Soon: The Media Company Showing What’s Actually Happening in SF Tech

On Friday, I had the chance to speak with Patrick McGuire, CEO of Soon, a brand new media company covering technology through the lens of subculture, documenting what’s actually happening on the ground and trying to build a bridge between what’s happening in San Francisco and the rest of us.

It’s no secret that the tech media space is flooded with half-baked, regurgitated takes on the same few topics that seem to cycle every few days. High-quality content created by people who aren’t founders or investors is surprisingly rare. What does exist often pushes audiences to either hate the tech industry entirely or treat it like the second coming of Christ. There’s very little middle ground. As a result, viewers are left without a space that helps them see what’s actually happening inside the industry and form their own conclusions.

That’s where Soon comes in. With videos hosted by Gen Z, San Francisco–based Dagsen Love (a former male model, love to see a career shift), and New York–based producer and editor Zeke Spector, each episode focuses on emerging technology, the people building it, and the culture forming around it.

Patrick and I get into creating content that is honest, the next Soon video coming out on Friday (spoiler: ClawCon in SF!), how the content will differ from media like TBPN and Dwarkesh Patel, and more.

Enjoy the conversation: