Joe Media has launched a youth-facing business show called Pioneers.
The Irish digital publisher has been slowly and meticulously expanding its video and audio content around new offerings. After buying a London studio last year, it has ramped up the production branded propositions with day-one sponsors around new content verticals covering boxing, cricket, football, rugby and mental health. Partners include Paddy Power, Guinness, 32Red, and now Open Money in a deal brokered by Wavemaker.
Business psychologist and former NBA basketballer John Amaechi OBE will host Pioneers. The pitch is that the show sidesteps "FTSEs and jargon" and aims at the next generation of business superstars where they consume content, chiefly IGTV, YouTube, Twitter, Spotify, Apple Podcasts.
The deal was brokered by Wavemaker and launches with Open Money as a sponsor. The first line-up of guests include the founders of JustGiving, Propercorn, eBookers, Not On The High Street and many more.
Simon Clancy, head of programmes at Joe, said: “We’re very excited about adding Pioneers to our growing portfolio of shows and the opportunity to work with someone like John Amaechi, who’s so respected across the business community, was easy to jump at. Our aim here is to tell the stories behind these multi-million-pound organisations, to find out what failure taught our guests about success and to answer some very probing questions about their work, and the responsibilities that go with it. This isn’t just another stuffy business show, we’ve made this with JOE’s audience in mind and we want to inspire them with these incredible stories.”
Amaechi added: “My day job is helping businesses thrive through disruption so Joe’s proposition for Pioneers really appealed to me. Pioneers isn’t just 'business' in the way its regularly talked about. It’s about having really honest conversations with influential people about their personal journey, their objectives, their purpose. There are many ways to be a huge success and just one of the most interesting things we’ve learned is that failure is as integral to business success as the big wins are. I really hope to inspire some budding entrepreneurs with this show.”
Episode one premieres today with Dinesh Dhamija, founder of Ebookers. It is available on Joe’s YouTube channel, IGTV, and podcast platforms. Highlights will be shared on its social channels.