Wheelhouse, the business set up by Brent Montgomery, founder of Pawn Stars producer Leftfield, has launched a division designed to develop content from digital influencers.
The company has launched Wheelhouse DNA to create original content for digital-native talent. It is teaming with TikTok and YouTube stars to develop original content for short-form platforms as well as linear networks and streamers.
It has projects in development at Netflix and Discovery+ and is working on scripted, unscripted, animation programming.
The company has also signed a 360-deal with influencer Nikita Dragun and her management firm, Slash MGMT for long form programming, podcasts, and YouTube content.
The beauty and #apparel influencer has 12.6M followers on TikTok, 8.9M followers on Instagram, and 3.7M subscribers on YouTube and also stars in Snapchat Discover original series Nikita Unfiltered.
Dragun joins the likes of social media star David Dobrik and Hype House, with which Wheelhouse’s Spoke Studios is developing a long-form show.
The division will be overseen by Wheelhouse Chief Strategy Officer Ed Simpson with EVP, Digital Avi Gandhi running day-to-day operations and reporting to Simpson…
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