LOST iN is signing creators to be the face of its brand. Here’s how it’s avoiding the BuzzFeed pitfall. [Video]

It can be risky building a content brand with a staff of creators–not because people won’t connect with those creators, but because they’ll connect with them a lot. We saw it happen with BuzzFeed especially: It built its video business on the backs of creators like the Try Guys and the trio that later became Watcher Entertainment. When those creators exited to start their own media brands (and, crucially, to have more control over what content they made and the revenue they earned from it…), fan viewership went with them, and BuzzFeed hasn’t done so hot since.

LOST iN is determined to be different.

The travel brand launched this past June by former Jukin Media co-founders and execs Jonathan Skogmo, Mike Skogmo, and Anton Reut with a $4 million seed round of investment from people like pocket.watch founder Chris Williams and Fullscreen founder George Strompolos. It’s made a couple acquisitions so far, including the …