In the mid-1980s, Pierre Bellanger launched Skyrock pirate radio station as a continuation of his efforts with the French free radio movement. A community inclusive of a diverse voices and agendas, Skyrock inspired a generation of 18-25-year-olds who had never lent their unscripted opinions to a mass distribution medium. As Skyrock developed an IRC channel and later its own blogging software, the community evolved into what it is today – the third largest social networking site in Europe.
Often compared to MySpace and Facebook, most journalists tell the story of how Bellanger has grown Skyrock from a simple radio station into a business that earns more than 38 million euros in annual revenue. Nevertheless, perhaps the most fascinating story is the founder himself.
Says Bellanger, “We were trying to create revolution. My political act is to create a system of self-expression.”
In America, terms like “self-expression” and “revolution” tend to accompany arguments for First Amendment rights. In Pierre Belanger’s usage, “self expression” is about using the first-person singular “I” when unravelling events. Belanger’s revolution entails a cultural shift in how French public radio media went from being a government monopoly, to being a medium where French youth could narrate the news from their own perspectives. Many believe that Bellanger’s Skyrock community was the precursor to what can now be described as life streaming. In other words, the mass distribution of amateur opinions is considered here as a political act.
When asked how Bellanger managed to run a revolution-generating platform as a business he replied simply, “Revolutions are only effective when they’re profitable.”
Explains Bellanger, “There is already community dialogue, I want to help brands create a bond with the audience.”
While the Skyrock CEO monetizes with banner advertising, one of his major “dialogue-enhancing” campaigns is a Coca Cola-sponsored volunteer listing board entitled Kohop. With more than 5,000 contributing community members, this campaign allows Skyrock members to post and fulfill volunteer tasks in what Bellanger describes as a “eBay of generosity”. Bellanger also plans to roll out a full-scale version of Yazata – a corporate-sponsored mentorship forum for sex education and reproductive health.
By leveraging brand dollars for community tools and by encouraging open community dialogue, the social networking site continues to reshape the landscape of French and European tech culture. As widespread use of Skyrock sets a new bar for public media, young French netizens celebrate a larger pool of opinions and gain the encouragement they need to inform others.
To check out the service visit Skyrock.com.
Photo Credit: Chris Heuer
