When Alex Morris joined forces with Alexandra Hirschi, aka Supercar Blondie, few could have predicted the scale and speed of the brand they’d build. What began as a single influencer channel has now become a fully-fledged media company – SB Media Group – with a global audience, multiple revenue streams, and ambitions to break into television.
Speaking at the TellyCast How to Make Money in Digital event, Morris, the company’s Managing Director, outlined how a business that began with one woman and a camera is now shaping the future of creator-led media. “We’re taking the best of the media publishing world and combining it with the best of the creator world,” he said. “We’re building a real brand that goes far beyond one individual.”
That shift – from creator to company – is central to SB Media’s story. Originally built around the distinctive voice and style of Supercar Blondie, the brand was forced to evolve during the pandemic. “When COVID hit, we realised the brand was powerful enough to stand on its own,” Morris said. “Alex didn’t need to be in every single piece of content anymore. That was a big moment.”
The turning point was the launch of supercarblondie.com, a website focused on automotive news, tech and trending stories. While it might sound retro in the TikTok age, the site is now the fastest-growing revenue stream in SB Media’s portfolio.
“It does seem like an early noughties play,” Morris admitted, “but strategically it’s been hugely important. It’s cheaper to produce than video, it’s fast-turnaround, and it’s allowed us to prove we’re not dependent on personality. We’ve built Google authority and a real SEO engine. That opens doors that social alone can’t.”
SB Media has also launched SBX Cars, a car auction platform that distances itself from the Supercar Blondie name altogether. “It’s not about her,” Morris said. “It’s a business-to-consumer product that leverages our reach, but stands alone as a brand.”
This move into commerce is no accident. It reflects a broader ambition to diversify revenues beyond the volatile world of branded content and platform payouts. “Everything we do now is about extending the brand into new formats, new territories, and new monetisation models,” Morris said.
And that includes television. Though many digital-first creators have little time for traditional broadcast, SB Media sees it as a next frontier – if the right partners come on board.
“We’re developing IP that could have a life beyond digital,” Morris explained. “TV is a distribution channel like any other. It’s tough to get commissions, yes. But we’re already commissioning our own content every day. If we can find the right creative and the right collaborators, we’d love to take this brand into the TV space.”
Crucially, Morris sees all of this not as a rejection of social-first content, but as an expansion of it. “One of our three tenets is: distribute everywhere. And that includes television.”
Part of the brand’s long-term resilience, Morris said, lies in how it responded to the challenges of being a female-led voice in a male-dominated space. “When Alex started, there was resistance. She was a woman in the car industry and that was unusual. But now there are more female creators in this space, and it’s far more accepted. She was a first-mover, and that gave us a huge head start.”
Today, the TellyCast Digital Video Award-winning SB Media sits at the intersection of creator influence and media business. It’s no longer just about viral videos of rare Lamborghinis – though there’s still plenty of that. It’s about platforms, pipelines, and a brand architecture built for scale.
“Supercar Blondie isn’t just a person anymore,” Morris concluded. “It’s a media brand. And we’re just getting started.”
