CoLab X co-founder Matt Ford is taking up the role of VP – commercial, digital at Sony Pictures Television International Production. In this new role, he will be involved in creating digital-first original content for streaming, digital, social, and audio platforms.
Commenting on the breaking news via LinkedIn, Ford said: “Over the past year I’ve been pretty vocal about why production companies need to take YouTube seriously. The team here agreed – and together we’re going to build it. I’m leading a new digital-first content offering at Sony Pictures Television International Production – creating original formats, launching new channels and building creator partnerships.”
Ford, who has previously worked for Channel 4, BBC Studios and Cowshed Collective, said: “We’re combining proper production values with a creator-first mindset. Creators – if you’ve got ideas for new shows, formats and channels, get in touch.”
Ford will report to Matthew Justice, EVP, UK & Europe. He will work with Justice, Hannah Smith (VP, operations, SPT) and president, international production, Wayne Garvie. SPT said it would have more news to share “in due course” about its plans for engaging with the creator economy.
CoLab X was founded as a branded content agency by Ford and Maryam Hamizadeh. In early 2024, Passion Distribution became involved as an investor and strategic partner. It is not yet clear if the young agency will seek to replace Ford.
