We are delighted to welcome Jorvik Media as an official partner of Shared York CIC — a collaboration that strengthens our commitment to building a more connected, creative and community-centred York.

  In this spotlight, we speak with Miss Yani Lin, Director of Jorvik Media, whose work as a content creator, storyteller and digital influencer is reshaping how York is represented to audiences both locally and globally.

  Yani explains. “York is a city with extraordinary heritage, but it is also a living community full of independent voices, small businesses and creative talent. Our aim is to shine a light on those voices, making sure residents feel seen, valued and at the heart of the city’s identity.”

Founded in York, Jorvik Media specialises in digital storytelling, cultural promotion and visual content that celebrates place, people and experience. Through short-form media, community features and heritage-based creative projects, the company has built a rapidly growing following — particularly among younger residents and international audiences seeking an authentic understanding of York beyond traditional tourism narratives.

“Shared York CIC’s mission resonates deeply with us,” Yani continues. “Their work shows that culture does not need to be grand or exclusive — it can be intimate, local, and rooted in everyday community life. We believe media should also function this way: accessible, uplifting, and centred around belonging.”

Yani’s own story reflects this vision. With experience bridging Eastern and Western cultural audiences, she has developed a distinctive voice in community media — one that brings together creativity, social awareness and a strong commitment to wellbeing. Her work emphasises mindful engagement with place, encouraging residents and visitors alike to slow down, notice beauty in their surroundings, and appreciate York’s layered identities.

Through our partnership, Jorvik Media will collaborate with Shared York CIC to document community events, highlight local creatives, amplify neighbourhood stories, and develop digital content that promotes inclusive cultural participation. This partnership will also support Shared York’s ambition to offer more mindful alternatives to mass tourism, guiding visitors toward experiences that celebrate York’s culture without placing additional strain on residents.

  We extend our warmest thanks to Jorvik Media for joining us in this shared mission. With their expertise in storytelling and digital engagement, we look forward to creating media that not only celebrates York’s heritage, but strengthens connection, wellbeing and belonging across the city.