New Banijay Germany Label for Live Artists, Digital & Branded Content

Banijay Germany has established the new label Banijay Live Artist Brand (BLAB), led by Managing Director Ingrid Langheld.

BLAB will focus on the 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 it 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.

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.

Marcus Wolter, CEO of Banijay Germany, said: “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.”

Langheld 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.”