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Nino Ruef (born May 28, 1996, in Bern) is a Swiss-French actor, filmmaker, musician, entrepreneur, and innovator.
From a young age, Nino was a natural entertainer. He began music lessons as a child and, at age 10, was cast in the main role of the legendary William Tell open-air theatre in Interlaken. After two seasons of acting and singing before live audiences, he embarked on his own projects, founding his first company, Time Studios Entertainment (formerly TimeStudiosCH), in his father's basement near Interlaken.
Around this time, YouTube emerged on the internet. Nino was among the first Swiss creators to use the platform, eventually monetizing his content and other social media channels. Recognizing the growing importance of social media, he founded the Nino Ruef Group in 2013 (now Payback Media Group), focusing on management and advertising to support international companies and events in optimizing their online and offline presence.
As YouTube gained popularity, Nino worked both in front of and behind the camera, filling a gap when few understood how to succeed on the platform. At 16, he dropped out of high school to fully pursue a career in media, concentrating on directing and editing videos and taking on larger projects. This led to roles in journalism, including heading the video team at the online magazine Journal B and, in summer 2015, serving as Partner and Executive Director of Video for Europe's largest social content creator, LikeMag. Despite these roles, entertainment remained his primary passion.
Shortly after leaving high school, Nino collaborated with several prominent European artists, hired based on his impressive online work. He produced multiple videos and the Origins Number 1 Album Bonus DVD for the folk metal band Eluveitie. For 77 Bombay Street, he acted as Creative Director, touring globally with the band for nearly a year. He also spent a month touring Europe on the Game Day Tour with the rock band The Baseballs.
In 2015, Nino and partner Shannon Staller launched the label Payback and began producing their own films. Their first production, Lonely Weekend, won the jury prize for Best Short at Germany's Weekend of Horrors, Europe's largest horror festival.
Since then, Nino has frequently been invited to lecture on filmmaking, video production, social media, and related topics, delivering talks at institutions such as Zurich University of Applied Sciences and the esteemed Euroforum.
At the end of 2016, Nino and Shannon Staller established the Payback Media Group, which assumed all ongoing projects from the former Nino Ruef Group. Since January 2017, the Payback Media Group has operated its own production studios near Europe's largest waterfall, the Rhine Falls, providing facilities for film, photography, and recording productions.
