21st Century Fox has invested US$6.5 million in Drivetribe, a digital media platform started by the former hosts of Top Gear.
The London-based company has already raised $5.5 million in funding from Breyer Capital and Atomico as well individual investors. The backing from Fox will further support the platform’s launch in November.
Drivetribe is billed a global digital hub for car lovers that combines original content and advanced publishing technology that “purposefully blurs the traditional demarcation between storyteller and audience through the use of ‘tribes’ as community-augmented channels,” the company said in a statement.
It was cofounded last year in London by former Top Gear hosts Jeremy Clarkson, Richard Hammond and James May, executive producer Andy Wilman and tech entrepreneur Ernesto Schmitt. (This fall, Clarkson, Hammond, May and Wilman will also star in the upcoming Amazon series The Grand Tour.)
Its content will span video, articles, social with content structured into thematic “tribes” – or verticals – hosted by Clarkson, Hammond, and May as well as invited stars, bloggers, writers and videographers. Each will generate and curate content for their fans.
According to Drivetribe, more than 2,000 people have submitted bids to host tribes alongside Clarkson, Hammond and May at launch.