Mediakraft Networks

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Mediakraft Networks GmbH
legal form GmbH
founding September 1, 2011
Seat Cologne
management Remco Westermann ( Managing Director )

Stefan Rascher ( Chief Executive Officer )

Number of employees 150 (2014)
Branch Marketing, media, advertising, video production
Website www.mediakraft.de
As of December 28, 2018

The Media Power Networks GmbH is an agency for the marketing of online content and calls himself a multi-channel network . The company has offices in Cologne , Berlin , Warsaw and Istanbul .

history

Mediakraft Networks was founded on September 1st, 2011 with the idea of ​​bringing content from YouTube artists to a marketing portal on YouTube. In 2014 it was considered one of the largest German multi-channel networks (MCN). In August 2012, the former Endemol boss Ynon Kreiz joined Mediakraft Networks as a partner. In October 2012 Mediakraft Networks started Ponk , the first of 13 original YouTube channels in Germany . In December 2012, Shortcut Ventures invested a seven-figure sum in the company.

In 2013 Mediakraft started international branches in the Netherlands , Poland and Turkey . In the summer of the same year, Mediakraft launched several new formats, including the first daily news magazine on YouTube Was Geht Ab !? , which was produced until October 2015.

On July 10, 2014, Mediakraft announced that it had received a total of 16 million euros (23 million US dollars) in capital from various investors. Investors also included the Cologne-based media group M. DuMont Schauberg , which invested in Mediakraft Networks through two venture capital funds. For 2014 Mediakraft had a balance sheet total of almost 5 million euros and employed 150 permanent employees.

The year 2014 was also strongly marked by conflicts with some important YouTubers. In October 2014, YouTube star LeFloid announced his separation from Mediakraft and founded the association 301+ with other YouTubers . In December 2014, the YouTuber Simon Unge announced that he would be leaving the network.

In January 2015, Mediakraft co-founder Christoph Krachten left the management team due to “differing views on the strategic direction”. His duties were taken over by Levent Validan and Spartacus Olsson, but Krachten initially remained a partner. On March 20, 2015, the company announced that Boris Bolz, former Managing Director of Red Bull Germany, would join the management team at Mediakraft Networks. In December 2015, the company's programs reached 600 million views per month for the first time and, compared to the previous quarter, the highest revenue growth since it was founded in 2011.

On March 3, 2016, the company announced the move of co-founder and CEO Spartacus Olsson to the Supervisory Board. After Boris Bolz switched to Super RTL , the management was with Constantin Stammen and Levent giltan.

On July 6, 2017, the company was taken over by the game publisher gamigo . Constantin Stammen, who had still initiated the sale, was replaced as managing director. In February 2018, the company announced that in addition to Mediakraft Türkye co-founder Levent giltan, gamigo CEO Remco Westermann had been appointed as a further managing director. Mediakraft's positioning has been reformulated as an expert in online video and social media marketing for advertisers.

concept

Mediakraft Networks is a full-service network that offers its contractual partners services such as range expansion, production, marketing and technical support. In total, Mediakraft Networks' various networks included more than 2,600 channels at times, which together are said to have reached more than 16 million individual viewers. During this time, the company signed exclusive contracts with numerous well-known YouTubers such as Y-Titty , Freshtorge , Bullshit TV , iBlali , LeFloid , Simon Unge , ApeCrime , Taddl and Die Lochis .

The Mediakraft network was divided into five sub-networks:

  • ComedyNet, which was focused on entertainment content and partners such as Y-Titty , ApeCrime , Die Lochis and many more. resident. It also produced its own channels such as Ponk . It made the largest share of the number of views achieved by the company. Most recently it was managed by Stefan Erpelding, who was also responsible for video productions for various artists in the network (including Y-Titty, ApeCrime, Ponk and Die Lochis).
  • Magnolia, which bundled beauty and lifestyle content and operated its own channel with Magnolias on Tour .
  • TIN, which stands for This Is News and accordingly dealt with news-like content and information content. In addition to the specially produced channels such as Was geht ab !? or Techscalibur , artists like LeFloid were also part of TIN. It was run by Philipp Steuer, who was also part of TIN with his channel.
  • Plexus, Mediakraft's gaming network, which occasionally has partners such as Dner (Felix von der Laden) , Unge and many more. had under contract. The gaming network was led by Oğuz Yılmaz .
  • Together with Athletia Sports, Mediakraft operated a joint sports network at times.

However, the business model of marketing YouTubers ultimately failed to meet economic expectations despite the enormous increase in reach. As a result, Mediakraft no longer concentrated exclusively on the marketing of its partners, but increasingly shifted to the conception and implementation of online video campaigns. In this way, Mediakraft used its experience with the production of YouTube content for commercial commissioned productions. The Turn On technology channel (formerly Techlab ) was created in cooperation with the Saturn department store chain . In 2018, the joint venture of Evangelical Journalism (GEP) and the Working Group of Evangelical Youth (AEJ) started a YouTube channel with the support of Mediakraft.

Mediakraft created another commercial pillar with the production of its own channels such as the film magazine DieFilmfabrik and the English-language documentary channel The Great War .

Cooperations

Constantin Film

In June 2013, Mediakraft Networks and the German film company Constantin Film announced a far-reaching collaboration that should include promotion, sales, creative cooperation and product protection. With the cooperation, Constantin is adjusting to changing viewing habits and new usage situations with mobile devices. The media alliance was also a topic at the film and cinema congress of the Film- und Medienstiftung NRW in Cologne in November 2013 .

British Pathé

In April 2014 it was announced that the British Pathé Archive, together with Mediakraft, wanted to put its entire collection of around 80,000 films and audio files with historical recordings on the YouTube platform. Since the 100th anniversary of the beginning of the First World War , the recordings from the years 1914 to 1918 have been processed every week on the YouTube channel The First World War, analogous to what happened at the time, and presented by Christoph Krachten. The channel exists in German, English and Polish. The German-language channel was discontinued after a year. Another story channel as a result of this collaboration is Blast from the Past .

Exaring

In August 2017, Mediakraft Networks and Exaring announced the availability of Mediakraft in-house productions on the IP TV platform Waipu.tv at the IFA in Berlin .

criticism

Conflicts with YouTubers

In December 2014, the YouTuber Unge announced in a video that he would give up his main channel Unplayed and his vlog channel Ungefilmt in the Mediakraft network. He criticized the lack of support from Mediakraft and accused the company of opaque and unfair contract terms, outstanding payments and deletion of videos. The video triggered an enormous response on social networks. Mediakraft rejected the allegations.

Allegation of surreptitious advertising

In March 2014, the program Report Mainz reported on cases of product placement and editorially integrated advertising without sufficient labeling in channels managed by Mediakraft. Mediakraft rejected the allegations. The responsible district government of Middle Franconia examined the allegations without having initiated proceedings against Mediakraft or Y-Titty. Mediakraft explained that the company is dependent on advertising income and makes advertising content recognizable for users. As a result, Mediakraft cooperated with the state media authorities to establish industry standards for labeling product placements on YouTube and other social media platforms.

Web links

Individual evidence

  1. ↑ a b Mediakraft: The giant of the YouTube industry , Kölnische Rundschau , September 9, 2014
  2. ↑ Mediakraft Networks GmbH , Statista , 2014
  3. ↑ a b Bertram Gugel: Are YouTube networks the new broadcasters? , in: Digitization Report 2014: Everything flows! New forms and old patterns , Die Medienanstalten , Vistas Verlag, Leipzig 2014, ISBN 978-3-89158-603-7 , pp. 19–31
  4. ↑ Martin Boldt: Mediakraft: Click for click to the millions , Kölner Stadt-Anzeiger , February 14, 2013
  5. ↑ Stefan Niggemeier : Kölner Videodays: Ich wird mal YouTuber , Frankfurter Allgemeine Sonntagszeitung , August 16, 2014, accessed on September 26, 2014
  6. ↑ Ann-Kathrin Nezik : Internet: Burning Money, But Correctly , Der Spiegel , October 21, 2013
  7. ↑ Stefan Mey: The Youtube Syndicates ( Memento of the original from July 23, 2015 in the Internet Archive ) Info: The archive link was automatically inserted and not yet checked. Please check the original and archive link according to the instructions and then remove this notice. , ZDF blog Hyperland , May 3, 2014 @1@ 2Template: Webachiv / IABot / blog.zdf.de
  8. ↑ Torsten Zarges: YouTube and the TV producers: Success comes through the international back door , DWDL.de , December 3, 2013
  9. ^ A b Scott Roxborough: Germany's Constantin Film Strikes YouTube Promotion Deal With Mediakraft , The Hollywood Reporter , June 25, 2013
  10. ↑ YouTube goes TV ( Memento from December 3, 2013 in the Internet Archive ), DRadio Wissen media library , accessed on November 11, 2013
  11. ^ Magdalena Räth: Internetfernsehen: Millions sum for Mediakraft Networks , Gruenderszene.de, December 14, 2012
  12. ↑ News in GUT! , Mediakraft Networks, July 10, 2013, accessed March 11, 2016
  13. ↑ Vera Linß: Clips for young voters , Deutschlandradio Kultur , August 10, 2013, accessed on November 11, 2013
  14. ↑ Johannes Nichelmann: How Young People Consume Politics and News , Deutschlandfunk , December 6, 2015, accessed on March 11, 2016
  15. ↑ Mediakraft to Invest Further US $ 23 million, Securing its Leadership Position , wallstreet: online , July 10, 2014, accessed August 7, 2014
  16. ^ M. DuMont Schauberg presents future program , Mitteldeutsche Zeitung , September 26, 2014, accessed on September 26, 2014
  17. ↑ Federal Gazette: Mediakraft Networks GmbH Munich, annual financial statements for the financial year from January 1, 2014 to December 31, 2014, accessed on May 18, 2017
  18. ↑ Lisa Ludwig: "If I were a woman, I would be a beauty blogger" - Interview with LeFloid , Vice , October 7, 2014
  19. ↑ Stefan Niggemeier : The Emancipation of Youtubers , Krautreporter , November 3, 2014
  20. ^ YouTuber network: Managing director Christoph Krachten leaves Mediakraft , Spiegel Online , January 29, 2015
  21. ↑ Mediakraft: Co-founder Christoph Krachten leaves the management , Meedia , January 29, 2015
  22. ↑ Mediakraft brings Boris Bolz into the management , DWDL, March 20, 2015
  23. ↑ a b Mediakraft streamlines management structure ( memento of the original from March 4, 2016 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. , Mediakraft Networks, March 3, 2016 @1@ 2Template: Webachiv / IABot / www.mediakraft.de
  24. ↑ Rupert Sommer: New management structure at Mediakraft Networks: Co-founder Spartacus Olsson is relinquishing the CEO position , kressreport , March 3, 2016
  25. ↑ Alexander Krei: Ex-Mediakraft boss becomes digital director at Super RTL , DWDL , August 24, 2017
  26. ↑ a b Ingo Rentz: Online video pioneer: How Mediakraft is transforming its own business model , Horizont , March 30, 2017
  27. ↑ gamigo: Mediakraft becomes part of the gamigo group. gamigo, July 6, 2017, accessed July 6, 2017 .
  28. ↑ Petra Schwegler: Gamigo is reorganizing influencer marketer Mediakraft , Advertise & Sell , February 21, 2018
  29. ↑ Maren Meyer: Who makes money with YouTube? , Fire one 06/2013
  30. ↑ a b Anja Rützel : Inside YouTube , Wired (German edition) , November 25, 2014, accessed on December 2, 2014
  31. ↑ Magnolias on Tour Channel. In: YouTube. April 26, 2013, accessed April 29, 2020 .
  32. ↑ What's up !? Accessed April 29, 2020 (German).
  33. ↑ Techscalibur. Accessed April 29, 2020 (German).
  34. ↑ Athletia sport. Retrieved April 29, 2020 .
  35. ↑ Alexander Clausen: Techlab is now called TurnOn , Broadmark.de, November 11, 2014, accessed on December 2, 2014
  36. ↑ Franziska Mozart: Tech-Nick is allowed to nod his head on YouTube , Advertise & Sell , April 23, 2014, accessed on September 26, 2014
  37. ↑ Ingo Rentz: How the Evangelical Church wants to better reach youth in Germany , Horizont , March 28, 2018
  38. ↑ Torsten Zarges: YouTube stars discover broadcast schedule and secondary exploitation , DWDL.de , accessed on November 11, 2013
  39. ↑ Lukas Menzel: Interview with Alper von der Filmfabrik , Broadmark.de , August 30, 2015
  40. ^ Robert Briel: YouTube series follows Great War week-by-week , Broadband TV News , December 5, 2014
  41. ↑ Scott Roxborough: Germany's Constantin Film strikes YouTube Promotion Deal with Mediakraft , The Hollywood Reporter , June 25, 2013, accessed November 11, 2013
  42. ↑ Katrin Otto: Constantin cooperates with web broadcaster: "In this scope a premiere" , Werben & Sell , July 10, 2013, accessed on April 19, 2014
  43. ↑ Start of the Film and Cinema Congress NRW in Cologne: Focus on future perspectives ( memento of the original from April 19, 2014 in the Internet Archive ) Info: The archive link was automatically inserted and not yet checked. Please check the original and archive link according to the instructions and then remove this notice. , Film- und Medienstiftung NRW , November 11, 2013, accessed on April 19, 2014 @1@ 2Template: Webachiv / IABot / www.filmherbst-nrw.de
  44. ^ Historical video archive on Youtube , Focus , April 15, 2014
  45. ↑ The First World War , YouTube channel
  46. ↑ From 1914 to 1918 100 years ago: This is how the Internet experienced the First World War , Hamburger Morgenpost , July 29, 2014, accessed on September 26, 2014
  47. ↑ a b Alexander Clausen: Mediakraft starts “Blast From The Past” , Broadmark.de, October 27, 2014
  48. ↑ Mediakraft Networks Original Channel The First World War : The First World War is discontinued - The Great War continues. August 17, 2015, accessed August 6, 2016 .
  49. ↑ Lukas Menzel: Interview with Alexi Bexi on Blast from the Past , Broadmark.de, November 6, 2014
  50. ↑ Exaring brings online pioneer Mediakraft to television , InfoDigital, September 4, 2017, accessed on May 16, 2018
  51. ↑ Anger video from YouTube star: "I will not be treated like a shit heap" , Spiegel Online , December 21, 2014
  52. ↑ Christoph Titz: YouTuber Simon Unge on Mediakraft: "We feel intimidated" , Spiegel Online , December 22, 2014
  53. ↑ Martin Dowideit: YouTube marketer Mediakraft in Shitstorm: An “un-cheap matter” , Handelsblatt , December 22, 2014
  54. ↑ Thomas Lückerath: YouTuber Revolution? Sharp criticism of the multichannel network Mediakraft , DWDL.de , December 21, 2014
  55. ↑ After the shutdown of all YouTube channels: Network Mediakraft criticizes Simon Unge , Stern , December 21, 2014
  56. ↑ District government of Central Franconia is examining measures against the YouTube network , SWR , March 25, 2014
  57. ↑ Product placement: YouTube stars Y-Titty suspected of surreptitious advertising , Spiegel Online , March 26, 2014
  58. ↑ Clarification: No proceedings by the district government against Y-Titty , Main-Post , March 27, 2014, accessed on April 7, 2014.
  59. ↑ Y-Titty and Co .: Is YouTube contaminated with surreptitious advertising? ( Memento of the original from August 8, 2014 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. , Huffington Post Germany , March 26, 2014 @1@ 2Template: Webachiv / IABot / www.huffingtonpost.de
  60. ↑ David Hein: After allegations of surreptitious advertising against Y-Titty: Mediakraft attacks SWR , Horizont , March 27, 2014
  61. ↑ Advertising labels on YouTube, Instagram, Snapchat, Facebook & Co , Die medienanstalten , November 17, 2016, accessed on May 16, 2018.