Live broadcast expert Abi Hemingway joins M2A Media as VP of Commercial & Partnerships
London, 4 June 2025 — M2A Media, the cloud-native pioneer in live video distribution and media supply chain solutions, today announced the appointment of Abi Hemingway as Vice President of Commercial & Partnerships, marking a strategic expansion of the company’s commercial leadership team.
Abi brings over two decades of experience in live-streamed content production and commercial innovation across fashion, music, gaming, sport, culture, and broadcast. Most recently, she served as Chief Commercial Officer at JACKSHOOT, where she oversaw complex live broadcasts for some of the world’s most iconic institutions and brands, including BAFTA, the Royal Opera House, the BRIT Awards, Harrods, TikTok, Meta, and the Royal Household.
Known for her strategic vision and creative-commercial leadership, Abi has repeatedly delivered breakthrough moments in the evolution of live online broadcast — including consulting on the development of YouTube Live, TikTok’s first professional multi-cam live stream, Instagram’s first UK multi-cam production, and Facebook’s first live stream in HD. Her career is defined by high-pressure delivery, team-building excellence, and her ability to create new revenue models around emerging technology.
At M2A, Abi will lead the development of strategic commercial partnerships, helping drive the company’s global expansion and bringing new value to rights holders, broadcasters, and platform partners navigating the future of live and on-demand video.
“I’m thrilled to be joining M2A Media at such a pivotal time,” said Abi Hemingway. “M2A is a company at the cutting edge of accelerating the transition to cloud-based live broadcast — and I look forward to innovating with clients to unlock the next wave of audience and commercial growth.”
“Abi is a proven and well respected force in the live broadcast world, with a remarkable track record of scaling technical innovation into creative and commercial success,” said Ciarán Doran, CEO at M2A Media. “We’re delighted to welcome Abi to the M2A family.”
Abi Hemingway is an active member of Rise Women in Broadcast and was nominated for a RISE Award in 2023.
