How Tosca Musk Crafted Passionflix, the World’s Steamiest Niche Streaming Service

As a media enthusiast, I find the journey of Passionflix‘s founder truly inspiring. Her dedication to empowering women behind the camera and adapting stories written by women is commendable. It’s not just about steamy content; it’s about validating emotions, encouraging connection, communication, and compromise in relationships.

Tosca Musk has a deep affection for love. This passion led her to establish Passionflix alongside another founder back in 2016 – an on-demand streaming platform that focuses exclusively on romantic content.

As a passionate movie enthusiast, I’ve been thoroughly enjoying the unique offerings of Passionflix. Since its debut, they’ve churned out 28 original movies, four series, and 11 short films, all based on romantic novels penned by female authors. Their subscription service, reasonably priced at $69 per year, is accessible in more than 150 countries worldwide. This gives viewers like me a glimpse into their expanding library of content, which spans the gamut from sweet, heartwarming romances to steamy, pulse-pounding dramas.

Musk, being involved in Passionflix productions as a director and producer, emphasizes that narratives meant for women should be crafted by women. He believes it’s crucial to present these tales from a female perspective. In our films, he seeks a subtle, feminine touch, and he wants women to be the ones who bring this sensibility to life.

As a passionate film aficionado, I’m thrilled to share that our streaming service has been predominantly popular among women since its inception, but we’ve recently noticed an influx of male subscribers too. It’s been seven years since the platform launched, and it’s still thriving: “We’re doing great,” I say with pride. “Our growth is consistent year after year. We’re managing to produce five to six movies annually!

As a movie enthusiast, if the name Musk rings a bell, that’s because she is the tech tycoon Elon Musk’s sister. However, let me clarify that she is an entrepreneur in her own right, with a fiery passion for creativity. In her words, “I am the CEO and founder of a company that has produced more than 25 films.” At the end of the day, I share family ties with Elon, Kimbal, and Maye, but we’re all individuals in our own right. We’re bonded by blood, but that doesn’t define us completely. We’re a family, after all.

Speaking to EbMaster in Atlanta, where she’s busy directing Passionflix’s upcoming series based on J.R. Ward’s popular “Black Dagger Brotherhood” novels, Musk discusses the steps taken to build the steamy streaming service from its foundation, her enthusiasm for empowering women in key roles, and her visions for where she sees Passionflix heading in the future.

Why did you want to start Passionflix? What was the hole in the streaming economy that you felt it would fill?

Established in 2016 and debuting in 2017, our company entered an industry with limited niche streaming platforms available. There were a few options, but not many to choose from. I was fortunate enough to join a support group for niche streaming platforms during that time, where new streamers shared their ideas. I had my own show called “Tiki Bar TV,” which was directly marketed to consumers, and I found the direct consumer relationship incredibly rewarding, especially since the content was unique and tailored to a specific audience. The romance novel industry is known for its tight-knit, passionate community, and as an avid reader of romance novels, I saw potential in adapting these stories into a streaming platform that catered to both authors and fans. Since we were already part of this community, it made sense to tap directly into it.

Adapting from such popular novels is of course a great way to acquire a built-in fanbase, but I know those fans must also have strong opinions. How does catering to the fans affect the way you choose your projects?

In an attempt to align with the author’s vision as closely as possible, I aim to create content that not only satisfies me as a reader but also receives the author’s approval. Ideally, this would resonate with the fans, ensuring their satisfaction and a positive experience with the work.

Speaking of fans, Passionflix has a premium “signature membership,” which allows subscribers to visit film sets and attend premieres. How did that idea come about?

Initially, Signature Members are essentially the second wave of our original founders when we kick-started Passionflix. At the Romantic Times book conference in May 2017, we had just wrapped up filming our debut movie, “Hollywood Dirt,” and produced a trailer for it before it was even edited. We showcased this at RT to approximately 3,000 attendees, along with presenting the opportunity to become a founding member of Passionflix for $100, which granted a two-year subscription. This came with perks like set visits, actor and author meetings, and book signings. Over 4,000 people subscribed within a month, providing us an uncommon strong base from the get-go. Pondering how to extend this founding membership experience, we introduced the Signature Membership as the next generation.

This membership is perfect for devoted fans who yearn to deeply engage with our community, gain early access to content, interact with the actors and author, and even get a taste of what it’s like behind the scenes. It’s truly one of my favorite aspects because when our premium members visit set, they often know more about these books than I do – and I’ve read them all numerous times!

On the TV show “Black Dagger Brotherhood,” fans frequently delve into its intricate lore and universe details. I was unsure if characters were wearing their holsters during a particular scene, so I’d receive swift feedback. They would confirm whether they were or weren’t wearing them. It’s rewarding to see such passionate fans, and their input on set is valuable because we can make instant adjustments, ensuring that their opinions shape the filming process directly.

There’s no shortage of romance novels being published today, especially with the rise of BookTok. How do you cut through that and pick the right books to adapt?

At this point, we find ourselves in a fortunate situation at Passionflix, as numerous authors express enthusiasm about us adapting one of their books. Initially, it was somewhat challenging due to our relatively unknown status, but now, seven years down the line, authors often respond with excitement like, “Oh, fantastic!” We currently have around 30 optioned books that we’re preparing to film, while simultaneously working on new projects and more recent adaptations. For each upcoming project, we aim to create something unique.

Among our offerings, we have a rock star romance titled “Lick,” followed by the conclusion of Brenda Jackson’s three-part series, “A Lover’s Vow,” which leans more towards suspense but remains rooted in romance. We also present “Black Dagger Brotherhood,” a captivating blend of vampires and warriors. Recently, we introduced a deeply emotional drama titled “The Air He Breathes.” Our goal is to cater to all romance enthusiasts while introducing them to diverse authors within the genre. We pride ourselves on offering a wide range of experiences within the romance genre, as it encompasses various genres, with the common thread being romance at its core.

You’re also passionate about adapting from female authors and hiring women behind the camera. How has that been a guiding light for you in these past seven years?

It matters significantly to me when women narrate love tales penned by other women. Now, I’m not saying men can’t do it; some surely can. However, there’s a unique resonance in hearing a woman share the experiences of another woman navigating a romantic relationship. Regrettably, many talented women have been denied the chance to direct or tell stories because those opportunities haven’t been extended to them. This is something I find crucial.

Is your subscriber base also predominantly women?

Our audience primarily comprises women, but it’s remarkable to note the increasing number of men who are subscribing and showing great enthusiasm. It all began when male partners or husbands of our viewers would purchase a subscription as a gift. However, they soon developed an obsession with our content. The fact that we continue to gain more followers is due to people’s affection for love stories. They appreciate the emotional journey these tales provide and feel secure in knowing they will experience a happy ending each day. This contrasts sharply with most current content which often lacks such uplifting endings. We specialize in narratives with positive conclusions.

A recent study found that young people want less sex in movies and TV shows, but Passionflix has really doubled down on its steamy content. Have you encountered that attitude in adapting romance?

It’s surprising to hear they’re joining Passionflix. What you might find on this platform isn’t just about sexual encounters; it’s more about the bonds, conversations, and compromises in relationships. Unlike other platforms, which may focus solely on explicit content, Passionflix aims to normalize and celebrate sexuality without shame. It encourages emotional resilience, communication, and connection, and even promotes taking care of oneself and one’s partner. It seems that the study might have overlooked these aspects.

What do you envision for the next seven years of Passionflix?

I see us becoming a household name. I want people to talk about Passionflix and be super excited about the next movie that that’s coming out. I want us to be at every water cooler talk. I see us as the conversation piece with every woman. Passionflix and chill!

This interview has been edited for length and clarity.

2024-12-21 04:47