London-based content creation house Factory Media has brought in Jonathan Bates as its new creative director of partnerships, to lead the expansion of the company’s distribution network.
This includes launching a dedicated YouTube channel, creating a syndicated publisher network and formalizing the shop’s partnerships with creators and talent.
“We are building an action sports-focused video content business with an emphasis on reaching 16- to 36-year-old millennials on multiple platforms,” Bates said in a release. “This is a richly valued and fragmented demographic, so our aim is to offer an authentic way of engaging with this group at scale.”
Factory, which also has offices in Munich and Cologne, Germany, specializes in content creation in the extreme sports and culture genres, working with such brands as Adidas, Canon and Red Bull. It collaborates with celebs in the biking, boarding and outdoor space to create co-branded content for various digital properties, including the windsurfing site Boards and the motocross magazine Moto.
Bates joins the team from video distribution house Rightster, where he worked as director of entertainment, leading the company’s distribution, monetization and strategy for the MCN’s right-holders. He’s also headed up multi-platform video department at ITV, responsible for the U.K. commercial broadcaster’s short-form video operations.