Things are changing. Most people can’t see what’s happening or the opportunity that comes with it. Sometimes we see BIG things happen and don't recall the small things that happened to make those BIG things happen in the first place.

With HBOmax becoming simply MAX. It means that HBO is losing its identity. Succession will be the last great purely HBO show from the time before "The Great Merge."

From now on a show like Succession will simply be categorized under a tab on an app, and HBO shows who were known for their quality and distinctiveness will now be featured alongside "Doctor Pimple Popper."

With HBO, Time Warner, and now Discovery merging into one entity called MAX  smaller niche brands can rise into the light, exactly like they did when Cable TV took over America to split the audience away from the four Antenna TV Channels.

Investors seem to look at these behemoths and think that you need hundreds of millions of dollars to compete. They forget that many of these brands didn't start with hundreds of millions of dollars themselves.

HBO started by going door to door selling every subscription. They didn't have a lot of money, so they bought the TV rights to Ice Hockey and Boxing. Two sports that didn't have a large audience at the time. Giant behemoths are not created by hundreds of millions of dollars. Hundreds of millions of dollars cannot buy you the time it takes to become a cultural institution.

Star Wars, Marvel, and Disney, all giants, started with much lower budgets and hardly any capital. But now multiple generations of people love their stories.

When it comes to cultural media institutions, you win by playing the long game. Building small, niche brands and grow over time.

Now that all of our smaller, American brands are merging into giant, global brands it allows us a fantastic opportunity to pioneer some new, smaller, niche cultural institutions like LOOR.

If you want to invest in media and change the cultural landscape, now is the time. Now is the time to back smaller brands while everyone is merging and abandoning their unique identities that took generations to build.

Let me know if you want to be at the beginning of something.

—Marcus Pittman, CEO of Loor.  

‍