Connecting with Bill Sobel

Justin Hendrix is a man of many interests — media, Americana music, space news … oh, and he plays the banjo. But the real story is that he is executive director of the NYC Media Lab, where he "helps companies discover."

The NYC Media Lab "connects technologists in digital media and technology companies with bright minds in New York City's universities" to drive innovation and talent development. A public-private partnership launched by the New York City Economic Development Corp., Columbia University and New York University, the Lab hosts events and seeds projects "to foster collaboration across a range of disciplines core to the future of media."

With an impressive roster of corporate members — HBO, Time Warner Cable, Hearst, AT&T, Verizon, News Corp. and NBCUniversal — the Lab is designed to spur innovation. More specifically, in its own words, "generate fresh thinking that creates value through research, prototyping, knowledge transfer, talent development, and human relationships."

The Evolving Media Landscape


Hendrix writes and speaks on media and innovation. He holds a BA from the College of William and Mary and a Master of Science in Technology Commercialization from the McCombs School of Business, University of Texas at Austin.

After providing a tour of the Lab's headquarters in Brooklyn, he sat down with us to share his insights.

Sobel: Before your relationship with the media lab you were vice president, business development and innovation for The Economist Group in the Americas, where you directed the group's innovation process, including prototyping, testing and commercializing new digital media business concepts. How did that lead you to your current role?

Hendrix: I spent a dozen years at The Economist, where I had roles ranging from directing brand marketing and communications to running the thought leadership events business. I was always fascinated by digital media and the opportunities to extend The Economist brand into mobile, social and video, and had the opportunity in these roles to experiment a great deal. When I took the role of VP, Business Development and Innovation, the company was experimenting with launching new lines of business, particularly to take advantage of opportunities in digital.

In this role, I had an opportunity to learn and practice innovation theory and methods. I had the unique chance to work with the great thinkers at Innosight, the innovation consulting firm founded by Harvard Business School professor Clay Christensen, to develop a methodology to generate and test new prototype business concepts. I also completed a master's degree in technology commercialization, which focused on technology management, new venture strategy and innovation.

Along the way I came across NYC Media Lab and reached out to the founding Executive Director, Roger Neal, to learn more about what seemed like a truly unique effort to connect media companies with promising new technologies by working with New York City’s universities. A few months later, I was working for him as the second employee of this startup public-private partnership. When the opportunity to lead the Lab’s next stage of development came up, I was thrilled at the chance to take on the task.

Sobel: How did the Lab get started, who is involved and how is it funded?

Hendrix: NYU Polytechnic School of Engineering is the administering institution for NYC Media Lab and our offices are in the Metrotech Center in Brooklyn, where we sit nearby to the electrical engineering and computer science departments as well as the Media and Games Network facility or MAGNET, which includes faculty and programs from across NYU. NYC Media Lab was started by a consortium including NYU Poly, Columbia University and the New York City Economic Development Corporation, which provided seed funds for the Lab through a donation from Time Warner Cable.