Shine Group Sets Up Outfit for Young Content Makers


LONDON: Shine Group and youth engagement specialist Livity have partnered to create a new production company that is exclusively dedicated to young content makers from diverse and disadvantaged backgrounds.

The as-yet-unnamed venture will be headed by Ben Hall, previously the managing director of Shine Group division Shine Network, and will be run in partnership with Livity, the agency behind Music4Good. The goal of the venture is to develop a self-sustaining production company through commissioned content for broadcasters, brands, online and mobile platforms. A team of eight, 18 to 24-year-old non-graduates will be recruited and nurtured across a year to become a professional production unit through a tailored training program alongside a structured mentoring program involving staff from across the Shine Group companies.

Hall will be joined by a full-time head of production with the company from late February 2012. After twelve months, participants will have the opportunity to stay and continue to work on any commissioned projects or apply for roles on productions within Shine Group.

Elisabeth Murdoch, the Chairman and CEO of Shine Group, said: “There is a pool of young, creative and ambitious digital natives to whom shooting and sharing is second nature yet whose opportunities to do so as a career remain seriously limited. This initiative provides a platform and entry point for such talent who may not otherwise find a break and help their creativity flourish. Livity’s unparalleled experience and dedication in creating successful apprentice schemes within music and publishing make them ideal partners with which to establish this exciting company. I am certain that as well as us imparting our own experience and knowledge as mentors, we will all at Shine Group learn a great deal from our new colleagues when they join us next year.”

Hall commented: “This is a unique proposition within the independent production sector. As well as providing a gateway for new voices, thoughts and techniques into both the Shine Group and the wider industry, I believe that with the talent that’s out there, we can quickly bring to clients fresh concepts that not only target a young audience but are conceived and made by them also. It is a company I am incredibly proud and excited to be spearheading.”

Sam Conniff, the chairman of Livity, added: “This project will provide a profoundly life changing experience for some of the young people who deserve it the most. Livity have been truly impressed and inspired by Shine’s bravery, energy and commitment to creating a sustainable social enterprise and we are proud to be entering into a joint venture that we expect to be delivering results for the young people involved for years to come, resulting in unique and inspiring content along the way.”