Reward and Risk in a Digital Niche
Logan Mulvey ’08 started his company, GoDigital, when he was a student at LMU.
Published: December 13, 2012
By Fred Puza
As the film industry become increasingly shaped by digital technology, Logan Mulvey ’08, CEO of GoDigital, a digital distribution company, plans to embrace the revolution and avoid the music industry’s mistakes of the early 2000s.
“The music industry has become a business of merchandising and touring and not as much record sales,” Mulvey says. “For us, movies going digital is a big opportunity. There are a ton of movies being made, but not all of them can find distribution. GoDigital can be their outlet.”
GoDigital offers more than 1,000 catalog films. Mulvey and his team attend film festivals, acquire films and distribute them through retail platforms including iTunes, Netflix, Amazon, Hulu, Playstation, Vudu, Fandor, DISH and Avail-TVN. The company also manages the movies’ marketing and advertising. GoDigital goes through a meticulous selection process to determine which movies will appeal to the general public and deliver the maximum profit.
“People are so used to getting barraged with information at all times of the day,” Mulvey says, “that we have to be very selective about which movies we think will cut through all that white noise. If we are going to take a risk, we have to be certain that people are going to watch the films we choose.”
Although the ease of digital distribution may be appealing, to Mulvey it’s also partly worrisome: Internet piracy and file sharing is a challenge. Protecting intellectual property, he says, is as important as monetizing it. Mulvey supports efforts to crack down on illegal uses of intellectual property.
“One of the challenges facing the ‘Me’ generation is that downloading illegally is a part of the culture and may not be considered stealing because they’re so used to it,” Mulvey says. “We need to make sure there are real consequences for those who steal and leak content.”
Mulvey is optimistic about the future of the video on demand market for several reasons: growing accessibility of high speed internet, faster and cheaper bandwidth and storage space, and declining price of flat screen televisions. In addition, technological advances are helping more people access content on multiple platforms from televisions to smart phones, iPads and laptops. “This market is only going to grow,” he says.
Mulvey co-founded GoDigital in 2008 as a student at LMU. He had already begun producing videos for artists including rock band Death Cab for Cutie, singer Ashley Tisdale and rapper Master P. He teamed up with some business partners who all agreed that CDs and DVDs would become obsolete and that the emerging digital market had a future. At 28, Mulvey is a young CEO, but he credits his success with being willing to learn and hiring a competent and reliable team.
“I’m so fortunate that my first endeavor has worked out for this long,” Mulvey says. “I have a lot to learn. But I have a great staff who I rely on to help guide the company in the right direction.”