BT launches Generation Hustle video series to reach young audiences

From raking in US$150,000 worth of sales through NFTs to carving out a career in witchcraft, 5 young adults share their views on work, life and success in The Business Times’ (BT) new video series - Generation Hustle.

The 5-episode series will air every Thursday from Jun 23 and is part of BT’s ongoing efforts to boost its content offerings and stay relevant among a younger generation of consumers.

Head of BT Video Ang Guangzheng noted that such a video series is a first for BT and the team had adopted a fresh and dynamic style of storytelling that appeals to a younger crowd.

“We hope that this video series will be able to stand out from the abundance of digital offerings out there and propel BT into the young audience space,” said Ang.

With the series following the unconventional career paths of young adults, video journalist Keziah Wei said that the idea was to feature how these individuals hustled not just for money but also to find meaning in their lives.

“The series is about what hustling means to them and including their voices was key to telling stories in a way that resonates with young people,” she added.

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This comes as many publishers are seeking to reach a younger segment who are more attuned to visual storytelling amid the sheer volume of content available at the palm of their hands.

While BT has the expertise to produce content for young people, there are gaps to be plugged when it comes to reaching this segment, said BT associate editor Chan Cheow Pong.

“Strengthening our video capabilities will help BT diversify its digital entry points and meet the needs of young consumers whose media consumption habits have evolved drastically,” he said.

A digital news report by Reuters Institute showed that some 39 per cent of those aged between 18 and 24 surveyed now use social media as their go-to source for news versus 34 per cent that rely on news websites or apps.

The younger audiences are drawn to the informal and entertaining style of visual media platforms given that they are more personalised and diverse compared with traditional news formats, according to the report.

BT’s video team has been actively involved in experimenting with a wide range of video content over the past year.

This includes short 1-minute clips to promote BT’s articles as well as explainers on topical financial issues. Plans are also underway to launch more original video series this year.

Watch episodes of Generation Hustle from Jun 23.