Bell Media has launched its new multi-channel network, Much Digital Studios, with a roster of 13 YouTube creators boasting a combined reach of more than 1.4 million subscribers.
The personalities run the gamut from established YouTube stars such as comedian Jus Reign (500,000 subscribers) and beauty vlogger Melissa Mark (300,000 subscribers) to up-and-coming stars like Georgetown, Ont. musician Dan Talevsky (94,000 subscribers).
Justin Stockman, vice-president of specialty channels for Bell Media, said the creator roster is the result of a two to three-month search for new talent.
“We were really looking for a diverse group in terms of interests and background to represent Canadian youth and the legacy of Much,” said Stockman. “We’ve got some great musicians, fashion and beauty, humour – we’ve really covered everything we could.”
Bell plans to continue adding creators, though Stockman said it has no aspirations to become as big as some of the larger U.S. MCNs. Disney-owned Maker Studios, for example, has a vast network of more than 55,000 YouTube channels.
“We really wanted to launch big out of the gate, but we intend to keep adding to the roster until we can’t support them without it being too much,” he said. “[We want to ensure] that we have a good value proposition for them and we’re actually going to be able to offer them opportunities. We’re not going to grow bigger than that.”
While MCNs continue adding YouTube creators, Stockman said there is plenty of untapped talent available. “No matter how much talent you think has been snapped up, there’s more out there,” he said. “We want to grow to a good size so that we have lots of options for clients and lots of great content being created for fans.”
Bell plans to use its existing broadcast and digital assets to promote its new stable of YouTube talent. For example, all 13 creators will be integrated into the company’s coverage of the upcoming MMVAs, said Stockman.
While Bell has not sold specific brand partnerships against Much Digital Studios, Stockman said it has “a bunch” of deals close to completion. “We’re constantly pitching and getting pretty far down the road with a few,” he said, noting that the advertising community has been “incredibly responsive” to the new venture.
“A lot of brands have been trying to figure out how to connect with influencers and YouTube stars, but without someone like us in the middle, it’s really hard to do because you have to make contact with them and manage the project,” said Stockman.
Bell has also re-launched the Much website to incorporate the new YouTube creators. The site retains its focus on music and on-air programming, but has added a creator tab that links to a home page for each of the 13 creators featuring their best videos. The site’s editorial feed will also be increasingly populated by the new creators, said Stockman.
Bell announced the new multi-channel network (MCN) in April, describing it as the “next natural step” in the evolution of the Much brand, which celebrated its 30th anniversary last year.
It is another addition to the rapidly growing MCN space, which has seen Canadian media companies including Corus Entertainment and Blue Ant Media make major investments in U.S. based MCNs. Stockman predicted other U.S. MCNs will soon being appearing in Canada, forging strategic relationships with traditional media companies.
“They’re able to test things, perfect what they’re doing and make real connections with their viewers,” he said. “You’re seeing a ton of smart media companies looking to be a part of it.”
