A YouTuber Becomes a Media Co. (EXCLUSIVE): On Friday, the YouTube creator Jesse “Jesser” Riedel launched a new parent company, called JesserCo., whose aim is to house an expanding stable of brands that currently includes a media business and apparel line. The expansion is notable because it offers yet another template for how a YouTube creator might become a media brand. Through his videos and apparel, Riedel reaches more than 45 million followers, has more than 10 billion views, employs 45 full-time staff profitably, and is bringing in at least $20 million in revenue—a healthier business than many traditional media operations—and last month, he signed a deal with Tubi to create original content for the streaming service. Depending on how JesserCo. weathers this expansion, expect to see many more such startups in the near future.
Soccer Outlet Scores World Cup Splash (EXCLUSIVE): You might not have heard, but the World Cup is coming to America this summer. Just about every media company on the continent has a plan to capitalize on the moment, but one—a roll-up of international soccer brands that operates as Footballco.—has a particularly ambitious vision. The company, whose North American business is helmed by the former revenue leader at Bustle Digital Group, Jason Wagenheim, is launching a two-week activation in Brooklyn, called House of Goal, which will see the brand take over an Industry City location and schedule round-the-clock programming for its projected 200,000 visitors. The event hopes to generate a seven-figure revenue and dramatically boost brand awareness of Footballco., whose U.S. outpost only launched two years ago but is on pace to bring in around 20% of its projected $100 million in annual revenue.
Food52 Vet Goes Mule (SCOOP): The former CEO of Food52, Erika Ayers Badan, launched a new media venture this week, called Mule Media. The company, which combined with likeminded brands The Local Mom Network and Work Like a Girl, aims to foster a community for women at all stages of their career. The name, which reads somewhat unflatteringly at first glance, is a nod to the intelligence and pragmatism of mules, according to its website. Badan stepped away from Food52 after it was acquired out of bankruptcy in February by America’s Test Kitchen, a turnaround job she took after shepherding Barstool Sports through a multimillion-dollar exit. Mule Media joins a competitive space, competing against ventures like She Media, Female Quotient, and theSkimm, to name a few, but it would be unwise to count her out.
Pulled Quotes
“Virtually all of the time, most Americans are mad at you about the economy and there’s little you can do about it.”
Semafor’s Ben Smith, on the paradox of American politics
READ MORE
“No one buys hate merch. No one goes to a show if they hate you. No one supports your next venture if they’re not on your side”
Jomboy Media founder Jimmy O’Brien, on why positive media makes money
READ MORE
“I was thinking about the degree to which the voice of an author is really fiction, because there’s all this editing and moving stuff around, and so you end up with a document that bears little relation to the actual conversation.”
Novelist Ben Lerner, on his idea for a misremembered interview to act as the basis of his book
READ MORE
