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“Girl’s Trip” Producer Buys Popular Lifestyle Website xoNecole

“Girl’s Trip” Producer Buys Popular Lifestyle Website xoNecole




The popular women’s lifestyle brand aimed at black millennials has been acquired by Will Packer Media.

Formerly known as “”, xoNecole was launched in 2015 after blogger Necole Kane decided to shift the focus of her blog away from celebrity gossip and instead offer inspiring stories of black women and beauty, fashion, and lifestyle advice. The shift in focus seems to have been a great decision as the site was recently purchased by Will Packer Media for an undisclosed amount.

via Variety:

WPM founder and CEO Will Packer, whose producing credits include “Girls Trip,” “Ride Along,” “Think Like a Man” and “Straight Outta Compton,” said the addition of xoNecole ( is aimed at boosting WPM’s direct connection with its audiences. In addition, he’s look to adapt content produced by xoNecole for TV series and film projects.

“It fits perfectly with what I’m doing with my company,” said Packer. “I was looking for someone I could partner with who has a highly engaged audience and speaks authentically to them.” He added, “Necole is amazingly gifted in her ability to connect with women and deliver much-needed engaging, smart and empowering content that is aspirational and impactful.”

Financial terms of the deal, which closed in late 2017, weren’t disclosed. The staff of xoNecole will remain located in New York (where Kane is based), L.A. and Atlanta.

WPM is investing in the site to expand video, social and mobile content as well as develop a newsletter and launch in-person events, including activations during Fashion Week and educational and networking events. The goal is to turn xoNecole into a multifaceted digital-media women’s brand akin to Refinery29 or Popsugar.


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Kane took to Instagram this afternoon to announce the news saying “I launched a women’s lifestyle site @xonecole shortly afterward with hopes to create a platform that was empowering to young women. But soon after I found myself knee deep in struggle again, because my dreams were way bigger than my budget. It’s excruciating when you are feeling stuck because of the lack of resources to have a dream fully come to fruition. That’s most entrepreneurs daily struggle. If I haven’t learned anything in life, it’s that there will be a lot of risks before there are rewards. But as long as you stay the path, one day someone will enter your life that will restore all that you’ve lost.”


xoNecole is Will Packer Media’s first digital property and based on their plans we can’t wait to see where all of this heading.

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