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Elisabeth Murdoch Launches Men’s Lifestyle Brand on Snapchat

Called ”Brother,“ the Snapchat Discover channel targets millennial males

Rupert Murdoch’s daughter Elisabeth launched a Snapchat Discover channel called “Brother” on Friday.

Targeting millennial men, the channel’s content includes pieces like “How Not to Work This Summer” and “How to Get Ripped-ish.”

“We are delighted to bring Brother to life and energized by the potential of the Snapchat platform to engage audiences,” Elisabeth Murdoch said in a statement to TheWrap.

Murdoch runs the U.K.-based media company Vertical Networks. As the company’s first brand, “Brother” will publish content from Friday through Sunday each week, but will eventually move toward a daily publishing schedule, according to Recode.

“This is the start of a journey for Vertical Networks where we are building content for mobile-first audiences and it is great to be collaborating with the team at Snapchat,” Murdoch said.

The brand is currently only available on Snapchat, making it just the second Snapchat-only property hosted on the app’s Discover platform.

Recode reports that Snapchat is an investor in Vertical Networks, owning roughly 40 percent of the company.