Cambodia Investment Review
BAM Media, a Khmer-language digital platform founded by Brett Goulding and Hugues Morel (Hugo), is pursuing rapid international expansion as it seeks to become the world’s leading Khmer-language media network. By combining short-form video with an advertising-driven model, the company aims to connect Cambodia’s young population with diaspora communities worldwide, while offering brands integrated, story-driven promotion.
Building A Global Khmer Community
BAM’s growth strategy is already producing results. The platform has built a following of more than 9,000 in Sydney, Australia, and is targeting similar engagement in cities such as San Francisco and Paris. Co-founder Brett Goulding said the mission is to unite Khmer-speaking audiences across borders through content that feels both authentic and accessible.
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“BAM is for every Khmer-speaking person, of any age, anywhere in the world,” Goulding told Cambodia Investment Review. “Our content ranges from popular culture to human-interest stories, and the ambition is to create a single platform where Khmer speakers — whether in Phnom Penh or Paris — feel connected.”
Co-founder Hugues Morel (Hugo) added that the diaspora dimension is a critical part of BAM’s growth. “There are millions of Khmer speakers living outside Cambodia who want to stay connected with their roots,” Hugo said. “By producing content that speaks to both local and global audiences, we are creating a bridge that strengthens cultural identity while expanding our market reach.”
Advertising Model Anchored In Engagement
The company’s business model is straightforward: produce engaging content that people enjoy, monetize through advertising, and reinvest in content creation. Goulding described it as a “timeless” approach that has proven adaptable to the digital era.
“It’s simple — we create content people love to watch, which opens the door for advertisers,” he said. “Initially we aimed at Gen Z, but the data shows our content appeals across all ages. Cambodia is unique, with 83% of the population under 45, so our reach naturally extends across a large share of the demographic.”
Hugo emphasized the efficiency of digital distribution. “Because we work through social media platforms, we get real-time insights into who is watching,” he explained. “This makes it easy to fine-tune content and advertising, ensuring value for both our viewers and our partners.”
Competitive Edge Through “Synergy”
Both founders highlight BAM’s focus on “synergy” — integrating multiple elements into a single story — as its differentiator. Instead of relying on traditional ads, BAM designs content where promotion becomes part of the viewing experience.
“For instance, we might interview a pop star while test-driving a new car,” Goulding explained. “The audience learns about the celebrity while experiencing the product. It’s entertainment and promotion rolled into one seamless story.”
Hugo added that this approach helps brands build trust. “Viewers don’t want their content interrupted by ads,” he said. “By embedding products into authentic storytelling, we create a win-win: advertisers get exposure, and audiences get entertainment without disruption.”
Riding The Short-Form Video Wave
With global media consumption shifting to short, fast, and digestible formats, BAM is aligning its strategy with industry trends. The company is also expanding into new segments, including a culinary series where hosts visit everyday Cambodians in their homes to film them cooking their favorite dishes — a format that blends food, lifestyle, and cultural storytelling.
“Convenience drives today’s viewing habits,” Goulding said. “Short-form video is where the audience is, but the fundamentals of business don’t change — success still depends on being better than the competition.”
Hugo believes BAM’s cultural approach gives it an advantage. “Cambodia has incredible stories to tell, from its food to its people,” he said. “By packaging that into high-quality, short-form content, we are not just chasing a trend — we are setting a standard for Khmer-language media globally.”
Positioned For Scale
By combining advertising revenue, diaspora engagement, and innovative storytelling, BAM is positioning itself for long-term scale. The co-founders see their platform as not only a commercial opportunity but also a cultural bridge for Khmer-speaking communities worldwide.
“Our focus is on delivering a superior product that resonates with audiences and partners alike,” Goulding said. “If we keep doing that, BAM will grow into the global leader in Khmer-language media.”
