The YouTube women's network Kin Community has raised $12 million through a Series C funding round, and it will use the cash to hire more talent, add sales staff and bolster its presence in Canada.
Kin also plans to "create custom opportunities for brands to reach Canadian consumers" through its marketing platforms, the company announced.
Founded in 2007, Kin operates a YouTube network aimed at women and a corresponding website. It's creators include viral baking sensation and YouTube ad darling Rosanna Pansino. The multi-channel network also produces online content for The Ellen Show and The Lizzie Bennet Diaries, as well as a range of beauty, fitness, health, cooking and DIY shows for the web.
The funding was led by Canadian media company Corus Entertainment, with additional funds from previous investors Mayfield Fund, General Catalyst Partners and Rustic Canyon Partners. Kin CEO Michael Wayne said, "We're thrilled that Corus recognizes the unique value Kin Community brings creators, brands and consumers as a lifestyle platform, and we are looking forward to working with them as a partner."
Corus Entertainment has a wealth of content for and marketed to female viewers, including W Network, OWN: Oprah Winfrey Network in Canada, and CosmoTV. Kin's ability to reach women online is part of what made the partnership attractive, Corus evp Doug Murphy said in a statement.
"Our investment and strategic partnership with Kin allows us to leverage the combined reach of our complementary brands as well as jointly develop and utilize compelling, short-form premium-branded content," he explained. "Corus is an established leader in the women's space, and by partnering with Kin's top-tier influencers and talent-driven channels we are able to connect with women wherever they are consuming their entertainment."