About the speaker
Sarah Kübler is a founder and media entrepreneur. As the founder of HitchOn GmbH (established in 2015) and co-founder of NextGen Innovators GmbH, she combines extensive experience in the creator economy and social media with strategic startup investments. For the founding of HitchOn, she was honored with the KfW State Award for Entrepreneurship ("Gründen") as early as 2017. Her passion for digital content is rooted in the traditional media world: before venturing into entrepreneurship, Sarah Kübler served as a TV producer and Manager of Digital Channels at ZDF Studios. Today, she continues to bridge the gap between classic media and the digital future. Having served as an advisor to the state government of Rhineland-Palatinate on the Digital Council (until 2021) and currently as a supervisory board member of the media funding body Medienförderung Rheinland-Pfalz, she is dedicated to supporting innovative media professionals and shaping the digital ecosystem. In 2025, she sold her shares in AlwaysOn Production—a joint venture established in 2021 with the Studio Hamburg Group—to Riverside Entertainment GmbH. Today, through Creator Media, she invests in promising startups and connects high-profile creators with the industry’s leading founders. Her mission is to elevate startups using the power of communities and to play a lasting role in shaping the creator economy (Photo: Sandra Zaitsev).
Sarah Kübler at OMR
Creators have become an integral part of our daily lives—they inform, explain, and entertain. Some are media makers, others are entrepreneurs, and many are both. They are fundamentally changing how content is created, who it reaches, and how it is monetized. But what does it really take to survive economically as a creator? What defines journalistic creatorhood—and how can collaborations with media companies succeed in creating real value for both sides? Sarah Kübler (HitchOn & NextGen Innovators) will discuss these questions with Fabian Grischkat (Newsfluencer), Yvonne Weiß (FUNKE Mediengruppe), and Adil Sbai (WeCreate) on the Yellow Stage. The session will also highlight the new "Creator Lift" support program, through which nextMedia.Hamburg assists up-and-coming creators with professionalization and networking.
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