Much.ca to re-launch as part of a digital strategy powered by YouTube creators.
Much has announced the creation of Much Digital Studios, a multi-channel network of Canadian and international YouTube creators slated to launch this spring.
Much Digital Studios will harness the vision of YouTube creators from multiple genres to fuel a new digital strategy for the brand. As part of this strategy, Much.ca, long a destination for Much’s loyal fans, will re-launch to showcase new curated content from Much Digital Studios, together with current on-air programming, music videos, and interviews. Much Digital Studios, and the new Much.ca, are the latest ways Much is connecting with Canadian and now international youth, celebrating the diversity, creativity, and irreverence of Much fans by keeping them at the centre of the brand.
“This is the next natural step in the ongoing evolution of Much,” said Tracey Pearce, Senior Vice-President Specialty and Pay, Bell Media. “Much has always inhabited the space our fans live in, evolving our focus to deliver what our current fans want. Short-form digital content is what they want now, and Much Digital Studios is being launched to feed that desire.”
“Much has always been committed to remaining relevant to our audience – our currency lies in our connection to youth,” said Justin Stockman, Vice-President, Specialty Channels, Bell Media. “Much Digital Studios strengthens our connection to our loyal and engaged fans, and at the same time deepens our ability to provide bespoke opportunities for advertisers.”
Much Digital Studios will provide new branded content integration opportunities for brands that activate with Much. These brands will now have increased opportunity to align themselves with digital stars and influencers, both online and on-air, specifically through branded interstitial content. These opportunities will help clients to target Much’s core 12-34 demographic with increased precision.
Based at the Much Queen Street West headquarters in Toronto, the roster of channels available via Much Digital Studios will vary in genre from music and comedy, to beauty and style, to gaming and travel and more, all featuring YouTube creators both established and emerging.
Each creator will have access to five studio spaces within the 299 Queen Street West campus, including a new street-front studio dedicated to Much Digital Studios. Much will work with each creator to build their profile, connecting them with like-minded brands and other creators in the Much Digital Studios network. Creators will have increased opportunities online at Much.ca, and on-air through exposure to Much’s more than 9 million subscribers.
Creators wishing to join Much Digital Studios can click here.