Nikki Ogunnaike is the Editor in Chief of Marie Claire US. She has previously held roles at Harper's Bazaar, GQ, ELLE, Glamour, InStyle, and Vanity Fair. You may also recognize Nikki from her time as the host of Snapchat’s Online, IRL and IGTV's The Run Through.
Seven years into her career, much of Alex Cooper’s lore has been well documented. But for those who don’t know, a quick rundown: the former Division 1 soccer player turned"Call Her Daddy" podcaster and Unwell founder, got her start at Barstool Sports with a co-host who, in a much-publicized and contentious breakup, eventually broke off to do her own thing.
Unexpectedly—or now that I’ve spent more than an hour getting to know Cooper—perhaps expectedly, we’d have to switch courses at the last moment to something more Cooper’s speed. “I do think anyone around me in business would say, Alex Cooper is tough to work for because she will not bend if it does not make sense for her and her brand and her audience,” Cooper, 30, tells me during our interview, speaking about her management style.
Something Cooper said has stuck with me, and I replayed in my head for days after we spoke. “I don't think we've cracked the code on how to embrace and celebrate and trust women who are running companies or who are leaning into the fact that they are a boss and or an entrepreneur,” Cooper says. I think she’s right. The environments we have to work in don’t always allow for women to fully show up as their complex, nuanced self.
We already have these long, deep conversations on"Call Her Daddy," sometimes fun, sometimes intense, but I was trying to think, how do I literally be a part of their lives every single day? And I like to pregame with my friends to music. When you're working out, when you're in college, when I was studying for a test, I was a music person.
Building this media company—I did not go to school for this. My husband being my business partner, I think people are probably like,He is handling a different side of the business. I am mostly all creative and he is handling the brand partnerships and the IP extensions and all of the things that are really business heavy.
I think they would say, I have very high expectations for people, but that's because I have very high expectations for myself. I also recognize that everyone needs to look out for themselves. I can help in any capacity, my door is always open in that sense. I hope someone at my company eventually starts a company that is a competitor of mine. If you're not trying to take my job, then I don't want you at the company.
Work ethic. There's so much oversaturation of content creators right now, and it's so incredible to see the way that TikTok has allowed for people to amplify their voices and to create content, but I genuinely believe long form content will always be the thing that moves the needle and that will have lasting power. The creators that I'm seeing thrive at my company are the ones that are having input in the edit process, in the pre-production, in the post-production.
Alix and Madeline are such different creators. With Alix, it’s interesting to think about her in a long-term format. You don't want to change Alix Earle, you want to help her amplify and also, if anything, expand and show people more of her and she's now being able to talk about more sincere topics. The podcast has enabled her to feel like she doesn't have to be as performative in moments and she can genuinely get down to what's going on that week.
I have been on many shows—not to put other shows down—but the host is looking five inches to the right of my head and reading a teleprompter and asking me questions. It's very dehumanizing. Almost like,. Oprah was really the first person that was actually listening and sitting and having these in-depth conversations.
Totally. I want to ask you a question that you asked Jojo Siwa. Why do you think people on the internet have such strong opinions about you?
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