Ex-LADbible leaders Joesph Summers, Rachel Henry (Hall), and Max Sherry have launched a new publisher, Common.
Common states the driving force behind the new venture is to showcase the best of humanity and combat the prevalent negativity and sensationalism often encountered on social media platforms.
At Common, the focus is uplifting stories, inspirational moments, as well as content that both educates and entertains their audience. Their goal is to move viewers whether that’s to feel empowered, to laugh, to cry, and in some cases to take action.
Summers, Common’s CEO said that the team want to truly add value to people’s lives, which means creating a positive experience for anyone who consumes its 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,” he said.
Common states it aspires to become the “Netflix of Social” and has made strides toward this goal by securing several established shows, such as Two Broke Chicks, and ListenABLE hosted by Dylan Alcott and Angus O’Loughlin.
Their 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.
These shows and originals will sit under its show hub: House of Common. The team have plans for continued development and new show launches throughout the year.
Henry (Née Hall), Common’s COO emphasised, “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.
“In addition, we will partner with local 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 creator-led shows, and our mission is to be the home of the best.”
Sherry, creative director added: “With Common being Australia-based, we are 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. In addition, Common promises to be at the forefront of driving awareness to social causes which are important to Australians.”