Commentator Series: Luke Johnson from Fulcrum Media

Fulcrum Media is at the forefront of media for ultimate. Boasting incredible highlight videos and impressive initiatives (i.e. Equity Through Visibility), Fulcrum Media is telling the story of ultimate.

We asked Luke Johnson, Creative Director and Co-Founder of Fulcrum Media, a few questions. If you're interested in our other 'Commentator Series' posts, links are available at the end of this article.

What was your favourite moment of 2018?

It would be hard to name one favorite thing from 2018, but here are our top 4. First, we added our first full-time employee in Callie Mah from Seattle, WA. Second, we broadcasted the World Ultimate Club Championships with some of the most impressive coverage to date for WFDF. Third, we expanded the live coverage for USA Ultimate and simulcast to their 3 social platforms; therefore increasing their reach significantly. And finally, we executed on a new partnership the AUDL struck with Stadium to broadcast over 20 games to millions of homes across the country.

What can you tell our readers about Fulcrum's vision and goal for the women's and mixed divisions?

Our company's roots go back to the days of me filming and creating compelling content of Chicago Nemesis and then Seattle Riot. There was always a recognition that there was less being produced of women's ultimate and therefore a need to do whatever possible to address that imbalance. When our company was founded in 2013 and we entered into a partnership with the AUDL, we actively, and with the blessing of the league, took steps to put our time and energy into projects that showcased female-identifying athletes whenever possible. The Equity Through Visibility projects eventually became the most transparent way that we as a company could make a difference.

This last fall, our ETV3 project looked to create sustainable media capture and creation through the use of individual team-sponsored media from 31 of the 32 mixed and women's teams at USAU Nationals. Though the project had some success, the challenges are huge when comparing a club-based team to a professional one. In 2019, we are working behind-the-scenes with the Premier Ultimate League and hope to be able to say more about that in the future.

What are you excited for in 2019?

We continue to be excited for the ever growing and strengthening relationship that the AUDL has formed with Stadium. We are confident that when people write the history books for ultimate, that deal will go down as one of the most significant broadcasting deals that propelled our sport forward and we are proud to be the company making that deal happen.

Here's a demo reel of what Fulcrum Media is all about: