Authentic, parent company of brands like Ted Baker and Reebok, has collaborated with Steven Bartlett’s creator holding company Steven.com to launch OBSN (Obsession).

OBSN is designed for creators and provides news, analysis and live experiences for the creator economy. Any partnership that is formed through the new company will be tailored to the creators ambitions and aims to give them the resources they need to scale.

Steven.com will be responsible for OBSN’S media, data, technology and audience growth engine and Authentic will lead brand building, licensing, strategic partnerships, product and global distributions.

“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’s potential,” said Steven Bartlett, Founder of Steven.com.

“Steven.com understands how to build media and audiences around creators, and Authentic understands how to build and extend brands around the world. OBSN brings those capabilities together so ambitious creators can reach the full scale of their ambition. We are aiming to deploy up to $400m in creator businesses over the coming years, OBSN is at the heart of that strategy.”

The business is live and has over one million followers on Instagram.

“Creators are redefining media and shaping the future of entertainment, with many poised to become multigenerational brands in their own right,” said Matt Maddox, president and CEO of Authentic.

“We are excited to partner with Steven Bartlett and his exceptional team to launch OBSN and create a powerful new model for creators and their businesses. By combining our complementary capabilities, we will identify, invest in and scale creator-led IP – capitalizing on a once-in-a-generation opportunity to strategically deploy hundreds of millions of dollars across the creator economy and build the brands of tomorrow.”

Its debut event took place on September 14 in New York, with  founder of Hot Smart Rich Maggie Sellers Reum moderating a fireside chat with Bartlett and the founder and executive chairman of Authentic Jamie Salter.

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