About us




Who is Obsidian Media?

We are a digital media/tech company based in Aarhus and Banja Luka, Bosnia with currently 30 talented employees.

Our platforms are active in the Nordics consisting of more than 20 websites – all within consumer-oriented content.

Our mission is to help the digital consumers in the research stage before shopping. We do this with guides, reviews, analyses, and comparison of products. Our topics range from a broad spectum of categories – from electronics to sports to cosmetics.

Our vision is to raise the bar in product review and affiliate industry, setting the standard for more helpful content. Partnerships with resellers and brands are the key for us to continue making free content to our readers. We work only with reputable brands and resellers that we trust.

Besides being consumer-oriented content creators, we are digital marketing specialists. Driving high quality traffic from our own plattforms, acquired from both paid media channels and extensive work in search engine optimization. 

At the heart of everything, we are committed to continuous growth, both by improving our content quality and by creating profitable, long-term growth opportunities for our partners

The CEO’s narrative

The concept of “Media” originated with the founders of Obsidian, who also had deep insights into the affiliate space. We identified a market gap where competing affiliate sites were, in our view, operated unprofessionally and short-sightedly. We believed we could improve upon this by adopting a more professional, corporate, and customer-centric approach. By focusing on transparency and value creation for customers, and backed by strong financial resources, we were confident in our ability to capture market share.

Our assumptions proved largely correct. Through a buy-and-build strategy, we successfully consolidated the Scandinavian market within a few years. However, the process was more complex than anticipated, particularly in elevating acquired sites to our desired quality standards and streamlining the media portfolio into a well-managed, technologically advanced platform. A key factor in this success was establishing our office in Banja Luka, where we are privileged to work with highly talented specialists in content, research, AI, data, and development.

Today, we employ over 20 people across our offices in Denmark and Bosnia. We are among the market leaders in the Nordic consumer affiliate space and are poised to enter new markets. We reach millions readers annually, collaborate with over 1.000 webshops, and generate quality traffic and revenue on a no-cure/no-pay basis for our partners.

Finally, I am proud to say that we have played a role in consolidating and professionalizing this industry by doing things the right way.

– Emil Børsting Sørensen, CEO & co-founder of Obsidian Media