Emily Sheffield told potential reporters and editors she had the backing of the Guardian's £42 million venture capital fund.
Monday's Instagram stories featured Oscars coverage, polls about Brexit, and a New York Times story about millennial socialism. On Tuesday, it focused on UK Labour's shift on Brexit and the Vatican sex abuse summit – including a call for Catholics to DM the account with stories and opinions about the church's sex abuse scandal.
In the email to UK reporters and editors obtained BuzzFeed News, Sheffield said the company had the backing of the"Founders Factory" – a startup incubator by British entrepreneur Brent Hoberman based in the London suburb of Kensington.was an investor through the incubator:"We are backed by GMG Ventures , through the Founders Factory."
Among those cc'd on the email were Sunday Times deputy editor Sarah Baxter, the Daily Telegraph's Michael Deacon, freelance journalist Marie Le Conte, Evening Standard associate editor Julian Glover, and the editor-in-chief of Harrods Tiffanie Darke.
This is not a job for people who like a safe desk job. We are an experimental news start-up, focused on innovation, interaction and engagement. We are exploring futuristic ways to share the news and seek conversation on the issues that matter. This is a job that will require you to jump from one medium to the another in any one given day –uploading the daily news to Instagram, conducting live interviews, researching and taking part in podcasts; scouring Instagram for live, unseen footage or reaching out to people who are actually living the news so we can seek their opinion and input wherever they are in the globe. We are lo-fi and immediate. We ask questions of our audience all the time.
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