Averno - How a TikTok Became a Transmedia Universe

Explore the creation and evolution of Averno, an innovative transmedia universe, in this 51-minute SXSW 2021 conference talk. Discover how theatre artist Morgan Smith and a global team of 60 artists transformed a TikTok concept into a thriving online phenomenon during the COVID-19 pandemic. Learn about the principles of transmedia design, world-building techniques, and community engagement strategies that led to Averno's success. Gain insights into the creative process behind developing interlocking musicals, comics, novels, and virtual reality experiences centered around a single fictional town. Understand how this project adapted to the changing entertainment landscape, embracing connectivity and reckless creation to build a dedicated following of over 200,000 fans. Delve into topics such as aesthetics, themes, lore writing, community events, and marketing strategies that contributed to Averno's explosive growth and millions of streams.