By Sahil Patel
Right on cue, Conde Nast Entertainment has launched The Scene, a new hub for “digital-first” video content produced by the publisher and various third-party content partners.
As part of the launch, The Scene will be exclusively distributing the second season of Glamour’s “The Single Life,” which is produced by Kids at Play and stars YouTuber Taryn Southern. It’s the first time CNE has released an entire season at once. Other content to exclusively debut on The Scene in the future include Teen Vogue’s “Strictly Ballet” and Wired’s “Teen Technorati,” as well as weekly videos from content partner BuzzFeed. Like “The Single Life,” the new seasons of “Strictly Ballet” and “Teen Technorati” will also debut all at once.
Overall, The Scene is offering more than 12,000 videos, including nearly 200 shows from more than 20 Conde Nast brands and content partners. In addition to BuzzFeed, The Scene’s distribution partners include the previously announced ABC News, Major League Soccer, Weather Channel Films, and Jash, as well as new partners like AOL, Vox Media, Forbes, and PBS Digital Studios. Each content provider has its own channel on the platform.
Again, the focus is on curating and streaming the best digital-native content. Which means the content won’t “get lost in the avalanche of new user-uploaded videos, click-bait videos, and last night’s television clips,” according to CNE chief digital officer Fred Santarpia.
Procter & Gamble’s Gillette Deodorant brand has signed on as a debut sponsor for The Scene.