What we do

Data-Driven Storytelling in a Platform-Centric World

Audiences are online, on smartphones, on Facebook, Instagram and YouTube. And these audiences aren’t using a TV Guide to find the good stuff anymore, they’re getting content suggested by highly sophisticated algorithms. Such new video watch experiences and ways of content discovery require new kinds of storytelling, content formats and production workflows. Underknown shows are tailored to this new world and thrive in it.

What we do

We use data science and workflow innovation to incubate and produce captivating video storytelling for social media and as a proving ground for TV and film. We currently produce content for half a dozen web series on a daily basis.

Who cares?

Our underknown stories, hypothetical possibilities, extraordinary creatures and amazing facts have been watched for more than 1 billion human minutes (that’s almost 2,000 years.)

What we offer

We provide storytelling, native advertising, social testing, story insights, IP development and production services to media companies, brands and film studios. We master social video platforms, work with us!

Our Story

Underknown is run and managed by Backyard Media Inc. which was founded in 2017 by serial entrepreneur Steve Hulford and Raphael Faeh out of the frustration that viral video content on social media did not feature stories in the humanities. Early testing of story ideas led to viral success through data analysis, audience segmentation and targeting. Driven by this insight into opportunity we embarked on what has now become Underknown, one of the largest science and nature video networks on Facebook with over 8 million total followers.

Core Team

Steve Hulford

Founder and CEO

A serial entrepreneur in digital media with a record of success (2 companies sold) in consumer entertainment, data analytics, content crowd-sourcing, and video production.

Raphael Faeh

Head of Product

Responsible for product, design and incubating new formats. Startup-proven creative technologist, designer, and data scientist.

Peter Schmiedchen

Head of Video

Leads our amazing video production team. Over 25 years experience in all aspects of television, radio, and online production.

Gary Fearnall

Head of Sales & Partnerships

Relentlessly curious and passionate connector, growth & strategy adviser. Runs our growing sales and partnerships programs.

Get in Touch

We are always looking for passionate freelancers to help in the storytelling process (either written or in video format) that can help us produce our shows. Use the contact form to get in touch if this is something that interests you. We are also looking for people around the world to join our stringer network. These are our collaborators in the field and all over the world that can shoot b-roll, set up live video feeds, or supply photos/videos of hard-to-reach stories and locations.


Snail Mail:

Underknown / Backyard Media Inc.
2238 Dundas Street West.
Toronto, Ontario
M6R 3B5