C21: Endemol alum heads new Oz prodco

3354bf6Charlie Leahy has been appointed creative head of Boom Natives, a new production company launched by Boom Video, which represents more than 300 Australian and New Zealand YouTube channels.

Leahy, who starts on September 1, will help Boom Videos channels and producers to create content as well as launching its own channels and developing shows.

His remit also includes helping Boom Video talent to create branded content, building fanbases for brands via branded channels and devising social content strategies and multi-platform formats for Australian TV networks and producers.

Leahy told C21 he will aim to build partnerships with multiplatform channels in the UK and Europe to help grow audiences on a global scale.

He joins Boom Natives from Ensemble Australia, part of the IPG Mediabrands Group, where he is director of content. Previously, he was a creative and commercial executive at Zodiak Active and executive producer for Endemol Digital Studios.

Leahy is looking to recruit a small team of producers and people who have creative ideas for the social media space.

The new channels will utilise talent that Boom Video represents as well as external talent. He said the number of new channels to be launched will depend on opportunities in genres and niche interests.

The Boom Video-affiliated online channels in Australasia have nearly four million subscribers. The most popular include Troye Sivan, comedy channel Superwog and gaming channel ChampChong. Boom Natives is modelled on US entities such as Maker Studios, Machinima and Big Frame.

Spiro Pissas, commercial director of Boom Video, said: Creating authentic social content is one of the biggest challenges for brands and their agencies. We¹ve been partnering with the real experts in this space for the past three years ­ the online celebrities who have built their own fanbases from their bedrooms and home studios.

Boom Natives will support Australias YouTube talent to professionalise their activities, and help brands work with these digital natives to create super social content.

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