Nicholas Carlson, the former top editor of Business Insider, is launching a new media start-up called Dynamo. The company will focus on creating video content tailored for platforms like YouTube, TikTok, and LinkedIn. Carlson believes that Dynamo will cater to a niche audience of ambitious, career-oriented individuals he calls “dynamos.” He said, “We’re not pivoting to video.
We’re cannonballing into the deep end of video.”
Dynamo’s approach reflects a strategic bet on the growing popularity and influence of video content across social media platforms. The company aims to capture the attention of viewers who are looking for engaging and informative business stories. As Carlson was leaving Business Insider, he consulted Henry Blodget, the former chief executive of the company, about his future plans.
In September, Blodget joined Dynamo as an investor and future board member. He also helped Carlson raise $3.4 million from backers, including Jessica Lessin, the founder of The Information; FirstMark Capital; Jon Steinberg; and Alyson Shontell, the top editor of Fortune.
Carlson’s new media vision
Over the last few weeks, Blodget, 58, and Carlson exchanged ideas for Dynamo during a series of lengthy phone calls. A recurring topic was how to manage each video to ensure that costs align with the revenue they generate. This approach reflects a significant lesson from the 2010s, Blodget said, when start-ups like Vice Media and BuzzFeed News incurred large annual losses.
“It is not easy by any means,” Blodget said. “But what the companies need to do is figure out a model that works with the consumption patterns and the revenue that is available.”
Carlson, 41, has seen firsthand the spectacular failures in the tech and media worlds, having documented the downfalls of companies like Yahoo and Groupon. He also witnessed several Silicon Valley companies and rival publications struggle with their own ill-fated “pivot to video.” Now, Carlson hopes to navigate these pitfalls successfully with his new start-up.
Details about the new company are still under wraps, but Carlson’s move signals a continued industry trend towards video content. As digital media consumption evolves, many companies are exploring video as a means to capture audience attention and revenue.
