MindGeek, the parent company of adult entertainment platforms including Pornhub and Brazzers, has rebranded as Aylo. This change follows its acquisition by Ethical Capital Partners (ECP) in March 2023, with ECP partner and VP Solomon Friedman detailing the rebranding in an exclusive interview with XBIZ.

Rebranding and New Identity

The rebranding of MindGeek to Aylo is described as the next step for the company. Solomon Friedman, a partner and VP at Ethical Capital Partners (ECP), stated that the decision to rebrand stemmed from feedback from employees, stakeholders, and partners who indicated the company needed a new identity. Friedman noted that the new identity is not intended to erase the past but reflects the company's current public-facing nature, which requires a new public identity.

Regarding the new brand name, Friedman explained that "Aylo" was chosen because it is not a word found in the dictionary with a pre-existing meaning. This allows the company to define Aylo as synonymous with world-class adult platforms, trust and safety, diversity and inclusion, and free expression. Aylo is powered by the same individuals who developed MindGeek's technology, trust and safety suite, and cultural identity. However, Aylo aims to engage publicly and openly with the adult industry, content creators, NGOs, and advocacy organizations, aligning with core values of trust and safety, diversity and inclusion, and free expression.

ECP, an Ottawa-based private equity firm, acquired MindGeek and its subsidiary companies and assets in March 2023. At the time of the acquisition, Friedman spoke to XBIZ about ECP's intention to increase transparency, foreground content creators, and involve them in consultations regarding policies and practices. These themes were reiterated by Friedman as core components of the Aylo rebrand.

Leadership and Company Values

Solomon Friedman, based in Canada, brings a background as a trial and appellate lawyer, legal author, and adjunct law professor to his role at ECP. He clerked for a Canadian Supreme Court justice, is certified as a specialist in criminal law by the Law Society of Ontario, and has provided testimony on criminal, regulatory, and constitutional law matters before standing committees of both the House of Commons and Senate in Canada. Friedman is also an ordained rabbi.

ECP's acquisition of MindGeek was announced on Thursday, March 17, 2023. Friedman, a criminal defense lawyer and founding partner of Ottawa-based ECP, stated that MindGeek, headquartered in Luxembourg and operating out of Montreal, would usher in a new era of transparency. He emphasized that ECP's team is public, transparent, and accessible, advocating for a new approach in the industry to address stigma and shame.

The Aylo website will prominently feature its platforms, including marquee brands like Pornhub and Brazzers, demonstrating the company's public engagement as their operator. Friedman indicated that this approach signifies a move towards greater openness and transparency. He also noted that the owners of Aylo, Ethical Capital Partners, are publicly identified and speak openly about their work, contrasting with previous descriptions of large adult industry companies as "shadowy."

Regulatory Engagements and Industry Context

On December 7, two representatives from Ethical Capital Partners (ECP) testified before the Canadian Radio-television and Telecommunications Commission (CRTC). Solomon Friedman and law student Kate Sinclaire argued on behalf of ECP, the firm that owns Pornhub, Youporn, and other pornographic websites. They contended that internet pornography platforms should be exempt from promoting and funding Canadian Content (CanCon) under the Online Streaming Act.

Sinclaire, who has worked as a producer and director in the Canadian adult industry for approximately 15 years, stated that she has been making adult CanCon for a significant portion of her life. Friedman and Sinclaire argued that if adult sites are subject to regulation, then pornographers should have access to government funding. Friedman stated that if the adult industry is regulated and required to make contributions, it must also be able to access the benefits. The Online Streaming Act mandates major streaming platforms to fund Canadian content and promote government-approved Canadian content creators through algorithm adjustments.

MindGeek's rebranding to Aylo occurred amidst a series of lawsuits from individuals alleging that the company's former owners profited from revenge porn, rape, and child sex trafficking uploaded to the site without adequate checks and balances. MindGeek has faced accusations of profiting from videos of rape and child abuse, and is involved in civil class action lawsuits in the United States concerning sexually explicit videos of teenagers and children uploaded to its websites.

Key Facts

  • MindGeek has rebranded as Aylo following its acquisition by Ethical Capital Partners (ECP).
  • Solomon Friedman, partner and VP at ECP, announced the rebranding and detailed its rationale to XBIZ.
  • ECP completed the purchase of MindGeek and its assets in March 2023.
  • The new name, Aylo, was chosen to be defined by the company as synonymous with world-class adult platforms, trust and safety, diversity and inclusion, and free expression.
  • Aylo will continue to operate marquee platforms such as Pornhub and Brazzers, with a focus on public engagement and transparency.
  • ECP representatives, including Solomon Friedman, testified before the CRTC in December 2023 regarding the Online Streaming Act and Canadian content regulations for adult platforms.