Built for the fan economy.
Maidthorn was founded in 2008 to build businesses where culture, media and technology meet. Our belief has remained remarkably consistent: some of the most valuable audiences in the world gather around the things they care about most.
Specialist brands. Global fan communities.
Today we are bringing more than fifteen years of experience together in one operating group, focused initially on music and the arts. We build specialist brands with passionate audiences, trusted talent and the potential for direct, long-term relationships with their communities.
The opportunity can begin in different places.
Genre-led
Built around a passionate global category — from country and classical to jazz and art.
Talent-led
Built with trusted artists, presenters and cultural personalities.
Institution-led
Built with cultural institutions to turn their talent, content and expertise into distinctive brands and lasting relationships with global audiences.
What makes a Maidthorn brand work.
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01
A passionate global audience
A community organised around something it genuinely cares about.
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02
Trusted talent or authority
People and voices audiences actively choose to follow.
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03
A distinctive brand
Something audiences can identify with — not simply another content feed.
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04
Direct audience relationships
Membership, community and first-party data.
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05
Multiple ways to participate
Content, sponsorship, membership, live experiences and commerce.
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06
Shared operating capabilities
One Maidthorn platform designed to make every brand stronger.
Different brands. Shared capabilities.
The Maidthorn magic is bringing together trusted talent and passionate audiences through content, membership and live experiences. We are developing ways for fans to help shape, support and champion what comes next.
Each brand retains its own voice and community. As we bring the group together, we are building shared capabilities in production, audience growth, commercial partnerships, membership, technology and operations — helping new ideas launch faster and successful ideas travel further.
Built on operating experience, not theory.
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- As the BBC’s first Head of On-Demand Media in the 1990s, Simon led pioneering work that laid the foundations for BBC iPlayer.
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- At EMI Music, Simon championed a consumer-led approach to music and the emerging subscription model.
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- At EMAP, Simon became fascinated by the power of specialist media brands, while overseeing strategy for the sale of its portfolio of mainstream and specialist brands to Bauer Media in 2008.
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- Co-founded and scaled as the specialist global streaming business for the performing arts.
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- Built around the global community of country-music fans, with backing from Sir Elton John.
- Role
- Founder
- Experience
- 30+ years in media, technology and the creative industries
- Education
- MA, Keble College, Oxford
Simon Walker
Simon is a media and technology entrepreneur who has spent more than 30 years working at the intersection of audiences, content and digital innovation.
Before founding Maidthorn, he held senior strategy and digital roles at the BBC, EMI Music and EMAP. Through Maidthorn he has subsequently created and developed specialist audience businesses across music, performing arts, art and entertainment.
In the Maidthorn Group, Simon brings together experienced industry leaders, creative entrepreneurs and emerging talent. They share an ambition to build the next generation of fan-economy businesses — and a spirit of creative co-conspiracy.
“People don’t necessarily want more choice — what they want is curation.”
As leader of the global strategy and business development functions at the BBC, EMI Music and EMAP plc, Simon was at the heart of the media and entertainment business’s transformation to digital in the 1990s and 2000s.
He now leads Maidthorn, working with talent, entrepreneurs and cultural organisations to build brands around audiences the major platforms are too broad to serve well.
Creative health = cultural wealth.
Music, art and creativity contribute to identity, belonging and wellbeing. We believe strong cultural businesses can create value for audiences, talent and shareholders at the same time.