Intention is to educate YouTubers about licensing their own products.
YouTube has expanded its Spaces programme, relocating its YouTube Space London facility and introducing the first ‘creator store’ into the mix.
Open to the public and filled with merchandise available to purchase, the intention is to educate YouTubers about licensing their own products.
Notably, the store could also serve as an event space for fan get togethers for future product launches.
The building of licensing programmes and endorsements around YouTube stars is certainly an area of future growth for the licensing business.
Notable success stories to date include Zoe Sugg (best known as Zoella), who has a range of fashion, beauty and publishing deals under her belt; beauty vlogger Fleur de Force who has launched publishing and make-up lines; Caspar Lee and Joe Sugg, who have embarked on successful book tours; and vlogger Gabriella Lindley (otherwise known as VelvetGh0st) who has a stationery and homewares line with Primark.
YouTube Space London – which has recently relocated to King’s Cross in London, having previously been based in Google’s Soho offices – is a 20,000 square foot space. It houses three fully equipped studios and sound stages, 360 and VR cameras and 4k screening facilities.
It will also enable creators to live stream 4k content directly to YouTube.
Since its launch in 2012, 26,000 people have used YouTube Space London.
Ben McOwen, director EMEA at YouTube, said: “The huge breadth of talent creating content on YouTube in the UK speaks to a hugely vibrant and dynamic creative community.
“As the biggest Space in Europe, the YouTube Space London is a reflection of the coming-of-age of this community and an investment in its future success.”
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