About Josh Rakic
Josh Rakic is a creative and content leader working across the US and Australia as a dual citizen. I relaunched the X Games, launched sports programming on Twitch, built the brand for Amazon's live audio platform Amp from its fifth hire, and turned LIV Golf's Ripper GC into a culture brand — alongside seven years inside Red Bull Media House.
The job is the same everywhere: work backwards from the audience and the commercial goals, then write and build the brand narrative, creative and content to get there. Positioning first. Then the programming, formats and editorial standards that scale it across social, streaming and broadcast.
I've sat on both sides of the table — in-house at Amazon, Twitch, X Games and LIV, where strategy gets set, and inside agency processes at ECD level, concepting, writing and pitching. Client side taught me accountability: you live with the results. Agency side keeps you on the tools. I never picked between strategy and craft, so these days I do both — set the direction, write the manifesto, sit with the team until it ships.
Before any of it, I was a national newspaper journalist and opinion columnist for The Sydney Morning Herald. I covered Formula 1 and a government plan to weaponize dolphins. Interviewed a prime minister in flip-flops and acid-wash jeans. Ghostwrote best-sellers. Wrote for the screen. Everything since has been the same trade: find the story, tell it so people care, build the machine that keeps telling it.
Today I do it inside ambitious companies, sports organisations and creative agencies. I also build AI brand tools — Servo (selfservo.com) and production voice agents running inside working brand teams.
A little about me
Some people peak at seven.
The year was 1992. The setting? Outback Australia.
After 14 months on a bike, and having shaken the training wheels but months earlier, I secured passage to the Queensland State BMX Finals; renowned as the toughest season in junior BMX before or since. I qualified fastest for the final despite a partially flat rear tyre from too many bunny hops.
My pit crew — mum and dad — restored oxygen to my tyres by hand. And with the hopes of the 2B elementary class resting on my freckly shoulders, I set out in search of greatness.
No one could have predicted the same rear tyre would explode over the final jump, causing me to lose control and finish second. A bittersweet result for a 7-year-old whose McDonald's Happy Meal relied on first place.
My protest was denied. I've not ridden a bike since.
And instead dedicated my life to telling stories with better endings.