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If you’re like me and have a habit of spending a crazy amount of time on Instagram, binging Netflix shows or scanning through YouTube for the best channels, then you’ve probably heard of Kyra.
For those who don’t know, Kyra is essentially a new-age video producer in the UK with individual Youtube channels for each of their shows. Check out their website here.
It’s 2019 and the non-stop rise of the Internet has set the scene for a new kind of media consumption. A Gen-Z entertainment network that embraces the change in how young people consume media, Kyra’s mission is to ‘create a better, more positive, inclusive world in an age of fake news, scare-media and negativity.’
Since launching in 2017, it’s become a unique platform providing top quality original content that goes against the tide. With digital series like PAQ, Bad Canteen and NAYVA under their belt, Kyra have changed the game and continue to succeed, attracting millions upon millions of views a month.
‘YouTube is a direct substitute for TV,’ said co-founder Devran Karaca in 2018. ‘In the same way I would come home when I was younger and binge Nickelodeon until I got called for dinner, this generation finish school, college or work, open their smartphone or laptop and sit in front of it until it’s time for bed.’
Describing themselves as a ‘modern-day equivalent to HBO or MTV,’ everything is created from scratch and done in-house.
‘Some of the most successful channels are self-shot,’ says Karaca. ‘More vloggy style content has a feeling of authenticity that TV never offered its viewers. We can’t overlook the intimacy that this generation desires from content.’
So far, Kyra has worked with some huge names including Nike, Adidas, Puma, Converse, Google, Samsung and Spotify, integrating the brands directly into their content. In an age where most of us have a very limited attention span when it comes to watching videos on social media, Facebook, Instagram and Snapchat – to name a few – have taken this on board and are now limiting their content to one minute or less.
In order to develop a more devoted audience, Kyra threw caution to the wind and went with long format episodes for a ‘deeper connection’ with their viewers. With close to a million subscribers across their various YouTube channels, and almost 50 thousand followers on Instagram, it’s pretty safe to say this was a risk worth taking as their huge fanbase and record-breaking numbers speaks for itself.
Tell me more about their shows!
Alongside Bad Canteen, which follows six friends who can’t cook trying to open a restaurant and Greatness, about two girls travelling the world to find out what ‘greatness’ is, Kyra’s flagship shows PAQ and NAYVA have taken the internet by storm. ‘Exploring popular culture from all angles through fashion,’ both have a strong focus on breaking down stigma and inspiring young people to feel good, however they look.
