Alan Chikin Chow, a prominent YouTube creator, partners with Laneige for his new digital series, 'Beauty and the Beat'. This partnership signifies an important development in brand collaborations for scripted creators. The series, produced by SuperOrdinary Studios, uniquely features Laneige products that actively contribute to the storyline, marking a first in the U.S. landscape. Additionally, it utilizes SuperOrdinary's wide-reaching affiliate network to connect viewers with product purchases. As 2024 sees rising revenues from brand-sponsored content, this shift indicates a growing opportunity for monetizing scripted content on platforms like YouTube.
The partnership marks a major milestone for scripted creators interested in brand partnerships.
The short-form series isn't just being sponsored by Laneige; the company's products will actively drive the story in each episode.
As YouTube reigns as the most-watched television platform according to Nielsen, one of the next frontiers in the creator landscape is figuring out how to better monetize scripted content.
Branded series like this one may be the key to figuring out how to capitalize on the reach of scripted creators while giving these artists more financial freedom.
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