Tencent Video has inked a partnership deal with global youth brand Vice to create a content series exploring global youth culture, trends and tribes.
The eight-part series will feature young people in China, India, Japan, UK, Germany, USA, Russia, Nigeria and Jamaica in a bid to explore the post-millennial decentralised global culture where movements, styles and attitudes are found all over the globe.
The series will be produced by Vice Studio and launched through Tencent Video in late 2019.
The partnership will provide Tencent Video with targeted youth content to attract new audiences. Tencent Video claims to serve over 100 million users each day and boasts more than 82 million paying members. However, it is locked in a fierce battle for online video eyeballs against rivals iQIYI and Youku.
According to figures from June last year, Tencent had secured 46.1% market share of China’s 609 million online video users but was closely followed by iQiyi which had 43.6%.
The deal will also provide Vice with access to Tencent Video’s huge audience of viewers, and help expand its Chinese content offering which also includes; ‘Just Dance’, a docuseries profiling street dancing across the country, ‘Young Chinese’ a series on China’s youth and ‘Trap in Southwest’ which followed the burgeoning alternative music scene in the southwest cities of Chengdu and Chongqing.
Hosi Simon, CEO, Vice Asia-Pacific, said, “Young people in China are at a real inflection point. Taking inspirations from every corner of the world, they're putting them through their own, very distinct lens to create something very unique and new - freely and at an unprecedented scale. This Tencent Video content series will track and champion this change and their celebration of identity, giving voice to new culture creators the world over.”
Lexian Zhu, Deputy Director of Documentary Content Management Center at Tencent Video, said, “Growing up amid the booming of the Internet, young Chinese are boldly showing their own personality, and growing into a young generation with unique values. Tencent Video is looking forward to tracking the global trends shaping this, searching for the creative sources of inspiration and bringing it to our audience so that they can better engage with the wave of globalization and their place in the world.”