Complex Networks and Fuse Media have inked a content and advertising partnership focused on millennials and short-form formats.
The two will bring complementary content to each other’s platforms, and their advertising sales teams will jointly market and sell cross-platform packages across that content.
To wit, Complex Network will bring short-form digital series to Fuse’s cable network as a weekly, 90-minute Complex-branded programming block aimed at an 18-34 audience. This will feature first-run segments of its core slate of more than 20 weekly digital shows, including signature series like Hot Ones and Sneaker Shopping.
It will be available in an exclusive window on Fuse television, VOD and authenticated platforms, and then distributed across Fuse digital networks. After airing on Fuse, full series episodes will then air across Complex Networks’ digital platforms. All of this will be accompanied by programming integrations across linear, digital and social platforms.
Fuse Media will also create and deliver Fuse-branded original short-form content for distribution on Complex Networks platforms, including content related to its network series (such as from The Hollywood Puppet Sh!t Show and the upcoming Trivial Takedown) as well as upcoming digital original productions in the music culture space.
"This alliance is an organic extension of our brand and with Fuse, we have identified a truly like-minded partner interested in offering both the audience and the advertising community the untraditional and unexpected,” said Rich Antoniello, CEO of Complex Networks.
"Complex is a culture and a lifestyle, not just a destination or a platform for content, so any extensions of the brand outside our massive digital footprint had to be well thought out and needed to feel very Complex in their execution. Fuse understands that mission and together we will innovate on ad sales initiatives that bring incredible added value to advertisers looking for scale and a fresh and differentiated way to reach discerning millennial audiences."