This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.
Business News Labels & Publishers Media
Sony launches content venture with former MTV chief
By Chris Cooke | Published on Tuesday 25 June 2013
A former boss of MTV Networks has joined forces with Sony Music to launch a new ‘entertainment production business’, which will look to create entertainment content aimed at a youth audience for consumption via both web and TV platforms.
Beyond that basic remit it’s not entirely clear what the new joint venture between Judy McGrath, who led MTV Networks until 2011, will focus on, though it seems certain that – like MTV under her control – music will be a starting point, but won’t necessarily at the core of the content brands the new business develops.
Confirming her new alliance with Sony, McGrath told the New York Post: “There’s so much of the great content out there. We will need to find some new ways to reflect the creativity of a new generation”.
It’s possible that McGrath’s new entity may look to sign up grass roots content makers who have achieved some success on YouTube, with the promise of maximising the advertising potential of their existing content, while developing their brand into other more lucrative areas.
As previously reported, a number of stand-ups, mainly in the US, are already operating in this space, basically becoming labels for vloggers, and it would make sense for major music companies to move into this space.
