Warner Music has teamed up with a Australian talent management company to launch a new video distribution network for YouTube ‘influencers’ – Born Bred Distribution.
The deal marks a collaboration between Born Bred Talent – which also counts itself as a digital and PR agency – and Warner Music Australia.
Born Bred Talent exclusively manages 60 of Australia’s most influential social media personalities, with access to a database of over 3,000 micro-influencers.
The agency will now be able to access Warner Music YouTube Multi-Channel Network (MCN) to ‘put its influencers side by side with Warner Music’s roster of the hottest artists in the world [and] to monetise creator’s content’.
In a press release, Warner further noted that the deal would see the two parties ‘explore the rapidly expanding space between musicians, Influencers and their audiences to find mutually beneficial outcomes’.
“Born Bred Talent and their influencers have been a huge part of our marketing strategy in Australia to date and we can’t wait to take this to the next level both here and abroad.”
Simon Cahill, Warner Music
Born Bred Distribution will offer YouTubers audience development, content programming, creator collaborations, digital rights management, and monetisation optimisation, as well as advising Warner Music’s artists on how to improve their YouTube content.
Warner Music Australia has chosen Born Bred Talent to be its preferred Influencer Marketing agency, managing campaigns for artists, tours and domestic signings.
Born Bred Talent and Born Bred Distribution Founder, Clare Winterbourn said: “This partnership will change how we work with our YouTubers, allowing them to profit immensely from their brilliant content, while giving them access to some of the biggest musicians around the globe and from here in Australia. We are thrilled to be part of this global partnership.”
Simon Cahill, Head of Digital and Business Development of Warner Music Australia commented: “We are so excited to see this initiative come to fruition and have the Australian team paving the way for global collaborations with our artists and content creators.
“Born Bred Talent and their influencers have been a huge part of our marketing strategy in Australia to date and we can’t wait to take this to the next level both here and abroad.”
Warner Music Australia and Born Bred Talent will be attending the 2018 Vidcon conference in Melbourne on Saturday 1st September where they will be discussing the partnership.Music Business Worldwide
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