What The Root (G/O media) does

Root Media is a full-service video production company founded in 2018 by photojournalists Steve Remich and Reiley Wooten and headquartered in Durham, North Carolina. The firm specializes in short-form documentary, promotional, and branded video content, applying documentary and photojournalism techniques to produce authentic, emotionally driven stories for non-profits, businesses, universities, and editorial publications. Its core product portfolio spans short documentaries, promo videos, branded content, social media shorts, photography services, FAA Part 107 licensed aerial drone cinematography, and full post-production (editing, color grading, motion graphics, sound mixing), supplemented by virtual event production and live event coverage. Notable client work includes the Gastro Obscura: Sparked series produced in collaboration with Atlas Obscura, corporate culture videos for Ankura and LabCorp, and documentary projects for the USO, Memorial Sloan Kettering, PBS, and the New York Women's Foundation.

The company operates a sales-led, relationship-driven go-to-market, relying on referrals, portfolio showcase, and direct outreach via its website (rootmedia.io) to acquire clients. Pricing is custom and project-based, with no publicly disclosed tiers, and engagements are commissioned on a per-project basis across multi-year relationships with select repeat clients. Root Media is a privately held, founder-controlled entity with no external funding, no parent company, and a small, nimble creative team that the founders describe as "punching above its weight." Its operating geography is concentrated in the Southeastern United States, with project-based engagements extending nationally where clients require travel.

Name

The Root (G/O media)

Legal name

Root Media

Website

https://rootmedia.io

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Durham

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales

Revenue model

1. Video Production Services: Custom video production for short documentaries, promo videos, branded content, social media shorts, and event coverage. Projects are commissioned by clients on a per-engagement basis.
2. Photography Services: Documentary and commercial photography services including production stills and headshots
3. Virtual Event Services: Pre-recorded and live-streamed video content for virtual events and galas, including remote producing and directing

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Root Media is a full-service video production company that produces original short-form documentaries, promo videos, branded content, and social media shorts for non-profits, businesses, universities, and editorial publications. The firm also delivers photography, FAA-licensed aerial drone cinematography, virtual event production, live event coverage, and complete post-production services from initial concept through final export.

Product overview

Root Media is a full-service video production company based in Durham, North Carolina, offering a comprehensive portfolio of visual storytelling services. The company's core offerings include short documentaries, promo videos, branded content, and social media shorts, supplemented by photography services, aerial drone operations, and full post-production capabilities (editing, color grading, motion graphics, sound mixing). The company also provides virtual event production and live event coverage services. Root Media's portfolio features notable projects including the Gastro Obscura: Sparked documentary series produced for Atlas Obscura and the Fork 2 Farmer series highlighting local food systems. Founded in 2018 by photojournalists Steve Remich and Reiley Wooten, the company serves non-profits, businesses, universities, and editorial publications with a documentary-inspired approach to visual storytelling.

Differentiator

Problem solved

Functional benefit

Products and services

• Short Documentaries

Named customers20 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Atlas ObscuracoreStrategic or Co-development PartnerStrategic collaboration producing the Gastro Obscura: Sparked documentary series. Root Media produces, films, and edits episodes exploring how food can change lives, featuring chefs, food historians, scientists, and artists. The series is distributed through Atlas Obscura's platform, reaching their audience of curious, adventurous readers interested in offbeat cultural explorations.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Sandwich Video: Creative video production company producing branded content, commercials, and short-form storytelling for consumer and tech brands. Comparable as a small, creatively differentiated studio delivering high-production-value short-form video for marketing clients.
• Demo Duck: Full-service video production company producing explainer videos, brand films, and animated content for businesses and non-profits. Comparable in offering custom video production across promotional, branded, and documentary-style content for similar buyer segments.
• Lemonlight: Full-service video production company offering end-to-end content creation including drone, editing, and post-production for brands and agencies. Comparable in providing project-based custom video services across multiple formats (promo, branded, social) with an integrated production pipeline.
• Grit & Gratitude Productions: Small documentary-style video production studio serving non-profits, foundations, and social enterprises with mission-driven storytelling. Closely comparable in scale, segment focus, and storytelling ethos to Root Media.
• Casual Films: Global corporate video production company producing brand, culture, and internal comms content for enterprises including consulting firms. Directly comparable to Root Media's work for Ankura on internal/external corporate videos.
• Stillmotion: Story-first film studio producing documentary-style branded content and social impact films for foundations and purpose-driven organizations. Comparable in documentary craft approach and non-profit/foundation client base.
• Storia Collective: Video production company specializing in brand storytelling, documentary-style content, and event coverage for mission-driven organizations. Comparable in craft focus and customer segments (non-profits, foundations, purpose-driven brands).
• Talking Eyes Media: Award-winning documentary production studio specializing in non-profit, foundation, and editorial clients; directly comparable to Root Media in craft, mission-driven client base, and storytelling ethos. Co-founder Reiley Wooten previously worked at this studio, making it a particularly close analogue.
• Blue Ox Films: Documentary and branded content production studio producing short-form documentaries, promo videos, and event coverage for non-profits, foundations, and businesses. Highly comparable in offerings, segment mix, and short-form documentary specialization.

Broad incumbents

• PBS (Public Broadcasting Service): National public broadcaster producing and distributing documentary and non-fiction programming across TV and digital platforms. Listed as a Root Media client (PBS distributes Root Media's documentary content) and a broad incumbent in the same documentary/non-fiction production space.

Market position

Strengths5 records

Weaknesses3 records

Competitive moat3 records

Customer concentration

• LinkedInlinkedin.com/company/root-media-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Root (G/O media)