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In February 2007, Bolt Media announced that it would be selling itself to Go Fish, another online video company, for million.
According to Aaron Cohen, Bolt's CEO, Bolt would once again change its focus from uploaded content to content creation; saying that the former was no longer "interesting business".
In the past few years Bolt Media has explored new ideas, and grown in a different direction.
As we continue to move in this direction it has become necessary that we need to make some difficult choices. Although we value our loyal members, we are clearly moving in a new direction and need to focus our energies there.
We have decided that it is time to officially say good-bye to Bolt2.We recognize that many of you have been on the site for up to 10 years, and would like to thank you for your support and for allowing us to be a part of your lives.We hope you are able to take the time to reflect on the people who you may have met through Bolt2 and maintain these friendships after the site is down.In 2003 Bolt was the official message board for Fox's American Idol during the second season.This created a swarm of new members signing up to talk only about American Idol.
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By the fourth season, the cross promotion was gone, but the message boards were still created and maintained.