Orin Willis (20, London, England), Chase Madsen (21, Auckland, New Zealand), Coque (21, Madrid, Spain), Ana Marta Dias (21, Porto Portugal) and Marie Jacqemin (21, Cologne, Germany) are the New Age Creators. What are the new creators? They are the new generation of social change makers with the misssion of making the world great through compelling storytelling that travel the internet touching the hearts and minds of its viewers.
And coming out of VidCon 2016, SoulPancake, which has built a video brand around social good and impact-driven video, has announced a new investment in the New Age Creators, that will bring the brand into the SoulPancake family, as well as its community.
Not only will the New Age Creators be taking over Soul Pancake’s channel during the summer to drive early awareness amongs SoulPancake’s but they will also be producing four series together. Following the first few months, New Age Creators will upload to their own channel, in a deal that looks similar to the rollup Discovery Digital Networks recently did around TestTube, Revision3 and SourceFed under the “Seeker” brand. The crew will continue producing content for the next year.
“We were blown away by how profoundly [New Age Creator’s] mission aligned with ours and how well curated the talent was across their creative community,” said CEO Shabnam Mogharabi. “It was just such a natural fit for a partnership with us.”
It’s on trend right now for video-first brands to activate influencers to ramp up audience and drive viewership, but for SoulPancake, the collaboration with New Age Creators was born from a growing trend in their data that skewed younger.
“It started with the demographic shifts we were seeing on the platform,” said Mogharabi. “Across the board we were seeing younger millenial and Gen Z audience was really drawn to [this content], and we really want the content to reflect the faces of the viewers.” And through a campaign with “SoSonia”, from Indonesia, SoulPancake tested out an approach to reaching Gen Z. The campaign ultimately brought them to New Age Creators.
Most of the content will premiere on YouTube but SoulPancake has licensing deals with various secondary window platforms including Fullscreen that will serve as windowed homes for the content. Facebook and Snapchat will also be of focus for distribution.
“We are in a content boom and as a result there’s a lot of noise out there. We’re looking ahead and we’re saying that there’s inevitably going to be bundling, a whittling down of these platforms,” said Mogharabi. “What SoulPancake is trying to do is strategically position our content int he right places so when that inevitable bundle happens, [the viewer] can find SoulPancake content in all of those destinations.”
With New Age Creators, SoulPancake will run a channel approach that allows the brand to have younger and older audiences on lock. The first few videos as part of the collaboration are already live on Soul Pancake.