GoPro Sees Opportunity in Its Amateur Daredevils Nick Wingfieldjan - The New York Times
go to original February 19, 2014

GoPro Goes Amateur - The camera company is shifting from exclusively building hardware to focusing more on distributing the media that its cameras create. (The New York Times)

Inside the headquarters of GoPro, the video camera maker, there is a racing car, a collection of motorcycles, and drones outfitted with the company’s products. All of them are reminders of the niche that GoPro has carved out as the camera of choice for recording skiing, surfing and other experiences too gnarly for dainty smartphones.

For its next act, GoPro wants to also be known as a media company.

It is not a terribly far stretch. In the last decade, GoPro has built a large and passionate following on YouTube and other Internet sites with its adrenaline-soaked and professionally made videos of surfers riding through barrels of waves and skiers parachuting off snow-covered cliffs. Customers have independently uploaded millions of their own videos, too. And many happily label the clips with the term GoPro, which has become a sort of shorthand for action shots.

“I think GoPro is producing some of the best short-form content out there today,” said Nicholas Woodman, the company’s founder and chief executive, who owns and has piloted the racing car and motorcycles now parked in the building here. “There’s a phenomenal opportunity for us to leverage GoPro as a media brand.”

Read the rest at The New York Times

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