From Lockdown to Launch: Our Future Joins Morning Brew
Happy Sunday!
I hope everyone enjoyed Thanksgiving with their loved ones.
As we enter the upcoming week, let's keep the spirit of gratitude and dedication that defines this season alive.
Today, we have an inspiring story of resilience, innovation, and success born out of adversity.
Michael Sikand , a former 密西根大学 student, turned the 2020 pandemic lockdown into an opportunity to create a unique space in the digital world.
“Never let a good crisis go to waste.”
From Crisis to Opportunity
During the lockdown, Sikand started a podcast featuring concise, engaging interviews with business leaders.
This refreshing initiative stood out among a sea of lengthy and sometimes monotonous business podcasts.
Making Waves on TikTok
Sikand transitioned his content to TikTok, where his short videos quickly gained millions of views.
Leveraging this success, he teamed up with Simran Sandhu to launch 'Our Future,' a digital media startup producing bite-sized business news videos.
Their aim was simple yet powerful — to help other companies succeed on emerging platforms.
Impressive Growth and Revenue Stability
Our Future experienced amassed over:
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The team also secured advertising deals with brands like Warby Parker, Shopify, and HubSpot.
To mitigate revenue fluctuation challenges, they licensed their skills to larger companies, providing a more stable income stream.
Paid ads are expensive and it’s time you give organic the time of day.
Joining Forces with Morning Brew
Despite considering funding options, Sikand and Sandhu decided to sell the business.
Sikand's connection with Morning Brew 's founders, from their shared alma mater, led to the sale of Our Future to Morning Brew in December 2022.
The acquisition integrates Our Future into Morning Brew's offering, mitigating the risks associated with unpredictable algorithms and audience ownership.
Axios reports that Morning Brew was majority acquired by Insider Inc. in October 2020, valuing it at around $75 million.
Broadening Horizons and Expanding Audiences
Morning Brew CEO Austin Rief said the acquisition expands their reach on social platforms and broadens their Gen Z audience.
As part of Morning Brew, Our Future plans to expand its short-form video series and develop a broader IP portfolio with long-form videos and podcasts.
This acquisition is particularly significant for Morning Brew, whose audience is predominantly aged 18-34, making short-form video a critical component of their media strategy.
Stay tuned for more stories of innovation and success in our next newsletter.
Until then, keep dreaming, keep innovating!
To what's possible,