Archive
- Stake
- 51%
- Consolidated
- Yes
- Archive
- More than 200,000 works
- Licensing partner
- Getty Images, since 2023
- Publishing
- Studio 96 Publishing, acquired August 2024
- Presentations
OG Collection Presentation · Q3 2024 · PDF
Archive owns more than 200,000 photographs, films and documents from the magazines of Bob Guccione, and turns them into books, image licensing and brands. Creatd developed and funded the company, raised its stake from about 20% to 51% in 2026, and consolidates it alongside Vocal.
What Archive does
Archive, incorporated as OG Collection, Inc., is a media and publishing business built on a single asset: the archive of Bob Guccione, founder of Penthouse, OMNI and VIVA magazines. The collection runs to more than 200,000 unique works spanning more than 60 years, from unpublished photography and original 35mm slides to film, correspondence and production material. Creatd's team catalogued it in a digital asset management system so that individual images and stories can be found, licensed and developed into new work.
The company earns revenue in three ways. It publishes books drawn from the archive. It licenses images, through Getty Images' archival division since February 2023, where the first curation included photographs of Spike Lee, Muhammad Ali, Dr. Ruth Westheimer and previously unpublished photographs from Penthouse shoots. And it develops brands around the material, including Archive Gallery, a partner brand of the collection; Creatd said in May 2026 that it expected to open the first Archive Gallery in SoHo, New York, that month.
Studio 96 Publishing
Studio 96 Publishing is a luxury art-book publisher whose hardcover titles carry augmented-reality content, unlocked by scanning a page with the Studio 96 app. Its titles include She Kicks, which Nordstrom's Manhattan flagship stocked in its Jordan Corner Shop in autumn 2024, and Kiss & Fly. Creatd and Studio 96 had worked together for more than a year when Creatd bought the publisher, its inventory and its intellectual property on August 14, 2024. Studio 96 is being folded into Archive so that the collection and the publishing operation sit in one company.
The first product of that partnership was Centerfold, an augmented-reality art book of material from the Guccione archive: 248 pages, 54 of them AR-enabled, in a first edition of 2,000 copies, each sold with an original 35mm slide from the collection. Its pre-sale inventory sold out in under 30 days.
Ownership
Archive was developed, funded and for most of its life owned in significant part by Creatd, with outside holders of common and Series A preferred stock. On May 28, 2026, Creatd's board approved a repurchase of certain of those interests, intended to take Creatd's ownership from approximately 20% to 51% on a post-transaction basis. The board's stated reason was that the company should be positioned as a majority-owned core asset alongside Vocal.
Where it stands
Creatd's Form S-1 of September 15, 2026 describes OG Collection, Inc. as a majority-owned subsidiary that Creatd consolidates, with revenue from books and archival materials, and calls the business sub-scale and early stage. The same filing records that Studio 96 Publishing is being folded into it. Readers should look to Creatd's quarterly reports for the company's contribution to consolidated results.
Timeline
- August 2024
- Creatd acquires Studio 96 Publishing
Sources: Form S-1 filed September 15, 2026, and Creatd press releases from February 2023 to May 2026, all in News.
