Electrify Video Partners

Electrify Video Partners is a UK-based media company that describes itself as a next-generation media business investing in and scaling informative and inspirational creator-founded brands. Rather than operating as a traditional broadcaster or studio, Electrify positions itself as a long-term partner to established creator-founders, providing capital, strategy and operational expertise to help them turn their audiences into enduring media brands. Its stated mission is to empower the next generation of digital entrepreneurs, on the belief that creators are building the media companies of the future. The company's portfolio is concentrated in the knowledge and education segment of online video — science, space, aviation, software development and history. Its creator partners include Veritasium, the science channel founded by Derek Muller; Astrum, the astronomy channel founded by Alex McColgan; Mentour Pilot, the aviation channel founded by Petter Hörnfeldt; Fireship, the coding channel founded by Jeff Delaney; and other brands such as fern, Simplicissimus, Unfassbar, Simple History and Spitbrix. Electrify has also expanded beyond YouTube into newsletter media, announcing a partnership with The Rundown, an AI news newsletter founded by Rowan Cheung. According to its own published figures, Electrify has made 10 investments across 18 brands, which together account for more than 65 million YouTube subscribers and over 10 billion lifetime views, with year-on-year growth of more than 55 percent and a workforce of over 120 employees. The company operates remotely with a diverse global workforce and describes itself as values-led, with principles centred on audience focus, partnership, integrity and continuous learning. Electrify's model is distinctive in the creator economy: it does not simply acquire channels but partners with founders, who typically continue to lead editorial direction and long-term vision while Electrify supplies operational support and growth infrastructure. The company is privately held and is headquartered in the United Kingdom.

Electrify Video Partners emerged as a UK media company built around a specific thesis in the creator economy: that established creator-founders of knowledge and education channels were building the media companies of the future, and that they could scale faster with outside capital, strategy and operational support. The company describes itself as a next-generation media company that invests in and scales informative and inspirational creator-founded brands. Its partnership model is visible in the sequence of investments it has disclosed. In 2021 Electrify partnered with founder Alex McColgan of Astrum, the astronomy channel founded in 2013; according to Electrify, the business subsequently expanded fourfold, adding new channels and formats and establishing Astrum as a leading voice in astronomy. In 2022 it invested in Spitbrix, a LEGO-focused channel founded in 2013. In 2023 it partnered with Derek Muller of Veritasium, the science channel founded in 2010, which Electrify describes as continuing to reach new heights of quality, depth and impact. In 2024 it partnered with Petter Hörnfeldt of Mentour Pilot, the aviation channel founded in 2015, to scale the team and build the brand with new formats and channels, and with Jeff Delaney of Fireship, the coding channel founded in 2017, developing new content, strengthening the team and expanding the brand across platforms. Beyond these flagship YouTube partnerships, Electrify's portfolio has grown to include other creator-founded knowledge brands such as fern, Simplicissimus, Unfassbar and Simple History. By its own account the company has made 10 investments across 18 brands, which together reach more than 65 million YouTube subscribers and more than 10 billion lifetime views, with year-on-year growth above 55 percent and a team of more than 120 employees. Electrify has also moved beyond video platforms into newsletter media. On 9 June 2026 it announced a partnership with The Rundown, the AI news and trends newsletter founded by Rowan Cheung, which had grown from a single daily newsletter into a media business reaching more than 2 million subscribers across AI, technology and robotics. Under the partnership, Rowan Cheung and his team continue to lead The Rundown's editorial direction and long-term vision, while Electrify provides operational support. Electrify Co-Founder and Co-CEO Ian Shepherd framed the deal as consistent with the company's preference for trusted knowledge brands built around genuine expertise. The company operates remotely with a diverse global workforce and presents itself as values-led, with published principles emphasising putting the audience at the centre, succeeding together, raising the bar, acting with clarity and integrity, putting words into action, and learning and experimenting every day.

• 2024

  Electrify partnered with Petter Hörnfeldt of Mentour Pilot and Jeff Delaney of Fireship.

• 2023

  Electrify partnered with Derek Muller of Veritasium, the science channel founded in 2010.

• 2022

  Electrify invested in Spitbrix, a LEGO-focused channel founded in 2013.

• 2021

  Electrify partnered with founder Alex McColgan of Astrum, the astronomy channel founded in 2013.

• Electrify announced a partnership with The Rundown, the AI news newsletter founded by Rowan Cheung.

A next-generation media company that partners with established creator-founders, providing capital, strategy and operational expertise to scale knowledge-driven media brands.

• Veritasium

  Science channel founded in 2010 by Derek Muller; Electrify invested in 2023. 20.7m subscribers and 3.9b lifetime views.

• Astrum

  Astronomy channel founded in 2013 by Alex McColgan; Electrify invested in 2021. 2.8m subscribers and 530m lifetime views.

• Mentour Pilot

  Aviation channel founded in 2015 by Petter Hörnfeldt; Electrify invested in 2024. 2.4m subscribers and 510m lifetime views.

• Fireship

  Coding channel founded in 2017 by Jeff Delaney; Electrify invested in 2024. 4.2m subscribers and 660m lifetime views.

• Spitbrix

  LEGO-focused channel founded in 2013; Electrify invested in 2022. 1.0m subscribers and 360m lifetime views.

• The Rundown

  AI news and trends newsletter founded by Rowan Cheung; Electrify partnered in 2026. Reaches more than 2 million subscribers.

1. 1Electrify official websiteelectrify.video
2. 2About uselectrify.video
3. 3Our Creatorselectrify.video
4. 4Electrify Partners with The Rundownelectrify.video
5. 5Wikidata: Electrify Video Partnerswikidata.org