MiTu and Maker Studios Join Forces to Help Brands Entertain Hispanic Millennials
MiTu, a Latino-focused MCN, is partnering with Maker Studios to provide branded content opportunities for brands looking to reach US-based Hispanic millennials on the web.
Under the exclusive partnership, Maker will work with MiTu’s roster of Hispanic talent to produce “culturally relevant” original and branded content. This content will be short-form, and intended for both English- and Spanish-speaking audiences.
MiTu’s online network currently reaches more than 55 million subscribers across 1,300 partner channels, which combine to generate more than 470 million views per month. Maker, which was acquired by Disney earlier this year, currently boasts a network reach of more than 550 million subscribers on YouTube and 9 billion views per month.
“This collaboration marks a turning point for brands looking to connect with Latino audiences,” said Charlie Echeverry, CRO at MiTu. “The ‘Total Market’ strategy that we’ve all heard about in the Hispanic media space for years is finally here. It’s no longer only the responsibility of those in multicultural disciplines to plan and execute against the Latino opportunity — everyone along the marketing value chain is interested in these capabilities.”
MiTu’s deal with Maker follows a recent one with Spanish media giant Televisa. Per that deal, the two companies will work together to create original talent — once again tapping MiTu’s pool of Latino talent — for distribution across platforms.
The relationship between MiTu and Maker Studios extends beyond this current partnership. Earlier this summer, the MCN raised a $10 million Series B round led by Upfront Ventures, which was an original investor in Maker Studios. Other MiTu backers include The Chernin Group, Allen DeBevoise*, Shari Redstone and Jason Ostheimer’s Advancit Capital, and Quincy Smith of Code Advisors.
* Allen DeBevoise is an early investor in VideoInk.Tags: branded content, branded entertainment, disney, Hispanic, Latino, maker studios, MCN, Millennials, MiTu, Upfront Ventures, YouTube Creators