On a chilling afternoon in New York City, 21-year-old media executive Rowan Winch was observing a TikTok shoot in Washington Square Park. Winch, cofounder of Fallen Media, prefers watching the production unfold from the sidelines.

"Even if I'm not directly filming it, I can see how this is going to work," Winch stated regarding his enjoyment of watching the creative process in action. He often stands back, observing the execution of the content being created.

The Rise of Fallen Media in the Creator Economy

Founding a Short-Form Video Powerhouse

Fallen Media was established in 2020, coinciding with the rapid ascent of short-form video content. At the time of the launch, Winch was only 15 years old, capitalizing on the nascent creator economy.

The company has gained recognition for its serialized digital shows. These include "What's Poppin? With Davis!," featuring street interviews by creator Davis Burleson, and "Street Hearts," hosted by Tiff Baira, which centers on blind dates.

Carving Out a Niche in NYC Streets

Fallen Media utilizes a vertical video talk show format, effectively transforming locations like Washington Square Park into dynamic production sets. As Chief Social Officer and cofounder, Winch focuses on social media strategy and talent acquisition.

Winch remains actively involved in filming, joining creators on location in New York about twice a week. His on-set function involves maintaining order and assisting with practical tasks, such as moving equipment or taking photographs.

Balancing Executive Role and Peer Connection

Being close in age to the talent featured in Fallen Media’s content requires Winch to balance his executive responsibilities with a more relatable presence. "I'm here just as a resource," Winch explained while filming an episode of the newer show, "15 Second Film."

"15 Second Film" is a quick-paced series where random street passersby are cast to spontaneously direct short films. These shows often present opportunities to feature celebrities, such as cult director Kevin Smith, or notable influencers.

Leadership and Business Trajectory

The Partnership Behind the Startup

Sol Betesh serves as the CEO and cofounder of Fallen Media, handling critical areas like business partnerships and advertising operations. Betesh initially contacted Winch in 2019 to discuss forming a company after reading a profile on Winch’s early meme content career by journalist Taylor Lorenz in The New York Times.

Initially, their venture operated strictly as a "meme company." This focus shifted toward broader short-form video production with the subsequent growth of platforms like TikTok.

Navigating Early Career Challenges

Winch described his initial career trajectory as a blend of "unorthodox" experiences and good fortune. He acknowledged the difficulty of adapting to the media hustle as a teenager without traditional experience.

"I don't have college experience or even traditional career experience," Winch reflected. "I was just kind of thrown into my role." He noted that he often presents himself as older than his actual age to fit the executive role.

Future Vision and Financial Health

Financial Growth and Studio Ambitions

In 2025, Fallen Media achieved seven-figure revenue, marking a significant 43% year-over-year growth. The company is now one of the leading startups specializing in the short-form video era, competing within an ecosystem that includes studios like Gymnasium and Mad Realities.

These social-media-native shows have become common stops on celebrity press tours, indicating recognition from mainstream Hollywood. Winch shared a key objective for the company: "One of my personal big goals for the company is for people to start seeing Fallen Media as a studio," rather than just a talent management firm.

Content Strategy and Monetization

Fallen Media currently employs 20 full-time staff in New York, including salaried showrunners overseeing their digital series catalog. The company plans to submit its productions to more traditional venues, such as the Tribeca Film Festival via its Tribeca X arm.

Revenue primarily stems from brand partnerships, although platform monetization remains a substantial contributor. Winch noted that YouTube's AdSense currently yields the highest returns, with Facebook's video tools performing better than those on Instagram and TikTok.

"Facebook and long-form YouTube content are our two biggest goals for the future, along with launching new shows," Winch concluded.