Electrify Video Partners Buys YouTube Channels to Turn Creator Brands into Scalable Media Assets

Co-CEOs Ian Shepherd and Owen Maher founded Electrify Video Partners to address investor concerns about creator-centric channels by acquiring majority stakes and offering operational support. Since 2021 the firm has incorporated at least nine YouTube properties, the largest being Veritasium, which now belongs 80 % to Electrify after a 2023 deal and has expanded its staff from four to 34. Backed by about $185 million from private-equity firms including Capital D, Equable Capital and MEP Capital, Electrify focuses on niche, documentary-style content that remains relevant over time.

The company also pursues new revenue streams, illustrated by Veritasium’s tabletop-game launch that generated over $1 million in its first week. While the model mitigates the “key-person” risk highlighted by lead investor Stephan Lobmeyr, some creators such as Gen Kimura remain wary of private-equity involvement. Board chairman Timothy Shey envisions the portfolio becoming the Condé Nast of the creator economy.