Shaun “Shonduras” McBride is one of Snapchat’s top influencers, and along his path to digital stardom, he has incorporated plenty of sponsored content into his feed. Now, McBride is taking his brand-friendly approach to the next level. He has partnered with Viacom Velocity for a year-long deal that will see him both creating and consulting on projects for the studio.
Viacom Velocity is a branded content shop under the banner of media conglomerate Viacom, and through the terms of its latest deal, it will add McBride and his digital media savvy to its team. His official title is Creative Strategy Consultant, and he’ll work alongside several Viacom-owned channels, including MTV and Spike. The projects he consults on will earn an “Approved By Shonduras” stamp, according to a press release.
“I jumped at the opportunity to work with Viacom because I’m genuinely a longtime fan of their shows and talent that shape pop culture, and I see how the Velocity team translates that energy to make the best creative branded content out there,” said McBride in the release. “I’m excited to get started and bring my fans along for this amazing ride!”
“As one of the earliest influencers to organically emerge on Snapchat, Shaun has an innate ability to craft stories across various social platforms that create meaningful interactions with fans, and this aligns perfectly with what we do at Viacom Velocity where we make powerful connections among our fans, content, and marketing partners,” added Thomas De Napoli, Senior Director of Content & Platform Strategy at Viacom Velocity. “Shaun’s pioneering spirit and innovative approaches will no doubt yield innovative collaborations with us.”
Viacom Velocity, launched in January 2014, has often incorporated the work of influencers into its approach. Other creators who it has featured in its projects include What’s Up Moms and Todrick Hall.
For his first Viacom Velocity project, McBride where travel to SXSW in Austin for the Woodies, an award show hosted by MTV that selects the favorite bands of college students. McBride will serve as a special correspondent at this year’s show, which will take place on March 16th.