Social Media and talent agency The Social Lemon has appointed ex-Social Chain MD Christian Grobel as its new president and COO.
Grobel said: “The Social Lemon is a first-mover in the fast growing creator economy and I’m excited to join to help accelerate its incredible growth. I’m excited to join forces with Dean Lemon again after our time together at Social Chain and to help take The Social Lemon into new markets and new growth opportunities.”
Grobel is The Social Lemon’s second high-profile appointment from the Steven Bartlett-founded Social Chain. In 2023, the firm also swooped for Will Pell, SocialChain’s former editor-in-chief and content lead, who joined as the agency’s senior social media manager.
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Social Lemon founder Dean Lemon is himself a former Social Chain staffer. Lemon founded and served as head of brand for Social Chain offshoot Music Life, an online music publisher with around 500m monthly views, from 2017-2020. Earlier this year Lemon returned to his old hunting ground, acquiring Music Life and lifestyle site The Life from his former employer for The Social Lemon, and bringing around 7.5m new followers to his latest venture in the process. Both media brands continue to operate under their established names, ensuring continuity for their audiences while introducing new strategies to grow their influence further.
Lemon, now based in Los Angeles, said: “Working closely with Christian throughout the acquisition process made it clear that he not only shared our vision for The Social Lemon, but brought a level of experience and ambition that aligns perfectly with where we’re headed. Reuniting after our time together at Social Chain feels like a natural next chapter, and I’m genuinely excited about what we can build together as we push into new markets and scale the business.”
Since launch in 2020, The Social Lemon has become a leader in creator-focused strategies, generating seven figures in annual revenue. The agency specialises in helping top creators monetise their digital presence, often guiding them towards “six-figure monthly revenues” through diversified income streams.
