By Sahil Patel
Endemol Beyond USA, the digital channel network funded by production studio Endemol North America (“Big Brother”), has inked a content deal with MattyB, an 11-year-old rapper with close to 2.4 million subscribers across two YouTube channels.
Per the deal, Endemol Beyond USA will develop, co-produce, and distribute an original series starring MattyB and his family, which will live on the MattyBVlogs channel (193,000 subscribers). Additionally, Endemol Beyond USA says it plans to launch a new digital vertical centering on the kid rapper as well as produce more original content that will be distributed across other platforms.
Endemol Beyond’s video network now counts more than 250 million views per month, according to the company.
Two months ago, the company announced content deals with Pitbull and Courtney Love. With Pitbull, it’s a multi-platform deal spanning original content for web and television. With Love, Endemol Beyond helped launch her new YouTube channel, which features a vlog series hosted by the musician.
MattyB, known in the real world as Matthew Morris, began producing videos for YouTube at the age of seven. His g-rated raps for fellow youngsters have grown his profile on YouTube, including his main channel that reaches more than 2.1 million subscribers. Morris was named by Billboard Magazine in its Top 21 Under 21 list in 2013. Aside from YouTube, the kid has more than 4.2 million fans on Facebook and 525,000 followers on Twitter.