By Sahil Patel
A week after the deal was first made public, Alloy Digital and Break Media are formally confirming their merger.
As reported, the new company will be called Defy Media, and will look to continue to create content — as Alloy and Break have already been doing — for the 12–34 demographic.
Describing the deal as a “merger of equals,” the announcement says Defy Media will unite “Break Media’s #1 ranked male-targeted network with Alloy Digital’s top ranking media brands and video networks, solidifying a commanding marketplace position with capabilities in content development, in-house production, multi-screen distribution, talent management, brand partnerships, and promotion.”
This new media/ad network will provide access to categories spanning entertainment, women and men’s lifestyle, comedy, and gaming.
Per the terms, Alloy Digital CEO Matt Diamond will come on board as Defy Media’s first chief executive, and Break Media CEO Keith Richman will serve as the company’s president. The new company will be headquartered in New York, with production, technology, sales, and marketing teams based in LA, as well as satellite offices in Chicago, San Francisco, Detroit, and Toronto.
Other things of note in the announcement:
Defy Media says it will continue to concept and produce original shows. Similar to what Alloy did with its Newfront presentation/slate this year, Defy will also allow brands to get involved very early in the planning stages — before a shot has even been recorded.
The companies say the merger will not affect Alloy and Break’s agreements to produce original content for/on YouTube. Defy Media will also look to “bolster” content development relationships with new and existing partners including FremantleMedia, MTV, Fuse, BBC Worldwide, Dolphin Entertainment, New Regency, and 21st Century Fox.
Zelnick Media and ABS Capital Partners, Alloy Digital’s current investors, will join Break Media shareholder Lionsgate as backers of Defy Media.
And finally, here’s some pertinent data about the new company — lifted straight from the announcement — so you have everything in one place:
Defy Media’s combined strengths include:
- Top ranking owned and operated properties including its anchor brands: SMOSH, the award-winning comedy brand and #2 most subscribed YouTube channel; Break.com, the #1 video humor site on the web; Made Man, a top men’s lifestyle destination; Clevver Media, the #1 digital entertainment news provider, and other recognized content brands,AWEme, Screen Junkies, The Gloss, and The Escapist.
- Owned and operated web properties reaching over 50MM monthly unique users
- 40MM social media followers across its multiple dedicated profiles
- 30MM overall YouTube subscribers across owned and operated channels, counting five channels that rank among the video platform’s Top 100, in addition to controlling five of YouTube’s premium channels
- Reaches 125MM unique monthly viewers across owned and operated YouTube channels