MassLive Launched Creators in Residence Program

The media outlet recruited four influencers to produce content for its website and social media platforms.

Updated on Oct. 12, 2026 in Media

MassLive Launched Creators in Residence Program

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MassLive has officially launched its Creators in Residence program, enlisting four social media influencers to expand its digital footprint. The selected fellows bring a combined following of over 400,000 to the media organization.

Why it matters

The move aims to help MassLive reach younger audiences who primarily discover and consume content on platforms like TikTok and Instagram. By integrating influencer content, the outlet hopes to boost engagement across its digital channels.

The four selected creators represent a combined social media audience of more than 400,000 followers. This complements the existing growth of MassLive social accounts, which gained 92,000 followers across Instagram and TikTok in the last five months.

The players

MassLive

MassLive is a prominent Massachusetts-based media outlet providing news, sports, and entertainment coverage across New England.

Shawn Moran

Shawn Moran is one of the four inaugural fellows selected for the new MassLive content program.

Emily Coffman

Emily Coffman is a social media creator serving as an inaugural fellow in the residency program.

Gianna Lemarier

Gianna Lemarier is an influencer who joined the initiative to create content for the media organization.

Rahim Jessani

Rahim Jessani is a digital content creator selected for the new residency program at MassLive.

The details

The program features creators Shawn Moran, Emily Coffman, Gianna Lemarier, and Rahim Jessani who will produce content for MassLive. The organization incorporates their material directly onto its website and provides cross-platform links to their personal social media accounts.

Over the past five months, MassLive social accounts reached a total of 92,000 followers.

Market Landscape

MassLive's initiative follows the broader industry shift toward creator-led digital news strategies in local media markets. By adopting this model, the organization aims to compete with independent content creators for digital ad revenue and audience attention.

Readers can expect to see more varied and creator-led content integrated directly into the standard MassLive news feed. These additions are designed to make the platform feel more interactive and aligned with the styles found on mainstream social media apps.

The takeaway

Legacy media outlets are increasingly turning to independent influencers to help translate traditional reporting for modern social platforms. Readers interested in this content should look for links to creator profiles directly on the MassLive website.