There’s a new name in the independent media space, and it’s not interested in playing by old rules. Entitled1, founded and led by CEO Sam O’Shaughnessy, launches today as a cultural platform spanning art, fashion, music and sport – with a built-in commercial model designed to support emerging artists from day one – and then some.
Based in London with a global outlook, the site positions itself at the intersection of editorial and commerce, pairing long-form storytelling with a curated art sales platform. For O’Shaughnessy, the move marks a decisive pivot after more than two decades inside the upper tiers of luxury publishing.
“After working in luxury publishing for over 20 years, I wanted to build something genuinely dynamic and culturally responsive,” he says. “Entitled1 is about celebrating new talent with authenticity. Independence gives us the freedom to engage creatively, move quickly and build something that feels relevant to now.”
Artworks by Jake Hall
The timing is deliberate. Having spent more than two decades inside established publishing houses and cultural institutions – including GQ, Esquire, Elle, Harper’s Bazaar, SXSW, Dazed and i-D – O’Shaughnessy saw both the strengths and the limitations of legacy media up close.
“My time in luxury publishing was incredible,” he says. “However, being on the front line, I noticed these brands often operated with high caution and restriction. There wasn’t enough creative freedom, open communication with the audience, or focus on empowering emerging talent.”
Entitled1 is structured as a response to that frustration. The platform operates as both editorial authority and commercial incubator, with an integrated art sales arm launching alongside its content offering. From today, works by Naleye, Jake Hall and God’s Mgmt will be available to purchase directly through the site. Each artist is exclusively represented by Entitled1, with the team overseeing storytelling, sales and fulfilment.
“The incubator and commercial driver for emerging artists works by transparently collaborating with hand-selected talent,” O’Shaughnessy explains. “We develop deep, bespoke storytelling around who they really are and why they create. We curate artists and wider culture talent that we truly believe in, working closely with them long-term to create an authentic dialogue. This resonates with the right audience, which will, in time, become the die-hard Entitled1 community.”
The selection process for the first three artists has been ongoing for months, shaped by what O’Shaughnessy describes as a democratic approach. “The selection of our first three artists has been in the works for some time, curated by a team of art world experts and culture industry pioneers. Moving forward, this democratic approach is vital, selecting real emerging artists must be an open discussion, not a singular opinion.”
New artists will be added quarterly, but growth is not the primary metric. “Entitled1 is a destination for real discovery and deep storytelling, a brand with a backbone, not one chasing scale via celebrity coverage,” he says. “We are a challenger brand in the media and art space, and fiercely independent so we don’t need to conform with old school industry templates.”
Artwork by Naleye
That independence underpins what O’Shaughnessy calls a “content-to-commerce” model. Editorial comes first; commerce follows naturally. “Our curation and conviction are the foundation of the ‘content-to-commerce’ model we are building,” he says. “We back talent we believe in, regardless of their current scale or social traction. We look for individuals with interesting, relatable stories that we can investigate and deliver across our ecosystem, using cross-platform assets and live events to genuinely inspire our audience.”
Inclusion is positioned as essential rather than optional. “Diversity is essential; we aim to showcase stories representing people from all walks of life and inclusion is very important for us as a future proof brand.”
The same thinking extends beyond art. In sport, Entitled1 is focused on individuals operating outside the obvious spotlight. A launch feature on F1 driver Carmen Jorda explores her role in female empowerment within motorsport, framed not as celebrity profile but as considered storytelling.
“In sport, as in other sectors, we are keen to unearth untold stories,” O’Shaughnessy says. “We showcase individuals doing things differently, whether through their background, approach, or point of view. We aren’t chasing the biggest names; we want the next-generation talent. We aim to be the brand that supports them from the start, prioritising quality and premium, thought-provoking editorial over simple scale.”
Operationally, the structure is lean. The core team consists of O’Shaughnessy as CEO, alongside a senior producer and a head of art sales, supported by a wider network of contributors and industry experts. The blend of established creatives and emerging voices is intentional. “In my experience, this mix yields the best results and content our community-based audience actually wants,” he says. “We are always open to working with new creatives and will be accepting UGC and submissions from launch.”
The roadmap is measured. “We will proceed organically with a ‘less but better’ mantra,” he says. “We prioritise the quality of the story over simply filling space.” A launch party on March 12 will be followed by a pop-up art exhibition in early April, alongside networking events in West London designed to connect emerging talent with industry leaders.
For O’Shaughnessy, the ambition is less about disruption for its own sake and more about recalibrating what cultural media can look like when it is unencumbered by legacy structures. “Creative communities have been looking for a platform like this,” he says. “My team and I are passionate about discovering, nurturing and championing talent. Entitled1 is agile, collaborative and not weighed down by hierarchy. We can act on strong ideas with purpose, speed and scale, always with our readers and community at the centre.”
Entitled1 launches not simply as a website, but as a proposition: editorial integrity first, commercial clarity second, and a clear commitment to giving emerging talent the room – and the infrastructure – to be seen and heard.
Top image: artwork by God’s Mgmt. Photography courtesy of Entitled 1.
