Live.me Launches 17-Second Video App ‘Cheez’, Unveils New Studio Space For Creators

Live.me Inc., the proprietor of the popular livestreaming platform of the same name, has launched its second-ever app property, Cheez — yet another social video platform that enables users to create and share short videos up to 17 seconds long. The app is currently available for download on both Android and iOS devices.

With live filters, voice changing effects, stickers, music, and a slew of other editing tools, Cheez sounds a little like Snapchat — though its discovery functionality is powered by a deep learning algorithm that the company says becomes more personalized over time. Another key differentiator, according to the company, are game-like features such as ‘Dance Off‘, which displays a scrolling set of dance moves that users must replicate. The app then uses image sensing technology to grade users’ performances.

Given that predecessor app Live.me has processed more than $6 million payments since its launch 18 months ago, Cheez will “soon” offer a similar monetization system that enables viewers to send virtual gifts directly to their favorite creators.

“Everyone has a special talent — something that makes them unique,” said Live.me Inc. CEO Yuki He

in a statement. (Live.me Inc. is owned by Chinese mobile tech giant Cheetah Mobile). “Cheez provides a platform for all people to really show off who they are, whether that’s by making funny videos, singing, dancing, or just sharing interesting moments from their everyday lives.”

Live.me Inc. formally announced Cheez during an event at its newly-christened Spotlight Studio in West Hollywood — a two-story, 4,000-square-foot production and office workspace that will be open to creators and also serve as the headquarters for Live.me’s own original content ventures. In addition to providing equipment and stages to encourage collaboration among its streaming community, Live.me will also use the Studio to shoot its weekly advice series, Broadcaster Academy, as well as to develop original content for Cheez.

“You only need a mobile device and internet connection to start broadcasting, but by providing a professional space and professional resources to these creators breaking into the live video format, we hope the world will see more new internet stars emerge very soon,” said Live.me’s head of marketing and partnerships, Khudor Annous.