Leading viral video purveyor Jukin Media announced today that it has launched a new division, Ethos, designed to service brands and creative agencies.
Ethos will leverage Jukin’s proprietary technology and expertise in UGC licensing and clearance to work with brands and agencies to target, source, and clear user-generated video for content marketing and creative advertising campaigns.
“As the name indicates, we’ll help any brand zero in on UGC that perfectly fits its ethos,” said Jonathan Skogmo, founder and CEO of Jukin Media, in a statement. “User-generated content is essentially earned media, and brands can now seize the opportunity to own and amplify that media.”
It’s not Jukin’s first foray into the brand world. In the past, it has worked on projects for Deutsch, MullenLowe Mediahub, Uproar, Zebra NYC and other agencies.
The Ethos team will be headed by Dustin Pagliughi, Jukin’s director of special projects. Pagliughi has more than 15 years experience as a producer and rights clearance professional for networks such as CBS and MTV.
“There’s an entire world of organically captured, authentic video content being shared across social media that features brands, products, and events in a positive light,” said Pagliughi in a statement. “We’ve seen incredible growth in demand for UGC from brands, but there are still so many who look at the clearance and licensing of this content as a logistical nightmare, even going so far as to restrict creative to avoid using it,”
Pagliughi and the Ethos team will report directly to Skogmo.
Founded in 2011, Jukin Media specializes in securing the rights to videos while they’re still in their “pre-viral” stage, then posting them to its family of online channels — where they generate more than 2.5 billion monthly views — and licensing them to various other media entities. It is the owner/operator of the entertainment franchises FailArmy, JukinVideo, People Are Awesome, and The Pet Collective (with Fremantle Media), which, combined, attract more than 40 million fans online.
Jukin has also produced more than 100 episodes of linear TV programming with three shows, “FailArmy,” “World’s Funniest” and “Now That’s Funny!”
Over the last year, the company has entered into content pacts with The Huffington Post, British OTT service Sky Q, Spanish multimedia company Vocento, and Verizon’s mobile-first platform Go90, and formed a partnership with iQIYI in China.