Action camera maker GoPro has been taking a series of steps to realize its dream of becoming a full-blown media enterprise. Just a couple of days after announcing that the company would pay users to create ‘cool’ content, GoPro has partnered with the USC School of Cinematic Arts to lure budding filmmakers. The two will launch a program that would help USC students distribute, promote and monetize the content created using GoPro.

GoPro Partners With USC To Lure Young Filmmakers

GoPro cameras have reduced the costs for filmmakers

GoPro CEO Nick Woodman committed to distributing 150 Hero cameras and accessories that will become part of the School of Cinematic Arts’ curriculum this fall. The new program includes workshops, education and one-on-one tutoring of GoPro cameras. Woodman said without the content, GoPro would be just another hardware company in the market. He underscored the importance of content to the success of the action camera maker.

GoPro cameras have dramatically reduced the costs for filmmakers. With the new deal, USC believes that students will be able to focus on content rather than financial strains of traditional film equipment. The USC School of Cinematic Arts Dean Elizabeth M. Daly said more and more GoPro cameras will be used in professional filmmaking. GoPro will also showcase USC students’ work through its weekly reward program.

GoPro gives students a chance to win cash prizes

The students can also win cash prizes under the same program. The San Mateo-based company will pay $500 for best photo, $1,000 for the best raw video clip, and $5,000 for the best edited video every week. The awards will be distributed in multiple categories including motorsports, music, science, family, travel, adventure, action and others. In July, the company had also launched a licensing portal whereby advertising agencies and brands could pay to license premium GoPro content.

Nick Woodman says he wants GoPro to become part of our education system right from the elementary school level. “That would be the dream for us,” he said.

GoPro shares fell 0.35% to $28.44 in pre-market trading Friday.