United Screens, one of the top YouTube multi-channel networks in Scandinavia, has a new CEO.
The RTL Group-owned network appointed Natalie Tideström Heidmark (pictured above, left) its new chief on April 1. She succeeds co-founder and former CEO Malte Andreasson, who will continue to consult for United Screens after he steps down. At the same time, United Screens elevated Nicolin Lillhage (pictured above, right) to the role of COO and deputy CEO. Andreasson’s co-founder Stina Bergfors will also continue to work closely as an advisor to the new management duo.
Previously, Heidmark served as sales director of United Screens in Sweden, while Lillhage most recently served as the company’s branded content director.
Six-year-old United Screens — which is based in Stockholm with offices in Oslo, Helsinki, and Copenhagen — clocked 8 billion video views in 2018, and reps hundreds of influencers, including gamer Sp4zie, vlogger Therese Lindgren, musician PelleK, and notable DJ Alan Walker. RTL, the Luxembourg-based media conglomerate that also owns fellow MCNs BroadbandTV, StyleHaul, and Divimove — acquired United Screens in 2018 for a reported $15 million. Last September, RTL tapped former MTV exec Sean Atkins to head a new unit that will seek to synergize its various MCN properties.
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