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Meet the New Influencers

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Meet the New Influencers week 3 / 15 January 2015 MEET THE NEW INFLUENCERS How RTL Group’s multi-channel networks (MCNs) are catering to new content creators in the digital space SPECIAL REPORT HOW RTL RADIO AND M6 COVERED THE TERROR ATTACKS IN PARIS week 3 / 15 January 2015 MEET THE NEW INFLUENCERS How RTL Group’s multi-channel networks (MCNs) are catering to new content creators in the digital space SPECIAL REPORT HOW RTL RADIO AND M6 COVERED THE TERROR ATTACKS IN PARIS Cover Famous StyleHaul network Youtube creator: Fleur de Force Publisher RTL Group 45, Bd Pierre Frieden L-1543 Luxembourg Editor, Design, Production RTL Group Corporate Communications & Marketing k before y hin ou T p r in t backstage.rtlgroup.com backstage.rtlgroup.fr backstage.rtlgroup.de QUICK VIEW Special report: How RTL Radio and M6 covered the terror attacks in Paris RTL Radio, Groupe M6, Enex p.12–16 “A global powerhouse in online video” BroadbandTV / StyleHaul p.4–11 An injection of ‘Oxygem’ Groupe M6 p.17 Couverts acquires Dinnersite RTL Nederland p.18 In the top five Big Picture Groupe M6 p.20 p.19 SHORT NEWS PEOPLE p.21–23 p.24–25 If someone introduced themselves to you as a Youtuber, would you think this meant they liked watching videos on Youtube? Do you “A GLOBAL know what a vlogger is? Backstage lifts the lid on these new talents and POWERHOUSE IN explains MCNs through their eyes. ONLINE VIDEO” North America – 15 January 2015 BroadbandTV / StyleHaul Through strategic investments in MCNs, RTL Group has accelerated its rapidly growing presence in the online video space 4 Online platforms, and Youtube in particular, have spawned a whole new generation of celebrities who produce and upload short-form content online. These so-called Youtubers and video bloggers (aka vloggers) primarily target young audiences, especially the millennials who enjoy watching videos online. Their success and reach are growing and BroadbandTV is a leading media-technology the quality of their work is becoming more and more company that enables and inspires creators and professional. Most startlingly of all, these emerging audiences. The business launched in 2005, right media stars are living the dream: monetising their at the start of the Youtube revolution. BroadbandTV passion. For some of them, it is even their main is the third largest MCN globally, achieving over source of income, earned in many cases without 3 billion monthly views across a network of even leaving their home. over 25,000 partners. BroadbandTV deploys its services across its three areas of expertise: Since the online space knows no borders, network, services and technology. subscribers can reach into seven figures, and the prospect for growth is almost limitless. These celebrities care for their fan base and interact with them on a daily basis. This fosters loyalty, generates trust and lends authenticity to their interaction. Brands and advertisers have recognised the value of this new generation of influencers and try to seize StyleHaul is the largest fashion and beauty MCN opportunities for collaboration. FT.com put it like on Youtube and is a leading content marketing this: “Advertisers have spotted the ability of Youtube solution for marquee brands like L’Oréal and stars not only to drive audiences, but also to shift Maybelline. The company has offices in Los products. When Youtubers recommend something, Angeles, Chicago, San Francisco, New York, their followers listen”. Singapore and London, and is home to some of the world’s most popular and influential digital In order to maximise their visibility and enhance their stars like, Zoella, iJustine, Dulce Candy, Pixiwoo, monetisation capabilities, content creators team up MyLifeAsEva and ItsMyRayeRaye. StyleHaul with specialised companies, so-called multi-channel dominates this category, the majority of Youtube’s networks (MCNs), which offer an array of services top style creators are part of the StyleHaul network. designed to drive online success and growth. RTL Group was quick to realise the potential of this business model and has heavily invested in it. Next > Recognised by Fast Company as one of the 100 Most Creative People in Business, BroadbandTV’s Founder and CEO Shahrzad Rafati is credited with pioneering both the technology and business model that made peace between big entertainment entities like the NBA and their fans that were uploading premium content online. Shahrzad has been broadly recognised by numerous industry and community groups for her contributions to the media industry, and entrepreneurship. In 2013, Shahrzad was awarded Executive of The Year by The Digi Awards and BroadbandTV was Playback Magazine’s Digital Company of The Year. Shahrzad Rafati, CEO and Founder Commenting on BroadbandTV’s future plans aiming to of BroadbandTV maximise Youtubers’ growth, Rafati says: “Our focus for the future remains steadfast on developing the most innovative and effective technology for publishers, building strong media brands to deliver desired programming to our audience and diversify revenue streams while growing in key international markets. Technology is crucial to enabling success for content creators at scale, it also provides the evolving advertising community with rich insight to target individuals and make smarter decisions related to all aspects of their business.” Follow her on twitter: @shahrzadrafati 5 Stephanie Horbaczewski is the co-founder and CEO of StyleHaul, which first opened its doors in 2011. Under her leadership, StyleHaul has grown to more than 70 employees, more than 5,000 content creators in 62 countries and 200 million subscribers worldwide. Shortly after starting StyleHaul, Stephanie was named to Fast Company’s Most Creative People List, since then she and StyleHaul have been featured in The Wall Street Journal, Bloomberg, The Hollywood Reporter, Variety, USA Today, The New York Times and more. Commenting on its relationship with StyleHaul network Youtube creators, Horbaczewski says: “This robust network of primarily female creators and entrepreneurs represents the new and most influential celebrity. They are creating and distributing the most engaged fashion, Stephanie Horbaczewski, CEO and Co-Founder beauty and lifestyle content in the world. StyleHaul’s of StyleHaul multi-platform marketing campaigns are changing how brands approach content, communication and advertising. It is truly a privilege to be working in a space that is inspiring innovation daily.” You can find Stephanie spending time with StyleHaul Youtube stars at events like the Elton John Academy Awards Viewing Party, BeautyCon, VidCon and of course conversing with everyone via her Twitter account. Follow her on twitter: @StyleHaulSteph Over the past two years, through strategic acquisitions in MCNs, RTL Group has accelerated its rapidly growing presence in the online video Glossary to your rescue space. In June 2013, RTL Group acquired a majority stake in the Vancouver-based MCN BroadbandTV, Youtuber: and a little over a year later (in November 2014) A creator who makes content for the Youtube further strengthened its North American footprint by platform acquiring a controlling stake in the fashion and beauty MCN StyleHaul. RTL Group expects to more than Vlogger: double its online video views to around 40 billion for A creator who makes video content for the the full year 2014. Commenting on the investments, Internet and uploads its content on a variety of RTL Group’s Co-CEOs Anke Schäferkordt and different video platforms Guillaume de Posch say: “The digital acquisitions are major strategic steps in developing RTL Group into a global powerhouse in the rapidly growing market for online video.” Over to the new talents… For its first edition in 2015, Backstage interviews BroadbandTV and StyleHaul’s Youtubers and gets them to explain how their relationship with the MCNs brings value to their business growth. 6 “I WANTED TO MAXIMISE POTENTIAL BRAND PARTNERSHIPS” Name: Fleur Channel name: Fleur De Force Channel focus: Beauty & Fashion Number of subscribers: 1,215,600+ When did you start your collaboration with StyleHaul? I’ve been in contact with StyleHaul since before it launched, but officially started working with them in February 2013. Why did you choose StyleHaul? Did somebody recommend it to you or did you find it through online research? Because they are the largest and most specialised fashion and beauty network. After previously working with an unspecialised network, I wanted to maximise potential brand partnerships with premium brands that were relevant to my content. Please describe what objectives were achieved through your collaboration with StyleHaul. How has StyleHaul helped you become more successful? I’ve worked on some great projects with StyleHaul. My personal favourite being an appearance on Project Runway All Stars. I’ve also had the opportunity to work in creative projects with Marks & Spencer, L’Oréal and Very.co.uk. Was creating a Youtube channel your profession/main activity at that time? Is it your main source of income now? Absolutely not. When I started making videos on Youtube five years ago, it was purely for fun. After a year it became my full time job and I’ve been working on it full time for over four years now. What is the profile of your subscribers? Do your plans include broadening your target group? My average viewer is someone like me! I like to think of my viewers as girls I would be friends with on real life. They watch my videos for tips and recommendations, but also to connect on a more personal level too! Please describe your channel, how it has developed and your plans for the year ahead. The basic content on my channel has remained the same since the beginning; offering honest advice, product recommendations, style tips and my personal experiences and thoughts. Over time the production quality has improved, and I am now a lot more responsive to what the audience want to see, but the basis of the content, and my outlook, have remained the same.
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