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Caffeine & Content: Why Mountain Dew Is Launching Its Own Multichannel Network

Marketing director Sadira Furlow on working with YouTubers directly, and what cutting out the content middleman does for the brand.

The rise of multichannel networks (MCN) such as Maker, AwesomenessTV, Machinima, and more—consolidating thousands of YouTube channels and creators under one roof to maximize ad revenue—over the past few years has been well documented. They became a one-stop shop for brands to reach the growing legion of digital entertainment stars, and the millions of young consumer eyeballs watching their every video. But now Mountain Dew has decided to take a chance, cut out the content middleman, and deal directly with YouTube content creators by setting up its very own brand MCN.

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