OMG! AwesomenessTV closes $3.5M Series A round

Los Angeles-based digital video production company turned YouTube (s goog) channel operator AwesomenessTV has announced the closure of a $3.5 million Series A round of funding.

The company, which courts a millennial audience with the now somewhat-expected assortment of cheap-to-make reality shows, received investment from MK Capital, which led the funding round.

Greycroft Venture Partners and New World Ventures contributed to the round, as did media and technology executives Dean Gilbert, Allen DeBevoise, Matt Coffin, Jeremy Zimmer and Michael Kassan.

AwesomenessTV is the brainchild of Brian Robbins, a former actor turned TV producer of youth-targeted shows (Smallville, One Tree Hill).

Also read: YouTube’s U.S. channels – “Forget Europe, show us the money”

Launching on YouTube in mid-June with 15 tween-fueled programs, the company’s channel — which is underwritten under Google’s premium video channel initiative — has garnered more than 10 million video views and 75,000 subscribers through Tuesday.

Programs on the channel include IMO, which is kind of like The View but for junior high and high school-aged viewers, starring young YouTube lumenaries Bethany Mota and Meaghan Dowling. Other offerings include That Was Awesome, a sports highlight show featuring Los Angeles Clippers basketball star Blake Griffin.

Also read: YouTube – “We are to cable what cable was to broadcast”

“Brian and his team have a demonstrated track record of attracting a hard-to-reach young audience,” said MK Capital partner Mark Terbeek, in a statement. “The way they have executed on the YouTube channel concept is very impressive, and this is just the first step.”

Added YouTube chief Robert Kyncl: “Investments like MK Capital’s in AwesomenessTV provide further validation around the growth and velocity of all the great original content coming online.”