Legendary, the digital leisure studio based by YouTube stars Rhett & Hyperlink, employed digital advertising professional Melinda Petrow as senior VP of viewers improvement.
Petrow most not too long ago was head of content material advertising at Amazon’s Wondery podcast studio and previous to that led advertising and PR at Conan O’Brien’s Workforce Coco podcast firm. Over yr 15-plus profession, she additionally held a number of senior advertising positions throughout NBCUniversal’s digital leisure divisions, together with at Fandango and Rotten Tomatoes.
The corporate mentioned Petrow will work to develop the attain of all of Legendary’s leisure manufacturers, with a concentrate on YouTube, social and shortform content material, and the Legendary Society subscription fan membership. Within the newly created position, Petrow will report back to Legendary chief artistic officer Stevie Wynne Levine and president Brian Flanagan.
Legendary was based by Rhett McLaughlin and Hyperlink Neal (higher identified to followers as Rhett & Hyperlink), childhood mates from North Carolina who first met in “first-grade detention after writing profanities on their desks and later carried out comedic sketches in grade faculty,” per the corporate.
Legendary’s YouTube channels have 33 million subscribers and 12 billion lifetime views, and its mixed following throughout TikTok, Instagram, Fb, Snap and Twitter tops 26 million. Legendary employs greater than 100 full-time employees in Burbank, Calif., and the corporate is fully unbiased and self-financed.
Rhett & Hyperlink host the corporate’s flagship day by day speak present, “Good Legendary Morning,” now in its twelfth yr. Company on the present have included Put up Malone, Jack Black, Ted Danson, Keke Palmer, Madison Beer, Ben Schwartz, and Terry Crews.
Pertrow lauded Rhett & Hyperlink as “true trade pioneers” and mentioned: “I’m thrilled to be becoming a member of Legendary on their quest to take the model and its fandom to the subsequent stage, whereas solidifying their place because the main tv studio for the web technology.”
Wynne Levine, relating to Petrow’s rent, mentioned, “Melinda’s arrival marks yet one more trailblazing guess Legendary is making within the continued development of not solely the longest-running creator-owned model within the recreation however the broader creator economic system.” Flanagan added: “Rhett & Hyperlink have constructed Legendary right into a category-leading enterprise and potent client model by combining the perfect attributes of Hollywood studio and internet-first creator enterprise fashions. Melinda’s unbelievable skills as a digital-native marketer and development strategist, and her observe file of driving outcomes for talent-led leisure manufacturers we’ve lengthy admired, mirror our dedication to mixing the perfect of each worlds.”
