Dreamworks Animation-owned AwesomenessTV is acquiring YouTube MCN Big Frame for $15 million in cash, the company announced this morning.
With this acquisition, the goal for the teen-focused network is to become an even stronger presence in the beauty, fashion, fitness and music verticals. The transaction, expected to be completed this month, includes repayment of outstanding debt and is subject to closing conditions.
As part of the deal, AwesomenessTV gains Big Frame’s talent roster, which includes 300 vlogger-run channels that have 39 million YouTube subscribers. While the Big Frame creators are young, the acquisition signals a slight shift for AwesomenessTV, which until now has focused exclusively on teenagers.
“Teens will always be our core demo and at the heart of AwesomenessTV, but we’ve always known we want to reach complementary audiences,” says AwesomenessTV’s chief operating officer Brett Bouttier. “Big Frame has a strong history of success identifying and developing talent and pairing them with brands, and we will benefit from that as we grow franchises online and across platforms,” he tells StreamDaily.
Big Frame’s executive team and talent managers will also move to AwesomenessTV. Big Frame’s founders are Sarah Penna and Steve Raymond. The company was founded in 2011 as part of YouTube’s Original Channels Initiative, launching its first funded channel, Bammo, in April 2012, and another called Polished in 2013. For Big Frame talent, AwesomenessTV will deliver a multi-platform approach to building brands and monetizing content, according to the statement.
Combined, AwesomenessTV and Big Frame will deliver 80 million subscribers and close to a billion views a month.
“At AwesomenessTV, we are committed to aggressive growth and identifying partners who will help us continue on this path. The Big Frame opportunity came at the right time, and we moved on it very quickly,” Bouttier says.
Catch Brett Bouttier, COO at Awesomness TV, at the upcoming Stream Market in Santa Monica, CA this June.