- Wheelhouse was founded by the entertainment industry veteran Brent Montgomery in 2018.
- The company produces Netflix’s Hype House series, and helms all YouTube content for Nikita Dragun.
- Its next venture is a talent management unit featuring Jack Wright, Nick Champa, and Pierre Boo.
The media company Wheelhouse, which was founded by entertainment industry vet and former ITV America chief Brent Montgomery in 2018, has been knee-deep in the creator space with projects like producing Netflix’s The Hype House reality series and helming all YouTube channel content for Nikita Dragun , rapper 24kGoldn, and fashion TikToker Anthony Reeves.
Now, the company is moving further into the space by launching a talent management shop called Additive Creative, which will rep top TikTok stars like Jack Wright, power couple Nick Champa and Pierre Boo, activist twin sisters Sarah and Leah Talabi, ER nurse Bianca Antisera , and food challenge creator Cassie Sharp. Also joining the roster are
FIFA streamer Nick Bartels and podcast host Jordyn Rolling.
Wheelhouse chief strategy officer Ed Simpson said Additive will be staffed by two managers, Adden Laughlin and Paul Dizon, at launch.
Simpson said the company sought to sign creators with “multi-hyphenate capabilities that can cross over to long-form content, live events, and a whole bunch of other things.”
Additive will live within Wheelhouse’s DNA division, which houses its digital and audio ventures, such as Bailey Sarian’s Dark History podcast and Brooklyn Beckham’s Cookin With Brooklyn show on Facebook Messenger. Separately, the company operates an investment arm called Wheelhouse 360 and a branded content agency called Wheelhouse Labs.
These capabilities are what Simpson believes will set Wheelhouse apart in a crowded digital talent management landscape chock full of formidable players.
“The Wheelhouse business is a content studio, marketing agency, and investment platform,” Simpson said. “And those three divisions look like what a talent’s life looks like. We’re building a one-stop shop, and the management piece is that next obvious extension.”
In addition to Additive, Wheelhouse unveiled today a handful of new content deals. It will produce the debut podcast from Hype House cofounder Alex Warren, an interview series called Locked In that arrives on April 20.
The company is also guiding Nikita Dragun’s foray into podcasting with Dear Dragun, the first in a slate of shows that the trans beauty vlogger is creating for Amazon’s Amp, a Clubhouse-like platform that throws licensed music into the mix. Amp and Wheelhouse have a production partnership in place, Simpson said.