Gunpowder & Sky, a global studio housed under The Chernin Group’s over-the-top holding company, Otter Media, is partnering with and investing in Shareability, a video marketing company that helps videos travel far and wide on the Internet. In fact, many of the viral videos you’ve seen circulating over the last few years could very well have been amp’d by Shareability, which has established a track record of producing short-form videos and seeding them in a targeted way to kickstart virality.
Shareability, the industry term not the company, has become a coveted metric for brands and publishers competing for viewership and looking for ways to ensure content travels across platforms and devices. As if wielding a magic wand, Shareability, the company, has systematically replicated the production and distribution of content that does exactly that — and what it’s distributing aren’t hokey viral videos, but content that is actually quite good. And to date the company remarks that it has been responsible for over 500 million organic views for companies like Pepsi, Sony, ESPN, Pizza Hut, Freshpet, Happy Socks and SodaStream.
As part of the deal, which was formally announced today, Gunpowder & Sky and Shareability have forged a distribution pact and will likely team on co-productions as G&S rolls out its own video programming from existing and recently-announced partners, including Seattle-based “Cut,” Supergravity Realm Pictures and Adaptive Studios. The investment it’s made in Shareability will also enable expansion and development of social video tech, original short and long-form programming and its own flagship brands. This is the first investment Shareability has taken. According to the announcement, it’s likely that the social video agency will also continue to incubate and launch its own verticals, similar to the collaboration the company launched in 2015 with Christiano Rinaldo, called ROC.
Co-Founder and President of G&S Floris Bauer added, “Combined with the unique ability to market their videos across platforms, Shareability is poised to quickly expand into original and longer form programming, and we are excited to have them join the G&S network of best in class digital video creators.”
In this way, Shareability is on trend with the verticalization of content production and distribution, especially as big media companies look to double down on digital. In the second half of last year, international media company Red Arrow tapped former Fremantle execs Gayle Gilman and Jason Ziemianski to launch Ripple, a digital video brand incubator. NBCUniversal has also launched a big niche vertical Seeso, and digital video and celebrity/influencer agency EQAL built an entire business creating multi-platform brands around influencers. EQAL was acquired by Everyday Health in 2012.
“We’re constantly monitoring and analyzing the type of content that the Internet wants, and then we work backwards toward creating big, crazy, shareable ideas,” said Tim Staples (pictured, left), Shareability’s co-founder and CEO. “This partnership with Gunpowder gives us the rocket fuel to find out just how crazy we can be.”