6:02 pm - April 29, 2025
YouTube football presenter Adam Clery named creative director as publisher expands into personality-led video.
The Independent has launched a new production unit, Independent Studio, in a bid to grow its presence in the creator economy and develop original content formats for sponsorship and audience growth.
The UK-based digital publisher has appointed YouTube presenter Adam Clery as creative director. Clery, known for his work in football media, will lead with content for his new YouTube channel ACFC, which gained more than 30,000 subscribers in its first week. He will work closely with The Independent’s in-house production and promotional teams to expand the channel’s reach and commercial potential.
CEO Christian Broughton said the initiative reflected a shift in how news is consumed. “The [social] platforms haven’t been designed to give traditional and changing publisher brands a second life,” he said. “They’ve been designed around people, around creators, and we’re moving with that.”
While Clery’s focus will be football, Independent Studio plans to launch content across other verticals. Chief football writer Miguel Delaney will be involved in the sports strand, while travel coverage will be led by global travel editor Annabel Grossman and long-time contributor Simon Calder.
Chief international correspondent Bel Trew will bring her documentary and short-form video expertise to upcoming content around music, film and food. The idea is to blend in-house editorial talent with creators who have built large audiences on social platforms.
The move aligns with a wider shift in the media industry as publishers try to stay relevant on platforms where individual creators increasingly dominate. A recent survey showed 64% of US social media users now get news from platforms like TikTok.
Broughton said The Independent’s brand — built on neutrality and “independent voices” — was well placed to bridge the gap between traditional reporting and personality-led content. He said a revenue share model for creators would evolve as the studio grows.
Independent Studio sits alongside other recent innovations at the publisher, including Bulletin, its AI-assisted news service. Bulletin delivers short summaries of stories generated by artificial intelligence but edited and signed off by journalists. Broughton said all summaries would carry human bylines to ensure accountability.
The new ventures come as The Independent pushes further into the US market and looks to differentiate itself from competitors. For Broughton, the goal is not just more content, but more compelling formats that reflect how audiences now find and engage with news.
Source: Noah Wire Services
- https://digiday.com/media/the-independent-bets-big-on-individual-talent-led-verticals-with-the-launch-of-independent-studios/ – This article provides details on The Independent’s launch of Independent Studios, focusing on individual talent-led content, and its strategic pivot towards creators. It highlights the appointment of YouTube creator Alan Clery as creative director and the publisher’s effort to adapt to social media-driven media consumption.
- https://www.mbopartners.com/state-of-independence/creator-economy-report/ – This report explores the growth of the creator economy, highlighting how platforms like YouTube and TikTok have democratized content creation. It also discusses the challenges and opportunities faced by independent creators in the digital landscape.
- https://www.listenupih.com/creator-economy-startups/ – This article discusses startups focused on serving the creator economy, providing tools and platforms that help creators monetize their work. It underscores the potential for growth in the creator economy and the importance of supporting individual creators.
- https://www.pewresearch.org/fact-tank/2023/01/09/news-consumption-habits/ – This fact tank provides insights into how news consumption habits are changing, with many users turning to social media for news, which supports the shift towards creator-driven content.
- https://www.influencermarketinghub.com/influencer-marketing-benchmark-report/ – Influencer marketing reports often highlight the growing influence of individual creators in marketing strategies, which aligns with The Independent’s focus on leveraging creators for content and promotion.
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
8
Notes:
The narrative features recent developments and initiatives by The Independent, including the launch of Independent Studios and its alignment with current media trends. However, verification of the specific news and press releases related to this launch could enhance the freshness score.
Quotes check
Score:
7
Notes:
Quotes from notable figures such as Christian Broughton and Becky Owen are included, but without specific online references to their original source or date, it’s challenging to verify their accuracy.
Source reliability
Score:
9
Notes:
The narrative originates from Digiday, a reputable source within the media and advertising industry, known for its insightful reporting on digital trends.
Plausability check
Score:
9
Notes:
The narrative aligns with broader trends in media and digital content creation. The focus on individual talent and creator economies is plausible given recent shifts in social media and news consumption habits.
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The narrative appears to be fresh and relevant, with reliable sources supporting its claims. Quotes are somewhat verified through context, though direct sources are not provided. Overall, the content seems plausible and aligned with current media trends.
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