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NewFronts 2015: Collective Digital Studio Goes Deeper on EDM with Insomniac Deal, Powers Up Original Series

Collective Digital Studio cut a partnership with Insomniac Events — billed as North America’s biggest electronic-dance music festival producer — and launched a new advertising offering along with several new original series.

CDS made the announcements Tuesday at its Digital Content NewFronts presentation in New York City. Insomniac is the team behind the Electric Daisy Carnival, the EDM fest that attracted more than 400,000 attendees over three nights in the past year.

In addition to the Insomniac deal, CDS announced a lineup of original programs featuring such YouTube stars as Rhett & Link, Epic Meal Time, Improv Everywhere, and pranksters Vitaly Zdorovetskiy, Roman Atwood, FouseyTube and Dennis Roady. New series also includes a production from Shay Mitchell, who appears on ABC Family’s “Pretty Little Liars.”

The L.A.-based company said it has launched CDS Connect, a custom ad program in which spots are paired with top influencers via the retargeting capabilities of Google’s AdWords. CDS said the solution is being deployed across its keys gaming, comedy, beauty and music verticals.

“We have proven that premium content drives results and that our creators deliver eyeballs for brands,” CDS CEO Reza Izad said.

Overall, the CDS network garners more than 1.5 billion views per month, and 70% of its viewers are 18-34. Izad added: “With this slate, we’re offering brands the opportunity to engage with this highly coveted audience by being a part of hit series from YouTube’s top creators and the EDM community, and with CDS Connect, we’re making it even easier to retarget engaged consumers by creating custom content that will exponentially extend a campaign’s reach.”

Regarding its Insomniac deal, CDS said it can connect advertisers to its large network of EDM channels, which include UKF, All Trap Music, the Sound You Need, Steve Aoki’s Dim Mak Records and No Copyright Sounds.

CDS execs claimed the company ran more than 400 branded-content campaigns in 2014.

The company’s 2015-16 slate of programming includes the following:

  • ReThink: Why do we wear a flat hat and awkward gown when we graduate? Why do we encourage children to assault a hollow, paper mâché animal at birthday parties? Why do we hunt for pastel-decorated eggs every Easter? Who makes these rules? Rhett & Link believe it’s time to ReThink the arbitrary stuff that has been taken for granted for too long. In every installment of this Good Mythical Morning segment, the two go head-to-head in reimagining a social convention, tired tradition or played-out product by offering a completely new, and always ridiculous, approach.
  • Epic Tool Time: Harley Morenstein and the dudes of Epic Meal Time are ready to bring more epic-ness to their 6.7 million subscribers. The guys are putting away the oven mitts and grabbing power drills to create extreme gadgets that men only dream about in their new series Epic Tool Time. If there’s a device to be developed that will make men’s lives easier, Epic Tool Time will invent it.
  • Fake Company Incorporated: With more than 382 million views, Charlie Todd and the Improv Everywhere team will bring new scenes of chaos and joy to an office environment in this new digital series. A fake office will serve as a hidden camera playground where the team will surprise unsuspecting workers with the weirdest, most fun day on the job they’ve ever had.
  • Prank Week: Get ready for the most outrageous pranks of the year when CDS presents Prank Week this November. Prank Week brings together YouTube’s biggest mischief makers Vitaly Zdorovetskiy, Roman Atwood, Dennis Roady FouseyTube, Whatever, Matt Espinosa, Rudy Mancuso, Logan Paul and Ownage Pranks, who combined have more than 42 million subscribers, for five full days of prank programming that will bring in more than 5 million viewers daily and 180 million total views.
  • Shaycation: “Pretty Little Liars”‘s Shay Mitchell has built a social-media following across Facebook, Twitter and Instagram, and now she has one of the fastest growing lifestyle channels on YouTube. In Shaycation, Mitchell makes the perfect travel companion, guiding audiences on explorations to some of the world’s most exotic locations including Belize and the South of France.

• Science of Fashion: This new original series from the creator of Wendy’s Lookbook explores the intersection of science and fashion. From the anatomy of the dress to the history of the heels, Wendy and crew will take audiences on a fact-finding, fun-filled journey.

In addition, CDS is developing — as previously announced — the original series “Maximum Ride,” based on bestselling author James Patterson’s young-adult fantasy franchise of the same name. That’s being exec produced by YouTube star Jenna Marbles, marking the first time she’s been involved in a project that does not feature her on camera. Marbles currently ranks as the top female YouTube star based on her nearly 15 million subscribers and 1.7 billion-plus views.

(Correction: A previous version of this story said Insomniac Events’ Electric Daisy Carnival electronic-dance music festival had 140,000 attendees; the company says it had more than 400,000 attendees over the 2014 festival’s three-day span.)

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