Located on the Promenade des Anglais, Greenbull Media is developing an integrated model that combines editorial strategy, audiovisual studios, and digital format production. Cofounded by Axel Hutin, this Nice-based entity aims to anchor this dynamic in the South and meet the growing demand from creators, brands, and institutions.
In the landscape of content creation, Nice rarely occupies the forefront. Agencies, studios, and producers are predominantly based in Paris. Axel Hutin has made a different choice. His ambition is clear: to structure an ecosystem capable of covering the entire production chain of digital content from the South of France.
Greenbull Media brings together several distinct entities. Each has its own business model. All can operate independently. But the overall aim is to be complementary. Brainlab Agency manages campaigns and advertising creation. Recordia Studios offers 250 m² of equipped spaces on the Promenade des Anglais. The production company develops media broadcast on YouTube, social networks, and podcast platforms. “The idea is really to master the entire chain, from concept to editorial, production, post-production, broadcast, and monetization,” explains Axel Hutin.
An Asserted Local Positioning
This entrepreneur at heart claims a territorial anchorage. For several years, he has observed a dense economic fabric in the South. According to him, many local companies turn to Parisian providers for lack of alternatives. “I was given a simple observation. The mission and the goal, actually, are really to structure an ecosystem around everything that is marketing and content creation here in the South, in Nice.” He sees space for a local player capable of combining strategy, filming, editing, and distribution.
The Recordia studios illustrate this positioning. The group has bet on location, opposite the airport, to attract external clients. The approach relies on a turnkey solution. “It’s a bit turnkey for the client. They just need to book their studio. They sit down and talk about their expertise. We record.” The infrastructure is designed to reduce production steps. A rough cut is done live. The client leaves with content ready to be broadcast.
This logic is accompanied by a supporting role. Teams intervene on editorial, strategy, and trends. “Having studios with a nearby marketing agency allows us to offer clients comprehensive support, specifically on their strategy, editorial, and trends.”
The distinction between creators and clients is also part of the structure. Creators like Agathe Auproux or Jab Live are managed by Greenbull Media. Brands, meanwhile, become advertisers. The group seeks to integrate these partners into formats without resorting to classic product placements.
A Vision Driven by Market Evolutions
Axel Hutin observes a rapid evolution in usage marked by several major trends. The first concerns the professionalization of creators. Productions are becoming more costly. Teams need to be more structured. Long formats are gaining ground. Short audiences stemming from TikTok or Instagram are no longer sufficient to ensure sustainable monetization. Finally, AI is transforming processes. “There are more and more software solutions that allow for pre-editing, subtitling, and writing.”
This evolution also paves the way for new formats entirely created by AI. For Axel Hutin, this transformation requires adaptation: “we must not miss the boat. I think it’s important to adapt and not be resistant.”
Greenbull Media is already looking ahead. The company wants to establish itself as a reference player in the region. It also envisions international development. “We have very big ambitions.”
