Base79

Base79 was a London-based online media company founded in 2007 that operated a YouTube multi-channel network (MCN), described as the largest such network outside the United States. It worked with more than 1,000 content partners across music, news, sports and entertainment, including Reuters, Ministry of Sound and Syco TV, and reported more than 750 million monthly video views and an active audience of over 35 million subscribers across its channels. The company employed approximately 60 people and was led by founder and CEO Ashley MacKenzie, with Patrick Walker, formerly senior director of content partnerships for YouTube EMEA, as chief content officer.

In July 2014 Rightster Group, a UK digital video distribution and advertising network, agreed to acquire Base79 for up to £50m ($85-85.6m), comprising £25m ($42.8m) in cash and up to £25m in Rightster shares transferable a year after closing subject to earn-out conditions. Rightster announced the acquisition of social-video specialist Viral Spiral for up to £4.1m ($7m) on the same day, funding both deals through a 75-million share placing intended to raise £42m ($72m). The combined group was expected to more than double Rightster's content partner base and lift monthly views from 371 million to more than one billion, positioning it as the fourth-largest YouTube MCN by audience in North America and the largest outside North America.

The business now trades under the Brave Bison brand, a media, marketing and technology company offering organic and paid performance marketing, technology and experience, fan engagement, social and influencer marketing, an owned and operated media network, skills and capabilities training, and insights and consultancy. Clients and campaigns referenced include New Balance, ASUS, Icelandair, Google, SharkNinja, Furniture Village, MKM Building Supplies, Sky, PGA Tour, Montblanc, the Caribbean Premier League, Milk & More, Warner Bros., Currys and Aviva.

Business model

Base79 operated as a YouTube multi-channel network, aggregating and monetising content from more than 1,000 partner channels in music, news, sports and entertainment. In its Brave Bison form, the business sells marketing and technology services to brands across performance media, social and influencer marketing, digital product and commerce build, fan engagement and monetisation, training, and insights and consultancy, alongside an owned and operated media network that generates advertising revenue.

Base79 monetised partner video content through advertising across its YouTube network, generating £9.62m ($16.5m) of gross revenue in the year before the 2014 acquisition. Brave Bison earns fees from marketing, technology and consultancy services and advertising revenue from its owned and operated media network.

Traction

At the time of the 2014 acquisition Base79 reported more than 1,000 content partners (cited as 1,100 in one account), over 750 million monthly views, an active audience of more than 35 million subscribers, £9.62m ($16.5m) of gross revenue in the prior year and about 60 employees.

Latest developments

Under the Brave Bison brand, recent announcements include the acquisition of MTM to form a new insights and consultancy division, the acquisition of Mark Ritson's MiniMBA to create a marketing skills and training platform, a strategic investment in System1, a partnership with iVisit Boxing to distribute boxing content via YouTube, an expanded EMEA search remit from Avis Budget Group, a Guinness World Records social monetisation win, Primark's appointment of SocialChain as global social media agency, and senior appointments including Vaughan Eveleigh as VP of Product and Technology, Ed Knights as Head of Growth, Ric Hayes as Chief Strategy Officer and Tom Fenwick-Smith as Executive Creative Director at SocialChain.