Warner Music Australia has launched a new video distribution network in partnership with the country’s talent management, digital and PR agency, Born Bred Talent.
YouTube influencers will have access to Warner Music’s roster in order to monetise creator content.
Born Bred Distribution will offer audience development, content programming, creator collaborations, digital rights management, and monetisation optimisation, as well as advising Warner Music's artists on how to improve their YouTube content.
Warner Music Australia has chosen Born Bred Talent as its preferred influencer marketing agency, managing campaigns for artists, tours and domestic signings.
Born Bred Talent and Born Bred Distribution founder, Clare Winterbourn, said: “This partnership will change how we work with our YouTubers, allowing them to profit immensely from their brilliant content, while giving them access to some of the biggest musicians around the globe and from here in Australia. We are thrilled to be part of this global partnership.”
Simon Cahill, head of digital and business development of Warner Music Australia, said: “We are so excited to see this initiative come to fruition and have the Australian team paving the way for global collaborations with our artists and content creators. Born Bred Talent and their influencers have been a huge part of our marketing strategy in Australia to date and we can’t wait to take this to the next level both here and abroad.”