When Steven Bartlett landed an eight-figure investment last year, his backers valued his company at $425 million. That price tag makes Bartlett’s Diary of a CEO one of the most lucrative podcasts in its field, and the business creator is now looking to pay it forward. Alongside billionaire Jamie Salter, Bartlett is launching OBSN, a venture that will look to invest $400 million in creator-led companies.
OBSN (pronounced like “obsession”) will leverage the expertise of its two leaders. Since establishing himself as a creator to watch, Bartlett has spent his time establishing and scaling creator economy businesses while also backing other notable podcasters, including Maggie Sellers Reum of Hot Smart Rich fame. Salter, meanwhile, is the founder of Authentic Brands, which has helped brands like Reebok scale up while also reimagining the IP of celebrities like Elvis Presley and Marilyn Monroe.
Working together, Bartlett and Salter will set their sights on creators who are building consumer-facing brands, expanding their media businesses, and globalizing their reach. To explain the sort of project OBSN might hone in on, Bartlett referred to his company’s previous investment in Sellers Reum.
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“Now, the question is, would you buy Hot Smart Rich fragrance? Would you buy Hot Smart Rich apparel?” Bartlett told Inc. “What does it look like? Does it look like Gucci? Does it look like Prada?”
Bartlett is not the only person asking those questions. In recent years, several firms have popped up to invest directly in creator-led businesses. Talent firm Night made a $70 million bet in that area, while CAA and its equity partner TPG are planning to deploy $250 million of their own. Slow Ventures, which has invested in Bartlett’s business, is on the hunt for aspiring creator-entrepreneurs in high-value verticals.
Compared to those ventures, OBSN won’t necessarily reinvent the wheel, but it will approach creator investments with a powerful arsenal of resources. Bartlett’s brand-building expertise and social media know-how will come in handy, while Authentic Brands will use product, licensing, and distribution services to supercharge creator businesses. More information about OBSN can be found on its website.
