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.