Former LADbible leaders Joseph Summers, Rachel Henry (Hall) and Max Sherry have launched a new publisher, Common.
The venture aims to combat the prevalent negativity and sensationalism often encountered on social media platforms, with a focus on uplifting stories and inspirational moments.
Common CEO Joseph Summers said the founders want to truly add value to people’s lives, which means creating a positive experience for anyone who consumes our content.
“We understand that doom scrolling through social feeds can leave people feeling despondent or unsatisfied, so we aim to tackle that head on through our editorial strategy and optimistic tone of voice," Summers said.
Central to the editorial strategy is to sign up top-tier creator shows and podcasts, it under their show hub coined: House of Common.
Aspiring to become the 'Netflix of Social' Common has secured several established shows, such as Two Broke Chicks and ListenABLE hosted by Dylan Alcott & Angus O'Loughlin.
The lineup also features Big Small Talk, Sometimes Funny Always Awkward, Fairbairn Podcast, Neon Streets, and two of
their own productions, Movies & Mud Masks and Common Voices.
Common COO Rachel Henry (Née Hall) said a key part of our localisation strategy will be working with Aussie creators to develop shows and originals.
"We seek to not only enhance their individual brand and storytelling abilities but to empower them by offering
shared IP ownership rights," Henry said,
"In addition we will partner with local production companies, as House of Common will be made up of our own originals as well as shows produced by our partners - MIKMade, Session In Progress, Elastic, & Neuralle. It’s an exciting time for creatorled shows, and our mission is to be the home of the best.”
"We want to truly add value to people’s lives, which means creating a positive experience for anyone who consumes our content."
Common creative director Max Sherry said the company is committed to localised content and hope to reach over a third of all Aussies by the end of 2024.
"As part of our in-country commitment, we plan on connecting like-minded brands and partners with our audience in a meaningful way," Sherry said.
"In addition, Common promises to be at the forefront of driving awareness to social causes which are important to Australians.”
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