First, the Bellini Brothers launched ConnectWise Capital to invest in channel-centric companies. Now, the Sorensen brothers — Arlin and Brad — are investing in VARVID, which produces video content for the IT channel. Here’s a look at the players, and the potential opportunities ahead for VARVID.

VARVID is perhaps best known for managing video production and video streaming at channel-centric conferences like last year’s Ingram Micro Cloud summit. But VARVID also helps VARs, MSPs and IT vendors with video marketing services.

Apparently, The VARVID team had a meeting of the minds with Brad and Arlin Sorensen. Arlin is best known as…

Money Matters

Arlin and brother Brad are “making a sizable financial commitment to Varvid, a digital media services company, as part of a strategic alliance aimed at expanding business-changing educational content via an online video platform.”

Yes, the Sorensens intend to connect the dots between VARVID, HTC and HTS — “utilizing assets and personnel” across the companies. According to a press release, VARVID will use the money to “broaden its support of event services including turnkey solutions related to staging, lighting, sound and multi-camera coverage for both live and on-demand viewership.”

Who Does What?

VARVID President and Co-Founder Aaron Booker shifts to VARVID’s CEO post, overseeing strategic relationships and innovations. VARVID Creative Director and Co-founder Mike Simmons succeeds Booker as president, overseeing VARVID’s day-to-day business operations. Arlin and Brad Sorensen join VARVID’s board.

Financial terms of the Sorensen-VARVID investment were not disclosed, but The VAR Guy is hearing chatter that perhaps the Sorensens now have controlling interest in VARVID — though that’s unconfirmed chatter…. Updated, 2:04 p.m. ET, Jan. 18: The Sorensens have not gained controlling interest in VARVID, according to Booker.

Cross Sell and Upsell

It’s an interesting play for Arlin Sorensen in particular. With deep reach into the vendor community, Sorensen can potentially position VARVID as a resource for both vendors and VARs — especially as HTC ramps up coaching services in 2013. There are also potential synergies between VARVID and HTG Peer Groups… …

Side note: Booker deserves special mention. When The VAR Guy’s hard drive crashed during a 2011 conference, Booker stepped in and gave the system a close look, offering up advice and guidance during a desperate moment for our resident blogger.

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2 Comments on “Arlin, Brad Sorensen Invest in VARVID”

  1. Aaron Booker Says:
    January 18th, 2012 at 12:59 pm

    Joe,

    Thanks for the post! We’re really glad to have the infusion of talent and “treasure” to help fuel our growth. One correction – the Sorensen Brothers do NOT have the controlling interest in Varvid…

    We’re excited about some of the things coming up that we’ll be doing!

    Aaron

  2. Arlin Sorensen Says:
    January 19th, 2012 at 6:09 pm

    Joe,

    We appreciate your insight. This is a strategic relationship with our friends at Varvid – not to change their direction but to come alongside and resource their vision.

    It will be a valuable asset for us to leverage across our other organizations and digital communication is the future – so we are placing a bet on both an investment but also a tool we need to continue to be relevant in the channel for the forseeable future.

    We do intend to leverage the Varvid skillset across VARs, MSPs, Solution Providers and other reseller organizations, but also for vendor and distributor communications as well. We see this service still in its infancy in terms of what it will be able to do to educate and inform in the coming years.

    Thanks again for the announcement and your continued support. We are committed to helping drive our own business and that of our clients to even more success with the addition of Varvid in the future.

    Arlin Sorensen
    Founder – HTS, HTG, HTC

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