Fairfax’s Allure Media launching Kin Community Australia

Fairfax’s Allure Media launching Kin Community Australia for women’s home-related content

Allure Media's Jason Scott, Michael Wayne and Rick Matthews

Fairfax Media’s digital publishing business Allure Media has partnered with premier home-­focused content brand and creator Kin Community to launch Kin Community Australia. The launch is expected around September 2016.

Kin Community Australia is a local extension of the global Kin Community, a digital media company founded in 2007 that uses short­-form video delivered predominantly via social media channels such as YouTube to inspire and inform young women around the world with home-­focused content spanning food, home and DIY categories.

Kin Community Australia

Kin Community Australia already has established relationships with local content creators, including Ann Reardon (How to Cook That) and Andy and Sonia (AndymetSonia), and is developing a strong talent pipeline for the launch.

As part of the strategic partnership, Allure Media becomes Kin Community’s exclusive media representative in Australia and New Zealand.

“This is an exciting partnership for Allure Media,” Allure Media CEO Jason Scott said.

“Kin Community Australia will foster and support new relationships with leading lifestyle content creators and bring world-­class brand content and marketing solutions to leading local advertisers.

“The expansion of the global Kin phenomenon into Australia represents a significant opportunity for the considerable depth of talented content creators who are quickly gaining popularity. Kin Community Australia will be a powerful new way for advertisers and brands to reach these deeply­ engaged consumers.”

The global multi­platform Kin Community network already has more than 120 leading lifestyle content creators, attracting more than 170 million social followers and delivering in excess of 600 million video views a month. Kin’s global creator community includes Rosanna Pansino (Nerdy Nummies), Hannah Hart (MyHarto), Jenn Im (Clothes Encounters), Lauren Riihimaki (LaurDIY) and Rachel and Byron Talbott.

Kin Community Co-­Founder and CEO Michael Wayne said: “There are over 800 million young women around the world on a journey to define home for themselves. Partnering with Allure Media in Australia is a critical step in furthering our mission to inspire and inform this generation through our extraordinary content and creator community.”

Allure Media participated in Kin Community’s recent funding round aimed at accelerating the global growth of its home-­focused content brand and community.

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