Goalhanger has announced the launch of Goalhanger X, a venture designed to build complete media ecosystems around prominent creators.
The first project under the new model is Always On with Marina Hyde, a creator-led platform spanning editorial writing, social media, and long- and short-form video , with plans for further format expansions.
Goalhanger X aims to combine the distinctive voice and audience engagement of individual creators with Goalhanger’s established infrastructure in audience growth, format development, membership models, and commercial partnerships. Rather than starting with a single platform or medium, each venture will be built directly around the creator and their audience, with scope to extend into publishing, social media, audio, video, live events, and new intellectual property.
The new structure provides advertisers with opportunities to integrate into a connected editorial environment across multiple touchpoints, rather than relying solely on individual posts or traditional sponsorships. Brands can engage with audiences through a combination of creator authenticity and Goalhanger’s production, distribution, and commercial capabilities.
Jack Davenport, Co-Founder of Goalhanger, said: “Goalhanger X is built around distinctive creators with a powerful voice, a loyal audience and the potential to build far beyond any single format or platform. Always On gives Marina the freedom to create a world around everything she finds interesting, funny or important, across writing, video, social, audio and whatever comes next. Our role is to provide the creative, audience and commercial infrastructure to help that world grow, while keeping Marina firmly at its centre.”
Always On will feature regular written columns, original social content, and a new YouTube show, before branching out into additional audio, video, and digital formats.
SMarina Hyde said: “This is going to be so much fun! I’m hugely excited to be launching Always On in partnership with the brilliant team at Goalhanger, and to be able to respond to the news batsignal in whatever format feels right – written / video / podcast / social / costumed vigilantism.”
The service will initially be available for free, with Hyde’s writing hosted on Substack. A paid subscriber tier offering exclusive content and member benefits will be introduced at a later date. Beside the new project, Hyde will continue to co-host the entertainment podcast The Rest Is Entertainment alongside Richard Osman.
Commercial opportunities available under Goalhanger X include editorial sponsorships, creator-led brand campaigns, social partnerships, live experiences, and bespoke audio and video formats.
