Doing It For Ourselves: Alchemy Networks Partners With YouTube To Bring Online African-American Programming

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March 3, 2013 ‐ By Drenna Armstrong
"Alchemy"

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Maybe African-Americans in Hollywood are slowly learning that if no one will give us the “green light” for programming we’d like to see, we have to start doing it for ourselves.

Enter Alchemy Networks. The new channel which joined forces with YouTube in December, was founded by media veteran Peter Griffith and will center around urban lifestyle and celebrity entertainment. It will also feature original programming.

Griffith told Lee Bailey of EURweb that they’re not interested in being the biggest channel but instead, they want to be the best within every market they target. In fact, they didn’t just “sign on” with YouTube when they came to the table with their ideas. Griffith, along with his partners Alvin Williams, Anthony Maddox ad Xothil Arkin, came up with their own plan, took it back to YouTube and hoped they were still on board:

“What we told them was ‘We’re not the same.’ Let us come back to them and tell what we thought was the best way to approach this community,” he recalled. “And we came to them and said ‘Look. What we’d like to do is develop not just one channel, but several channels that target different demographics of the African-American community.”

Luckily, YouTube jumped aboard. So far, they have two premium channels: Kaleidoscope, which targets 18-34 year olds with a focus on music, gossip and entertainment as well as FWD, launching this month, which targets 25-54 year olds with a focus on the same but also including beauty and fashion.

Kandi Burruss is the first celebrity to sign on with the network. Her new show, Kandi & Friends, will debut later this month. There’s been no word if it’ll be similar to her own show Kandi Koated Nights but it will feature some of her celebrity friends.

Alchemy, to date, boasts one million views per week and has 900,000 subscribers.

Hopefully, with the formation of Alchemy Networks and other independent online shows, we will see more programming that we’ve longed for. Over time, who knows? It might even filter onto actual television stations.

Will you check out Alchemy channels on YouTube?

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