getting candid with gut instict media
All images provided by Gut Instinct
living in such a digital age has its’ perks, but so many of us are craving authentic, candid conversations and stories that feel real and tangible. gut instinct media, created by trendsetters and media lovers Natalie McCarty and Stella Violet, is expertly filling the gap. read more about the phenomenal founders and their charming company in our interview below!
1. Gut Instinct is a candid and memorable platform that tells captivating stories whilst expertly analyzing the relationship between media and society. What inspired you and Stella to create Gut Instinct, and how did you two meet?
Natalie: I went to New York University and studied Media, Culture, and Communications. It was there that I really honed in on my specific motivation for conversation, connection, and storytelling. Though I’ve explored storytelling through many mediums—predominantly in the creation of films and scripts, my music with my band, and ballet and dance—I have always had a deep love and affection for writing. My thesis, which I incorporated into much of my studies, focused on how media affects society and, in turn, how society affects the media.
I believe that by creating a space for authentic media, you contribute to a more authentic society—one that encourages candidness, conversation, and true connection.
Funnily enough, Stella and I really cultivated a friendship online. I then reached out to her in November 2023 about my idea to start the company because I knew she was an incredible writer and journalism student at Arizona State University who shared many of the same passions as I do, and I loved her general aesthetic. Truly an iconic woman. No one I would rather be doing this with.
The name Gut Instinct comes from the common phrase“ follow your gut instinct,” which we’ve incorporated into much of our branding. And that’s exactly what I did when I contacted Stella: I followed my gut instinct. Everything I’ve done since then has been based on that. If I instinctively feel it’s the right move, and if Stella agrees, we go forward with it.
2. Your media outlet has a team of staff writers and interns working on it! Why is it important to you to provide spaces for creatives to build their resume and get publishing experience?
Natalie: We truly have a wonderful team, and I’m incredibly proud of the people who have come together to elevate Gut Instinct. I understand how challenging it can be to build a professional resume, especially in creative fields. That’s why creating a space where people can be part of something meaningful while also developing their skills and building a solid foundation for their future careers has always been a top priority for me. The relationships and tenure our team members build with Gut Instinct is an opportunity I’m glad to share, and I’m grateful to be in a position where we can foster that kind of growth.
3. Gut Instinct also opens up submissions to the public. What kinds of stories and voices are you all looking for?
Natalie: Since the beginning of Gut Instinct, we've always encouraged our readers to engage with us by submitting stories they want to hear, pitching original ideas for a position as a staff writer, or reaching out to collaborate as a company. When it comes to partnerships, we seek out candidates who not only align with our brand's mission but also bring something unique to the table. We're particularly drawn to collaborations with female-owned businesses, companies or individuals making strides in sustainability, and, of course, creative minds. We have a special appreciation for entrepreneurs!
4. On Tik Tok Gut Instinct has a pretty large following (over 19k). What sorts of advice would you provide to a media or news company hoping to grow?
Stella: Uplifting your writers and showcasing their talents is the best way to expand your audience online, especially on TikTok.
Natalie: As a publicist outside of Gut Instinct, I definitely feel that my background in PR has given me a solid understanding of how to grow a following and turn hits into genuine engagement and interaction from our audience. Consistency is key, but so is authenticity. It’s important to organically connect with your audience and be an approachable brand—whether that means sharing glimpses into our personal lives or letting people get to know our team as individuals, not just as writers.
If our own team doesn’t have Gut Instinct at the center of their lives, why would our audience want to engage with us? Having a truly passionate team shines through in the content they create individually, and that passion elevates everything we put out as a company.
5. Gut Instinct has also done a few photoshoots! Who does creative direction for this kind of visual content? Where do you draw inspiration from?
Natalie: I am the creative director of Gut Instinct, but so much of what I do is through collaboration. Axel Tamayo, Stella’s best friend who quickly became one of my favorite people on the planet, is our graphic designer, but he also just shot our latest campaign, bringing his unique artistic direction and set decoration to life. From the very first photoshoot, I've teamed up with my friend Lauren Aho consistently, who’s always game to build a set or dive deep into a theme. We've also had the pleasure of working with photographer Ollie Slade for some of our press release images.
I’ve been curating a Gut Instinct Pinterest board since the early days, and it’s become an essential tool we share with all our collaborators to keep everyone aligned with our vision. Shoutout to Pinterest for that! My biggest inspiration, though, has always been rooted in the Sex and the City franchise. We’ve blended my rockstar past with the elegant color palette of SATC—think wine glasses, red lipstick, linen tablecloths at dinner parties, cluttered walls, and plenty of photobooth strips.
6. What’s your favorite part about Gut Instinct, and what’s the most challenging thing about running your own company?
Stella: My favorite part of Gut Instinct is being able to have an honest conversation with myself through my writings. If my words resonate with even one person, I know what we’re doing here is something special.
Natalie: Similar to what Stella mentioned, I truly love having this platform—not just to connect with other creatives and highlight the stories of those we collaborate with, but also as a space to share my voice. As someone who simply loves creating, it’s a passion of mine to write anything at all. But knowing that these articles actually reach people and resonate with them is both encouraging and inspiring. All of the writers we’ve since hired started as readers of Gut Instinct, back when it was just a dream and an outlet we’d write from our bedrooms.
That said, it’s definitely challenging because there’s always a need for something more.
Just when you think you’ve figured something out, that’s usually the signal it’s time to pivot to the next thing. I’m incredibly grateful to have a team of writers I trust, because the content we produce is constant. Right now, we’re aiming for an every-other-day schedule, with the in-between days dedicated to creating bonus content. Expanding our presence on social media is certainly a challenge, but it’s also a lot of fun!
7. What kind of reader would you recommend Gut Instinct to?
Stella: I would recommend Gut Instinct to anyone who is passionate about culture, music, art and fashion with a deeper interest for authentic storytelling. Our writers make sure to remain professional and polished while blending their own experiences and personalities, creating unique and raw material for those seeking thought-provoking journalism.
8. What’s next for Gut Instinct?! Do you have any exciting projects or collaborations coming up?
Stella: We are excited to continue pushing boundaries of storytelling and authentic communication, which is what Gut Instinct is all about. We’re planning to expand our content to explore even more diverse voices and experiences in the future. And, we are working on finding new ways to engage with our audiences on social media, including potential collaborations with influencers, artists, and creatives that align with our brand’s vision. Additionally, we are working on creating more live events like our Gut Instinct Weekender we held this past summer, in the near future.
