Conde Nast Entertainment Is Going to Playlist Live
Conde Nast Entertainment has finalized a deal to sponsor Playlist Live, the three-day gathering of online video creators and their fans that begins in Orlando this Friday, March 21.
At the center of the deal is the CNE powered Teen Vogue video channel, which along with CNE will serve as the exclusive sponsor of the Playlist Live Main Stage. It’s on the Main Stage where attendees will be able to attend performances from some of the top creators on YouTube, including Epic Rap Battles, Bethany Mota, Toby Turner, Tyler Oakley, Roman Atwood, Kassem G, The Gregory Brothers, Tyler Ward, Chester See, and Olga Kay.
In addition, CNE is partnering with YouTube stars Aspyn Ovard and Claudia Sulewski to socially share their Playlist Live experience. These videos will be available on the Teen Vogue channel, which was launched by CNE last year amid the company’s ongoing digital video network rollout.
Other CNE and Teen Vogue-sponsored “activations” include a two-day live-stream of Playlist Live and a mobile-charging station that will also allow visitors to watch CNE and Teen Vogue content. CNE and Teen Vogue will also be integrated into the Playlist Live mobile app.
“This represents the first time that CNE has undertaken an extensive, integrated marketing partnership with the online video community blending together the next generation of entertainment with established iconic brands,” said Mei Lee, VP of marketing, digital, at Conde Nast Entertainment, in a statement. “We look forward to building a deep and compelling relationship with the creators and fan communities.”
Conde Nast isn’t a stranger to the YouTube community. Ever since the company, through its CNE arm, started launching online video channels for its publishing brands, CNE has worked with multiple YouTubers on various types of videos and series.
With Teen Vogue, CNE’s embrace of the YouTube community makes even more sense, as both reach a similar audience. By showing up to Playlist Live in a big way, CNE obviously hopes to position Teen Vogue as the brand for fashion, beauty, and lifestyle content for teenage girls on the web. To do so, the company is astutely taking a page out of the YouTube creators’ playbook — it’s going out and directly interacting with new and existing fans.Tags: Beauty, CNE, Conde Nast, conde nast entertainment, Fashion, Playlist Live, Style, Teen Vogue, youtube, YouTube Creators