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VSCO acquires mobile app Trash to expand into AI-powered video editing
VSCO, the popular photo and video editing app, today announced it has acquired AI-powered video editing app Trash, as the company pushes further into the video market. The deal will see Trash’s technology integrated into the VSCO app in the months ahead, with the goal of making it easier for users to creatively edit their videos.
Trash, which was co-founded by Hannah Donovan and Genevieve Patterson, cleverly uses artificial intelligence technology to analyze multiple video clips and identify the most interesting shots. It then stitches your clips together automatically to create a final product. In May, Trash added a feature called Styles that let users pick the type of video they wanted to make — like a recap, a narrative, a music video or something more artsy.
After Trash creates its AI-powered edit, users can opt to further tweak the footage using buttons on the screen that let them change the order of the clips, change filters, adjust the speed or swap the background music.
Image Credits: Trash
With the integration of Trash’s technology, VSCO envisions a way to make video editing even more approachable for newcomers, while still giving advanced users tools to dig in and do more edits, if they choose. As VSCO co-founder and CEO Joel Flory explains, it helps users get from that “point zero of staring at their Camera Roll…to actually putting something together as fast as possible.”
“Trash gets you to the starting point, but then you can dive into it and tweak [your video] to really make it your own,” he says.
The first feature to launch from the acquisition will be support for multi-clip video editing, expected in a few months. Over time, VSCO expects to roll out more of Trash’s technologies to its user base. As users make their video edits, they may also be able to save their collection of tweaks as “recipes,” like VSCO currently supports for photos.
“Trash brings to VSCO a deep level of personalization, machine learning and computer vision capabilities for mobile that we believe can power all aspects of creation on VSCO, both now and for future investments in creativity,” says Flory.
The acquisition is the latest in a series of moves VSCO has made to expand its video capabilities.
At the end of 2019, VSCO picked up video technology startup Rylo. A few months later, it had leveraged the investment to debut Montage, a set of tools that allowed users to tell longer video stories using scenes, where they could also stack and layer videos, photos, colors and shapes to create a collage-like final product. The company also made a change to its app earlier this year to allow users to publish their videos to the main VSCO feed, which had previously only supported photos.
More recently, VSCO has added new video effects, like slowing down, speeding up or reversing clips and new video capture modes.
As with its other video features, the new technology integrations from Trash will be subscriber-only features.
Today, VSCO’s subscription plan costs $19.99 per year, and provides users with access to the app’s video editing capabilities. Currently, more than 2 million of VSCO’s 100 million+ registered users are paid subscribers. And, as a result of the cost-cutting measures and layoffs VSCO announced earlier this year, the company has now turned things around to become EBITDA positive in the second half of 2020. The company says it’s on the path to profitability, and additional video features like those from Trash will help.
Image Credits: Trash
VSCO’s newer focus on video isn’t just about supporting VSCO’s business model, however, it’s also about positioning the company for the future. While the app grew popular during the Instagram era, today’s younger users are more often posting videos to TikTok instead. According to Apple, TikTok was the No. 2 most downloaded free app of the year — ahead of Instagram, Facebook and Snapchat.
Though VSCO doesn’t necessarily envision itself as only a TikTok video prep tool, it does have to consider that growing market. Similar to TikTok, VSCO’s user base consists of a younger, Gen Z demographic; 75% of VSCO’s user base is under 25, for example, and 55% of its subscribers are also under 25. Combined, its user base creates more than 8 million photos and videos per day, VSCO says.
As a result of the acquisition, Trash’s standalone app will shut down on December 18.
Donovan will join VSCO as Director of Product and Patterson as Head of Applied Research. Other Trash team members, including Karina Bernacki, Chihyu Chang and Drew Olbrich, will join as Chief of Staff, Engineering Manager and Sr. Software Engineer for iOS, respectively.
“We both believe in the power of creativity to have a healthy and positive impact on people’s lives,” said Donovan, in Trash’s announcement. “Additionally, we have similar audiences of Gen Z casual creators; and are focused on giving people ways to express themselves and share their version of the world while feeling seen, safe, and supported,” she said.
Trash had raised a total of $3.3 million — a combination of venture capital and $500,000 in grants — from BBG, Betaworks, Precursor and Dream Machine, as well as the National Science Foundation. (Multiple TechCrunch connections here: BBG is backed by our owner Verizon Media, while Dream Machine is the fund created by former TechCrunch editor Alexia Bonatsos.)
“Han and Gen and the Trash team have always paid attention to the needs of creators first and foremost. My hope is that the VSCO and Trash partnership will turn all of us into creators, and turn the gigabytes of latent videos on our phones from trash to treasures,” said Bonatsos, in a statement about the deal.
Flory declined to speak to the deal price, but characterized the acquisition as a “win-win for both the Trash team and for VSCO.”
Updated 12/3/20, 11:27 AM ET: VSCO alerted us that Patterson’s title is being updated to “Head of Applied Research.” We’ve updated the article accordingly.
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This Week in Apps: Layoffs at VSCO, Google Play’s new guidelines, TikTok rolls out parental controls
Welcome back to This Week in Apps, the Extra Crunch series that recaps the latest OS news, the applications they support and the money that flows through it all.
The app industry is as hot as ever, with a record 204 billion downloads in 2019 and $120 billion in consumer spending in 2019, according to App Annie’s “State of Mobile” annual report. People are now spending 3 hours and 40 minutes per day using apps, rivaling TV. Apps aren’t just a way to pass idle hours — they’re a big business. In 2019, mobile-first companies had a combined $544 billion valuation, 6.5x higher than those without a mobile focus.
In this Extra Crunch series, we help you keep up with the latest news from the world of apps, delivered on a weekly basis.
This week we’re continuing to look at how the coronavirus outbreak is impacting the world of mobile applications, including a dig into Houseparty’s big surge, layoffs at VSCO, Google’s launch of a “Teacher Reviewed” tag, Bumble’s virtual dating, plus changes to Instagram in support of small business and live streaming, among other things. Also this week, Google changed its Play Store guidelines, TikTok launched parental controls, a report suggested Apple may be expanding its Search Ads and more.
Coronavirus Special Coverage
Instagram adds features for supporting small businesses during pandemic
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Instagram rival VSCO lays off 30% of staff to reduce reliance on outside capital
VSCO, the popular photo editing app and Instagram rival, is the latest company to undergo layoffs attributed to the COVID-19 crisis, which has put a strain on venture-backed startups. According to a report from NPR, which was then confirmed by VSCO co-founder and CEO Joel Flory on LinkedIn, the company is laying off around 30% of staff, or 45 of its employees.
Though Flory didn’t reference the COVID-19 outbreak by name, his post described the rapid change to the economy which necessitated the layoffs.
“2020 was staged to be a year where we would continue to forward invest into our business,” Flory wrote. “Overnight our environment changed. We realized that we would need to shift towards running a self-sustaining business.”
In other words, VSCO is anticipating a future where venture capital is less readily available and is making the shift toward running a business that’s no longer reliant on outside capital or funding in order to operate. By laying off a portion of staff, VSCO believes it will be able to sustain its business for many years.
To date, VSCO has raised $90 million in outside funding, and sees its app used by more than 20 million active users per week. However, a smaller portion of those users are customers who pay for a VSCO Membership that offers an expanded array of features, tools, presets and other content. VSCO confirmed to TechCrunch in February 2020 that it had around 2+ million paid subscribers.
Late last year, VSCO had said it was on pace to surpass 4 million paid subscribers by 2020 and was approaching $80 million in annual revenue. However, these projections were tied to VSCO’s forward investment this year, and the shift towards becoming self-sustainable will impact these numbers, the company says.
PitchBook data valued the business at $550 million, NPR also reported — a number that’s made the rounds before, as well.
In 2020, VSCO has rolled out several features designed to better support video editing. It gave creators the ability to publish their video edits to the VSCO feed, and last month, for example, launched a more powerful and feature-rich video editing tool called Montage. The latter was meant to grow VSCO’s paid subscriber base, as it requires users to pay in order to save and publish their finished videos.
VSCO’s profile has also been raised beyond its core user base in recent months, after it became associated with a Gen Z meme that circulated on sites like TikTok.
Though perhaps not the marketing the company would have desired, the VSCO girl meme became a way to mock a certain type of girl — one who sports a messy bun, baggy shirts and scrunchies and carries around eco-conscious items like Hydro Flasks or metal straws. VSCO’s app for making your photos look good became associated with this persona, as it’s often used to filter and edit images in order to give them an aesthetic that teenage girls (VSCO girls) supposedly desired.
As for the layoffs, VSCO says its former employees will receive a minimum of seven weeks of severance pay, and a minimum of two months of COBRA health coverage. In terms of equity, VSCO is pro-rating stock option vesting and extending equity exercise periods post-term, it also notes.
Flory’s LinkedIn post additionally offered a way for those interested in hiring the laid-off VSCO employees to reach the company. He said the jobs@vsco.co email address could be used to make inquires about hiring its talent. The company will also be working to provide other job placement resources and support, it says.
“I am deeply saddened to let some incredible people go and am so grateful for everything they’ve done for VSCO and our community,” Flory wrote. “Our mission and vision remain unchanged. Our ability to provide a place for creative expression, inspiration and connection is even more important than ever right now,” he added.
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VSCO acquires video editing startup Rylo
The photo-sharing app behind the 2019 meme craze “VSCO girls” has acquired Rylo, a video editing startup founded by the original developer of Instagram’s Hyperlapse.
A spokesperson for VSCO, an eight-year-old subscription-based business on track to surpass 4 million paying users, declined to disclose the terms of the deal. Rylo had raised roughly $38 million in venture capital funding, reaching a valuation of $120.25 million with a $20 million Series B announced in October 2018, according to data collected by PitchBook.
San Francisco-based Rylo was backed by a number of institutional investors, including Sequoia Capital, Alumni Ventures Group, Icon Ventures and Accel — a Silicon Valley venture capital fund and key stakeholder in Oakland-based VSCO.
Founded in 2015, Rylo is best known for its 360° camera capable of creating cinematic video in 5.8K resolution. The device previously retailed for nearly $500 but now sells for as low as $250 on BestBuy.com. Under VSCO’s ownership, Rylo will focus exclusively on building out its video editing tools for mobile. The company tells us it will not continue to manufacture and sell its signature device but will continue to honor the warranty on previously sold cameras.
Rylo was launched by Alex Karpenko and Chris Cunningham. Karpenko, Rylo’s chief executive officer, previously founded Luma Camera in 2011, a video-capture, stabilization and sharing app acquired by Instagram in 2013. The deal marked Instagram’s first-ever acquisition; the app was subsequently shut down, with Karpenko joining Instagram’s team as a software engineer. Karpenko became key developer of Hyperlapse, Instagram’s time-lapse video app.
Cunningham, for his part, focused on iLife, Aperture and iPhoto for iOS as an engineer at Apple from 2008 to 2013. Cunningham eventually exited Apple for Facebook-owned Instagram, where he worked as an iOS engineer focused on Instagram Direct.
VSCO, led by co-founder and chief executive officer Joel Flory, charges users $19.99 per year for access to a full-suite of mobile photo-editing tools, exclusive photo filters, tutorials and more. In a recent interview with TechCrunch, Flory outlined ambitions to expand beyond photo-sharing and editing to video and illustration. The company’s latest deal, its first since its 2015 acquisitions of Moving Sciences and Artifact Uprising, confirms its intent to grow the business and carve out new revenue streams.
“We’ve seen video editing double on VSCO and DSCO, our GIF creation tool remains one of our most popular features,” Flory writes in a company blog post. “It’s clear that our users want more video tools and new ways to tell their stories through creative self-expression.”
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VSCO sues PicsArt over photo filters that were allegedly reverse engineered
Photo-editing app-maker VSCO has filed a lawsuit against competitor PicsArt.
The suit focuses on 19 PicsArt filters that were supposedly “reverse engineered from VSCO’s filters,” with VSCO alleging it has become a legal issue involving false advertising and violations of the app’s terms of service.
“VSCO has invested significant time and resources in developing its presets [a.k.a. filters], which represent valuable intellectual property of VSCO,” the company writes.
In a statement, PicsArt denied the suit’s claims:
VSCO is not a direct competitor, but they clearly feel threatened by PicsArt. VSCO’s claims are meritless. It’s disappointing that they have made these false claims against us. PicsArt will vigorously defend itself against these baseless claims and all options are under consideration.
Specifically, VSCO says that at least 17 PicsArt employees created VSCO accounts — probably not an uncommon competitive practice, but the suit claims they used those accounts to reverse engineer the filters, thus violating the terms in which users “agree not to sell, license, rent, modify, distribute, copy, reproduce, transmit, publicly display, publicly perform, publish, adapt, edit or create derivative works from any VSCO Content.”
In addition, the suit accuses PicsArt of engaging in false advertising by describing the filters in its PicsArt Gold subscription as “exclusive” and “only for [PicsArt] Gold users.”
Why is VSCO so sure that the PicsArt filters were based on its own? The suit says:
VSCO’s color scientists have determined that at least nineteen presets published by PicsArt are effectively identical to VSCO presets that are only available through a VSCO account. Specifically, VSCO determined that those PicsArt filters have a Mean Color Difference (“MCD”) of less than two CIEDE2000 units (in some cases, far less than two units) compared to their VSCO counterparts. An MCD of less than two CIEDE2000 units between filters is imperceptible to the human eye and cannot have been achieved by coincidence or visual or manual approximation. On information and belief, PicsArt could have only achieved this degree of similarity between its filters and those of VSCO by using its employees’ VSCO user accounts to access the VSCO app and reverse engineer VSCO’s presets.
The suit goes on to claim that VSCO’s lawyers sent PicsArt a letter in February demanding that the company identify and remove any filters that were reverse engineered or copied from VSCO. The letter also demanded “an accounting of all profits and revenues generated from such filters” and that PicsArt identify any employees who had created VSCO accounts.
In VSCO’s telling, PicsArt then responded that it was “in the process of replacing certain underperforming filters and modifying others,” including the 19 filters in question, but it only removed 17 — and supposedly two of the new filters “were similarly reverse engineered from VSCO’s proprietary presets.” The suit also says PicsArt has failed to provide the information that VSCO demanded.
VSCO does not appear to be suing for a specific monetary value, but the suit asks for “disgorgement of any proceeds obtained from PicsArt’s use of VSCO filters,” as well as injunctive relief, compensatory damages and “the costs of corrective advertising.”
You can read the full complaint below.
VSCO Complaint by on Scribd
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VSCO launches its first video editing tool
VSCO is a brand well-known among photographers who take advantage of its presets for desktop and its mobile app featuring film-inspired filters and pro image tools. Now the company is moving into video editing, with the launch of its first video editing tool on iOS. The tool will allow users to apply presets and tools to any size video from their smartphone camera, then share the… Read More
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VSCO Takes On Instagram’s Boomerang With Its New GIF Creation App DSCO
VSCO, one of the few apps to give Facebook’s Instagram solid competition with a photo editing application aimed at more serious mobile photographers, is today releasing its next new creation. DSCO, as the just-launched spin-off is called, takes advantage of VSCO’s imaging technology to allow users to create short, looping GIF images which can be shared to VSCO’s user… Read More
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