Mass Appeal, a graffiti magazine turned online video company, has partnered with online video giant Maker Studios to make shows about urban culture, the two companies said Tuesday.
Mass Appeal suspended publication in 2008, but several investors, including rappers Nas and Pusha T, contributed to a $1.3 million Series A round to resurrect it. Mass Appeal now produces shows about music producers, skating and other elements of modern culture.
It will work with Maker to producer branded content for advertisers and produce a new show taking viewers behind the scenes of music video production. Maker will distribute and sell ads against Mass Appeal’s channel, using its optimization techniques to increase its viewership.
“They see us as filling a void in their music space,” Mass Appeal CEO Matt McRoberts told TheWrap, noting that his company would benefit from Maker’s massive audience on YouTube. The sprawling network of channels generates more than four billion views a month.