GoPro, IPO, creating a media empire

GoPro's IPO isn't about selling cameras, it's about creating a media empire: " . . . At the moment, GoPro curates everything on its channel -- but it's clearly aware of the large, untapped store of media out there. Not to mention the apparently tireless appetite for it (reportedly at least one video per minute is uploaded to YouTube from one of Woodman's cameras). Red Bull, a brand that rubs shoulders with GoPro in terms of audience, has been in the media game for a long time with magazines, events, cross-platform video and more. It's been so lucrative for the drink-maker that it's actually developed a whole separate business -- Red Bull Media House -- to focus on it. Woodman's advantage? There's not much of a market to buy an energy drink through your browser, TV or app. . . ."

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