By Evan DeSimone
Collective Digital Studio (CDS) announced today that Melody Hammer, who previously served as creative director of Seventeen Magazine’s YouTube channel, would join the company as VP of lifestyle.
The new position is something of a homecoming for Hammer, who first served at CDS as a talent manager during its earliest incarnation as The Collective from 2010 to 2012. She later joined beauty-focused digital network StyleHaul, serving as an executive producer taking her video talents to Seventeen to help the teen-focused Hearst magazine launch its YouTube presence and served as chief creative officer.
Hammer will return in the newly-created position of VP of lifestyle, a post from which she will oversee existing CDS properties such as Project Beautiful, a 200-creator strong fashion and beauty destination, as well as the branded beauty channel I Love Makeup. According to a statement released by CDS, Hammer’s task will be to steer these properties and develop others to create a fully-realized beauty, fashion and lifestyle vertical for the company.
Founded in 2005 as The Collective, Collective Digital Studio was originally a media production and management company operating in sports, music, and traditional entertainment. The company later terminated most of its work in music and sports management to focus on the development of YouTube and digital video arm, CDS. Earlier this year, CDS was acquired by German telecom giant ProSiebenSat.1 which will soon merge the network with its own in house MCN Studio71 to launch multi-national MCN Collective Studio 71.