Creative 100: Innovators Reshaping the Media Landscape

As media formats merge and explode beyond print, digital and Web3, the stage is set for a cast of creators, entrepreneurs and technologists (not to mention song exploders and visionary officers). Check out this year’s media innovators featured on Adweek’s Creative 100 who are defining the next era of media, and no longer limited by platform boundaries: Sarah Pappalardo Co-founder, editor, Reductress From sketch to satire: After working as a web copywriter, blogger and writer in New York, Pappalardo got into sketch comedy and met fellow comedian Beth Newell. While satirical sites such as The Onion were flourishing, the two noticed there was no such outlet for women. They founded Reductress in 2013 “to take on the outdated perspectives and condescending tone of popular women’s media,” according to the publication’s mission statement. Since then, Reductress has published a book, “How to Win at Feminism: The Definitive Guide to Having It All – And Then Some!,” a satirical take on women’s magazines’ late discovery of feminism, and started two podcasts. Political bite: In a year when women’s rights seemed to backslide, the bitingly observant voice of satirical women’s online magazine Reductress couldn’t have been more resonant. Its humor is often a vehicle for sharp political commentary, such as these recent headlines amid news that the Supreme Court had drafted a decision to overturn Roe v. Wade: “What Surprised Me Most About Becoming a Parent Was That I Was Forced to by the Government” and “Get Him to Notice You by Being a Small Clump of Cells in a Uterus.” Teaching others: In 2018, Pappalardo and Newell, who has since left the company, set up online workshops they ran out of their New York offices. The seminars teach satire writing and also offer scholarships to people who have been historically underrepresented in writers rooms.—Brittaney Kiefer Hrishikesh Hirway Podcast producer, host and musician, Song Exploder A circular career path: While in college, Hirway became a musician and “was used to doing things in a DIY fashion,” from starting a record label with friends to writing, recording and producing his own albums. During a long stretch of writer's block, he temporarily stopped making music and in 2013 founded the podcast Song Exploder, which explores musicians’ creative processes. He went on to find great success in the podcasting world, starting other popular series including The West Wing Weekly and Home Cooking. But it was lessons from Hirway’s original hit, Song Exploder, that inspired him to return to music. This year, he released his first album in a decade, comprising songs written mostly in the wake of his mother’s death in 2020. He went on tour in the spring alongside friend and collaborator Jenny Owen Youngs. “Our concerts were a hybrid of both our backgrounds as musicians and podcasters, and combined songs and storytelling,” Hirway said. A delicious side hustle: “I like to solve crosswords and bake cookies. I teamed up with cookie company The Very Best Cookie in the Whole World to make a signature cookie this spring as part of the release of my new record.” Advice to aspiring podcasters: “What is a show that you can make that no one else could? How can you combine your unique perspective with something that’s missing from the landscape?”—Brittaney Kiefer Anjuli Millan Head of original content, Snap Inc. Stepping up: After three years as head of production for Snap Originals, the division that produces original shows, Millan was promoted to head of original content, succeeding Vanessa Guthrie. Her earlier experience at Snap, which included overseeing the production of more than 100 global series and collaborating with celebrities such as rapper Megan Thee Stallion and actor Ryan Reynolds, set her up well for the new job. Reaching younger viewers: Snap Originals' latest slate of entertainment, overseen by Millan, aims to inspire, educate and resonate with younger viewers. Upcoming shows include Daring Simone Biles, a reality series starring the gymnast, and Run for Office, a docuseries following Gen Z and millennial political candidates running in the 2022 primary and general elections. “We have the opportunity to invest, inspire and be inspired by local filmmakers who bring innovation to vertical storytelling and incredible creative perspectives reflective of their local culture,” Millan said. Advice to aspiring creatives: “Be passionate and fearless in the pursuit of excellence, because the way you work reflects who you are as much as the work itself. Don’t be indifferent about anything, and always put your best creative ideas in a position to be challenged so that you know what it feels like to fight for what you really believe in.”—Brittaney Kiefer Andrea Kurland and Niall Flynn Editor in chief and editor, Huck Magazine Chronicling counterculture: The jewel in the crown of media company and creative agency TCO London may be its youth culture publication, Huck. The magazine started in 2006 with a focus on the skate and surf scenes, but later widened its scope to what it calls “radical culture” and “stories on the fringes.” Huck consistently presents an alternative view to current events, politics and the arts—from exploring subcultures around the world such as South Africa’s skater girls, to deep dives on underreported issues including immigration raids in the U.K., Palestine’s mental health crisis and a Muslim student resistance movement in India. Kurland was part of the founding team and became Huck’s editor in chief in 2010, later expanding her job to TCO’s creative director in 2021. She is also a photographer, film producer and director. Flynn joined Huck in 2017 as a social producer and became editor in 2020. Recent work: Huck’s latest issue features an interview with Japanese American singer-songwriter Mitski, as well as stories about the dissolution of a small mining town in Pennsylvania, free runners in Gaza and Kyiv’s youth-led underground resistance during the war in Ukraine. In their roles on TCO’s agency projects, the pair have also collaborated with brands such as EA Sports, Adidas, Reebok, Vans and Fireball Whisky.—Brittaney Kiefer Josh Luber Co-founder, chief vision officer, Fanatics Startups: Luber launched several companies before achieving massive global success with StockX. The first was Tech Experts, a computer repair service; the second was Servinity, a staff scheduling system for restaurant staff; the third was Turntable.fm, a music startup. StockX: A passion for basketball and sneakers led Luber to co-found StockX, an online marketplace where users can buy, sell and bid on goods. While the company originally focused on rare kicks and collectibles, it has since expanded to include game consoles, streetwear, trading cards, NFTs and more. It was valued at $3.8 billion in April 2021. New ventures: Luber has been able to take his passion for sneakers and basketball and turn it into a multibillion-dollar business. The new venture? Fanatics, a direct response to the resurgence of trading card popularity and a collectibles haven for sports fans. The brand has acquired exclusive rights with MLB, MLBPA, NBA, NBPA and NFLPA to design, manufacture and distribute cards. Luber has also founded zerocool within the Fanatics umbrella, a trading card brand that pulls from iconic art, pop culture and entertainment. —AnaMaria Glavan Check out Adweek’s Creative 100 for 2022 by category: Agency Leaders | Agency Talents to Watch | Branded Content Innovators | TV and Streaming Innovators | Visionary Directors | Icons and Influencers | Visual Innovators

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Creative 100: Innovators Reshaping the Media Landscape

Meet the entrepreneurs and technologists defining the next era unfettered by platforms

Sarah Pappalardo

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