The week after an impending merger was first reported, multi-channel network Alloy Digital and media company Break Media have officially come together in online video harmony. The two major players have announced an even deal through which they will join forces to become Defy Media.
As expected, Defy Media’s main target will be viewers ages 12-34, a demographic sought after by both of its parent companies. Defy launches with a powerful collection of verticals, such as Made Man, The Escapist, AWEme, and Screen Junkies, as well as strong YouTube brands like Smosh, Clevver, and Break. These channels reach more than 125 million viewers on YouTube alone.
“Defy Media signifies a transformative moment, fortifying a multi-faceted media model that’s responding to the changing marketplace and expectations of 12-34 consumers,” commented Matthew Diamond, CEO of Alloy Digital. “The merging of our highly complementary strengths greatly enhances a formidable programming and distribution engine designed to innovate content delivery in the digital age, while also elevating compelling brand experiences for our clients and partners.”
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Diamond will share topper duties with Break’s Keith Richman (with Diamond as CEO and Richman as President), and Richman shared similar thoughts about the new company. “The expansion of our brand portfolios further energizes Defy Media’s content initiatives across all media platforms and creates significant new revenue opportunities,” he said. “We’re excited to realize the next evolution of our business under the new organization as we continue to grow.”
Defy will claim it now has an even stronger pathway to the viewership of young demographic than its parent companies. So take note, young men of the world–Defy is hoping to lay claim to all of your eyeballs. With its already-impressive roster, it has a good chance to do just that.