Ultra Music, an independent electronic music label that over the years has represented Deadmau5, Kaskade, Steve Aoki, Calvin Harris and numerous other EDM artists, on Wednesday announced a strategic deal with Machinima, one of the largest networks on YouTube.
The arrangement calls for Machinima to exclusively manage ad sales for Ultra’s YouTube content and share in the ad revenue. The two companies will also collaborate to match up Ultra artists with Machinima’s videographers to produce original content that would be distributed within Machinima’s network.
Ultra, founded in 1996 and based in New York, already produces about 100 music videos a year, as well as several full-length concerts online, for its EDM artists. Its YouTube channel has 1.1 million subscribers who, in total, have watched its videos more than two billion times.
Machinima, on the other hand, built its network largely from video game content -- gameplay videos, scripted animated series featuring video game characters, official game trailers and the like.
The Los Angeles company’s 6,000 channel partners create videos that draw more than 262 million viewers a month worldwide, according to Machinima’s internal count. In the U.S., Machinima’s channel drew 26 million unique viewers in December, making it the fifth-largest YouTube channel, according to comScore. The U.S. figures don’t count the views generated by partner channels within Machinima’s network.
While Ultra and Machinima have historically dealt with different types of content, both have roughly the same audience demographic -- young males aged 13 to 34 years old.
“As YouTube is now one of the most powerful platforms being used to distribute digital media, this partnership with Machinima is a great step for out artists and our music,” said Ultra Music president Patrick Moxey in a statement. “Music today is increasingly an audio-visual experience.”