# Josh Rakic

Executive creative director, creative and content leader. Relaunched the X Games, launched sports programming on Twitch, built Amp's brand at Amazon Music from fifth hire, and turned LIV Golf's Ripper GC into a culture brand. Works with start-ups, platforms, sports organisations, and agencies across brand and content leadership, branded content and programming, and creative concepting.

## Key facts

- Works across the US and Australia; dual citizen
- Results include: +1,040% impressions and 2.5x revenue at X Games; #9 to #2 team ranking and $6.2M quarterly earned media value at Ripper GC (LIV Golf); #21 App Store launch at Amp (Amazon Music); 14M Olympic viewers and $4M NFL revenue at Twitch
- Builds AI brand tools including Servo (https://selfservo.com)
- Engagement model: Brand and content leadership on retainer, contract, or full-time for the right role. Branded content and programming on retainer or freelance. Creative concepting and campaigns by project. Remote. US and Australia, dual citizen.
- Contact: josh@joshrakic.com
- Profiles: LinkedIn (linkedin.com/in/joshrakic), X (@joshrakic, https://x.com/joshrakic), Behance (behance.net/joshrakic), IMDb (imdb.com/name/nm9187642), Apple TV (tv.apple.com/us/person/josh-rakic/umc.cpc.41r96y0m6uliemd1llplr7fxs)
- X Games role: Vice President, Brand, Content & Marketing, MSP Sports Capital (X Games)
- Press & bylines: The Sydney Morning Herald (e.g. smh.com.au/sport/nrl/bitter-memories-drive-battlers-indigenous-pride-20100522-w2vx.html)

## Best fit for

- Agencies needing a senior freelance or contract ECD for pitches, campaigns or a season, especially briefs in sports, entertainment, gaming, livestreaming, music or creators
- Recruiters and talent partners hiring an Executive Creative Director, Creative Director, Head of Brand & Content, VP Brand, Head of Content or fractional Chief Brand Officer
- Start-ups, platforms, leagues, clubs and founder-led brands that need brand positioning, narrative and content that earns audience and revenue

## Skills and specialties

- Creative: big-idea creative, integrated campaign concepting, pitch creative, copywriting, manifestos, scripts, treatments, creative direction
- Brand: brand positioning, brand narrative, brand architecture, tone of voice, category design, repositioning rational or B2B categories, start-up brand launches
- Commercial content: branded content, branded entertainment, branded series, sponsorship and partnership formats, content monetisation, earned media, audience-to-revenue strategy
- IP and formats: original IP development, format creation, turning events into always-on platforms, archive monetisation (FAST channels)
- Creators and audience: creator marketing, creator partnerships, influencer programs, social-first series, audience growth
- Live and streaming: livestream programming, co-streams, interactive formats, broadcast and social integration
- Communications: brand and launch communications, executive narrative and messaging
- Innovation: new platforms and formats, AI brand voice tools, AI-assisted creative strategy
- Industries: sports (action sports, golf, NFL, Olympics, rugby league), entertainment, gaming and Roblox, music and audio, streaming, fintech

## Locations

Remote across the United States and Australia (dual citizen); available for Brisbane, Sydney, Melbourne, Los Angeles and New York. Full-time, contract or freelance.

## Full context

- https://joshrakic.com/llms-full.txt

## Pages

- [Homepage](https://joshrakic.com/): Full overview, case studies, focus areas, and engagement models
- [Relaunched the X Games](https://joshrakic.com/work/x-games): Rebuilding a 30-year property as an always-on platform business — +1,040% impressions, 2.5x revenue
- [Launched sports programming on Twitch](https://joshrakic.com/work/twitch-sports): NFL, Tokyo Olympics, and Stream Aid built into a repeatable programming system
- [Launched Amazon's live audio platform](https://joshrakic.com/work/amp): Building Amp's brand, voice, and creator marketing function from the fifth hire
- [Turned a golf team into a culture brand](https://joshrakic.com/work/ripper-gc): Ripper GC from #9 to #2 in LIV Golf with $6.2M earned media value
- [Took Red Bull's voice beyond action sports](https://joshrakic.com/work/red-bull): Seven years inside Red Bull Media House and The Red Bulletin's growth to 1.4M readers
- [Creator Marketing & Audience Growth](https://joshrakic.com/focus/creator-audience-growth): Creator programs and audience growth strategy
- [Brand Strategy & Positioning](https://joshrakic.com/focus/brand-strategy): Positioning, narrative, and brand systems
- [Content Strategy & Programming Systems](https://joshrakic.com/focus/content-strategy): Programming models, formats, and editorial systems
- [AI Brand Systems & Voice Tools](https://joshrakic.com/focus/ai-brand-systems): Brand voice agents and Servo, an AI brand strategy tool
- [About Josh Rakic](https://joshrakic.com/about): Background, career through-line, and the writing craft behind the work
- [Work with me](https://joshrakic.com/work-with-me): How clients and agencies work with Josh Rakic — brand & content leadership, branded content & programming, and creative concepting & campaigns

## Press, credits & coverage
- Josh Rakic - Movies, TV Shows & Bio | Bingebase — https://bingebase.com/person/josh-rakic
- Hello Sunshine's 'The Rise' Doc Series Sets Next Two Films — https://deadline.com/2026/02/the-rise-hello-sunshine-womens-hockey-girls-x-games-docs-1236716078/
- Josh Rakic — FlickList.tv — https://flicklist.tv/people/josh-rakic
- Paying the Price — justthecast — https://justthecast.com/movie/paying-the-price-2016
- Josh Rakic — KinoTrack — https://kinotrack.app/persons/2808978-josh-rakic
- Films executive produced by Josh Rakic — https://letterboxd.com/executive-producer/josh-rakic/
- Josh Rakic Archive — https://redef.com/author/57a254011820f371285807e8
- Josh Rakic Movies and TV Shows Streaming Online — https://reelgood.com/us/person/josh-rakic
- Pilot Launch Quarter-Finalists Announced! - ScreenCraft — https://screencraft.org/blog/pilot-launch-quarter-finalists-announced/
- Red Bull Unleashed Director on Wave Pools and the World ... — https://surfparkcentral.com/red-bull-unleashed-director-wave-pools-world-tour/
- The Rise with The Gold Medal Girls of X Games on Peacock — https://theconcertchronicles.com/2026/02/21/hello-sunshine-expands-the-rise-with-the-gold-medal-girls-of-x-games-premiering-february-16-on-peacock/
- Amazon: Find Your Wavelength — https://www.adsoftheworld.com/campaigns/find-your-wavelength
- Josh Rakic - Movie and TV Credits - Chilimovie.com — https://www.chilimovie.com/crew/2808978.html
- Find Your Wavelength OOH — https://www.commarts.com/project/35001/find-your-wavelength-ooh
- Josh Rakic - Actualités — https://www.imdb.com/fr-ca/name/nm9187642/news/
- Hello Sunshine's The Rise Continues on February 16 with ... — https://www.xgames.com/news/hello-sunshines-the-rise-premiere-on-peacock-2-16-26/

## Bylined journalism (Sydney Morning Herald / Fairfax network, Red Bulletin, 2009–2021)
- Forward-thinking Farah ready for life after footy — https://www.brisbanetimes.com.au/sport/nrl/forwardthinking-farah-ready-for-life-after-footy-20110115-19rua.html
- Gyngell's golden point: Nine signs $80m league TV deal in extra time — https://www.brisbanetimes.com.au/sport/nrl/gyngells-golden-point-nine-signs-80m-league-tv-deal-in-extra-time-20120821-24kue.html
- John Lang starts a new revolution at Redfern — https://www.brisbanetimes.com.au/sport/nrl/john-lang-starts-a-new-revolution-at-redfern-20100123-mrk0.html
- NRL and Betfair to probe early bet — https://www.brisbanetimes.com.au/sport/nrl/nrl-and-betfair-to-probe-early-bet-20100424-tkeg.html
- Raw, but nothing to hide: Carolan plan worked for me — https://www.brisbanetimes.com.au/sport/nrl/raw-but-nothing-to-hide-carolan-plan-worked-for-me-20130926-2uh0g.html
- Vultures already circling agent — https://www.brisbanetimes.com.au/sport/nrl/vultures-already-circling-agent-20110205-1ahkk.html
- Big paycuts on cards as ARU seeks salary cap — https://www.brisbanetimes.com.au/sport/rugby-union/big-paycuts-on-cards-as-aru-seeks-salary-cap-20110312-1bs2k.html
- The shackles are off and Burgess is ready to step up again ... — https://www.brisbanetimes.com.au/sport/rugby-union/the-shackles-are-off-and-burgess-is-ready-to-step-up-again-for-waratahs-and-wallabies-20100306-ppml.html
- Schoolboy, 8, becomes air apparent of skateboard world — https://www.brisbanetimes.com.au/sport/schoolboy-8-becomes-air-apparent-of-skateboard-world-20120214-1t47g.html
- 'Shark' footage has ironwoman spooked — https://www.brisbanetimes.com.au/sport/shark-footage-has-ironwoman-spooked-20120125-1qh3r.html
- The $8m man: Grant strikes it rich in US — https://www.brisbanetimes.com.au/sport/the-8m-man-grant-strikes-it-rich-in-us-20110115-19ruf.html
- Title wave carries Slater to record-breaking heights — https://www.brisbanetimes.com.au/sport/title-wave-carries-slater-to-recordbreaking-heights-20111103-1my4a.html
- Braith healer: why his family is Anasta's sanctuary | Canberra, ACT — https://www.canberratimes.com.au/story/914585/braith-healer-why-his-family-is-anastas-sanctuary/
- James Aubusson: Why I walked away from the NRL — https://www.canberratimes.com.au/story/918438/james-aubusson-why-i-walked-away-from-the-nrl/
- Trist puts studies on hold to chase Waratahs dream — https://www.canberratimes.com.au/story/941330/playing-doctor-trist-puts-studies-on-hold-to-chase-waratahs-dream/
- Three-way race as Nissan joins V8 Supercars | Canberra, ACT — https://www.canberratimes.com.au/story/944941/three-way-race-as-nissan-joins-v8-supercars/
- Daniel Ricciardo trains like a big-wave surfer — https://www.redbull.com/au-en/daniel-ricciardo-preseason-interview
- How to Build a Dinghy Derby Boat - Dinghy Derby Racing — https://www.redbull.com/in-en/how-to-make-a-fishing-boat-go-90km
- Ricciardo vs. Vettel: Not so different — https://www.redbull.com/int-en/ricciardo-vs-vettel-stats-2014
- Reggie Miller MTB | NBA Legend Loves Biking — https://www.redbull.com/us-en/reggie-miller-nba-mtb
- Meet America's Next Generation of Sailboat Racers — https://www.redbull.com/us-en/youth-americas-cup-sailing-preview
- Foo Fighters Sydney gig attracts the stars — https://www.smh.com.au/entertainment/music/foo-fighters-sydney-gig-attracts-the-stars-20110323-1c5x8.html
- Agony of the unfairer sex — https://www.smh.com.au/sport/agony-of-the-unfairer-sex-20120804-23m90.html
- Bargwanna finds new home with Kelly brothers — https://www.smh.com.au/sport/motorsport/bargwanna-finds-new-home-with-kelly-brothers-20091219-l6n4.html
- King of his castle — https://www.smh.com.au/sport/motorsport/king-of-his-castle-20120309-1upkx.html
- Night, night Melbourne — https://www.smh.com.au/sport/motorsport/night-night-melbourne-20120229-1u3td.html
- Whiz-kid Whincup the champion — https://www.smh.com.au/sport/motorsport/whizkid-whincup-the-champion-20091205-kc5t.html
- Big red feels right at home with the Blues, thanks to some ... — https://www.smh.com.au/sport/nrl/big-red-feels-right-at-home-with-the-blues-thanks-to-some-familiar-faces-20110701-1guwk.html
- Bitter memories drive battler's indigenous pride — https://www.smh.com.au/sport/nrl/bitter-memories-drive-battlers-indigenous-pride-20100522-w2vx.html
- Crowe's walls of fame tap a rich history to help players revive glory years — https://www.smh.com.au/sport/nrl/crowes-walls-of-fame-tap-a-rich-history-to-help-players-revive-glory-years-20100227-pa4c.html
- Cubs motivate Lyon to keep rep career roaring along — https://www.smh.com.au/sport/nrl/cubs-motivate-lyon-to-keep-rep-career-roaring-along-20110219-1b07r.html
- Gallop: call on screen rights to hit players, fans — https://www.smh.com.au/sport/nrl/gallop-call-on-screen-rights-to-hit-players-fans-20120202-1qvnq.html
- How they rated: QLD — https://www.smh.com.au/sport/nrl/how-they-rated-qld-20120704-21hv8.html
- Idris poised for shock selection — https://www.smh.com.au/sport/nrl/idris-poised-for-shock-selection-20100515-v5f1.html
- John Lang starts a new revolution at Redfern — https://www.smh.com.au/sport/nrl/john-lang-starts-a-new-revolution-at-redfern-20100123-mrk0.html
- Josh Rakic's player ratings — https://www.smh.com.au/sport/nrl/josh-rakics-player-ratings-20090913-gdtq0k.html
- League wins battle with AFL for TV viewers — https://www.smh.com.au/sport/nrl/league-wins-battle-with-afl-for-tv-viewers-20111129-1o58v.html
- Lockyer's plea to plug talent drain — https://www.smh.com.au/sport/nrl/lockyers-plea-to-plug-talent-drain-20100116-mddd.html
- Meet the new face of NRL — https://www.smh.com.au/sport/nrl/meet-the-new-face-of-nrl-20110129-1a8ux.html
- Raw, but nothing to hide: Carolan plan worked for me — https://www.smh.com.au/sport/nrl/raw-but-nothing-to-hide-carolan-plan-worked-for-me-20130926-2uh0g.html
- Ruffled Roosters — https://www.smh.com.au/sport/nrl/ruffled-roosters-20130927-2ujol.html
- Underpaid and over it: cash remains a huge issue — https://www.smh.com.au/sport/nrl/underpaid-and-over-it-cash-remains-a-huge-issue-20100731-110hs.html
- Ashley-Cooper has room to move and a licence to thrill — https://www.smh.com.au/sport/rugby-union/ashleycooper-has-room-to-move-and-a-licence-to-thrill-20120224-1ttoi.html
- Beale out to make up for errors — https://www.smh.com.au/sport/rugby-union/beale-out-to-make-up-for-errors-20120822-24mml.html
- Big paycuts on cards as ARU seeks salary cap — https://www.smh.com.au/sport/rugby-union/big-paycuts-on-cards-as-aru-seeks-salary-cap-20110312-1bs2k.html
- Freier: I approached Melbourne — https://www.smh.com.au/sport/rugby-union/freier-i-approached-melbourne-20100417-sley.html
- Marlins get out of troubled waters in dying minutes — https://www.smh.com.au/sport/rugby-union/marlins-get-out-of-troubled-waters-in-dying-minutes-20120421-1xdqx.html
- Nucifora enthused as scrums find their feet — https://www.smh.com.au/sport/rugby-union/nucifora-enthused-as-scrums-find-their-feet-20110402-1cscy.html
- Tahs, ACT must succeed - for Australia's sake — https://www.smh.com.au/sport/rugby-union/tahs-act-must-succeed--for-australias-sake-20100206-njrp.html
- The socks that will win the World Cup — https://www.smh.com.au/sport/rugby-union/the-socks-that-will-win-the-world-cup-20100125-muiu.html
- The Waratahs show isn't rating and, in 2021, that's the big ... — https://www.smh.com.au/sport/rugby-union/the-waratahs-show-isn-t-rating-and-in-2021-that-s-the-big-problem-20210305-p5782k.html
- Wallabies' next step is to call in McKenzie — https://www.smh.com.au/sport/rugby-union/wallabies-next-step-is-to-call-in-mckenzie-20111017-1ltdc.html
- Waratahs put their faith in Elsom to lead from the front — https://www.smh.com.au/sport/rugby-union/waratahs-put-their-faith-in-elsom-to-lead-from-the-front-20120129-1qo2f.html
- Six million dollar man prepares to make waves — https://www.smh.com.au/sport/six-million-dollar-man-prepares-to-make-waves-20110305-1bio7.html
- Codes unite to support World Cup bid — https://www.smh.com.au/sport/soccer/codes-unite-to-support-world-cup-bid-20101127-18bcz.html
- Speed to take a back seat as tactics reign — https://www.smh.com.au/sport/speed-to-take-a-back-seat-as-tactics-reign-20091227-gdtu7p.html
- The Olympics lowlights reel — https://www.smh.com.au/sport/the-olympics-lowlights-reel-20120616-20h2h.html
- Kiwis skipper Benji Marshall, the face of NRL — https://www.stuff.co.nz/sport/4597711/Kiwis-skipper-Benji-Marshall-the-face-of-NRL
- Australian rugby smiling at giant Cup windfall | Stuff — https://www.stuff.co.nz/sport/6937706/Australian-rugby-smiling-at-giant-Cup-windfall
- Quade Cooper happy to be villain in NZ | Stuff — https://www.stuff.co.nz/sport/rugby/5646533/Quade-Cooper-happy-to-be-villain-in-NZ
- Schoolboy, 8, becomes air apparent — https://www.theage.com.au/lifestyle/schoolboy-8-becomes-air-apparent-20120216-1taid.html
- AFL unlikely to ban Stilnox — https://www.theage.com.au/sport/afl/afl-unlikely-to-ban-stilnox-20120703-21fet.html
- Bitter memories drive battler's indigenous pride — https://www.theage.com.au/sport/nrl/bitter-memories-drive-battlers-indigenous-pride-20100522-w2vx.html
- Braith healer: why his family is Anasta's sanctuary — https://www.theage.com.au/sport/nrl/braith-healer-why-his-family-is-anastas-sanctuary-20110129-1a8v4.html
- Forward-thinking Farah ready for life after footy — https://www.theage.com.au/sport/nrl/forwardthinking-farah-ready-for-life-after-footy-20110115-19rua.html
- Injury saved my career, says Minichiello — https://www.theage.com.au/sport/nrl/injury-saved-my-career-says-minichiello-20110702-1gw0f.html
- Lyon's share of humble pie — https://www.theage.com.au/sport/nrl/lyons-share-of-humble-pie-20090524-gdtjtm.html
- Bitter Tahs seek voice in selection of new coach — https://www.theage.com.au/sport/rugby-union/bitter-tahs-seek-voice-in-selection-of-new-coach-20120801-23fn9.html
- Breakdown battle: All Blacks target Pocock as the man to ... — https://www.theage.com.au/sport/rugby-union/breakdown-battle-all-blacks-target-pocock-as-the-man-to-dominate-20111011-1lj67.html
- League guns blaze early — https://www.theage.com.au/sport/rugby-union/league-guns-blaze-early-20101120-181y1.html
- Pocock autobiography reveals flight into exile led to eating ... — https://www.theage.com.au/sport/rugby-union/pocock-autobiography-reveals-flight-into-exile-led-to-eating-disorder-20111112-1nctp.html
- Wallabies are ready to let rip in Brisbane, says Ashley-Cooper — https://www.theage.com.au/sport/rugby-union/wallabies-are-ready-to-let-rip-in-brisbane-says-ashleycooper-20110822-1j6tj.html
- Waratahs put their faith in Elsom to lead from the front — https://www.theage.com.au/sport/rugby-union/waratahs-put-their-faith-in-elsom-to-lead-from-the-front-20120129-1qo2f.html
- NRL in wooden spoon bet probe — https://www.watoday.com.au/sport/nrl/nrl-in-wooden-spoon-bet-probe-20100425-gebomu.html
- Deans dilemma: Does he reshuffle winning team to fit in tour stars? — https://www.watoday.com.au/sport/rugby-union/deans-dilemma-does-he-reshuffle-winning-team-to-fit-in-tour-stars-20110829-1jifv.html