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Why is having that clear sense of self and your narrative so important to the business?
I think if you’re a media business without a mission, particularly if you’re a digital media business, all you’re going to do is blow between chasing views or other vanity metrics and chasing algorithmically optimised stories. This means that you then don’t stand for anything.
Your audience is purely just there for that meme that you’ve blown up on Facebook, and then they’ve moved on to another meme and another meme, and there is nothing to grab hold of – you’re dancing in the traffic.
If you have your mission and you follow that mission, even if it’s harder work (because sometimes you’re battling against the algorithm or, frankly, ignoring the algorithm), then it’s a far higher reward because we don’t have an audience – we have a fan base. That’s all we care about.
We are building fans. That’s the massive difference, I believe, between a media brand such as us and
a lot of the highly heralded Facebook publishers
of today.
What for you has been the media or activation that most brought to life COPA90’s position as a fan’s champion?
We put a clubhouse right in the middle of Moscow during the FIFA World Cup 2018 in Russia. This was our first major foray into bringing alive COPA90
72 People's Champion