Goalhanger has launched a new business initiative, Goalhanger X, designed to build multimedia ventures around established creators, with journalist and broadcaster Marina Hyde unveiled as its first partner.
The new venture will debut with Always On with Marina Hyde, a multimedia brand bringing together Hyde’s writing, a new YouTube show and original social content. Further audio, video and digital formats are planned.
The move represents an expansion of Goalhanger’s business model beyond its established podcast portfolio, with Goalhanger X intended to help high-profile personalities develop direct relationships with audiences across multiple platforms.
The company said the initiative will combine creators’ editorial identities with its existing capabilities in content development, production, distribution, audience growth, membership and commercial partnerships.
Hyde, who has worked in newspapers for more than 30 years, will use Always On to explore subjects across news, politics, culture and entertainment in a variety of formats.
“This is going to be so much fun! I’m hugely excited to be launching Always On in partnership with the brilliant team at Goalhanger, and to be able to respond to the news batsignal in whatever format feels right – written / video / podcast / social / costumed vigilantism. I’m also thrilled we’ve named it in tribute to the nervous breakdown it’s going to give me. Thanks guys – means a lot,” said Hyde.
Jack Davenport, co-founder of Goalhanger, said the new division would focus on creators with distinctive editorial voices and established audiences.
“Goalhanger X is built around unique personalities: people with a distinctive voice, an incredibly loyal audience and the ability to create far beyond any single format.”
Davenport added: “Our role is to put the creative, audience and commercial infrastructure around that vision so it can grow, while keeping Marina firmly at the centre.”
Always On will be free to access at launch, including Hyde’s writing on Substack, with a paid subscription tier planned for a later date.
Hyde will also continue co-hosting Goalhanger’s The Rest Is Entertainment podcast alongside Richard Osman.
The launch adds another dimension to Goalhanger’s growing media operations, extending its activities from podcast production into the development of creator-led brands spanning publishing, video, audio and social media.
