With creators with names like Nerdy Nummies and MyHarto, craft and cooking site Kin Community is already verging on a phenomenon in the US; now a Fairfax Media unit is bringing it to Australia.
Through its wholly-owned Allure Media publishing business, Fairfax was among investors putting in US$13.5 million in a Series D investment led by Emil Capital Partners, which is reportedly related to German supermarket company Tengelmann.
As well as Australia through Allure Media - which says Kin Community Australia will launch in September - the home-focused content brand and creator community will also launch in Canada.
Funding will help build advertising sales and production operations and allow a home makeover show called Overhaul to go ahead.
Launched in 2007, Kin Community uses short-form video - delivered predominantly via social media - to "inspire and inform" young women with home-focused content. Ann Reardon and 'Andy and Sonia' are among talent lined up for Australia, and Allure becomes exclusive ANZ media representative.
Allure Media chief executive Jason Scott says Kin Community Australia will be a powerful new way for advertisers and brands to reach deeply-engaged consumers: "Kin Community Australia will foster and support new relationships with leading lifestyle content creators and bring world-class brand content and marketing solutions to leading local advertisers."
The multiplatform Kin Community network claims more than 120 "lifestyle content creators", attracting more than 170 million social followers and delivering in excess of 600 million video views a month. Its creator community includes Rosanna Pansino (Nerdy Nummies), Hannah Hart (MyHarto), Jenn Im (Clothes Encounters), Lauren Riihimaki (LaurDIY) and Rachel and Byron Talbott.