LOST iN, a travel brand founded by former Jukin Media executives Jonathan Skogmo, Mike Skogmo, and Anton Reut in June 2023, is signing its first group of creators to content deals. 

The brand has secured agreements with YouTube’s Vagabrothers (1.1 million subscribers) and Instagram influencers Pretty Little London (1.4 million followers), Jeremy Jacobwitz (519,000), Giselle Chusan (200,000), and Cedric Wood (85,000). 

These creators will develop original and branded content, license existing content, and collaborate across LOST iN’s platforms.

LOST iN’s approach diverges from the BuzzFeed model, which faced challenges when creators like The Try Guys and Watcher Entertainment departed. 

Jonathan Skogmo told Tubefilter that LOST iN will not restrict creators from posting exclusively on its accounts. Creators retain ownership of content posted on their channels outside of contracted work.

The company is not pursuing an MCN-style network to monetize creators’ channels. Instead, LOST iN envisions creators as a “rotating crew” rather than permanent brand personalities.

LOST iN’s founders cite their experience with user-generated content as influential in their creator strategy. They recognize travel creators’ unique challenges, including constant travel demands and financial pressures.

LOST iN launched with a $4 million seed round, backed by investors including pocket.watch founder Chris Williams and Fullscreen founder George Strompolos. 

The company recently acquired travel guidebook publisher Travelgram, BuzzFeed’s travel vertical Bring Me!, and the Facebook group View from My Window.