74 Labs was born in late 2025 as the official Creator-Distribution arm of 74 Projects, our in-house digital media company. Established in 2020, 74 Projects has been running its own catalogue of brands across YouTube, Snapchat and other platforms.
We are content creators at heart: our founder started her own journey in the media space as a creator over ten years ago. After years creating content across several platforms, we established ourselves as one of the fastest-growing digital media companies in Italy (our birth country) and formed connections with several platforms, including Microsoft’s MSN.
Some of the results we achieved in the last handful of years:
74 Projects’ own catalogue has been growing exponentially in the last few years. That’s the type of growth we are targeting for the creators that work with 74 Labs.
Since 2020 our core business has been operating our own brands. 34 of them (and growing), across YouTube, Snapchat and other platforms, in categories from rap and true crime to geography, motoring and model building. That is where everything we know about distribution was learned.
Across the last few years, our brands have drawn more than 858 million views and gained over 5.4 million subscribers, more than doubling year-on-year in 2025.
After years of our own struggles, we decided to take everything we learned and the connections we’ve made to help other creators reach new audiences and grow on platforms they normally cannot reach on their own. Microsoft’s MSN being the first main focus: MSN does not let anyone publish to their platform. Publishers must be invited and 74 Projects holds that invitation: we are proud to be an official MSN Partner Publisher, and the first in Italy.
74 Labs is the branch we launched to run it: first for our own catalogue, and now for other creators who have a library sitting on YouTube and no way onto MSN by themselves.
From sourcing the catalogue, to preparing and transcoding video, passing policy review, publishing on a cadence tuned per brand, monitoring performance, handling rejections and appeals, and reporting revenue back. All of it sits with us.
With no extra work in the hands of the creators, all they can expect is a payout that arrives every month once their content starts performing.
Working with 74 Labs means no setup fees, retainers or upfront costs. We work strictly on a revenue-share basis, so we only earn when the creator earns and we have every reason to keep a catalogue performing rather than sitting and collecting a retainer every month.
Creators keep 100% of the rights to their content, channels and MSN brand, and get direct access to the MSN Partner Hub (Microsoft’s own reporting) so any number we quote can be checked against the source.
We are also proud to offer some of the most favourable percentage splits to creators in the whole industry.
Talk directly to our team about your channel or catalogue.