Ministry of Sound asks Base79 to handle YouTube strategy

The UK’s Ministry of Sound has tasked online video company Base79 to handle its YouTube strategy, following a successful partnership in the past.

Ministry of Sound will look to build on the success of its existing sixteen channels to generate long term, sustainable audiences and revenues from the global video platform.

Martin Kummer, head of digital channels and group marketing at Ministry Of Sound Group, said: “Exponential growth in video has become one of the big opportunities in music and Base79 has been instrumental in significantly growing our audience and monetising our content. We are excited to continue our partnership with Base79 and to fully leverage the synergies across our businesses.”

Base79 and Ministry of Sound will also work closely to explore new opportunities in video subscription and off-YouTube distribution, including continued management of the current Ministry of Sound connected-TV application.

Patrick Walker, chief content officer at Base79, said: “Ministry of Sound has been a valued partner of ours for four years and continue to be pioneers in this space. Their long term commitment to YouTube and focus on audience development has created a template for dance music labels to follow, and we are privileged to ride shot-gun with them on this journey.”

Ministry of Sound will also be looking to grow its revenues on the YouTube platform through direct ad sales and branded entertainment opportunities.

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