New creator brand launches

Megan Cunningham, an advertising industry veteran and founder of Magnet Media, is set to launch Magnet Originals on Monday. The brand aims to aid established personalities in expanding their media portfolios and to nurture the upcoming stars. Dustin Goot and Subrata De, both ex-TikTok and Vice executives respectively, will join Magnet Originals in senior positions, alongside media operators Alexandra Zaslow and Brannan Goetschius.

The company's portfolio will consist of advice and production support for media figures such as Justin Tranter, Shawn Stockman from Boyz II Men, and former NBA player Byron Scott. It will also build upon its existing original franchises.

Magnet Originals made its debut with a documentary series featuring poet and critic Hanif Abdurraqib, as well as a music show hosted by Billboard executive editor Lyndsey Havens. Both productions were co-produced with Live Nation. Additionally, the company plans to introduce a show co-hosted by comedian Sam Jay, Olympic gymnast Jordan Chiles, and broadcaster Ari Chambers.

Magnet Originals also plans to cultivate the upcoming generation of creators through its Top Creator Academy, offering courses and personalized consulting with industry professionals.

Cunningham spoke to Semafor about her vision for the program, stating that she anticipates it to grow into a seven-figure business on its own. "Documentaries can't rely on distribution, and newsrooms are shutting down as their business models are under threat. ... I witnessed a generation of entrepreneurial, talented storytellers crafting podcasts, YouTube channels, and newsletters using sweat equity alone," Cunningham remarked.

"A consultancy would have served only a limited number of clients at a time, and that didn't excite me."