Business News Deals Digital

AEI Media ties up with TheSoundYouNeed

By | Published on Monday 7 July 2014


AEI Media, the company behind YouTube channels UKF, Drum&BassArena, GetDarker, SubSoul and All Trap Music, has announced a new alliance with another electronic music channel on the Google-owned video site, France-based TheSoundYouNeed.

AEI Media will help its new ally expand its audience and business both within the YouTube platform and beyond, seeking brand partnerships and spin-off ventures. The new alliance means that the channels repped by AEI now together boast thirteen million subscribers on YouTube – 1.85 million thanks to the new channel.

Confirming the new partnership, AEI Media MD Del Dias told CMU: “TheSoundYouNeed is a perfect fit for the spectrum of electronic music that we currently work with. We have been following the brand closely for a while and have seen the significant growth and influence it has achieved over its audience due to its highly successful integrated process of content creation and amplification on social media”.

Paying tribute to TheSoundYouNeed founder Olivier Dutertre, Dias continued: “We are incredibly excited to get such a true innovator on board who has proven to be a disruptive force in our market, similar to how Luke Hood with UKF arrived on YouTube in 2009. The interesting aspect for us was also the 50/50 audience gender spilt which compared to other channels is practically unheard of. There are so many new advertising and content opportunities for TheSoundYouNeed and we are looking forward to supporting the brand in this next phase of its growth”.

Meanwhile, Dutertre revealed that the tie up with AEI came about after he reached out to Hood for advice. He told CMU: “[Luke] told me about his role at AEI Media, and a few weeks later I had the chance to meet the full team, I immediately knew these were the people I wanted to work with – people that shared my values. I am particularly excited about how the partnership with AEI Media will help me to accomplish the projects I am currently working on, and allow me to have an impact on the music industry and the wider culture by supporting more brilliant artists to find their fanbase”.

Check out TheSoundYouNeed here.