The popular women’s lifestyle brand aimed at black millennials has been acquired by Will Packer Media.
Formerly known as “NecoleBitchie.com”, 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.
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 (xonecole.com) 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.
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.”
If you've been following me for awhile, you know the ups and downs. Lost both of my parents before I finished college. Slept on couch after couch, had job after job and finally landed success as a gossip blogger. But I knew that that wasn't going to be the gist of my story and that wouldn't define my legacy. And so I took the risk and left that celebrity gossip site in 2015. I risked everything not knowing what was on the other side. 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. I didn't know @willpowerpacker that well prior to this and so his call in January 2017 was unexpected. He was offering me an opportunity with his company, one that I didn't have the confidence to do. But he stayed in touch and in June 2017, he told me he believed in what I was already doing, and he wanted to fund my dream. I cried on spot. As a father of four (two of them being teenage daughters) Will is extremely passionate about content that elevates young women of color. That is what stood out to me the most and why I knew that this was the best partnership for the brand. I want to thank everyone for the kind words and the tremendous amount of support! I'm still waking up every day wondering if it is all a dream. I have so much work ahead of me but I'm so ready. (Link in bio)
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.