Promise is a new entertainment studio that wants to reimagine Hollywood productions using generative AI, and its founding team includes two executives with long careers in digital media. George Strompolos and Jamie Byrne (both of whom worked in creator-facing roles at YouTube) teamed up with genAI artist Dave Clark to launch an interesting gamble with backing from major venture capital. I’m trying.
Promise’s three co-founders announced their new venture in an open letter published on LinkedIn. They explained that they plan to “produce original films, series, and new formats” in collaboration with artists who use generative AI as a powerful creativity tool. Clark, an experienced director of commercials and short films, is one of those artists.
“Technology has always been a driving force behind creativity. We saw it happen firsthand in the early days of YouTube, when the democratization of distribution enabled a new class of creators to thrive. “It was a time when creativity collided and reshaped the world of entertainment forever,” the post reads. “And now, with powerful Gen AI tools democratizing the act of creation itself, we are excited to support another generation of talent who push the limits of their imagination in pursuit of the stories they need to tell. ”
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The folks at Promise certainly know a thing or two about YouTube’s early days. Strompolos was one of the founders of the YouTube Partner Program, and Byrne was one of YouTube’s longest-serving executives, building creator partnerships from 2006 until his departure in 2022. After leaving YouTube, Strompolos led the seminal multichannel network Fullscreen, where he invested millions of dollars in creator content before moving on in 2018.
Promise reunites Strompolos with his longtime ally. Investor Peter Chernin acquired a majority stake in Fullscreen in 2014, took full control of MCN through his AT&T joint venture Otter Media in 2018, and created Strompolos through his production company North Road. We are supporting new businesses. So is Andreessen Horowitz. a16z’s lead investor in Promise is Andrew Chen, whose portfolio includes Clubhouse stock.
With strong VC backing, Promise is developing workflow software called Muse. It integrates generative AI innovations throughout the production process. This is not the first technology to bring AI-generated video into the realm of pop culture. From big tech bets like OpenAI’s Sora and ByteDance’s text-to-video model to startups like Eleven Labs and Showrunner, dozens of companies are turning to AI to usher in a new era of content. I’m betting on.
But Hollywood has resisted that change. OpenAI is talking to studio executives about the potential use of Sora in large-scale productions, and Alphabet and Meta are having similar conversations. However, many working artists see AI as a threat to their livelihoods rather than a creative aid. Promise has a lot of work to do if it wants to convince the art community that AI-powered tools should be embraced rather than shunned.
But if there’s one company that can do the difficult job, it’s this one. Few executives understand digital content like Strompolos and Byrne. They will now have the opportunity to show us that AI can create amazing media like we’ve never seen before. Will they be able to keep their promise?
