Passion Distribution partners with CoLab X for branded content opportunities

L-R: Matt Ford & Nick Rees

Tinopolis-owned Passion Distribution has partnered with CoLab X, the branded content agency set up last year by former Channel 4 exec Matt Ford and Maryam Hamizadeh.

The unscripted content distributor will invest in CoLab X, which works with talent, creators, and IP owners to navigate between the traditional and digital worlds.

The company aims to diversify its clients’ interests and maximize their commercial potential through digital content, brand partnerships and other IP ventures.

Passion Distribution’s partnership with the company aims to further explore content development, funding, and distribution opportunities.

Nick Rees, COO at the distributor, said: “Passion Distribution has always been at the forefront of innovative ways to produce and distribute content. Following the successful launch of UpStream Media last year, we have a growing network of channels with highly engaged audiences consuming millions of hours of content each month. Working with talent and brands to develop new IP and service those audiences was a logical next step.”