Malin, global equestrian profile with a million followers, joins Ninetone

Malin Melin is one of Sweden's largest lifestyle profiles within the equestrian segment with her 1 million followers and tens of millions of views every month. Malin has a large audience in Sweden but creates content in English, as she has an enormous global audience that has embraced her storytelling style which is intimate, dramatic, compassionate and natural around her, the farm and the horses' adventures throughout the year. Malin, who works under the brand Lady Malin has created a family together with her horses and followers that engages in the same way that TV series do; followers wait to see what happens next. Malin is actually medically blind, but has enough vision left to be able to work with social media and care for the horses with the assistance of staff on the farm. We have been in contact with Malin for several years and now she has chosen to switch from her international management and sign with Ninetone. The decision has come naturally, as we have gotten to know each other and the goals Malin has, as well as what we can contribute with a completely new level of structure, direction and knowledge to scale up the impact and value of her work to a new level. Malin has conquered and created an audience on every platform she has entered. Most recently Facebook, from a few thousand followers to half a million in just 1.5 years. That shows that the ability to engage an audience is genuine. Therefore it feels very exciting to welcome such a strong creator as Malin to Ninetone.