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- By Tribal Business News Staff
- Indigenous Entrepreneurs
The publisher of Tribal Business News and Native News Online has launched Native StoryLab, a new division offering Indigenous storytelling and strategic communications services for tribal businesses and organizations.
Grand Rapids, Mich.-based Indian Country Media, LLC created the division to help tribal entities and allies develop culturally relevant marketing strategies targeting Indian Country.
“Native StoryLab represents a natural evolution of our work and our audience reach in Indian Country,” said Co-founder Levi Rickert, a Prairie Band Potawatomi Nation member. “We're now helping organizations effectively communicate their own narratives with authentic Indigenous perspectives.”
The division builds on the company's news platforms, which reach over 5 million readers, according to the company.
Brian Edwards, co-founder Indian Country Media and a longtime publisher, said Native StoryLab addresses growing demand the company has identified.
“In today's environment, every organization needs to think like a media company,” Edwards said. “Native StoryLab offers clients the same storytelling expertise and audience-engagement strategies we've used with our publications.”
While Indian Country Media is formally launching Native StoryLab now, the company has previously provided marketing services to organizations including the National Center for American Indian Enterprise Development, the National Indian Health Board, and Native-owned businesses like Mshkawzi Law and Little River Holdings.
The division will also focus on sponsored content through its own brands and in collaboration with other Native media outlets, creating new revenue opportunities for Native-led publications.
“We see this as an opportunity to invest in the broader Native media ecosystem,” Rickert said. “By partnering with other Native outlets, we're helping amplify trusted voices while sharing the economic benefits.”
Services include sponsored content creation, podcast and livestream production, social media management, and marketing campaigns.
Kristen Lilya, an enrolled member of the Bois Forte Band of Chippewa, will serve as senior producer and client services executive.
“We don't just understand Native audiences—we are the Native audience,” Lilya said. “We know what resonates, what matters, and what feels authentic—because these are our communities and our stories.”
