Steven Bartlett and Authentic launch $400M OBSN venture

Steven Bartlett and Authentic Brands Group have launched OBSN, a strategic venture aimed at investing up to $400 million in creator-led media companies and consumer brands globally. The initiative seeks to transform large creator audiences into diversified businesses encompassing media, products, licensing, intellectual property, and live experiences.

OBSN combines the expertise of Bartlett’s holding company, Steven.com, in developing creator-led media with Authentic’s global infrastructure for brand building and distribution. Authentic manages a portfolio of over 50 brands and personalities, including Reebok, Sports Illustrated, and Shaquille O’Neal.

The venture also intends to serve as a media platform providing news, analysis, and live experiences centered on the creator economy. Bartlett stated the goal is to provide an integrated partner for creators to address industry fragmentation.