Mountain Dew has gone rogue with plans to create their own multichannel network. The brand is “cut[ting] out the content middleman” like Awesomeness TV and Maker, and instead approaching YouTube creators directly for their new Green Label MCN programming. They are “no stranger to working with influencers,” and see them as the key to connect with Millennials and Gen Z. Green Label has already signed on a hip hop dancer, basketball influencer, and skateboarders, all relevant to Mountain Dew’s strategic verticals. (Fast Company)
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