Disney Launches 5-part YouTube Series About Fashion and Style

Disney’s taking its Disney Style brand global with a five-part YouTube video series launching today. It ups the ante for Disney Style, an editorial brand launched in 2013 as a blog and YouTube channel aimed at Millennials who are also fans of Disney when it comes to fashion and beauty.

The Disney Style site sees more than 1.6 million visits monthly and has more than 730,000 Facebook followers.

The YouTube series, called “Destination: Disney Style,” takes that to a new level with five episodes, running anywhere from about three to five minutes.

“This is the first time we’ve taken Disney Style globally,” said Disney vice president of social content and programming Dan Reynolds. “In each city, we highlighted some of the best collabs that we have. We also are able to highlight street style and how the fans are bringing Disney into their life in fashion and in their lifestyle.”

Disney Fashion Style

All five episodes of the digital series will be shown as a sneak-peek event this evening at YouTube Space L.A., an outpost in Playa Vista of the video-sharing site that serves as a production facility and resource for creatives. The first video, hosted by YouTube influencer LaurDIY, visits Disney Expo Japan 2016, Tokyo Disneyland and Tokyo DisneySea while also looking at how Disney is fused into the style of the Harajuku Girls.

Product from collaborations with Misa Harada, Coach, Harveys, Kenzo, Marc Jacobs, Cath Kidston, Trina Turk, Topshop, Forever 21 and others, involving a range of Disney characters will be on display at the event.

“We’re very planful,” said Josh Silverman, executive vice president of global licensing. “We want to always develop partnerships that are authentic and capture the right spirit of both our characters, our franchises, our brands, as well as the collaboration partner’s style and expression.”

The Tokyo episode will be followed Aug. 9 with Jaleesa Moses looking at Shanghai Fashion Week and use of Minnie Mouse in work from designers Ji Cheng, Lulu Han, Makin Ma and Cindy Soong. Meredith Foster hosts the third episode, to be released Aug. 16, and focused on the Disney x Coach collection in New York City. Disney’s collaboration with Cath Kidston will be part of the Aug. 23 episode, hosted by Lucy & Lydia with LaurDIY rounding out the series in Los Angeles for a first look at the Forever 21 and Disney/Pixar collaboration.

“It was really important to us to have people who organically, on their own, believe in Disney and bring Disney into their life through fashion,” Reynolds said of the influencers tapped to be in the series.

Disney’s strategic about its social media use, even with the digital series being YouTube-based. The company will also bring elements of it to channels such as Instagram and Facebook, thus creating what Reynolds called an ecosystem around the show.

Disney Style is a predominantly female audience, with the core being 18 to 34 year olds. “It’s largely young women who grew up with the Disney brand and have this deep emotional attachment with the brand, and they want to keep Disney in their life through fashion and lifestyle,” Reynolds said. “It’s through a very stylized way. It isn’t always overtly Disney.”

E-commerce is integrated into the videos, along with the company’s other digital ventures.

“We can entertain an audience on platforms like Facebook, understand that audience and then give them secondary messaging or follow-up messaging related to the content,” Reynolds said. “So that cycle we see as being really effective. Secondarily, when it’s time for us to get them to convert to purchase, we have another tool for doing that as well.”

That could be an annotation on YouTube that routes people to where they can make a purchase or providing the link to purchase an item posted on Instagram.

From the Los Angeles Times

Disney’s ESPN Withdraws Content from YouTube


Walt Disney Co’s sports network ESPN said it will not make its content available on YouTube, due to the recently announced ad-free subscription-based offering coined YouTube Red.

Alphabet Inc’s YouTube said on Wednesday it will launch YouTube Red, a $10-a-month subscription option that lets viewers watch videos without interruption from advertisements, in the United States on Oct. 28.

“ESPN is not currently part of the Red service. Content previously available on the free YouTube service will be available across ESPN digital properties,” ESPN said in a statement.

Disney, ESPN’s parent company, however, has signed a deal to include its content on YouTube Red, the Wall Street Journal reported on Friday, citing people familiar with the matter.

Disney and YouTube could not immediately be reached for comments.

Disney to Buy YouTube Video Maker


Emphasizing online video’s growing value to the media industry, The Walt Disney Company on Monday said it would acquire Maker Studios for an initial sum of $500 million

Maker Studios which is one of the leading producer and distributor of short, entertaining videos on YouTube, many of which are geared toward millennials. Its many channels receive a total 5.5 billion YouTube views per month, which makes it one of the most successful online video companies of its kind.

Essentially, Maker has helped create a whole new universe of shows, made for the Web rather than television, and now Disney will be able to learn from them. This is could be very important since one of Disney’s key demographics, teenagers, are flocking to online video services like YouTube.

“By acquiring Maker Studios, Disney will gain advanced technology and business intelligence capability regarding consumers’ discovery and interaction with short-form online videos, including Disney content,” the press release about the acquisition said.

Reportedly, Maker will not be folded into one of Disney’s television or film divisions.  Instead, Maker’s executives will report directly to Disney’s chief financial officer, with the presumption that this will ease collaboration with multiple divisions.

The acquisition to close sometime in the spring, according to Disney. In addition to the $500 million, Maker’s shareholders may receive up to $450 million more over time, depending on whether Maker achieves its performance targets.

Approximately $70 million had been invested into Maker, including $25 million from the investment arm of Time Warner, the parent company of Maker.

The $500 million, though it could up to possibly $950 million, will set a new bar for startup online video networks. Earlier this month when the Wall Street Journal broke the news that Disney and Maker were talking, it was said that it “would mark the biggest acquisition by a major media company in the fast-growing but challenging business of producing and promoting video programming on Google’s YouTube.”

“Maker’s YouTube-centric DNA would give Disney valuable insight into how to extend its star-making machine to the still quite opaque online realm,” industry analyst Will Richmond, the publisher of Videonuze, wrote at the time. “But star-making is just half of the equation. The other, equally important half is mastering (and quite possible shaping) how online video distribution works, and what role YouTube will play.”

Bob Iger, the chief executive of Disney, said in a statement on Monday that “short-form online video is growing at an astonishing pace and with Maker Studios, Disney will now be at the center of this dynamic industry with an unmatched combination of advanced technology and programming expertise and capabilities.”

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