SoSoActive is a Dallas-based interactive media company founded in 2011 that creates millennial-focused content across entertainment, culture, fitness, family life, and politics. The platform combines social music technology with lifestyle journalism, providing an engaging community space where users participate in cultural conversations rather than passively consuming content.
Ever scroll through generic news feeds and feel like something’s missing? You’re not alone. SoSoActive launched in 2011 as an interactive media company addressing exactly that gap, focusing on millennials who want genuine cultural conversations over viral clickbait. The platform has grown to over 2 million engaged users who prefer depth over superficial interactions.
Founded by music industry veteran Kelland “K-Diamondz” Drumgoole, this Dallas-based company isn’t trying to be everything to everyone. Instead, it’s built something different: a digital space where entertainment meets activism, where music news sits alongside political commentary, and where your voice actually matters in the discussion.
This article breaks down what makes SoSoActive tick, who it serves, and why it’s carved out a loyal following in today’s crowded media landscape.
What SoSoActive Actually Does
SoSoActive specializes in interactive marketing, music marketing, social media marketing, and advertising, with particular emphasis on mobile music technology. But that technical description doesn’t capture what you’ll actually experience on the platform.
Think of it as a multi-topic publishing hub that covers your entire lifestyle. The company provides content including entertainment, culture, fitness, family, and political opinions, primarily targeting the millennial generation. On any given day, you might find articles about emerging sports betting trends, mental health strategies, new music technology, or political analysis written for people who want context, not just headlines.
The platform maintains a daily publishing schedule despite operating with a modest team of 2-10 employees. This small but focused approach lets them stay nimble and responsive to what their community actually wants to read about.
Who Founded SoSoActive and Why
Kelland “K-Diamondz” Drumgoole started his career interning with TVT Records, promoting acts like Lil Jon and The Eastside Boys, Sevendust, and Pitbull at college parties. He holds a B.A. in History from the University of Arkansas at Pine Bluff and brought over ten years of music and interactive marketing experience to the company.
His background explains SoSoActive’s DNA. It’s not run by tech executives trying to capture demographics—it’s led by someone who understands music culture from the ground up and knows how to connect with audiences authentically.
Azah Falletehan plays a key creative role behind the platform’s success, known for her music mindset and sharp eye for trending topics while helping curate content and drive artist collaborations.
Content That Covers Your Whole Life
SoSoActive doesn’t make you choose between being interested in fitness or politics, music or family life. The platform recognizes that real people care about multiple things.
1. Entertainment Coverage
The platform offers exclusive artist interviews alongside thought-provoking social commentary. You won’t just read about what’s trending—you’ll understand why it matters and how it connects to broader cultural movements.
2. Music and Technology
SoSoActive covers breaking music news, including start-ups, mobile music applications, artist updates, interviews, product reviews, and interactive marketing tips. The annual revenue reached $3 million in 2024, showing sustainable growth in this niche.
3. Fitness and Wellness
Articles approach health holistically. You’ll find workout advice, but also discussions about how sleep affects your mind or how to build sustainable wellness habits that fit your actual schedule.
4. Political Commentary
This is where SoSoActive takes a clear stance. The platform shares progressive viewpoints on social justice, global affairs, and political developments from a millennial perspective. It’s not trying to be neutral—it’s giving voice to a specific generation’s values.
How SoSoActive Compares to Competitors
CB Insights lists SoSoActive alongside millennial-focused outlets like Bustle, Deadspin, and NowThis. But there’s a difference in approach.
While larger competitors chase scale and funding rounds, SoSoActive has stayed bootstrapped and focused. The company has not raised any funding rounds and has no institutional or angel investors. This independence means they answer to their community, not venture capitalists.
Major competitors include Axios, TechCrunch+, and Mic. These platforms typically specialize in one area, such as tech news, political analysis, or lifestyle content. SoSoActive’s strength lies in refusing to specialize, instead mirroring how actual millennials live their lives across multiple interests.
The Interactive Difference
The word “interactive” in the company name isn’t marketing fluff. Unlike traditional social media platforms that prioritize algorithmic content distribution, SoSoActive functions as a curated digital hub where meaningful conversations about music, culture, lifestyle, and social issues take center stage.
Users can comment, submit guest posts, and participate in discussions that shape future content. Recent performance metrics show the community engages at three times the rate of similar digital platforms, proving people show up when they feel heard.
Social media extends this engagement. The #SoSoActive trend on Twitter fuels discussion with memes, commentary, and shoutouts from both fans and artists, with users following for sneak peeks, Q&As, and surprise influencer events.
Mobile Experience and Technology
The SoSoActive app brings content to your fingertips with mobile apps built for speed and style, offering seamless navigation and personalized content. You’re not adapting to clunky interfaces—the platform adapts to how you actually use your phone.
Platform features include real-time entertainment updates and interactive media with everything from playlists to polls. It’s already recognized as among the best mobile music apps entering 2025.
Who Actually Uses SoSoActive
The target audience is clear: millennials (born roughly 1981-1996) and older Gen Z users who grew up with the internet but remember life before smartphones dominated everything. These are people who value authenticity over influencer culture, substance over sensationalism.
You’ll find the platform appeals to:
- Urban professionals balancing career and personal interests
- Parents navigating modern family dynamics
- Music enthusiasts who want industry insights, not just playlists
- Socially conscious individuals who want political content that respects their intelligence
Geographic focus centers on the United States, though the platform attracts international readers interested in American millennial culture.
Challenges and Criticisms
No platform is perfect. Some critics say SoSoActive leans too much into trends or lacks depth in certain features. With a small team producing daily content, maintaining consistent quality across all topics presents real challenges.
Competing in news and entertainment puts SoSoActive head-to-head with larger, better-funded players like NowThis, Bustle, and Vice. These competitors have resources for video production, investigative journalism, and distribution partnerships that smaller platforms can’t match.
The platform’s progressive political stance also means it’s not trying to appeal to everyone. If you’re looking for politically neutral content, this isn’t that space.
New Direction and Innovation
The roadmap includes improving digital innovation with AI-based personalized recommendations, enhancing company performance, and scaling fan engagement using smart technology. These aren’t just buzzwords—they’re practical steps toward making content discovery more relevant to individual users.
The focus remains on expanding interactive tools, video content, and community spaces while maintaining what makes the platform special: genuine connection over metrics manipulation.
Why SoSoActive Matters in 2025
The platform’s success demonstrates that users are hungry for values like human connection over engagement metrics, education over entertainment, and community health over profit maximization.
In a media environment designed to keep you scrolling but never satisfied, SoSoActive offers something different: a place where the conversation matters more than the click. Where your interests aren’t data points for advertisers, but the actual focus of content creation.
For millennials tired of algorithms deciding what they see, this platform represents an alternative. It’s not perfect, and it’s not trying to replace your entire media diet. But for people who want depth, diversity, and dialogue in their digital content, SoSoActive delivers exactly what it promises.
