In the early s, actor Joseph Gordon-Levitt was frustrated with the roles he was being offered. So like anyone who matured alongside the internet, he created a website where he could ideate, produce and share his work. More than 10 years later, he wants to turn that pet project, called HitRecordinto a full-fledged technology company. The trio plan to use the investment to transform HitRecord from a traditional production company to a new collaborative media platform. Initially, Gordon-Levitt used his own cash to push the company forward, and for the last five years, the startup has been cash-flow positive. I want to make my own things. And I started making my. I started making videos and songs and stories and stuff. And my brother helped me set up a website that we called HitRecord.