Look at Blip over the last few months and you’ll find a company that is making big moves. So far this year, the video company has unveiled partnerships with YouTuber Ray William Johnson and My Damn Channel; a licensing and distribution deal with FremantleMedia for its formerly-YouTube-funded channel The Pet Collective; a strong slate of programming; and the hiring of Jason Krebs, an alum of The New York Times, Conde Nast, and Tremor Video, as its new president of sales and marketing.
Today, the digital video network is expanding its senior executive team, with the announcement that longtime media, publishing, and tech vet Chris Mohney is joining Blip in the newly created role of vice president of programming. Mohney departed Tumblr in April, where he served as the blogging network’s editor-in-chief.
In the new role, Mohney will be responsible for managing the “editorial and programming direction for Blip.com and Blip content across the web and all digital platforms” worldwide.
More specifically, though, Mohney is hoping his years of experience in writing and editing for major publications like Blackbook and Gawker will help Blip push the envelop across a “variety of genres and formats” by “working with existing creators to build out original content in both video and non-video formats,” he told VideoInk via email.
Blip has owned and operated its destination site since launching it in 2005 under the leadership of founders Dina Kaplan and Mike Kudack, who have both since left the company. It will be interesting to see how Blip leverages its blog and already populated digital platform to build an editorial voice around the series and shows it produces or licenses.
“My goal is to support content production (in-house and otherwise) and overall product evolution, making sure those teams can take advantage of every possible opportunity,” Mohney tells us. “What I found most intriguing about working at Tumblr was interacting with the community (both creators and audience) in terms of support, collaboration, and encouragement. I want to make those kinds of connections even more direct and transparent at Blip,” he adds.
As with many of the non-YouTube platforms, Blip has historically struggled with capturing and keeping an audience at the scale that YouTube has. But this type of hyper-social, engaging strategy could work for the video network, especially around cult favorites like “Hipsterhood,” which could have the potential for “transmedia” expansion or multi-platform activations.
“It still feels like online video has this vast wealth of untapped potential in terms of creativity and innovation. I’m looking forward to spinning that up and helping people do great work.”