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Machinima and Ultra Music Form Partnership to Boost Engagement

  |  January 31, 2013   |  Comments

Machinima, the video entertainment network for young males, and ULTRA Music have established a partnership aimed at boosting engagement for both brands.

Machinima, the video entertainment network for young males, and ULTRA Music have established a partnership aimed at boosting engagement for both brands.

Under the agreement, Machinima will exclusively represent ULTRA content on YouTube and will oversee all ad sales on the ULTRA channel, and related content. ULTRA Records YouTube channel will be incorporated into Machinima's distribution network, and Machinima and ULTRA will also work together on additional ULTRA content that could be distributed on other channels within the network.

The new ULTRA partnership makes sense on so many levels, for both brands, says Allen DeBevoise, chairman, co-founder and chief executive of Machinima, adding that the same fans, creators, and contributors on Machinima's network also listen to and engage with ULTRA's artists.

"Our viewers are the most engaged audience on YouTube and ULTRA Music content will provide yet another reason for our fans to tune-in to Machinima," he comments.

Patrick Moxey, president of ULTRA Music adds: "As YouTube is now one of the most powerful platforms being used to distribute digital media and advertising, this partnership with Machinima is a great step forward for our artists and our music".

ULTRA Music currently has the number one YouTube channel for electronic music boasting over 1 million subscribers and over 2 billion views.

Machinima is a dominant channel on YouTube and serves over 2.6 billion video views per month. It also reaches over 262 million viewers monthly.

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Melanie White

Melanie White is the Editor of ClickZ, where she has worked since July 2012. White has been with Incisive Media (ClickZ's parent company) since 2009 where she was Deputy Editor/ US Editor for one of the financial risk management titles, International Custody and Fund Administration (later Custody Risk).

In addition, White worked on FX Week where she was a Senior Reporter. She has also worked and contributed to a number of other titles, including The Accountant, International Accounting Bulletin, the New York Post, Independent Magazine (UK), as well as the broadcast title Sunday Live with Adam Boulton at Sky News.

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