Three leading UK media executives with backgrounds spanning Acast, Audioboom, the BBC, Global and DMG have launched Everywhere, a creator media company designed to help creators monetise audiences across multiple platforms.
Founded by Andy Goldsmith, Mike Wooller and Craig Eastwood, Everywhere will act as the exclusive commercial partner for a curated group of creators and content publishers across audio, video, social media and other formats.
The company’s proposition reflects the way creator businesses have evolved. While audiences increasingly follow individual creators across podcasts, YouTube, Instagram, TikTok and live events, advertising budgets and sales operations are often still divided between separate channels, teams and agencies.
Everywhere intends to bring these disparate opportunities together, giving advertisers and agencies a single point of access to a creator’s overall audience rather than selling each platform independently.
For creators, the potential benefit is a more coordinated commercial strategy that can grow alongside their output. Instead of assembling different sales partners for podcasts, social video, YouTube and live events, creators will be able to work with one company across their portfolio. In principle, that should help them make better use of the full reach of their audience, reduce commercial complexity and reinvest more revenue in content.
Goldsmith, previously CEO of independent podcast network Adelicious and subsequently UK president of Audioboom, said: “Brands have always wanted to be where their audiences are and, increasingly, those audiences are choosing to spend their time with creators. The opportunity now is to make creator-led media much easier to buy, based around their content and the community they have built.”
He added: “We will give brands access to trusted, influential voices across multiple platforms, alongside the commercial rigour, creativity, and accountability that media buyers need. This creates a genuinely powerful new proposition for advertisers.”
Eastwood previously worked with Goldsmith at Adelicious and Audioboom, where he most recently led the latter’s international expansion. Earlier in his career, he oversaw radio, digital audio and podcast planning and buying at RadioWorks.
He said: “We are building the commercial and operational infrastructure to work everywhere a creator’s audience lives, designed for the increasingly borderless nature of both creator audiences and advertising. That means being able to support our creators as they grow, move into new formats and build audiences beyond their home market, without having to piece together different commercial partners along the way.”
Wooller has held content development roles at the BBC, Acast and Global and was most recently DMG’s head of strategy and platforms, podcasts.
He added: “Having worked with creators for years, we saw a real gap for one trusted commercial partner that could help them make more from the audiences they’ve built, wherever those audiences are, without destroying the trust that makes those audiences valuable to advertisers in the first place. If we can get that right, we’ll enable creators to put more back into making the content their fans love.”
Everywhere said it has already secured its first creator partnerships, with names due to be announced over the coming weeks.
