The Unreel Network and Extreme International have come together under a unified brand, Wavelength, to create what they describe as “one of the world’s fastest-growing social-first media and creator networks”. By uniting creators with social channel distribution at scale, the platform aims to build a “next-generation media company”.
Led by CEO & founder Alistair Gosling and co-founder Benjamin Brown, Wavelength’s vision is to build ‘Sky on Social’, with a competitive advantage stemming from ownership of distribution diversified across social platforms.
Operating a network of brand-led social publishers, YouTube channels and creators, Wavelength reaches more than 950 million people per month. It currently has a combined audience of more than 350 million followers across Facebook, Instagram, YouTube, and TikTok. According to those involved, Wavelength caters to “specific passion points and niche audiences, driving engagement through daily short-form content, premium long-form formats, and live events across adventure travel, action sports, beauty, DIY, craft, e-automotive, tech, and envirotainment.”
Over the next 18 months, Wavelength will focus on developing original IP, formats, and brands in collaboration with creators, distributing them across its network. This strategy will drive “a full-funnel solution for brand partners, combining relatability and trust from creators with reach and efficiency from the network.”
Gosling (pictured) said: “There has been a fundamental shift of younger audiences from mainstream media to social media and advertising, and brand spend is moving fast into the creator economy. Wavelength is here to lead that shift, giving brands unparalleled access to passionate communities through content that travels at the speed of the feed. What sets Wavelength apart is the ability to pair creator-led authenticity with the distribution power of our owned social channels.”
Brown added: “The creator economy is maturing but lacks clean entry points for brands to truly manage and scale their investments with certainty. Unifying creators with contextually relevant channels is symptomatic of a broader consolidation that we foresee in the social space. We want Wavelength to be at the forefront of that.”
