Business News Deals Digital

Ministry Of Sound extends video partnership with Base79

By | Published on Thursday 30 January 2014

Ministry Of Sound

Ministry Of Sound has renewed its deal with online video company Base79 for a further five years. Having worked together since 2009, Base79 now manages sixteen YouTube channels for the clubbing brand, and is looking to increase the firm’s audience and revenues on the Google-owned video platform as the deal continues.

Base79 is one of the largest companies of its type, managing YouTube channels for over 100 partners in music, including Tiësto, Richie Hawtin, Gilles Peterson, Black Hole Recordings and RAM Records, and apparently generating over 300 million views per month.

Chief Content Officer at Base79, Patrick Walker told CMU: “Ministry Of Sound has been a valued partner of ours for four years and continue to be pioneers in this space. Their long term commitment to YouTube and focus on audience development has created a template for dance music labels to follow, and we are privileged to ride shot-gun with them on this journey”.

Meanwhile Martin Kummer, Ministry Of Sound’s Head of Digital Channels & Group Marketing, added: “Exponential growth in video has become one of the big opportunities in music and Base79 has been instrumental in significantly growing our audience and monetising our content. We are excited to continue our partnership with Base79 and to fully leverage the synergies across our businesses”.