Will Packer Media Snaps Up Female-Focused Lifestyle Website


Will Packer Media (WPM) has expanded its footprint into the digital media ownership space by acquiring xoNecole, a lifestyle site for urban women that was founded by blogger Necole Kane.

Through the acquisition, xoNecole becomes WPM’s first owned and operated digital platform. WPM plans to implement an accelerated growth strategy for the cross-platform brand, expanding its video, social and mobile offerings and building a branded newsletter and multi-faceted event series to connect with its audience further.

xoNecole will continue to be led by Kane, in addition to Will Packer Media co-founder and COO Alix Baudin, who will leverage his expertise in building and developing digital products. In addition to traditional ad sales, xoNecole will be supported by content marketing and branded entertainment partnerships, as well as event revenues. The site’s mission is to promote positive images of women of color, as well as to empower, educate and inspire millennials through interviews, fashion, beauty, lifestyle, career and travel.

“Necole is amazingly gifted in her ability to connect with women and deliver much-needed engaging, smart and empowering content that is aspirational and impactful,” said Will Packer, the CEO and founder of Will Packer Media. “We are thrilled to join forces with Necole and look forward to working together to broaden the offerings and reach of xoNecole as we continue to build it into a top lifestyle brand.”

“When I closed down my celebrity gossip blog in 2015, it was at the height of its success,” Kane commented. “Although it was a very risky and terrifying move, I knew I wanted to offer my readers content that was more empowering and purposeful, would inspire them to live their best lives, and was deeply rooted in giving women permission to evolve. Will Packer is someone I’ve always admired and respected, and he knows my audience. I couldn’t think of a better partnership. The acquisition has been a dream come true and I will now be able to see the xoNecole brand grow into the incredible platform I’ve always visualized it could be.”

“We see Necole as the face of a young and empowered generation of women who want to lift each other up and be inspired to evolve,” said Baudin. “We will build the platform to include a robust series of events, including tentpole activations during Fashion Week and other cultural landmarks, as well as educational and networking events, bringing the xoNecole experience offline and into real life. Our content studio will build multiple video properties as well, looking at inspirational true stories, career and life advice, and exclusive interviews with notable celebrities and personalities.”