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Allure Media launches video site Kin Community

Staff for NewsMediaWorks,

Video lifestyle brand Kin Community officially launched in Australia this week with its local partner Allure Media, a digital media company owned by Fairfax Media.

The launch of Kin Community Australia, celebrated at Sydney’s The Ivy on Wednesday night, is part of Kin’s international expansion effort that Allure helped fund.

Kin Community predominately distributes content via social media and relies on a network of over 120 content creators including YouTube celebrities to produce short-form video spanning food, home and DIY categories.

Kin Community Australia has already secured partnerships with local content creators including Ann Reardon of ‘How to Cook That’ and Andy and Sonia of ‘AndymetSonia’.

Allure Media CEO Jason Scott said Kin Community Australia was off to a flying start having secured “a strong bench of highly-popular lifestyle content creators who have deeply-engaged audiences”.

“Our growing network of creator talent provides a powerful platform to deliver world-class marketing solutions for brands and advertisers – with endless opportunities to collaborate in delivering quality content from many of Australia and New Zealand’s best creators,” Mr Scott said.

Kin Community chief executive, Michael Way, said the company’s strategy has been to partner with the best in each local market as it expands internationally.

“Allure is the best digital media company to partner with here; they understand the space, they understand the brands, they understand how to work with digital content, so it’s a good fit with us,” he said.

Kin Community’s was founded in 2007, has more than 170 million social followers and delivers 600 million video views a month.