B&T: Boom launches content division in an Aussie first
21 Aug 2013
Boom, which is partnered with YouTube, represents the biggest collection of YouTube channel creator partnerships in Australia and New Zealand with more than 300 online channels and three million subscribers across its network.
Production studio Boom Natives is the first of its kind in Australia.
It will be led by newly-appointed creative director Charlie Leahy (pictured), former head of content for Ensemble Branded Entertainment in Sydney.
Boom Natives will work with Boom Video-represented talent to help increase audience sizes and monetise content, as well as creating its own digital channels, bespoke social content strategies for brands and social TV strategies.
Spiro Pissas, commercial director at Boom Video, said: “Creating authentic social content is one of the biggest challenges for brands and their agencies. We’ve been partnering with the real experts in this space for the past three years – the online celebrities who have built their own fan-bases from their bedrooms and home studios.
“Boom Natives will support Australia’s YouTube talent to professionalise their activities, and help brands work with these digital natives to create super social content.”
Leahy added: “Boom is one of the most forward thinking digital companies around. It’s truly exciting to be first to market with the Boom Natives model and we anticipate an explosion of creativity in the Australian online world as we connect our local talent with brands and agencies and offer up a deeper online experience for TV Networks and producers.”