Given the MCN’s enormous roster of talent, the extended subscription will give Machinima access to management tools via custom applications Poptent built specifically for the network. Poptent will also provide Machinima with back-end support on developing user-generated content for international gaming and non-gaming brands.
According to Nick Pahade, CEO of Poptent, the MCNs coveted 18–35 male demographic places it in a unique position for crowdsourced videos built around young influencers. “With access to the most coveted demographic in the world and an incredibly talented, tech-savvy audience, Machinima is in a perfect position to leverage creative crowdsourcing to generate new revenue streams,” said Pahade.
Given that tech-savvy audience, Machinima has already had a good deal of success in creating UGC for gaming brands like Activision and Electronic Arts. However, with support from Poptent, the network also recently rolled out a crowdsourced video campaign for eBay collections. The project identified Machinima influencers who best fit eBay’s creative model, and the result was eight eBay-branded videos that received over 750,000 collective views.
Poptent currently represents around 65,000 filmmakers in 140 countries. The company, most notably, developed several UGC campaigns for Famous Footwear from influencers located in diverse locations ranging from Athens to Los Angeles.