Abi brings over two decades of experience in live-streaming, online video content production and commercial innovation across fashion, music, gaming, sport, culture, and broadcast. At M2A Media, Abi leads the development of strategic commercial partnerships, helping drive the company’s global expansion and bringing new value to rights holders, broadcasters, and platform partners navigating the future of live and on-demand video. Previously, as Chief Commercial Officer at JACKSHOOT, she oversaw complex live broadcasts for some of the world’s most iconic institutions and brands, including BAFTA, the Royal Opera House, the BRIT Awards, Harrods, TikTok, Meta, and the Royal Household.

Known for her strategic vision and creative-commercial leadership, Abi has repeatedly delivered breakthrough moments in the evolution of live online broadcast — including consulting on the development of YouTube Live, TikTok’s first professional multi-cam live stream, Instagram’s first UK multi-cam production, and Facebook’s first live stream in HD. Her career is defined by high-pressure delivery, team-building excellence, and her ability to create new revenue models around emerging technology. Her experience with DRM and security of content over the public internet began with the earliest iterations of the technology and continued throughout some tent pole moments for high value video online. 

Abi Hemingway is an active member of Rise Women in Broadcast and was nominated for a RISE Award in 2023.