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.
YouTube is said to be preparing new non-video features that will allow content creators to interact with their viewers through photos, text posts, links and polls.
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