Banijay Germany has launched a new format and digital label, which is to be led by Brainpool exec Ingrid Langheld and former Bertelsmann exec Daniel Durst.
Banijay Live Artist Brand (BLAB) will support talent and develop live formats, as well as create and produce digital entertainment content, for broadcasters, platforms, streamers and audio providers.
It will also house a digital content unit to produce originals for its own platforms, which include existing service MySpass, which Banijay said reaches more than 14.5 million followers.
BLAB will develop IP with all of Banijay Germany’s companies, which include Brainpool, Endemol Shine Germany, Good Times, Banijay Productions, MadeFor and the artist management labels.
Langheld, who was previously MD of Brainpool’s live artist and brand division, will work alongside Durst, who joins this summer, to lead the division together. Durst previously worked on new product strategies as chief product manager at Bertelsmann, and before that had stints at Axel Springer.
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.”