Steven Bartlett Launches $400M Creator Venture OBSN With Authentic
Steven Bartlett's Steven.com has partnered with Authentic Brands Group to launch OBSN, a venture intending to deploy up to $400 million into creator-led media companies.
A new strategic enterprise has emerged to transform internet personalities into multigenerational commercial empires. Steven Bartlett鈥檚 global creator holding company, Steven.com, has partnered with brand and entertainment platform Authentic Brands Group to launch OBSN. The newly formed venture intends to deploy up to $400 million into creator-led media companies and consumer brands over the coming years, offering digital talent the necessary infrastructure to scale beyond standard advertising revenue.
According to official corporate announcements, the partnership combines distinct operational domains. Steven.com will direct the venture's media, technology, data systems, and audience-growth engines, drawing on its experience scaling properties such as The Diary Of A CEO podcast, creative agency Flight Story, podcast platform Flightcast, and investment arm Flight Fund. Meanwhile, Authentic Brands Group contributes its extensive international platform, spanning more than fifty brands and operating across more than 150 countries with teams dedicated to licensing, product development, and strategic partnerships.
Media additions
Industry observers note that the initiative is a notable shift in corporate perception. As reported by The Publish Press, Authentic Brands Group鈥攊dentified as the second-largest licensing company in the United States next to Disney鈥攊s explicitly acknowledging that internet creators have evolved into brandable intellectual property worthy of long-term corporate backing rather than functioning merely as temporary talent. Authentic's extensive roster includes cultural icons and sports stars such as Shaquille O鈥橬eal, Elvis Presley, and Bob Marley鈥檚 estates, alongside recent investments in Drake鈥檚 lifestyle brand OVO.
Inside the Core Platform: Obsession
At the focal point of the venture is Obsession, a creator news media company that serves as OBSN鈥檚 core product and media arm. According to joint releases from the founding companies, Obsession already maintains an Instagram audience exceeding one million followers and acts as the definitive voice and home for the creator economy.
Plans for the media platform include expansive growth across new content formats, digital channels, live experiences, festivals, and official industry awards. Despite large digital followings, leadership from both founding entities emphasizes that high subscriber counts alone do not constitute a fully realized enterprise. As Steven Bartlett stated in the official announcement:
"The next generation of global media companies and consumer brands will be built around creators. But a global audience of millions is not yet a company, and it certainly should not be the ceiling of a creator鈥檚 potential."
Steven Bartlett, Founder of Steven.com, via Authentic Brands Group
Echoing this sentiment, Matt Maddox, President and CEO of Authentic, highlighted the broader industry shift:
"Creators are redefining media and shaping the future of entertainment, with many poised to become multigenerational brands in their own right."
Matt Maddox, President and CEO of Authentic, via Authentic Brands Group
Venture Structure and Division of Labor
The partnership pairs Bartlett's digital media expertise with Authentic's massive retail and distribution footprint. Authentic鈥檚 network drives more than $38 billion in annual systemwide retail sales worldwide through a network of over 1,700 licensees, touching nearly one billion social media followers across its diversified portfolio. That portfolio includes major names like Reebok, Champion, David Beckham, Sports Illustrated, and numerous apparel and lifestyle brands.
Every partnership formed through OBSN will be tailored to the individual creator's ambitions. Whether an enterprise requires expanding an existing media business, developing consumer products, growing licensing programs, or exploring investment and global expansion, the initiative aims to provide a connected path toward enduring commercial viability.
| Venture Partner | Core Responsibilities | Notable Assets & Portfolio |
|---|---|---|
| Steven.com | Media, technology, data, and audience growth | The Diary Of A CEO, Flight Story, FlightCast, Flight Fund |
| Authentic Brands Group | Brand building, licensing, global distribution, and products | Reebok, Shaquille O鈥橬eal, Elvis Presley, OVO, Sports Illustrated |
What to Watch Next
OBSN made its official debut at a creator-focused event in New York on September 14. The launch featured a fireside conversation moderated by investor and Hot Smart Rich founder Maggie Sellers Reum, featuring Steven Bartlett alongside Authentic Founder and Executive Chairman Jamie Salter.
As the venture rolls out its initial operations, industry participants and creators seeking capital and strategic mentorship will be watching closely to see how the partnership allocates its capital reserves. Further details regarding partnership criteria, upcoming live events, and portfolio expansion are being coordinated through official channels hosted at Obsession.com.
