An NMC is a brand. Full stop. They have consciously or subconsciously created a branded digital presence, whether global stars such as Cara Delevingne, six second narration king Thomas Sanders or writer, director and reluctant audience participator Khyan Mansley.
I've just finished piecing laying out some new works for Ben White and Steve Cole where they are talking about the fall of old media and the rise of new media creators. It's explosive stuff.
Big thanks to Sally Shiny Stars for some awesome sketch work and to Guru for cloud servers that took an absolute beating at launch with no complaints.