What is an MCN?
An MCN (multi-channel network) originally meant a company that bundled and supported many YouTube channels. In Japan today the term mostly means a talent agency that YouTubers, TikTokers and other creators sign with.
What an MCN does
- Manages signed creators (schedules, contracts, issues)
- Sells brand deals and negotiates terms
- Supports planning, filming and editing
- Helps with monetisation and rights
MCN vs. ad agency
An ad agency works for the brand: campaign planning, media choice and operations. An MCN works for the creator: supporting its creators’ work and income. On one campaign it is common for the agency to represent the brand and the MCN to represent the creators.
Booking MCN-signed creators
- The agency is your point of contact for offers and negotiation
- Check its rules up front (usage rights, competitor exclusivity, revision rounds)
- Mixing in independent creators makes it easier to balance reach and budget
How Tonakai does it
Both MCN-signed and independent creators work on Tonakai. Either way, you shortlist, send offers, manage progress and pay from the same screen — and we welcome partnerships with MCNs.