Thai Randolph, former CEO of Hartbeat, is launching a new venture to help creators and athletes build their own brands without the burden of constant promotion. Her company, Nile & Co., has acquired two BuzzFeed properties—As/Is and Goodful—as the foundation for this new business model.

The acquisition comes at a time when BuzzFeed has been shedding assets amid financial struggles. According to BuzzFeed's 2025 annual report, the company sold both brands for $500,000 at a loss of $800,000. As/Is focused on body positivity while Goodful covered mental health, clean eating, and well-being.

Randolph's move represents a strategic bet on creator-led media companies. After spending seven years building Hartbeat into a fully fledged media company, she's applying those lessons to help other talent establish sustainable businesses. The acquisition of these established BuzzFeed brands provides immediate audience reach and content infrastructure for her new venture.