BANIJAY GERMANY LAUNCHES NEW LABEL, BANIJAY LIVE ARTIST BRAND

Banijay Germany confirmed its new label, Banijay Live Artist Brand (BLAB), led by Managing Director Ingrid Langheld, with Daniel Durst joining the management from July 1, 2021. Banijay Live Artist Brand will focus on the strategic promotion of established artists and young talent, the development of live formats, and the creation and production of digital entertainment content.

The label will produce for broadcasters, platforms, streamers and audio providers, and will house a digital content unit to produce originals for its own platforms, as well as distribute original podcasts. Banijay Live Artist Brand operates its own comedy digital distribution channel, MySpass, which already reaches more than 14.5 million followers and up to 220 million monthly video views on social media.

Building on years of know-how, Banijay Live Artist Brand is set to develop content with all of Banijay Germany’s companies, in close co-operation with Brainpool, Endemol Shine Germany, Good Times, Banijay Productions, MadeFor, and the artist management labels. A 360° license evaluation of Banijay’s extensive catalogue will attract fans and viewers to the programme brands.

Ingrid Langheld, former Managing Director of Brainpool’s live artist and brand division, will be joined by Daniel Durst to lead the division. Durst comes from Bertelsmann, where he worked on new product strategies as Chief Product Manager. He has previously held positions at Axel Springer, including Head of Strategic Product Development, Product Director of Upday and Director, Consumer Products of BILD and WELT.

“Banijay Live Artist Brand brings the unique opportunity to establish future-oriented entertainment brands and artists with the entire backing of Banijay Germany. Ingrid's team of experienced and talented marketing, digital and live production experts can guarantee artists and brands maximum attention on all high-reach media platforms,"  said Marcus Wolter, CEO of Banijay Germany.

Ingrid Langheld, Managing Director Banijay Live Action Brand, added: “I'm looking forward to taking the company to the next level with my team, and to creating extraordinary entertainment worlds for brands on all platforms, with our artists, partners and colleagues from Banijay. With Daniel as Co-Managing Director, we have a proven digital strategist and I am excited to shape the future together with him".