Creator Media Company Acquired by Morning Brew

What's up friends and foes,

Today we're talking about Our Future. They're a short-form media company started during COVID by Michael Sikand and Simran Sandhu.

The company was just acquired by Morning Brew.

Financial terms of the deal weren't disclosed, but I hope these lads got paid.

So, who are they?

Home from school with nothing to do, Sikand decided this was his shot to do something BIG.

The idea was simple: Cold email founders of successful businesses, and get them on the phone for an interview about how the business was built, and other stories from the journey.

From there, Michael would create punchy short-form videos telling the story, in 1 minute or less.

They'd be posted on TikTok, IG Reels, and YouTube Shorts.

Over the past two years, the accounts have grown rapidly. With the Two TikTok accounts combining for over 450K followers, and the YouTube alone with 420K subscribers.

The social pages were monetized through partnerships with the likes of Shopify, Warby Parker, and other brands that wanted a piece of the action.

What, you're not impressed enough? Okay, I'll keep going.

When Sandhu joined Sikand's operation, they came up with another monetization medium.

The company realized they had seen somewhat unparalleled success on scaling a business account with short-form content, and decided to offer it as a service to brands that wanted to grow on social.

I'm not talking about helping that kid from high-school with his drop-shipping store... I'm talking about the big boys.

OurFuture currently runs short-form content for the My First Million podcast, HubSpot, and StartEngineLA.

Why was this important for the company?

Brand partnerships are cyclical. You may have a good month in January, and a terrible one in February.

They can be brutal for cash flow, especially for a company that wants to scale.

The agency services provide predictable MRR for OurFuture, and gives them some breathing room when ad sales aren't going the way they'd like.

Why does it make sense for Morning Brew?

This makes sense for Morning Brew, who became known for business news that isn't unreadable.

In their announcement, they reported from the American Press Institute that 74% of Gen Z gets their news from social media.

OurFuture is another tool in their toolkit to dominate news, especially with the younger generation.

So, what can you take from this?

• Short form is here to stay. With the news about Shorts monetization being added shortly, if you're a creator (or a brand that makes content), hop on it.

• Just. Send. That. Email. You never know who/what is out there for you. Send the email. Some won't respond. Some will tell you to shut up. Some will say worse than that. But some, like in Sikand's case, are willing to help.

• Keep plugging away. This was by no means an overnight success. If you don't believe me, just look at the views on the first few videos on Our Future's TikTok page.

See ya

Anyways, that's all from me.

Tell 3 friends to tell 3 friends about the newsletter... if you know what I'm saying.

Stay hungry,

Stewart The Koala