FOX invests in Lighthouse Creator Studio in offer to find influencers
FOX has long been known for established content franchises that vary from Gordon Ramsay to Sean Hannity. Now the company is circulating in a completely different kind of pole.
FOX Advertising has what it calls a strategic investment in The Lighthouse, a studio and campus specially designed for makers that is part of the portfolio of Whalar Group, an independent company that develops influencers and other content -personalities. The investment of FOX will also support the launch of an initiative aimed at developing franchise that is linked to makers in the range of contents of Fox.
Fox has not unveiled the financial conditions of the deal. In recent months, the company seemed to be new interested in tuning to individual content makers, in February, in February, Fox Corp. That the Red Seat Ventures would acquire, a digital media company that helps to manage business care for a number of news personways that have become independent, including the former Fox News Channel Figures Megyn Kelly, Bill O’Reilly and Tucker Carlson.
“Some major media companies may just go on a list of makers and see who has the highest number of likes or followers and will work with them, says Stephano Kim, Chief Strategy and Operations Officer of Fox Advertising, during an interview,” That is a very blunt and I say a little ignorant approach to invest in the space. “Fox, he says, wants to be in the room where makers try to develop their own franchises and to work with them from an early stage, and, if applicable, give advertisers the opportunity to work with them, as well as the development of makers’ work for wider consumption.
“You have to be in their environment,” says Kim. “You want to work with them in their natural habitat, so to speak.”
A report from 2023 by Goldman Sachs estimated the size of the so -called “creator economy” at $ 250 billion and expected that it could expand to $ 480 billion by 2027, with reference to an increase in digital media consumption and the rise of technology that reduces traditional barriers.
The lighthouse is planning to operate two separate campuses, one near Los Angeles and the other in Brooklyn. The unit offers cooperating spaces and resources to makers who pay compensation in exchange for membership that entitles them to the use of production facilities and other services. The annual costs can start at around $ 5000, according to the company’s website.
“I think it’s just a place of experimenting,” says Jon Goss, president of the lighthouse. “We know that they are developing both commerce and intellectual property and entertainment franchises.”
