How 'Diary of a CEO' host Steven Bartlett is looking to build the next generation of star creators

Steven Bartlett, host of "Diary of a CEO," wants to apply his playbook to other creators.

Sam Barnes/Sportsfile for Web Summit Qatar via Getty Images Podcaster Steven Bartlett is joining with Authentic Brands to help creators grow their businesses.

They announced a venture called OBSN that will invest up to $400 million in creators.

Bartlett has tried to apply his success to other creators before, with podcast network FlightStory.

Podcast star Steven Bartlett is joining with Authentic Brands Group to invest up to $400 million to help other creators grow their businesses.

The host of "The Diary of A CEO" podcast, through his holding company, Steven.com , on Monday unveiled OBSN (pronounced "obsession").

The venture will provide creators with capital, infrastructure, and expertise with the goal of building lasting businesses through media, products, partnerships, and other avenues.

It also presents itself as providing the "definitive voice and home" for the creator economy with news, analysis, and live experiences.

The pitch is that the venture will combine Bartlett's experience building creator-led media with Authentic's history of managing brands and intellectual property.

Authentic invests in IP and cultural assets.

Its portfolio includes more than 50 brands and figures, including Reebok, Shaquille O'Neal, Sports Illustrated, and Elvis Presley.

Bartlett said the venture was an attempt to answer what he called a problem of "fragmentation vultures," partners who help creators with different aspects of their businesses but who have misaligned interests.

"Is it possible to have a truly integrated partner?" he said onstage, announcing the initiative.

"We believe there is." Jamie Salter, executive chairman of Authentic, said his company's value to creators lies in playing more than just an agent role.