As Toronto prodco Banger Films prepares to launch its own heavy-metal genre OTT service in 2017, it’s using its existing YouTube channel to build up buzz and digital audiences for the new product.

When viewers visit Banger Films’ YouTube channel, BangerTV, a trailer for the pilot of its upcoming 12-part doc series, Metal Evolution: Albums, plays on the landing page. The trailer prompts users to visit a separate page where the pilot episode can be purchased for $4.99USD, a transaction which also includes a behind-the-scenes video. The transaction is being handled by video distribution company VHX. Once users buy the doc, it can be streamed at Bangertv.vhx.tv, or can be downloaded to own.

Viewers will be able to watch the episode as of 12:01 a.m. Christmas Day, after it airs at 8 p.m. on Blue Ant Media’s AUX linear channel in Canada. It’s the first piece of paid content Banger Films is launching online and promoting via its YouTube channel.

“It’s meant to be a sample and a taste of the things to come once we launch the OTT,” Sam Dunn, co-founder of Banger Films, told Playback Daily. Once launched, the OTT service will feature original Banger Films content, including live shows and archive footage, as well as programming licensed from other producers and content created by bands themselves.

The prodco is currently meeting with investors to complete the financing for the service, which would be offered as an app on platforms such as Apple TV or Roku. The current target subscription price for the OTT is USD $4.99 a month, Dunn said.

While developing the OTT service, Banger Films did a survey of 1,500 metal fans in the U.K., Canada and the U.S., which indicated metal fans in English-speaking markets would be interest in a product like BangerTV. And as linear music channels continue to disappear from domestic and international airwaves, Dunn said he believes BangerTV will fill a hole in the marketplace.

“We just see it as really an ideal time to provide something that is entirely for the metal community. Yes, it is a niche, but it is arguably the biggest global niche,” Dunn said. “Beyond U.S. and Canada, we know there is a huge metal following in South America, Europe and Japan and elsewhere. We know it is a global audience, and the metal community is aware of our work. Combine those two factors, and it seems like a good time to launch.”

Leading up to the eventual launch of the OTT service, Banger Films is focusing its energies on building up more buzz around the YouTube channel to increase awareness about the Banger brand online. For example, Banger is using social media and has partnered with metal music websites such as Metal Injection and Blabbermouth to promote the existing YouTube channel.

“We haven’t built our following via YouTube or social media – we’ve built it via broadcast and theatrical screenings. So we’ve has to invest some energy into directing everyone to our BangerTV page,” Dunn said.