JOE was founded in 2015 by Niall McGarry, an Irish entrepreneur who had previously established JOE.ie in Ireland. McGarry saw an opportunity to expand the successful Irish brand into the UK market, aiming to create a digital media platform that would appeal to young British men. The idea was to offer a mix of entertainment, sports, and current affairs content in a fresh, engaging format that would resonate with millennials. Today, JOE is owned by Greencastle Capital, a London-based investment firm that acquired the platform in 2019 from Maximum Media. Based in London, JOE covers a wide range of topics including sports (with a particular focus on football), politics, entertainment, technology, and lifestyle. The website is known for its blend of serious journalism and humorous content, often using memes, videos, and social media-friendly formats to engage its audience. JOE's political coverage has gained significant attention, with the platform producing viral interviews with politicians and commentary on current events. The site also features original video content, podcasts, and interactive elements, catering to a young, digitally-savvy audience across the UK. One interesting fact: A unique aspect of JOE is its rapid rise to prominence through social media. Despite being a relatively new player in the UK media landscape, JOE quickly became one of the most-watched news sources on Facebook in the country. Its political interviews and satirical content have often gone viral, with some videos accumulating millions of views. This success demonstrates how JOE effectively tapped into the preferences of younger audiences for more informal, shareable news content, challenging traditional media outlets in the process.