Ex-Vice Exec’s New Media Company Signs With CAA (Exclusive)
Soon, a new media company founded by former Vice and Red Bull executive Patrick McGuire and Intercom co-founder Eoghan McCabe, has signed with CAA for representation. The agency will help the company expand from online video into live events, film and television, particularly documentaries and unscripted programmes.
Soon aims to offer curious, accessible coverage of technology amid polarised debate about AI’s benefits and risks. Its first documentary followed Rainmaker, a weather-modification company, using drones to seed clouds; planned subjects include data centres, bot farms and AI’s effects on creativity.
In short
- CAA will represent Soon as it expands beyond online video.
- The company plans documentaries on AI and other technology topics.
- A proprietary data platform is also in development.
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The case for
A media company that makes technology coverage accessible could help audiences understand complex subjects such as cloud seeding, data centres and AI without requiring specialist knowledge. Expanding into documentaries and live events may give it more ways to explore both the promise and risks of new technologies, while CAA’s support could help bring that work to a wider audience.
The case against
A broad, accessible approach may simplify technical or contested subjects, leaving viewers with less context than they need to judge claims about their effects. As the company grows with agency backing and expands across entertainment formats, commercial and audience pressures could also shape which stories it tells and how critically it examines technology companies.
Explained simply
CAA is a talent and entertainment agency that represents clients and helps develop opportunities across areas such as film, television and live events. A company signing with an agency can draw on its industry contacts as it seeks to reach audiences through different formats.
Soon was founded by Patrick McGuire, formerly an executive at Vice and Red Bull, and Eoghan McCabe, co-founder of software company Intercom. It makes online video and documentaries about technology, including subjects such as weather modification and artificial intelligence.
The company’s focus comes as AI and other technologies prompt public debate about their potential benefits and risks. Its work is intended to make these topics accessible to a broad audience.