YouTube Network Kin Community Launches Branded Content Studio

Kin Community is looking to serve both the creators within its network and its brand partners through a new studio initiative. The multi-channel network, which serves female YouTube viewers of all ages, has announced Kin Studios, a new division that will create sponsored content.

Kin Studios will be lead by the company’s VP of Sales, Lauren Merriam, and its VP of Programming, Beth Le Manach. The videos it produces will star creators from the Kin network, which counts 42 million subscribers across all its channels. The network’s most prominent partners include Nerdy Nummies host Rosanna Pansino, Canandian DIYer Lauren Riihimaki, and beauty vlogger Casey Holmes.

“We see strong demand from world-class brands wanting premium content solutions with lifestyle influencers,” said Michael Wayne, co-founder and CEO of Kin Community, in a press release.  “Lauren and Beth’s expertise in both sales and content strategy will empower these brands to tell richer stories and engage our audiences in entirely new ways.”

While it has only now launched a dedicated branded content studio, Kin has, like other MCNs, regularly fostered brand partnerships for its creators. In May, it partnered with decor brand Wayfair for a web series that provided its network partners with home makeovers. Just a few days later, it announced additional partnerships with hair brand Batiste, liquor brand Mark Anthony’s Palm Bay, and food brand McCain SuperFries.

Despite only just opening its doors, Kin Studios is already working with a number of well-known brands. Its current batch of clients includes Beiersdorf, P&G, and Wilton.