Creating More Than Content: Xo Studios Vision for Merthyr

Amy Normanton, Founder of Xo Studios

Nestled in the heart of Merthyr, Xo Studios is more than just a content space, it’s a vibrant, creative hub driven by community, vision, and a passion for helping businesses of all sizes shine. Opening its doors in April 2025 by Amy and her husband, Xo Studios was built on the belief that every business, no matter how big or small, deserves access to high-quality, professional content.

Amy, who has a long-standing background in social media, has always had a knack for digital storytelling. Her journey started young, becoming a mum at 19 led her into the world of network marketing, where she quickly realised her love for social media. Since 2018, Amy has worked as a self-employed social media manager and also held a full-time role with the local council managing their digital presence. That experience sparked a bigger vision, one that led her to open Xo Studios.

“I wanted to bring something special to Merthyr,” she explains. “A space where small businesses could create the same quality content as big brands but also somewhere that could host events, bring people together, and build a real sense of community.”

The result? Xo Studios, a stylish, modern, and welcoming content studio where brands can shoot campaigns, host social media sessions, or bring ideas to life. Since opening its doors in April, the business has already seen rapid growth. Within the first three weeks alone, the studio was fully booked - a major achievement for a new business.

Inside Xo Studios

What sets Xo Studios apart is its versatility. With a variety of backdrops and set design enhancement - from clean, minimalist looks to styled, lifestyle-inspired setups - the space is designed to suit all kinds of branding and creative needs. Equipped with professional lighting, tripods and other essential content tools, clients can bring their own photographers or simply use a smartphone to capture the content. Whether you’re launching a product, filming a reel, or capturing special moments, Xo Studios provides the flexibility to make your vision a reality. 

Because of this adaptable setup, the studio attracts a wide-rangeing audience, from seasoned business owners and content creators to first-time founders and content novices. It’s an inclusive, welcoming space for anyone looking to produce unique, high-quality visuals, regardless of experience or industry. 

Xo Studios client list reflects that diversity. From permanent jewellery brands and bridal shoots to swimwear lines, influencers and wellness entrepreneurs, the space caters to a broad mix of creatives and professionals. Beyond content creation, it also hosts events like bridal prep mornings, launch parties, and wellness sessions. The space to hire is available through flexible packages ranging from 1 to 10 hours on their website. 

Versatile offerings with stunning natural light

Despite the early success, launching something so innovative hasn’t come without challenges. “Explaining what we do can be tricky – it’s such a modern concept that people don’t always understand it right away,” says Amy. To help bridge the gap, Amy is dedicated to perfecting the studio’s tone of voice along with their marketing strategy to ensure they continue to grow and reach the right audience.

Amy’s proudest moment so far? “People booked before I even had the keys. That trust in my vision meant everything. And seeing people travel from outside Merthyr just to use the studio – that’s when I knew we were onto something special.”

As Xo Studios continues to grow, its mission remains clear: empower local businesses, provide a professional creative space, and build a community-first business that Merthyr can be proud of.

Follow Xo Studios on Instagram @xostudio__ or book your next shoot or event at https://xo-studios.as.me/schedule/bc06f781.