ABOUT

A shift is coming.

LLMs will be more accurate than your associate, more accurate than most analysts at your fund. At that point, media, brand, creative and culture are all that matter.

The next great GP isn't going to come from great analysis. AI is a world of sameness—the same models, the same dashboards, the same data. The one that wins understands culture, and knows how to support the builders shaping it.

Having spent his early career in Venture Capital, James Joseph-Mills moved to building a cultural institution at Garage Museum & Magazine with Dasha Zhukova, before joining Vice Media as part of the conglomerate's acquisition. With a career defined by the intersection of culture and capital, James went on to raise capital for a media business that saw substantial growth during the COVID era.

The ability to maintain a meaningful differentiator is shrinking fast. Finance, legal, and SaaS are facing a fundamental shift in how they operate, retain, and grow. For potentially the first time in history, all three industries need to put culture front and centre—not as a marketing function, but as a core operating principle.

CFOs mandating platforms across entire firms aren't choosing on features anymore. They're choosing on trust, familiarity, and which brand feels like it belongs in their world. This idea is what product-culture fit looks like. Product-market fit isn't enough anymore.

Moatt Capital is a media-first firm connecting capital to culture. We focus on deal origination, strategic advisory, and brand building.

Taste is the new Moatt.