Morning Brew has acquired Our Future, a startup that produces short-form digital video content. Terms were not disclosed.
Our Future started as a podcast during the pandemic in 2020, then moved to short-form in 2021. Since them, It has generated 1 billion views and has won a following of 1 million people by targeting Gen Z via TikTok, Instagram, YouTube and Snapchat, Morning Brew writes.
“Bringing Our Future under our umbrella increases our reach on social platforms while expanding our audience into Gen Z,” says Morning Brew CEO Austin Rief.
Riief adds, “I am also excited about the potential of taking Our Future’s expertise in short-form video and working with big brands to help them grow their audiences.”
Our Future will be a sub-brand of Morning Brew, while expanding its short-form video series and IP portfolio with long-form video and podcasts.
“This deal is significant because we are one of the first TikTok media companies to be acquired,” says Michael Sikand, co-founder and CEO of Our Future, who first came in contact with Rief as a business student at their alma mater, University of Michigan.
Sikand adds, “We are obsessed with this medium but aware of the challenges in platform dependence. Our Future’s vast reach combined with Morning Brew’s owned email audience will create incredible synergies.”