Oliver Luckett

From Wikipedia, the free encyclopedia
Jump to navigation Jump to search
Oliver Luckett
Born1974 (age 44–45)
EducationVanderbilt University

William Oliver Luckett (born 1974[1]) is an American entrepreneur. He founded Revver, DigiSynd, and theAudience, all of which have since been sold. He currently lives in Iceland, where he heads the marketing startup, EFNI.

Early life and education[edit]

Luckett grew up in Clarksdale, Mississippi.[2] He attended Vanderbilt University, where he received a BA in French literature in 1996.[3] His father, Bill, co-owns the Ground Zero blues club with actor Morgan Freeman.[4]


After graduating from Vanderbilt, Luckett moved to San Francisco. He began working at telecommunications provider Qwest, rising to the position of chief IP services architect. He left the company in 1999 to co-found the wireless data broadcasting network iBlast with television entrepreneur Michael Lambert. Luckett departed the company after three years and traveled in Spain. He returned to L.A. in 2003 and worked at Declare Yourself, a nonpartisan, nonprofit online voter-registration initiative established by television producer and philanthropist Norman Lear.[2]

In 2005, Luckett founded Revver, a company which gave users a percentage of advertising revenue for uploading their video clips. Investors included Comcast Interactive Capital and Turner Broadcasting. The Revver platform hosted Eepybird's viral video, "Extreme Mentos and Diet Coke." Revver was sold to LiveUniverse in 2008 for $5 million.[2]

In 2007, Luckett established DigiSynd with funding from companies including Greycroft Partners and Warner Bros. The company outsourced packaging, syndication and marketing to traditional content providers. The Walt Disney Company acquired the firm in 2008 for an undisclosed sum, retaining Luckett as senior vice president and general manager of the DigiSynd subsidiary. DigiSynd assumed control for Disney's brand presence across social media, managing campaigns for Disney Studios, Disney Animation Studios and Disney Parks and Resorts.[2]

Luckett was recognized for spearheading the marketing campaign for the 2010 Disney film Toy Story 3, which became the then top-grossing animated feature of all time and the highest-grossing film of the year.[2][5][6]

In 2011, Luckett left Disney to found the social media publishing firm theAudience, which received backing from American talent agency William Morris Endeavor, Guggenheim Partners, and entrepreneur Sean Parker. The company worked with social media influencers to run coordinated digital campaigns for clients such as 20th Century Fox, Sony Pictures, McDonald's and Ford Motor Co. TheAudience also developed content and artwork, such as the viral music video for The Chainsmokers 2014 song #Selfie.[2][7][8] In September 2015, it was announced that theAudience was sold for an undisclosed sum to the Dubai-based conglomerate Al Ahli Holding Group.[9]

Luckett and his work at theAudience were featured in the 2014 PBS Frontline report, "Generation Like."[10][11]

In 2015, Luckett co-founded the Reykjavík-based marketing startup EFNI with Icelandic politician and entrepreneur Heiða Kristín Helgadóttir. EFNI has launched the Icelandic companies Niceland Seafood, HausMart, and Reykjavik Greens.[12][13]


Along with Michael J. Casey, Luckett co-wrote the 2016 Hachette book The Social Organism: A Radical Understanding of Social Media to Transform Your Business and Life. The authors argue that social media functions on every level like a living organism.[14] Kirkus Reviews described the book as "a manifesto of sorts, proclaiming that the ubiquity of social media is not necessarily the end of the world."[15] The futurist Ray Kurzweil praised the book as "an indispensable guide for business leaders, marketing professionals, and anyone serious about understanding our digital world — a guide not just to social media, but to human life today and where it is headed next."[16]

Personal life[edit]

In June 2017 Luckett married Scott Guinn, a chef in Iceland.[17] They live in Seltjarnarnes, Iceland, outside Reykjavík.[18]

Luckett is known as an art collector. His collection includes many works by Icelandic artists and American street artists.[4][10]


  1. ^ "Oliver Luckett, o guru da tecnologia que é inimigo número um do Facebook". El País Semanal. January 5, 2018.
  2. ^ a b c d e f "How This Digital Agency Is Cashing In on a New Kind of Celebrity Endorsement". Entrepreneur. April 14, 2015.
  3. ^ "Everywhere @ Once: Oliver Luckett's Influence on Social Media Reaches Far and Wide". Vanderbilt Magazine. March 23, 2015.
  4. ^ a b "How To Gain Friends & Alienate No One". Reykjavík Grapevine. October 25, 2013.
  5. ^ "Disney Puts Tickets on a Facebook Site". The New York Times. June 1, 2010.
  6. ^ "The Buzz on Buzz". The Wall Street Journal. October 16, 2010.
  7. ^ "Turning Microcelebrity Into a Big Business". The New York Times Magazine. September 19, 2014.
  8. ^ "A-Listers, Meet Your Online Megaphone". The New York Times. November 10, 2012.
  9. ^ "TheAudience, a Social Media Company, Is Sold to Al Ahli Holding Group". The New York Times. September 15, 2015.
  10. ^ a b "Tech mogul Oliver Luckett connects with emerging artists in a big way". Los Angeles Times. May 2, 2014.
  11. ^ "Generation Like - Transcript". Frontline. February 18, 2014.
  12. ^ "Fresh from Iceland: Bounty of fish about to land in Denver, with a story to tell". The Denver Post. June 11, 2018.
  13. ^ "Oliver Luckett Helps Icelandic Brand Inklaw Set Up Pop-up Atelier in New York". WWD. March 4, 2016.
  14. ^ "Nonfiction Book Review: The Social Organism". Publishers Weekly. August 29, 2016.
  15. ^ "Kirkus Review: The Social Organism". Kirkus Reviews. October 26, 2016.
  16. ^ "The Social Organism: A Radical Understanding of Social Media to Transform Your Business and Life". Kurzweil Network. October 28, 2016.
  17. ^ "Lindsay Lohan attends wedding of Oliver Luckett in Iceland". Iceland Monitor. June 19, 2017.
  18. ^ "Oliver Luckett--Renowned Social Media Entrepreneur Joins Kimo Sabe Mezcal As Chief Social Media Strategist". PRNewswire. June 1, 2017.