By Sahil Patel
International MCN Base79 has signed UK-based talent agency, Insanity Talent Management, to its network, with the aim of establishing and growing the new Insanity Network on YouTube.
Think of the Insanity Network as a mini-MCN within Base79’s larger MCN, which currently features 1,400 channels and 700 million monthly views across 800 content partners. Formed in partnership with digital marketer Anwar Nuseibeh and Pete Gibbons, the series producer on “KateModern,” the sister show to the web video hit “LonelyGirl15,” the Insanity Network is designed to help the agency’s clients distribute content and grow audiences on the world’s biggest video site.
Insanity clients include actor Danny Dyer (“Skins”), fashion designer and TV personality Lydia Bright, gamers Matt Littler and Darren Jefferies, and musicians Lunar C and Mike Hough. Of these, Hough, Lunar C, and Bright have the most subscribers on YouTube right now (Hough: 60,000 subs; Lunar C: nearly 12,000; Bright: 10,000).
It’s a pretty diverse group of talent, though, as other clients on Insanity’s roster include magician Gerry Sims; hair and makeup artist Lyndsey Harrison; BBC Radio 1 personalities Sarah Jane Crawford and Devin “Dev” Griffin; and newest client, Roman Kemp, son of actor and musician Martin Kemp (“EastEnders”).
Insanity has already begun working with some of its clients to produce original stuff for YouTube. For example, Crawford will use her channel to give life advice to YouTubers, while Dev will lead “people on a musical journey.”
The deal between Base79 and Insanity (an MCN and an agency) is described as the first of its kind in the UK.