By Sahil Patel
Collective Digital Studio has struck a deal with UKF, an owner and operator of an electronic dance music-focused network of channels that claims to be the largest on YouTube.
The partnership is aimed at increasing content production for UKF as well as locking up brand integration deals and creating custom branded content with a focus on supporting independent EDM musicians and record labels. With that in mind, CDS and UKF plan to roll out a consistent programming schedule that encompasses music videos, interviews, and other types of video content, all designed to increase UKF’s coverage of EDM music and culture.
The deal also helps CDS’ goal of reaching Millennials across all screens and platforms. Alex Angeledes, chief revenue officer, says that CDS currently reaches one in six Millennials on and off YouTube, calling it one of the biggest ways CDS differentiates itself from its competitors. This deal gives CDS an anchor property from which it can build out music-based entertainment properties for this audience.
CDS and UKF will look to help create new revenue streams for up-and-coming EDM artists. This includes pursuing deals with brands as well as partnering with creators already signed to CDS’ network including Annoying Orange, Epic Meal Time, and FreddieW.
As part of the deal, UKF’s 21-year-old founder, Luke Hood, will continue to oversee UKF channels and content.
“With UKF I’ve always had the goal of exposing independent electronic musicians to the world,” said Hood in a statement. “With this partnership I wish to further support artists and labels by securing funding from brands in order to support new videos, albums, remix projects, and live performances in a manner in which both the advertiser and musician wins.”
UKF currently reaches 5.6 million subscribers and has accumulated more than 1.4 billion views across its YouTube channels. The company says it also reaches more than 3 million fans across all of its other social channels. It launched in 2009 with two dedicated bass music channels: UKF Dubstep and UKF Drum & Bass.
UKF is owned by AEI Media, a London-based music and media company that produces original content as well as live events.