Sound Alliance Has Been Rebranded As Junkee Media

A group of people standing with their arms raised at a concert

To reflect the transition from a music-only publisher to a youth-focused lifestyle publisher, Sound Alliance has been rebranded as Junkee Media.

According to the site, Junkee Media “is one of Australia’s fastest growing and innovative new media companies, reaching over two million young and engaged Australians every month. Formerly known as the Sound Alliance, we create highly shareable content about the things that matter (and sometimes the things that don’t) and we continually strive to add to the conversation, not just the noise.”

Junkee Media will also integrate its other titles- including inthemix, FasterLoud and AWOL-into the one website Junkee. The pop culture website, Junkee, launched in 2013.

During the launch, chief executive Neil Ackland (picture below) said that 50 per cent of Junkee Media’s revenue comes from native content. Ackland said that the move towards native content has been caused by the huge popularity of mobility and mobile news.

Neil Ackland

“What we’re seeing from a lot of the brands is what we’ve been conveying for a long time, which is we want brands to stop interrupting what people are interested in and to be what people are interested in,” Ackland told a Fairfax publication.

“I think that’s starting to resonate now. There has been a pronounced shift in focus for a lot of brands towards how they can tell their story in credible, authentic and relevant ways.

“A lot of the research we do, we’re looking at the psychology of why people share content. It’s really clear that they’ll share content that makes them look funny, clever, or a combination of the two, to their social group,” Ackland said.

Click here for the new Junkee Media.




Please login with linkedin to comment

Matterhorn

Latest News

Revium Snags Peter Bauld From Deloitte Digital
  • Advertising

Revium Snags Peter Bauld From Deloitte Digital

Revium, a leading full-service digital and AI consultancy, has announced the appointment of Peter Bauld (lead image) as Executive General Manager. Revium is a full-service digital and AI consultancy with over 20 years of experience creating engaging digital experiences for leading organisations and their customers. Bauld joins Revium after an illustrious career spanning over two […]

Veridooh Snatches Prashand Menon From ScentreGroup
  • Advertising

Veridooh Snatches Prashand Menon From ScentreGroup

Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]

Kat & Co Transforms Into THE WORLD OF Experiential Agency
  • Advertising

Kat & Co Transforms Into THE WORLD OF Experiential Agency

After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]

SMG Studio Launches Risk: Global Domination X Dune Part Two
  • Campaigns

SMG Studio Launches Risk: Global Domination X Dune Part Two

Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
  • Marketing

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market

Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]