The Power of Media Ownership: Why every Brand needs its Own Platform

By Folaranmi Ajayi

The recent U.S. election highlighted the powerful role of media ownership and influence in shaping public perception and political outcomes. As platforms like X (formerly Twitter) and media giants such as Fox News and The Washington Post took strong stances, it became clear how direct media control or influence can sway narratives and reach audiences in unprecedented ways. This election cycle showed that those with access to major media outlets—or who owned them—had a distinct advantage in telling their stories and mobilizing their base. This case illustrates why controlling your own media narrative can be essential for influence in business, politics, and public life.

From Jeff Bezos and Rupert Murdoch to Bola Tinubu, some of the world’s most influential figures have learned a vital lesson: controlling their own media is a pathway to power, influence, and control over their narratives. In a world where information is currency, the ability to shape perceptions and tell your brand’s story directly is invaluable.

Today, media ownership is no longer exclusive to billionaires or heads of state. The opportunity to own a media platform is more accessible than ever, making it crucial for entrepreneurs, business leaders, and public figures alike. Let’s explore why building your own media presence can be transformative, drawing inspiration from the approaches of some of the world’s most prominent figures.

Media Ownership: A Trend Among Global Influencers

1. Bola Ahmed Tinubu – Nigeria’s President and Media Mogul

Asiwaju Bola Ahmed Tinubu, Nigeria’s current president, is not just a political leader; he is also the owner of The Nation Newspaper, Radio Continental, and TVC News. By having these media assets, Tinubu has the power to shape public opinion and communicate his vision in ways that a politician without media control might struggle to do. His ownership ensures that his stories and messages are presented with the nuance and emphasis he desires.

2. Elon Musk – Disrupting Traditional Media with X

In 2022, Elon Musk acquired X (formerly Twitter), a global social media platform larger in reach than most traditional news networks. With X, Musk is not just running a business; he’s redefining how information flows, providing an alternative to conventional media that often critiques him. By controlling the platform, Musk has a direct line to millions, influencing conversations around technology, politics, and innovation on his terms.

3. Rupert Murdoch – Decades of Media Influence

Rupert Murdoch’s empire spans globally, with Fox News as its crown jewel. Murdoch’s influence over news and public opinion, especially in the U.S., has been immense. For decades, he has used his media assets to shape debates and narratives, demonstrating that media control can be a powerful tool for those with a message to broadcast.

4. Jeff Bezos – From E-commerce to News Media

Amazon founder Jeff Bezos acquired The Washington Post in 2013, turning it into a modern powerhouse of news media. The Post now serves as a platform for him to promote issues he cares about and to bring his brand influence into a different arena. Even Amazon itself has a well-maintained blog that reaches millions monthly, showcasing the company’s values and achievements in a way that only a direct media platform can.

5. Nigerian Leaders in Media – Orji Uzor Kalu and Ben Murray-Bruce

Nigerian politicians have long understood the importance of media ownership. Senator Orji Uzor Kalu, for instance, owns The Daily Sun and The New Telegraph, while Senator Ben Murray-Bruce founded Rhythm FM and Silverbird TV. Both use their platforms to reach millions with their perspectives, amplifying their influence beyond the constraints of traditional politics.

Lessons From Media Control in the 2020 and 2024 U.S. Elections

The 2020 U.S. Presidential Election marked a dramatic turning point in the relationship between public figures and social media companies. When both X and Facebook deactivated Donald Trump’s accounts, he was left without his primary tools for connecting directly with supporters. Fast forward to 2024, and the dynamics have shifted: Trump’s ally Musk now owns X, while powerful media figures like Murdoch and Bezos can indirectly amplify his voice through their channels.

This episode underscores a critical point: in times of crisis or controversy, owning the medium is as valuable as controlling the message. Those without media control often find themselves at the mercy of others, their stories and intentions interpreted through the perspectives of external outlets.

Owning Your Story: Why It Matters

The truth is, no one can tell your story better than you. Media companies often have their own priorities and agendas, which may or may not align with your vision. By creating your own media, you eliminate the need to rely on others to tell your story accurately or favorably.

For business owners, entrepreneurs, and even small brands, starting a media platform can build a direct bridge to your audience. Here’s how to begin:

1. Start Small with Social Media: Use platforms like Facebook, Instagram, or LinkedIn to share your brand’s mission, achievements, and updates. Consistency is key.
2. Launch a Blog: A blog is a simple, cost-effective way to share insights, industry trends, and updates about your products or services. Over time, your blog can build an audience that trusts your voice.
3. Expand to Video and Multimedia: As your brand grows, consider adding podcasts, video series, or webinars to engage your audience more deeply.

How to Build a Media Presence Without Breaking the Bank

You don’t need a team of editors, a fancy office, or complex branding to get started. With basic tools and a commitment to regular content creation, you can begin building a media presence that grows with your brand.

Here’s a simple roadmap to kickstart your media journey:

1. Develop Your Content Strategy: Identify the topics and themes that matter most to your audience. Use these to drive content creation.
2. Leverage Freelancers and Content Services: Don’t have time to write? Freelancers and content agencies can produce high-quality articles, videos, or podcasts that reflect your vision.
3. Invest in SEO: To make your content discoverable, optimize for search engines so that when people search for information in your field, they find you.
4. Use Analytics to Refine Your Approach: Track your audience’s responses to see which topics resonate. Let data guide your decisions on future content.

Imagine the Potential: Media as an Extension of Your Brand

With time, a dedicated blog or platform can grow to become an authority in your field. You could even reach the point where competitors refer people to your site, and potential clients find you through searches for your rivals.

Consider this: when you own a media channel, your voice can become the go-to source in your industry, providing you with a competitive edge that pure advertising could never achieve. This advantage translates to trust, authority, and a lasting impact.

The Bottom Line

Whether you’re a CEO, an entrepreneur, or a public figure, taking control of your narrative is no longer a luxury—it’s a necessity. The leaders who have invested in their own media understand this, and their success offers a blueprint.

If owning a media company seems daunting, remember: today, all it takes is a commitment to start. Begin by harnessing the power of social media, or launch a blog that speaks to your audience. Over time, these efforts can transform your brand, extending your influence and ensuring that your story is told your way, on your terms.

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