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U.K. Talent Agency Insanity Teams With British Online Video Giant Base79

Danny Dyer - P 2013
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Danny Dyer

The deal will see the video group that claims to be YouTube's largest original programming partner in Europe launch the Insanity network for talent to have their own online channels.

LONDON – British online video company Base79, which has partnered with more than 800 content producers and rights holders, including the likes of Simon Cowell’s SyCo, BBC Worldwide, Guinness World Records and Endemol’s Tiger Aspect arm to operate YouTube channels for them, has signed a deal with U.K. talent agency Insanity Talent Management.

Base79, which claims to be YouTube's largest original programming partner in Europe and counts former former News Corp. president Peter Chernin among its major stakeholders, will support Insanity’s global clients with their online video presence on YouTube.

The deal is billed by both parties as an industry first here between a talent agency and YouTube’s largest multi-channel network outside North America, Base79.

The Insanity Network, which has been formed by Insanity in partnership with digital content veterans Pete Gibbons and Anwar Nuseibeh, is designed to develop an online community of fans predominantly on YouTube.

The Insanity clients roster boasts cult movie and TV actor Danny Dyer, TV presenter and fashion designer Lydia Bright and music artists Lunar C and Mike Hough, all of whom get a YouTube channel and show through the deal.

Base79, which has offices in London, New York and Sydney, runs 1,400 YouTube channels for more than 800 premium content partners with more than 700 million video views a month.

Base79 chief content officer Patrick Walker said: "Base79 has helped grow audiences and monetize video content for hundreds of individuals and brands over the last five years, helping to produce and distribute over two million videos. I am looking forward to bringing fantastic content led by the Insanity talent to new audiences through this exciting and U.K.-first partnership."

Insanity Group managing director Kirsty Williams said: "We view our clients as visual storytellers. Therefore the partnership between Insanity and Base79 will hugely benefit them. Whether sharing through comedy, fashion, music, gaming or sport, they, like their audiences, prefer sight, sound and motion to reach their audiences."

Williams described Base79 as the "obvious MCN for Insanity to join forces with, as they share the passion and vision in producing original content, which enables clients to build a direct relationship with their subscribers."

Insanity Group CEO Andy Varley noted the rise of digital marketing as a "crucial method of breaking new artists, especially in the music industry."

Said Varley: "By forming a partnership with Base79, who have many years of experience working with record companies to aggregate content, our clients are in a particularly strong position to capitalize on their visual assets."