Today The Orchard announced our new Ad Sales division, which works to connect brands and advertisers to larger audiences by utilizing our extensive YouTube Multi-Channel Network. Additionally, applicable artists and labels will benefit with an added revenue stream generated by the sales of targeted advertising. Vice President, Ad Sales, Eric Tjahyadi will spearhead this new department, and will report to Mathew Reiffe, The Orchard’s Senior Vice President, Global Business and Partner Development.
Prior to joining The Orchard, Tjahyadi led west coast sales at BroadbandTV and spent nine years at NBCUniversal as a multiplatform digital specialist, where he was a part of NBCUniversal’s TV Everywhere initiative as well as YouTube & Snap original programming.
The Orchard manages the third largest music video network on YouTube, and represents artists and channels across all genres. Included in the network are artists like Bad Bunny, Ozuna, Duki, Nio Garcia, Yandel, Anuel AA, Alan Walker, and leading entertainment companies such as Vietnamese-based Thuy Nga and top children’s network The Kiboomers. The Orchard has the top Spanish-language and Regional Mexican music portfolios on YouTube, as well as the leading Portuguese music portfolio in the US, in partnership with the Brazilian powerhouse KondZilla. Comscore data highlights The Orchard as over-indexing in key multicultural categories, including bilingual audiences, LatinX audiences, and Black/African American audiences.
This newly launched division has already generated successful campaigns with brands like Toyota, Universal Pictures, Jack in the Box & Wells Fargo. These brands were able to reach valuable and highly sought after multicultural audiences in the US thanks to the partnership with The Orchard.
“In light of increasing demand for premium multicultural content in the ad marketplace, I am proud to represent The Orchard’s diverse portfolio of global music artists that exemplifies quality, engagement, and cultural resonance,” said Eric Tjahyadi, VP, Ad Sales, The Orchard. “Multiculturalism is at the core of every marketer’s conversation today and it has never been a more important time to be a part of this movement.”
“With a global portfolio of highly sought after premium music video content, we’re able to offer advertisers the ability to reach segments of consumers at a scale that others are unable to.” said Prashant Bahadur, EVP, Head of Strategy, The Orchard. “The early momentum we’ve had so far in the current ad marketplace only proves that the demand for multicultural and globally influenced premium content has never been more in demand and we are open for business.”
For more information on The Orchard’s Ad Sales offering please visit theorchard.com/adsales.