Inside TV’s Booming ‘Heartland Core’ Business: How ITV America’s Thinkfactory Is Cornering the Country Market From Nashville

As a seasoned industry observer with a keen eye for emerging trends, I find myself drawn to the compelling story of Adam Reed and Thinkfactory Media. Hailing from Nashville, this dynamic production powerhouse is carving out a unique niche in the heartland market, a testament to Reed’s deep-rooted connections and understanding of the region.

Currently, the Olympics are unparalleled in their popularity for NBC. However, another highly appreciated event of their summer schedule was a two-hour concert special honoring the late country singer Toby Keith. This show included performances by artists such as Trace Adkins, Priscilla Block, Luke Bryan, Jelly Roll, Darius Rucker, Carrie Underwood, Clay Walker, and Lainey Wilson, with Krystal Keith, Toby’s daughter, also performing. The special, titled “Toby Keith: American Icon,” attracted 4.7 million viewers when it aired on NBC on August 28th and was later available on the streamer Peacock.

The two-hour special, filmed at Nashville’s Bridgestone Arena, was the most-watched program of the evening across all broadcast channels, and it saw a 10% increase in viewership from its preceding “America’s Got Talent” show on NBC, which is usually difficult to surpass. A significant portion of this success can be attributed to ITV America’s Thinkfactory Media, the production company behind shows like “Gene Simmons Family Jewels,” “Hatfields & McCoys,” and the “Mama June” reality series. In an effort to focus more on heartland and country content, they have relocated their CEO, Adam Reed, and their main office to Nashville.

Reed explained to EbMaster that if you examine Thinkfactory’s history over the last 20 years or more, it has always had a strong emphasis on the heartland. In fact, historically, Thinkfactory was 80% concentrated in this area. This shift wasn’t a change of direction, but rather a strengthening of our commitment to this sector, as it is familiar territory for us.

Originally from Bakersfield, California, Reed claims he was born with a fondness for cowboy boots and a love for heartland and country-themed content, which has remained constant throughout his career in Hollywood. Recognizing a gap in the market, Reed observed that there is an underrepresented audience for such content, particularly within unscripted programming. In response, he decided to venture into the heart of the heartland to solidify Thinkfactory’s dominance within this genre.

Reed explained that for him, it wasn’t just about increasing efforts in the heartland, but rather about relocating himself, his family, and the company to the heartland. This is a significant distinction, as there’s a vast gap between those who visit and attempt to build things, then leave, and those who live among the people of the heartland. He believes this shift has been instrumental in bringing about transformative changes.

However, in what specific aspects is Reed altering the landscape? Spanning from “Yellowstone” on the TV screen to Beyoncé’s “Cowboy Carter” album, Mormon-centric reality shows, and countless country music award ceremonies, there are numerous items that could be categorized as “heartland” content. There remains uncertainty about what producers and networks believe should constitute heartland content. Reed asserts that it is not a “political statement.” In simpler terms, Reed is transforming the entertainment industry in the realm of heartland content, but it’s not tied to any political agenda.

Reed stated, “You’ll find people who share similar values to those found in the Heartland, not just on the coast but throughout the entire nation. A perfect illustration of this is the feeling of unity we experience while watching the Olympics. So, I believe that’s a fitting description. When someone asks, ‘What is the Heartland?’ it refers to the shared values that make us Americans. This could be a family-oriented documentary series showcasing various values, conflicts, and people from different parts of the country.

I’m part of the story that encompasses the controversial “Mama June: Family Crisis,” a reality show on We TV. Originally known as “Mama June: From Not to Hot,” this series initially chronicled the weight-loss journey of June “Mama June” Shannon, the mother of the famous “Here Comes Honey Boo Boo” star Alana “Honey Boo Boo” Thompson.

Regardless of opinions about ‘Mama June’, it consistently ranks among the most-watched shows on cable television on Friday evenings nationwide,” Reed pointed out. “If you take a closer look at the program, despite its comedic aspects, it showcases a real family grappling with genuine issues that resonate with us all. This authenticity is what truly matters.

One challenge is that networks seem to want ‘heartland’ content, but they may not fully understand what that entails,” explained Nick Barnes from UTA, who oversees their ‘heartland’ department. “They often approach us saying they want to engage this audience, but aren’t sure how. Our goal at UTA is to provide these networks with the talent and stories that will resonate with this demographic.

Originally from Nashville, Barnes – who UTA identifies as a unique figure among agencies in the heartland due to his non-music agent status – highlights Thinkfactory as a key production company to consider, particularly because of Reed’s location within Nashville. In terms of advice for producers working in this field, Barnes emphasizes a desire for more content centered around faith and family themes.

Barnes expressed curiosity about the meaning of ‘Heartland Unscripted’ within the context of faith and family. He mentioned that the term ‘faith and family’ is frequently used by buyers, but it’s clear that scripted content is successful, such as collaborations with ‘The Chosen,’ Lionsgate productions, John Irwin’s new company, and Amazon. However, he noted that the question remains about what will unfold in unscripted content.

David George, CEO of ITV America, who agreed with Reed and Thinkfactory’s move to Nashville after being convinced by Reed that the most effective approach to collaborate with the heartland industry was through infiltration, is now focusing on how Thinkfactory can create country-themed content for other ITV America brands such as Blumhouse, High Noon Entertainment, Leftfield Pictures, and Good Caper Content.

I see potential for cross-fertilization in various areas. For instance, concepts Adam encounters in Nashville could potentially benefit Good Caper. In the current market, crime can be a prevalent theme in the heartland region, and this could be leveraged for High Noon. Moreover, there’s a wealth of activity related to food and lifestyle in the heartland world that could be incorporated into High Noon. For Leftfield, we can explore male-oriented shows. Interestingly, the heartland can serve as a genre or simply a part of an idea. Additionally, we’ve been discussing Blumhouse productions with a country theme.

Though improvised programming is what Thinkfactory primarily excels in, it’s also developing a variety of scripted projects. These range from music-themed TV movies, seasonal specials, and biographies. At present, the ITV America-managed company is engaged in collaborations with artists such as Kane Brown, Darius Rucker, Kimberly Schlapman from Little Big Town, comedian John Crist, singing duo The War and Treaty (Michael Trotter Jr. and Tanya Trotter), Trace Adkins, and country media personality Bobby Bones.

As a devoted fan and movie reviewer, I’ve been eagerly following the creative ventures of Reed and his team at Thinkfactory Media. Their captivating content graces various popular platforms such as ABC/Hulu, Lifetime, A&E, Universal Music Group, The Wonder Project, and NBC/Peacock, ensuring a wide reach for their engaging stories.

Elaine Frontain Bryant, A&E’s executive vice president and head of programming, explains that they consistently choose to collaborate with Thinkfactory for their latest projects instead of diversifying their partners, because as she puts it, “Adam is present with the team” and this business thrives on connections. In simpler terms, she means that the success of their partnership lies in the personal relationships they’ve built over the years with Adam at Thinkfactory.

Occasionally, the gifted individuals you may encounter might not be typical Hollywood stars. It seems Adam is taking the time to build relationships with these talents, which I believe is crucial. The fact that we’ve had a long-standing relationship with him, and now he’s managing to earn the trust of established organizations like the Grand Ole Opry and Universal Music Group is truly impressive.

Bryant stated: “I spent some time with him last November, and he provided numerous opportunities. As for other platforms in the rural areas, I’m not sure about their strategies, but I do know that in this specific area of content creation, it’s all about building strong relationships. He is not just talking the talk, but walking the walk, investing time and effort to cultivate these connections.

2024-10-10 22:17

Inside TV’s Booming ‘Heartland Core’ Business: How ITV America’s Thinkfactory Is Cornering the Country Market From Nashville

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