Australia’s leading independent youth publisher, Sound Alliance, has today announced a rebrand and repositioning to Junkee Media following a period of rapid transformation and growth.
The change more directly reflects the focus of the new media company as innovations in mobile, video, social and native content pioneered by the launch of pop-culture title Junkee flow back over the rest of the publishers’ titles.
“The change from Sound Alliance to Junkee Media comes at a defining moment in our company’s history,” says Neil Ackland, CEO. “For the first time, more than 50% of our revenue comes from native content we create in partnership with brands and almost 70% of our audience comes via mobile, so Junkee Media is about positioning us as a new media company focused on the future, not the past”.
Pop-culture title Junkee was launched in 2013, with a focus on mobile-first, social-driven content funded by native advertising. It’s been a runaway success, with an average of 1.5 million visitors a month and named the Media Brand of the Year at the 2014 Mumbrella Awards.
Junkee Media’s other youth-focused titles include leading music sites inthemix and FasterLouder, and travel title AWOL, created in partnership with Qantas and named the Content Marketing Strategy of the Year at the 2015 Mumbrella Awards.
"The name change is the final step in the transition from a music only publisher a decade ago to the youth-focused lifestyle publisher producing amazing content with unique attitude that we are today,” says Ackland. “The launch of Junkee helped us to reimagine our business model, and we’re excited to extend this thinking now to reinvent our entire company. What we do is constantly changing; we no longer really sell banner ads, we help brands to tell and share their stories in whatever format that takes."
“We fundamentally believe that brands need to stop interrupting what people are interested in, and be what people are interested in to truly engage with this Millienial audience. The market needs to think beyond banner ads, pre-rolls and click throughs and look at how they can create content that people actually care about.”
The rebrand will also see all Junkee Media titles consolidated under one master domain at Junkee.com. “Each of our sites are very strong in their own right,” says Ackland, “but by combining them all together will give us a consolidated unique audience making it easier for brands and media agencies to reach the lucrative youth audience with scale.”
Junkee Media employs 30 staff in Sydney and Melbourne, and is currently hiring for 13 new staff across all areas of the business. “The future of Junkee Media is focused on five key pillars: native, video, events, custom publishing & mobile and we believe we are well placed to embrace the rapid changes in media by focusing on each of these pillars.”
Published by: Tim Duggan in News