GoPro Hires Zander Lurie to Build a Media Business

/ Nov 4, 2014


GoPro is one of the most prolific brands on YouTube — and it’s easy to see why. The cameras the company sells are used to create some really cool videos, like this one, this one, and this one.

Now the company is interested in leveraging its status as an “enabler” of content in order to build a viable media business. Tasked with leading this directive is veteran media executive Zander Lurie, who has been hired as GoPro’s first senior vice president of media, effective immediately.

In the role, Lurie will lead strategy on the creation, curation, and distribution of the “world class” content that’s now “synonymous with GoPro,” the company said.

“We have high aspirations for the next chapter of our content story and Zander is an experienced media leader who will help us expand both our production and programming capabilities,” said GoPro president Tony Bates, who Lurie will report to, in a statement.

Lurie is well versed in digital and traditional media. Most recently, he served as an EVP at Guggenheim Digital Media under then-CEO Ross Levinsohn. Guggenheim Partners control a portfolio that’s valued at more than $160 billion. Properties include Dick Clark Productions, the Los Angeles Dodgers, and The Hollywood Reporter. Prior to Guggenheim, Lurie was an executive at CBS Corp. and CNET.

While the provider of a product that others use to create snazzy videos, GoPro also fashions itself as a content creator. The brand’s YouTube presence is anchored by a channel that has more than 2.4 million subscribers. In a brand/media environment that’s constantly trying to replicate Red Bull, GoPro is the most likely to achieve that kind of success and stature. It’s now up to Lurie to make that happen.

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