Red Hat Stories: Don't call them videos

The company is developing a series of short marketing films that attempt to broaden the appeal of "the Red Hat way" well beyond bits and bytes of operating systems and appl servers.

It's not exactly the Sundance Film Festival, but Red Hat's new Red Hat Stories film series is setting the standard for technology marketing through film.

These aren't product pitches. Instead, they pitch "the Red Hat way" of doing things, attempting to broaden the appeal well beyond bits and bytes of operating systems and application servers.

While you'll find the films on YouTube, Red Hat doesn't want you to label them as "videos." As Red Hat's Chris Grams explains:

I use the word "film" rather than video on purpose because it better captures the spirit of what we are trying to do with digital media at Red Hat. Films are what you make when you are capturing stories. Videos are what you make when you are selling your stuff. So we aspire to film, certainly with our most strategic work, but sometimes settle for video when the project demands it.

Red Hat is careful to pitch product strategy when positioning its products: you're buying freedom and its attendant value, not simply Linux. These short films do much the same: they're surprisingly interesting to watch, and they push the audience to think beyond the simple questions "will it run?" and "how much does it cost?"

See for yourself:

Grams suggests that "the combination of a talented group of internal storytellers and a passionate group of smart employees with something to say can create some pretty effective communication." He's right. Red Hat continues to set the standard for how an open-source company--or any company--can reach and potentially inspire its audience.

Follow me on Twitter @mjasay.

Tech Culture
About the author

    Matt Asay is chief operating officer at Canonical, the company behind the Ubuntu Linux operating system. Prior to Canonical, Matt was general manager of the Americas division and vice president of business development at Alfresco, an open-source applications company. Matt brings a decade of in-the-trenches open-source business and legal experience to The Open Road, with an emphasis on emerging open-source business strategies and opportunities. He is a member of the CNET Blog Network and is not an employee of CNET. You can follow Matt on Twitter @mjasay.


    Discuss Red Hat Stories: Don't call them videos

    Conversation powered by Livefyre

    Show Comments Hide Comments