The Independent is focusing on talent-led media production to capitalize on the growing creator economy. The launch of Independent Studios, helmed by YouTube creator Alan Clery, aims to produce diverse content, including videos, newsletters, and podcasts. By leveraging established talent, including in-house editors and external creators, the publisher plans to attract sponsorships while expanding its audience. With significant monthly visitors, the initiative seeks to adapt to the platform-centric landscape of content creation, highlighting a strategic pivot in the publishing sector.
The U.K.-based digital news publisher has signed YouTube creator Alan Clery as creative director to kick off the launch of Independent Studios.
The Independent is doubling down on talent-led media production as part of a plan to create valuable intellectual property for sponsorship.
Christian Broughton, CEO of The Independent, highlighted that platforms have been designed around creators, prompting a shift in strategy for traditional publishers.
Clery will combine with The Independent's chief football writer Miguel Delaney to create compelling sponsorship opportunities around football.
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