we seek, build and own attention

our thesis

product will get commoditised:

new technology makes product exponentially easier and faster to create. In that process, product will become a commodity

the only moats will be assets and distribution

distribution gives us assets:

assets: proprietary data, compute, physical resources

by being the direct link to communities, we gain proprietary data that lets us outcompete

we win by owning distribution:

the three core intermediaries of distribution are platforms, creators and communities

We seek to win by have unparalleled mastery of these core intermediaries

the laboratory

  • Publish insights from our learnings working with leading creators, platforms and communities

    See blog for a look into our insights

  • Partner with creators to build new businesses and communities

    Advisory:

    Supporting an early-stage media and entertainment data start-up on growth strategy

    Advising on the restructuring of the company for a major creator

    Incubations:

    Building a magic e-commerce business with the most viewed content creator on Facebook

    Building a toy venture with Charlie David (4.9m Tik Tok followers)

    GPTMaxx: AI prank

  • We productise facets of our process through learnings from our advisory and research arms

  • Where relevant, we use funding from the business to take minority stakes in companies that are strong synergies to our own, as they inform the other arms of our business and make for potential future strategic partnerships

    Recent investments: TTagz, Runna, Better Nature