You may have come across an extremely viral food video on the Instagram Explore page and noticed it was uploaded by an account called ChannelFoods. Or you may have noticed a controversial post with a very opinionated perception of the hip hop industry by @Raps (instagram.com/raps). These two brands have one thing in common – they are intentional efforts by their respective owner, Blackcard Media.

Unlike most brands that are singularly and independently owned, Blackcard Media has taken things a step further by building an eco-system of media brands through social media platforms like Facebook, Instagram, and Twitter. The reason you see their content on your Explore page is that the owners behind Blackcard Media explicitly target audiences that are likely to engage or share the content. We sat down with one of the co-founders, Karan (also known as Wayne Singh) to understand their envision.