Wheelhouse Launches Digital Talent Management Company Additive Creative
- Wheelhouse was founded by entertainment industry veteran Brent Montgomery in 2018.
- The company produces Netflix’s Hype House series and manages all of Nikita Dragun’s YouTube content.
- His next venture is a talent management unit featuring Jack Wright, Nick Champa and Pierre Boo.
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 directing all YouTube channel content for Nikita Dragun, rapper 24kGoldn and TikToker fashion Anthony Reeves.
Now the company is going further into the space by launching a talent management boutique called Additive Creative, which will represent 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 cooking challenge creator Cassie Sharp. Also joining the list are
FIFA streamer Nick Bartels and podcast host Jordyn Rolling.
Wheelhouse Chief Strategy Officer Ed Simpson said Additive will consist of two managers, Adden Laughlin and Paul Dizon, at launch.
Simpson said the company is looking to sign creators with “multi-hyphenate abilities that can transition to long-form content, live events, and a whole bunch of other stuff.”
Additive will live within Wheelhouse’s DNA division, which houses its digital and audio businesses, such as Bailey Sarian’s Dark History podcast and Brooklyn Beckham’s Facebook Messenger show Cookin With Brooklyn. Separately, the company operates an investment arm called Wheelhouse 360 and a branded content agency called Wheelhouse Labs.
According to Simpson, these capabilities will allow Wheelhouse to stand out in a digital talent management landscape crowded with great players.
“The Wheelhouse business is a content studio, marketing agency and investment platform,” Simpson said. “And those three divisions are like what the life of a talent is like. We’re building a one-stop shop, and the management element is that obvious next expansion.”
In addition to Additive, Wheelhouse unveiled a handful of new content offerings today. He will produce Hype House co-founder Alex Warren’s first audio and video podcast, an interview series called Locked In which will arrive on April 20.
The company is also guiding Nikita Dragun’s foray into podcasting with Dear Dragun, the first in a series of shows the trans beauty vlogger is creating for Amazon’s Amp, a clubhouse-like platform that adds music as license in the mix. Amp and Wheelhouse have a production partnership in place, Simpson said.
Helping in these efforts is Wheelhouse DNA’s new CEO, Fanny Baudry, who previously served as Vice President of Business Development for Wheelhouse.