By Sahil Patel
Toronto-based Blue Ant Media, which owns and operates multiple TV channels and magazines north of the border, has made an investment in Omnia Media, a YouTube multi-channel network focused on music and gaming.
Per the announcement, Blue Ant is now the exclusive sales rep for Omnia Media’s network of over 650 creators. The two businesses will also partner on various original content and brand integration initiatives across platforms.
Financial terms of the investment were not disclosed, though VideoInk is told by an individual familiar with the company that it’s in the “seven figures.” (In a recent filing with the SEC, Omnia reported raising $500,000, which we’re told is part of the larger investment the MCN is using toward production, technology, and other services.)
If you’re not too familiar with the LA-based Omnia, not to worry, the company has remained relatively quiet as it’s built its channel roster across music and gaming. Omnia’s MCN claims a reach of over 40 million YouTube subscribers worldwide, generating more than 550 million views per month. In addition to an array of independent creators, Omnia also manages the YouTube presence for artists such as The Weeknd, Tyga, and Wyclef Jean.
Across its existing portfolio, Blue Ant focuses on content across the music, lifestyle, nature, and travel categories. Properties include AUX, the Smithsonian Channel Canada, and Oasis, as well as magazines like Cottage Life and Outdoor Canada.
The investment in Omnia is painted as a way to expand Blue Ant’s reach in the aforementioned categories, as well as the digital video business at large.
“Building on our existing dedicated YouTube content team in Toronto and our early global success in tablet content, our relationship with Omnia Media is the perfect next step in Blue Ant’s digital growth,” said Raja Khanna, CEO of television and digital at Blue Ant Media, in a statement. “Their size and hugely talented stars across many genres of music and gaming make them an ideal fit within our lifestyle categories. We look forward to working closely with their network of artists and creators to provide new opportunities to showcase their content and connect with our brand partners.”