Entrepreneur and "The Diary Of A CEO" host Steven Bartlett has partnered with global brand and entertainment platform Authentic to launch OBSN, a new strategic venture. OBSN aims to transform large creator audiences into enduring media companies and consumer brands, backed by an impressive commitment of up to $400 million for investment in creator businesses.
What is OBSN?
OBSN, short for "Obsession," combines Bartlett's expertise from Steven.com in creator and audience growth with Authentic's extensive global capabilities. Authentic brings strengths in brand building, licensing, product development, strategic partnerships, and distribution to the partnership.
The venture is designed to provide creators with the essential infrastructure and expert guidance needed to expand their enterprises far beyond traditional content creation. At its core, OBSN will operate a creator-economy platform offering news, insightful analysis, and live experiences. This platform is already live and boasts over one million followers on Instagram, with plans for expansion into additional content formats, channels, and even live events such as festivals and official awards.
Investing in the Future of Creation
Bartlett emphasized OBSN's commitment to directly investing in promising creator-led businesses. "The next generation of global media companies and consumer brands will be built around creators," Bartlett stated. He added, "But a global audience of millions is not yet a company, and it certainly should not be the ceiling of a creator’s potential." OBSN plans to deploy up to $400 million into these businesses over the coming years.
The partnership strategically merges the strengths of both organizations. Steven.com focuses on media, technology, data, and audience growth, while Authentic contributes its unparalleled expertise in building and scaling brands on a global scale.
Creators as Multi-Generational Brands
Matt Maddox, President and CEO of Authentic, highlighted the growing influence of creators in media and entertainment. "Creators are redefining media and shaping the future of entertainment, with many poised to become multigenerational brands in their own right," Maddox commented. He noted that OBSN would actively identify, invest in, and scale creator-led intellectual property, recognizing this as a significant shift in the creator economy.
Every OBSN partnership will be uniquely tailored to individual creators, potentially encompassing a wide range of support, including media expansion, consumer product development, licensing deals, strategic alliances, direct investment, and international market growth.
Authentic currently manages a portfolio of over 50 brands and operates across more than 150 countries through a vast network of over 1,700 licensees and strategic partners. The company reports that its portfolio generates more than $38 billion in annual systemwide retail sales, underscoring its significant market presence and capability to scale.