Soon, the burgeoning media startup launched by industry veterans Patrick McGuire and Eoghan McCabe, has officially signed with Creative Artists Agency (CAA) for representation. The move signals a major strategic pivot for the digital-first brand, which aims to bridge the widening gap in how the public perceives the rapid evolution of artificial intelligence and emerging technology.
McGuire, whose resume includes a decade-long tenure at Vice and a leadership role in factual entertainment at Red Bull, joined forces with Intercom co-founder and CEO Eoghan McCabe to build an outlet focused on the intersection of machines, human culture, and the tech frontier. With the support of CAA, the company is now positioning itself to transcend its current YouTube-centric model and move into high-end film, television, and live event production.
## Filling the Void in Tech Media
The founders launched Soon earlier this year with a clear objective: to cut through the noise of the contemporary tech media landscape. In a market currently dominated by either uncritical “tech boosters” or pessimistic “doomers,” McGuire believes there is a significant void for balanced, authentic journalism.
“There’s a lot of media that’s pessimistic about tech, and now there’s a lot of media that’s optimistic about tech,” McGuire noted. “But who’s having the real, authentic, down-to-earth conversations about tech that helps the rest of the world figure out what’s going on in Silicon Valley?”
By tackling complex subjects—such as the inner workings of data centers, the realities of bot farms, and the socio-economic impacts of generative AI on creative labor—Soon hopes to become the trusted source for Gen Z, a demographic the founders believe is bearing the brunt of the current technological transition.
## Scaling Beyond the YouTube Algorithm
While Soon made its name through highly produced weekly documentaries—including an intriguing look at the El Segundo-based company Rainmaker, which utilizes drones for weather modification—the partnership with CAA is intended to facilitate a broader reach. CAA will work with the founders to translate their editorial expertise into original, long-form documentary and unscripted programming for mainstream streaming platforms and broadcast networks.
This expansion is part of a larger business strategy that extends beyond video production. According to internal reports, the startup is currently developing a proprietary data platform, expected to launch by the end of the year. This platform, combined with upcoming podcasts and branded content partnerships, suggests that Soon is aiming to become a full-service media powerhouse rather than just a creator channel.
## Addressing the AI Disconnect
As artificial intelligence continues to reshape industries, from creative arts to cloud infrastructure, Soon plans to keep its lens focused on the human side of these systems. By moving into premium educational content, the company intends to demystify the black-box nature of modern AI.
As the tech industry grapples with the fallout of the generative AI boom, Soon’s editorial mandate is to offer clarity to an audience tired of polarized narratives. Whether through investigating the environmental footprint of massive AI server farms or exploring the nuances of human-machine collaboration, the company is positioning itself to be a primary interpreter of the digital age.
With the backing of one of the world’s most powerful talent agencies, Soon is well-positioned to evolve from a niche YouTube experiment into a significant player in the global media ecosystem. By balancing technical rigor with high-stakes storytelling, the founders are betting that their “honest and curious” approach will resonate with an audience eager for nuance in an increasingly polarized world.
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