New Media Channel “Brother”Launches for Millennial Men

Screen Shot 2016-04-18 at 12.29.02 PMElisabeth Murdoch’s media company Vertical Networks is set to launch a made-for-Snapchat mobile video media brand called “Brother” in a few weeks.

The brand will appear on SnapChat’s Discover section and is aimed at millennial men. The Murdochs are describing it as a “less-edgy Vice.”

Brother will be listed with other channels including Vice, BuzzFeed, MTV, Cosmopolitan, and The Daily Mail.

Snapchat’s UK team is currently based out of Vertical Networks’ office in Mayfair, London, before they move into a more permanent base. Murdoch’s venture fund Freelands Ventures, which invests in early-stage media, tech, and entertainment companies, is also based in the same building.

Vertical Networks was incorporated in September last year and is focused on creating short-form content for mobile devices, The Wall Street Journal reported in November.

No word yet on the editorial team for Brother. But, PR peeps wanting to reach the millennial male should keep an eye out for contacts to pitch. I will update you with editorial information as it is released.



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