Column by Expocontent CEO Alexandra Modestova on the export of Russian digital content
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Since the introduction of sanctions against the Russian Federation, the distribution of media content abroad has greatly decreased in volume. But this does not mean that partnerships with foreign companies have ceased completely. The key buyers of our content in foreign markets have always been primarily Asia, Latin America, MENA and the CIS countries. This trend has continued – for example, this spring in the UAE they showed the film “The Challenge”, filmed on the International Space Station.
We observe problems with distribution to a greater extent in the European region: the Russian film industry sought to enter this market and was actively establishing sales. But now our product is toxic for the EU, because it is inseparable from the state where it was produced. Even interested players are not able to conclude direct contracts, because any relationship with the Russian Federation carries reputational risks for foreign companies.
The situation with musical products is the same – even in a number of countries where the audience was familiar with the work of our performers, it has become more difficult to promote content. After all, music is even more closely connected with the creator, his personality and position. But friendly countries generally still accept her well.
The book industry, as we know, has also suffered, but the situation is stabilizing. Our books are actively read in Belarus, Kazakhstan and even in Israel. And the export of books has always been largely aimed at nearby countries. We can hope that everything will work out.
As for the new digital content areas where we remain competitive in terms of exports, it is video games. Using the example of Atomic Heart, we understand that a good product will be in demand no matter what – now the Russian game not only remains on the international market, but is one of the most popular and beloved games among foreign audiences.
If we talk about new regions for export, the expanding BRICS alliance looks like the most promising direction. As we have seen in the last year and a half, Russian films are ready to be watched in China and India, and this is a huge audience. Turkey is also our consumer; for example, the local audience really liked the cartoon “Masha and the Bear.”
Outside of the content industry, the domestic fashion industry remains successful in the West. Russian designers are actively developing in the domestic market, and there is a feeling that they will soon become competitive in the international arena. They are warmly received in the USA, we saw the Ushatava brand on Bella Hadid, Monochrome on Heidi Klum, and this summer Victoria’s Secret angel Elsa Hosk tried on the Russian brand Lavarice. Perhaps it is thanks to the appearance of stars in Russian brands on the pages of foreign publications that a path will emerge for integrating our products onto the world stage through fashion.
Will companies be able to start expanding into the West again on their own? The main market request now, it seems to me, is the emergence of a player who can simplify the interaction of Russian companies with foreign partners.
Yes, some have successfully relocated or opened representative offices in other countries – the UAE or Kazakhstan. But it is difficult for companies to establish connections abroad. The industry needs an aggregator with “warm” contacts abroad, which will become an intermediary in terms of exporting our media content. There is a feeling that the launch of such a service is not far off, because it is really needed.
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