CoLab x, the branded content agency founded by former Channel 4 and YMU Group executives Matt Ford and Maryam Hamizadeh, has announced that it has secured investment and strategic support from international content distributor Passion Distribution.
CoLab x specialises in entertainment, sport and music content. It is talent-led in the social branded content space and works with creators, and IP owners and aims to close the gap between the traditional and digital worlds. CoLab x aims to help diversify partner’s interests and maximise their commercial potential through digital content, brand partnerships, and other IP ventures.
CoLab x’s offering is for brands and talent to create branded content on talent’s social media channels. This has the potential to drive connections with large audiences for brands and adds trust and authenticity to those audiences.
Passion Distribution specialises in unscripted content across all platforms, from award-winning documentaries to iconic entertainment franchises and formats. The partnership agreement aims to further explore content development, funding, and distribution opportunities.
Matt Ford, CoLab x Co-founder, said, “We’re thrilled to be partnering with Passion Distribution and take CoLab x to the next level, continuing to build our unique offering of talent and brands collaborating to create social branded content on talent channels. Brands need to be braver in 2024; they need to be different to attract attention. We are providing brands with a new way to diversify their spend and reach large, loyal, and engaged audiences where they are, by partnering with talent in meaningful ways. The fit with the Tinopolis Group is perfect, and we could not have picked a better partner.”
Nick Rees, Passion Distribution COO who brokered the deal said, “Passion Distribution has always been at the forefront of innovative ways to produce and distribute content. Following the successful launch of UpStream Media last year we have a growing network of channels with highly engaged audiences consuming millions of hours of content each month. Working with talent and brands to develop new IP and service those audiences was a logical next step.”
