Social video company Brave Bison has launched two multi-platform video channels: Mutha, which will let brands contribute to conversations around sustainability and Perk, which will be focused on work.
The agency-owned platforms will compete with the likes of Vice and Lad Bible by distributing content that advertisers can slip into on YouTube, Facebook and Instagram. Features will be skewed towards 16 to 24 year-olds and the channels are set to work with both established influencers and everyday people to "educate and inspire" viewers.
Mutha and Perk will offer a range of videos, creating short newsfeed content as well as longer, presenter-led formats with a strong focus on people and their experiences.
The announcements continue a trend of agencies owning and operating their own, unbranded, media channels that brands can buy into. London indie Isobel, for instance, runs its own hub for bacon lovers called The Serious Bacon Club, while Social Chain runs channels like sport news parody platform Sporf – the draw being that advertisers can leverage a unique tone of voice and a more natural environment to grab audiences' attention.
Brave Bison's two new owned properties bring its total count up to 20 in total. It already operates the likes of Rebel FC, which has worked with brands such as Under Armour. The agency also runs Viral Vault, Canvas and Slash Football among others – claiming to reach 1 billion viewers each week as per Tubular lab figures.
Amid an ongoing debate around ditching plastic packaging and the so-called 'Attenborough-effect', Mutha will see Brave Bison work with organisations, brands and individuals to create content that celebrates the positive action being taken to drive change. It's being pitched to advertisers as a way to get involved in the conversation, but also as an antidote some of the "negative media narrative" on the subject.
To kick off proceedings Mutha will be focused on the United Nations Environment Programme, which wants to create a healthy and more resilient natural environment and climate, with better jobs, less pollution and improved lives for people.
The second channel, Perk, will champion people who have found their work niche and look to inspire a future generation of talent. Perk is likely to be of interest to clients in the corporate space who are struggling to attract Gen Z-ers.
Brave Bison has had a shakedown since former Shed Media and Warner Bros executive Claire Hungate took the helm, outlining her vision to evolve the firm from a social agency to an end-to-end strategy, production and distribution business that creates "content with purpose".