Bell Media is adding nine new people to Much Digital Studios’ existing roster of 13 YouTube creators. The new additions span key consumer and marketing segments including beauty, fashion, travel and lifestyle.
Much Digital Studios’ revamped roster of 22 creators boasts approximately 2.1 million subscribers.
According to Bell, the multi-channel network (MCN) has garnered more than 10 million video views since its May launch, with more than 35.6 million minutes of video consumed and 193,000 likes. It is now averaging 1.2 million views a week.
The partnership has also proven beneficial for the program’s partnering creators. Following a recent stint as co-host of the Much Music Video Awards Red Carpet show, for example, Jus Reign has added more than 52,000 subscribers, while comedy troupe 4YallEntertainment had added 27,000 subscribers.
Bell Media is also hoping to raise the profile of some of its creators when it begins featuring some of their work as on-air interstitials on the Much TV channel this week.
New creators added to the Much Digital Studios roster include gaming experts Devon Crawford — who passed the 10,000-subscriber mark earlier this month — and Rerez; makeup expert Bianca Harris (2,356 subscribers, pictured above) alongside lifestyle personalities Camille Co., Michael Rizzi, Naomi Elle, Patrick Tomasso and Tasha Leelyn; and pop culture aficionado Ajay Fry, who has hosted Bell Media specialty channel Space’s flagship show InnerSpace for seven years.
Dave Caporicci, managing director, brand partnerships for Bell, said that the expanded line-up provides “increased opportunities” for brands that are keen to work with Much. “With opportunities for in-video integration, as well as further amplification online and on our linear properties, we are looking forward to connecting brands with Much Digital Studios,” he said in a release.
A Bell Media spokesperson told Marketing that the company has “nothing we can discuss at this time” regarding advertising partnerships, but said it will be making an announcement next month.
In a recent report on MCNs, research firm eMarketer said that while branded content is a major revenue driver for MCNs, it can be an “inefficient” way to monetize videos since many deals require in-depth conversations, negotiations and collaborations between content creators and brands, with MCNs typically acting as intermediaries.
“This process can take weeks or months of back-and-forth approvals by various parties,” said the eMarketer report.
