Notable launches lifestyle-focused digital network
Claire Adams and Carli Posner have joined the company as co-CEOs and partners, helping to fund its expansion.
By Meagan Kashty
Digital lifestyle brand Notable isn’t waiting for its audience to come to them — it’s going to where they are.
Toronto-based Notable has expanded its scope from a news and media site to include a multi-channel network, talent and influencer representation, media buying services, experiential social events and original content development and production.
As part of the expansion, and in an effort to brand Notable as a full-on lifestyle media company, come March, Notable will be known as Notable Life.
In order to secure and expand its foothold with millennials, one of the areas Notable Life will be highlighting in the coming weeks is the development of Notable Network — a department that will focus on original lifestyle and unscripted series.
On Feb. 27, Notable Life plans to launch a handful of YouTube channels under the network. From there, individual channels will be rolled out in groupings, in an effort to keep Notable Life’s offerings fresh and promote content discoverability in a crowded digital landscape. While the genre of these series is still unknown, Notable CEO and founder Julian Brass says the channels will feature a mix of Notable influencers and international stars.
“Notable’s developed such a strong relationship with our audience of affluent, educated millennials,” Brass, told Playback sister pub, realscreen. “They’ve asked us for meaningful content, and that’s why launching an MCN now makes sense — it’s in line with the evolution of millennials’ pace and preferences, and our evolution as a company.”
Brass says Notable has established an in-house production team to develop Notable Network’s series. But in the coming weeks, Notable will also announce a production partner who will help with any large-scale productions.
To help lead this expansion, Notable has tapped Claire Adams and Carli Posner to join the company as co-CEOs (alongside Brass.)
Most recently, Adams worked as EVP and head of content with Bristow Media Group. Prior to that, she was the executive producer for Over The Rainbow (Temple Street) and executive producer of live programming for CBC’s Factual Entertainment.
Posner has worked as a producer and executive producer for Canadian series such as Hockey Wives and The Hour.
Other new hires include Rebecca Perrin as editorial director; Joshua Seaton as director of events and social experiences, and a soon-to-be announced director of marketing,
Photo: From L to R: Carli Posner, Julian Brass, Claire Adams