Summary:

New York-based Blip, long a leading platform for independent video producers to get their work seen on YouTube, will launch a Los Angeles studio, where it will work more closely with content creators to tailor genre-based video for advertisers.

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Blip, one of the more successful platforms for distributing online video through YouTube, is launching a new L.A.-based production studio focused on branded entertainment.

Steve Woolf, previously VP of content for New York-based Blip, will run the new studio operation from his newly minted position as senior VP of content and president of Blip Studios.

Since its 2005 founding, Blip has raised $24.3 million in funding, primarily from Canaan Partners and Bain Capital, and employs 52 people.

Its West Coast operation includes only five staffers right now but will ramp up shortly, as Blip seeks to transform itself into what Woolf calls a “one-stop shop for brands.”

The company, which has been under the direction of former Discovery Communications executive Kelly Day since March, is currently shopping for a production space.

“Previously, Blip was just a platform that provided what we call ‘services of scale’ to independent producers,” Woolf told paidContent Thursday. “You upload your show, use our player and our distribution relationships with YouTube or AOL, and we’d share ad-revenue 50-50. We didn’t have a close relationship with creators.”

Through Blip Studios, the company will now work more closely with its video producers to develop genre-based content — i.e. comedy, sci-fi, sports, drama — tailored to fit the needs of its brand partners.

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