AwesomenessTV Enters Merch Business with Latest Hire

/ Apr 8, 2014


AwesomenessTV has named James D. Fielding, the former CEO of Claire’s, its new global head of consumer products and retail. He will oversee all consumer products and retail efforts for the teen network, which today reaches 80 million subscribers on YouTube.

“Jim is a true visionary in the retail industry and, as former CEO of Claire’s, he brings a unique perspective on our target teen audience,” said Brian Robbins, AwesomenessTV founder and CEO, in a statement.

Fielding is well-experienced in the retail business. Prior to his time at Claire’s, he was the president of Disney Stores Worldwide for four years. There he oversaw a $1.2 billion global business, operating 360 stories in 12 countries, as well as in five countries.

For AwesomenessTV, it was only a matter of time until the company entered the merchandising business. Targeting teens and tweens, it’s perfectly suited to build products, apparel, and other sorts of goods based on its top creators and brands — not unlike what legacy kids networks like Disney and Nickelodeon (where AwesomenessTV also has a weekly show) already do.

AwesomenessTV is owned by DreamWorks Animation, and recently acquired fellow YouTube talent network Big Frame for $15 million.

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  • It’s All Smoke & Mirrors

    80 million subs? X amount of views. MCN numbers are meaningless. Here’s a little clue in. None of those channels are connected in any real way. Adding up aggregate views and subs across an MCN is a bogus metric. No advantage in the YouTube algorithm for additional exposure over any other channels and no internal tools within YouTube to run coordinated ad campaign, unless, they do it channel by channel. And you think they’re organizing 60,000 channels to do 60,000 videos? Nope. Hey I can make a playlist of channels that aren’t legally bound to be acquired too (think Disney owns PewdiePie in ANY way, think again) – throw in some VC capital to give a company a bullshit valuation and then can I have between $15-$500 million too? Oh they bring brand deals? Ask the artists how that’s going for them. Maybe top 1% get some. It’s all #smokeandmirrors

  • Great article homies, making that YOUTUBE MONEY #EpicMealTime


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