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KIN · 50w

First a movie using the Kin name and now this too!

Kin expands its celebrity-driven ‘neighborhood’ model for online video

Anthony Ha @ / 1 day

Digital media company Kin has announced a slate of new video series from singer/actress Jordin Sparks, Bachelorette JoJo Fletcher and Jordan Rodgers (who successfully proposed to Fletcher over on the series).

The company also revealed more details about its programming with Vanessa Lachey (who had already signed on with her husband Nick). She’ll be hosting a competition series called Beauty School Knockout, where contestants compete to create specific looks using unconventional products.

This is all part of what the company calls its “neighborhood” strategy, where it launches a set of interconnected channels, usually featuring stars who became famous on traditional media. The new announcements bring Kin up to five channels, with the goal of creating three more by the end of the year.

“[Ultimately,] We want to create 20 of these channels … a neighborhood of channels for women in what we call the ‘builder’ phase of their lives,” Kin CEO Michael Wayne told me. “And they all have sort of the same like-minded, inspirational, accessible feeling to them, in women lifestyle verticals.”

The company’s first big success with this model was Tia Mowry’s Quick Fix, a series of lifestyle and how-to videos from the Sister, Sister star.

According to research by Nielsen, Quick Fix reached 8.8 million total viewers in the week of June 25, including 3.7 million women between the ages of 18 to 34 — an audience that’s comparable to cable reality hits like Chopped, Property Brothers and Keeping Up with the Kardashians. So Kin said it’s extending its partnership with Mowry to develop more lifestyle content in addition to Quick Fix.

In Wayne’s view, it makes more sense for Kin to work with a “mainstream star” like Mowry rather than someone who rec...

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