Global passion niches

Building global brands around the things people care about most.

Maidthorn is an owner-operator of specialist fan-economy brands, built around genres, talent and institutions with passionate global audiences.

Explore our brands About Maidthorn

Different audiences. One operating platform.

Country. Classical. Art. And more to come.

Each brand has its own identity, talent and community. Behind them, Maidthorn brings together content, audience growth, community, membership, sponsorship, commerce, live experiences, technology and operations.

We are developing communities where fans can help shape what comes next: discovering talent, contributing ideas, supporting projects and championing the work they love.

Build once. Learn across the Group. Scale globally.

Why now

Content is everywhere. Trust and community are not.

As technology makes content abundant, the value shifts towards trusted talent, distinctive brands, curation, direct audience relationships and real-world experiences. Maidthorn builds around those things.

Brands & ventures

Built around passion.

Specialist brands at different stages, connected by one operating platform.

Country music

A global country-music brand spanning radio, television, digital, social, membership and live experiences. Backed by Sir Elton John. Classical music

A new talent-led entertainment brand designed to bring classical music to a broader global audience. Art

Helping people understand, navigate and collect art with greater confidence.

Pipeline ventures include jazz, arts education and other opportunities across music and culture.

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Track record

Building specialist audience businesses since 2008.

Maidthorn has spent more than 15 years working where media, culture and technology meet — creating businesses around passionate global audiences.

Performing arts

Co-founded by Simon Walker and developed through Maidthorn, Marquee TV is the global streaming service for performing arts, working with leading cultural organisations around the world.

Our story

What should the next global passion brand be?

Talk to us Our brands