From YouTube to lifestyle brand: Lessons from Letterkenny on building a brand out of content

A sold-out beer, popular clothing line, an 11-city live tour: Letterkenny has come a long way since its days as ...

A sold-out beer, popular clothing line, an 11-city live tour: Letterkenny has come a long way since its days as a small YouTube series in 2013. Now the tentpole show on Bell Media’s CraveTV platform, the New Metric Media series has evolved from cult following to mainstream hit. New Metric’s Mark Montefiore and Bell Media’s Matt Cowling deep dive into how, and why, the duo took Letterkenny into the real world, building out a content-led lifestyle brand in the process.