Write the tweet before the pitch deck.
A16z's New Media team has been running for a year. Portfolio founders used this strategy to close tens of millions in deals and double their hiring pipelines. This isn't about waiting for journalists to discover you — it's happening right now.
Everyone believes this — good products mean PR takes care of itself
The startup PR playbook looked like this: hire a big agency, blast press releases to TechCrunch and Forbes, share the coverage on social when it lands. Set embargo before launch and spend 3–6 months waiting for "we're in conversations with this journalist".
Here's the problem. Journalists care about pageviews, not your story. Your message gets blurred in editing, timing gets locked to publication schedules. And even when coverage runs — it's not your channel. It can disappear tomorrow.
"New Media is the opposite of Old Media. If Old Media is asking permission, New Media is going direct."
— a16z New Media
What a16z actually built over the past year
In mid-2025, a16z stood up a dedicated "New Media team" — not just a PR function. They hired full-time content specialists like Erik Torenberg and Alex Danco, and began offering portfolio founders a "go-direct as a service" model.
The scale of channels they've built:
These are a16z's own channels — but that's not the point. The key is that these channels become the launch platform for portfolio founders. Four pillars[[cite:1,2]]:
- In-house creative
Video, editing, and design handled internally by experienced professionals. The goal: execute on "timelines agencies would call impossible." - Owned channel amplification
X, newsletter, podcast — directly managed channels that amplify founder launch momentum. - Editorial support
A dedicated editing team turns a founder's raw ideas into compelling essays and tweet threads. - Network + AI boost
Talent recruiting, an 8-week New Media Fellowship (started January 2026), and AI tooling support.
What do the numbers actually say
World Labs' Fei-Fei Li launch is the standout example. A video shot on a 3D LED volume stage went viral, and the team completely owned day-one narrative. Pit CEO Fredrik Hjelm said it was "more helpful than most other investors in just a few weeks," and Ulysses' Will O'Brien called it "completely owning the timeline".
Portfolio-wide results:
a16z New Media: Year One Results
Tens of millions in contract value / Hundreds on waitlists / 2x hiring pipeline growth
And it's not just a16z. The All-In podcast, TBPN, and 20VC have already proven this model. TBPN's estimated monthly ad revenue is roughly $417,000, and 20VC's Harry Stebbings grew a podcast into a $650M VC fund.
As a16z put it: "The best tweets are 50,000x better than average content." One well-crafted post beats dozens of press releases.
Traditional PR vs. direct channels[[cite:2,4]]:
| Traditional PR | Direct Channel | |
|---|---|---|
| Speed | 3–6 month planning | Execute same day |
| Message control | Journalist edits | 100% yours |
| Cost structure | Fixed monthly retainer | Upfront investment → asset |
| Audience | One-off exposure | Subscribers compound over time |
| Long-term | Gone when article disappears | Channel stays as an asset |
The core question for any marketing budget: "If you stop spending, does your brand survive? If yes, it's an asset. If not, it's an expense." Direct channels are assets. Agency retainers are expenses.
How to start your founder direct channel
You don't need an a16z-level team. The key isn't the platform — it's consistency.
- Pick one platform
Focus where your target audience already lives. B2B SaaS founders: LinkedIn or X. Developer tools: X and newsletter. Trying everything means succeeding at nothing. - Find your content angle
Post "the most interesting insights in your domain" — not "content promoting my product." That's a16z's core principle: interesting people carry the signal. - Post 3+ times per week
The goal is building audience habit, not gaming algorithms. Once you're "the person they look forward to," the audience spreads itself. - Build an email newsletter as your hub
Social reach disappears when algorithms shift. Email lists are yours. Substack or Beehiiv are free to start. Convert social followers to email — that's the long game.
The common mistake
Nobody subscribes to accounts that only post product updates. Talk about your domain, not your company. A16z built 1M followers on AI and software industry insight — not portfolio announcements.
Want to go deeper?
New Media, One Year In A16z New Media team's official one-year retrospective — from strategic philosophy to portfolio results a16z.com
What is New Media? A16z's original 2025 definition of the New Media concept a16z.com
Inside a16z's New Media Playbook Deep analysis of the 4-pillar execution and independent media channel revenue models insights4vc.substack.com
How a16z Built a Media Empire by Refusing to Talk to Journalists Marc Andreessen's go-direct pivot and the growth story behind it teampost.ai
The a16z Marketing Blueprint 3-step Media First strategy execution guide stormy.ai
The a16z New Media Era Real case study: how direct channels opened oversubscribed deals thevccorner.com
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