Goalhanger says its new model combines creator-led editorial with the infrastructure of an established media company, creating new opportunities for creators, audiences and commercial partners.
Always On with Marina Hyde will be the first creator-led media venture developed through Goalhanger X, launching across editorial, social, long-form and short-form video from day one, before expanding into further formats.
Goalhanger X brings together the voice and audience relationship of an individual creator with Goalhanger’s expertise in developing formats, building audiences, growing membership and creating commercial partnerships at scale, added the publisher.
Rather than starting with a single format or platform, each venture is built around the creator and their audience, with the potential to grow across publishing, social, audio, video, membership, live experiences and new intellectual property.
For advertisers, this creates a broader way to work with creators, Goalhanger continued. Rather than individual posts, sponsorships or placements, brands can become part of a connected editorial world spanning multiple formats and audience touchpoints - combining the authenticity and cultural relevance of a creator partnership with Goalhanger’s creative, distribution, audience and commercial expertise.
Jack Davenport, co-founder of Goalhanger, said: “We love Marina. At Goalhanger, our shows span sport, politics, history and entertainment, but the truth is Marina could probably host them all. There’s no one else who can skewer the absurdity of a tech bro one minute and cut straight to the heart of a political or cultural story the next. Partnering with her to launch Always On marks the start of something exciting for us as a business. Goalhanger X is built around distinctive creators with a powerful voice, a loyal audience and the potential to build far beyond any single format or platform. Always On gives Marina the freedom to create a world around everything she finds interesting, funny or important, across writing, video, social, audio and whatever comes next. Our role is to provide the creative, audience and commercial infrastructure to help that world grow, while keeping Marina firmly at its centre.”
Speaking about the launch, Marina Hyde said: “This is going to be so much fun! I’m hugely excited to be launching Always On in partnership with the brilliant team at Goalhanger, and to be able to respond to the news batsignal in whatever format feels right - written / video / podcast / social / costumed vigilantism. I’m also thrilled we’ve named it in tribute to the nervous breakdown it’s going to give me. Thanks guys - means a lot.”
Always On will be free at launch, with all of Marina’s writing available on Substack. A paid subscriber tier offering exclusive content and member features will follow, added Goalhanger.
A new look, photography and launch film offer a glimpse into Marina’s world - from scribbling notes in bed and following political drama like a box set to being surrounded by books, newspapers and screens.
Alongside Always On, Marina will continue to co-host The Rest Is Entertainment with Richard Osman, the UK’s biggest entertainment podcast.
Goalhanger X will create new ways for advertisers to partner with creators across connected editorial worlds.
Opportunities will be shaped around the audience, editorial proposition and creative potential of each venture, and could include:
- Editorial and written sponsorships
- Original creator-led brand campaigns
- Social partnerships and paid amplification
- Bespoke audio and video formats
- Category partnerships
- Live experiences and events
- Membership benefits and community initiatives
- Partnerships around future long-form IP
Each partnership will be developed with clear editorial boundaries and a focus on delivering genuine value for audiences, added Goalhanger. Advertisers will also have access to Goalhanger’s wider capabilities across creative development, production, distribution, audience intelligence, membership and campaign measurement.
Always On with Marina Hyde is live now on Substack and across social media.
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