NEW YORK, NY / ACCESS Newswire / January 15, 2026 / Many people in the field of entertainment journalism are discussing "the collapse of media," but Wayne Ayers has his sights set on what happens next.

While mainstream media companies are shrinking, merging, and systematically diminishing the voices that once drove culture, Ayers is building something new altogether.

Without venture capital investment, without the old model of funding and investment, and without the billionaire cushion of security and stability that once protected and sustained mainstream publishing and journalism.

"People keep saying media is dead," Ayers says to Complex. "I don't believe that for a second. What is dying is bloated media. Culture hasn't disappeared. Attention hasn't disappeared. It's just moved."

This is what lies at the foundation of Where Is The Buzz, an independent entertainment media company that Ayers has built from scratch without any investment. This is a project that started as a hobby and has grown into a distinct voice in pop culture reporting, often breaking stories before larger publications.

Media Is Not Dead. The Old Playbook Is.

Unlike mainstream journalism, Ayers didn't try to win the approval of big institutions. He didn't pitch to Silicon Valley. He didn't wait for a network television deal. He didn't ask for permission from mainstream publications.

"I realized early on that in the industry, waiting for approval will only hold you back," Ayers said. "So, I quit asking and started building."

This mentality influenced every aspect, from hiring to distribution. Rather than optimizing for page views for advertising, he optimized for credibility, tone, and consistency. Rather than a heavy overhead cost structure, the focus was on relationships with artists, creators, athletes, and public figures who drive culture online.

No VC money, no hand-holding, no apologies.

Where Is The Buzz is more of a nerve center than a conventional media outlet. The interviews migrate. The clips proliferate. The headlines inspire discussions and do not reside as static writing. And that is the intention.

The thing is, however, that Ayers realizes something that old media doesn't yet fully understand. Front pages and cable access times no longer dictate circulation and distribution, but by feeds, clips, and screenshots.

"Everything is designed to function off the site," he continues. "If a quote can't travel on social media, if a clip can't stand on its own, then the story is incomplete."

Designed for Feeds, Not Boardrooms

Without venture capital, money brings creative freedom. Without investors, there comes flexibility. And without old ways, there comes speed.

"I don't have to explain culture to a boardroom," Ayers explains. "I don't have to dilute stories to please someone. That's a huge advantage."

This allows Ayers to work independently. While other larger news organizations discuss topics, wait for authorization, and then publish, Ayers gets to publish, clip, and interact with his audience in real time.

The Independent Advantage Everyone Is Sleeping On

This is a lean model, and it's becoming a rarity.

The brand's growth is driven by cultural instinct, not trends. Ayers is not building for earnings calls. He's building for the long term.

"People mistake scale for impact," he says. "What I care more about is whether the right people are paying attention."

2026 Is The Real Test

Since Ayers has significant expansion plans for 2026, he believes his efforts are a roadmap, not an anomaly.

"I want other independent founders to see that this is possible," he says. "You don't need millions of dollars to build something real. You need clarity, good taste, and the willingness to work harder than everyone else."

The next step for Where Is The Buzz will be syndication and podcasting, and even more original content production. The same concept will continue to remain in place.

Owning the Platform Is the Point

"I'm not trying to build the biggest media company," Ayers says. "I'm trying to build the most reliable one."

In a world fixated on exits, acquisitions, and superficial numbers, Wayne Ayers is making a wager on something much larger and more impactful: relevance, voice, and ownership.

Company Name: Jolt

PREmail: gary@joltpr.com

Country: New York, USA

SOURCE: Wayne Ayers