promoted media accounts run by its participants, providing extensive access to influential people and player content teams, and generally encourages that kind of personalized media to think this tour will usually do everything it can.

In response, the tour opened up media regulations to allow certain “media partners” to significantly expand access at the start of the game. It also signed a group of golf YouTube content creators called the Creator Council to advise on tours with best practices and invite these people to participate in events called the Creator Classic. Its YouTube best practices are changing.

These changes represent the minimum amount of the PGA Tour’s catch-up with the new media advantage that Liv has already gained. They also represent open progress that competitors in the market sometimes need. (This week, Liv reminds us that stealing ideas can develop in both directions, announcing their own creator campaign “Duels.”)

None of these changes is that easy, and it was related to media rights when Phil Mickelson first criticized the PGA Tour’s “annoying greed” in the winter of 2022. But they represent ideas that Mickelson deserves praise in hindsight. New media and YouTube are the puzzles of long-term and short-term success in golf – and Liv’s Laifa The player content approach opens the door to new, sometimes engaging (and fast-growing) content opportunities.

Most importantly, the result of this approach seems to be a real interest in golf’s biggest star. Bryson DeChambeau’s YouTube channel is the largest subscriber in the entire campaign, with about 1.8 million subscribers, while Phil Mickelson’s Hyflyers account quickly climbed to 280,000.

This may not be of much significance to success. Liv won. But that may not be the point.

Probably never.