Thinking Bigger Than Crowdfunding: YouTube Channel Targeting Teens and Tweens Raises $3.5 Million in Venture Capital

AwesomenessTV, a YouTube channel targeting teens and tweens has raised $3.5 million led by venture capital firm MK Capital, helping the channel develop more online programs, including talk shows, sketch comedies, music entertainment and sports shows.

AwesomenessTV launched in June 2012 and has more than 12 million views. The channel was founded by Brian Robbins, a veteran producer with decades of experience in creating movies and television shows for young viewers. 

"Brian is just a really unique guy with a proven ability to connect with this audience," said MK Capital partner Mark Terbeek, who spearheaded the investment and will serve on the AwesomenessTV board. "We know he gets it and can produce stuff cost-effectively."

Terbeek said his firm believes AwesomenessTV has the potential to become a next-generation media company, effectively reaching audiences that look to the Internet for their entertainment -- especially to YouTube. 

"We know they're are on YouTube in droves and showing up more and more every day," Terbeek said. "Brian, by targeting that young demo, doesn't have to convince a younger demographic to change their behavior. They're there already."

MK Capital also has invested in other businesses that seek to take advantage of the broad reach of YouTube, including Machinima, an entertainment network for video game aficionados that has 121 million online subscribers.

Robbins said he plans to use some of the new money to expand his marketing team and invest in promotion, as well as develop more ambitious digital series like "The Runaways," a teen drama reminiscent of television shows Robbins produced for the CW and WB, such as "Smallville" and "One Tree Hill." The new online show premieres Labor Day Weekend on AwesomenessTV.

"It just allows us to sort of keep growing what we started and expand our team," Robbins said.

Question for WSN: Is Niche programming the way of the web? Tell us what you think in the comment box below! 


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Comment by Rich Mbariket on August 9, 2012 at 5:59pm

Niche content also most strategic. Can't be everything to everybody. 

Comment by Matthew on August 9, 2012 at 4:56pm

Niche marketing seems most strategic on the web. I believe going after your target audience allows you to be seen through the all clutter.

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