Additive Creative Partners, the digital talent management arm of media company Wheelhouse, has signed up a roster of new digital content creators. The division, which was launched in 2022, has added nine clients, including Lauren Kettering, Legit Tim, James Wright, Carrie Berk, and the YouTube collective TKOR.
The line-up of talent covers a range of thematic areas. Kettering, for example, is a model and dancer, while Legit Tim is a prankster. TKOR, founded by the late Grant Thompson, covers areas such as science experiments, life hacks and weekend projects. Now hosted by Grace Dirig, the TKOR YouTube channel has 12.4m subs.
The Additive Creative talent management team sits within a division of Wheelhouse called Wheelhouse DNA. Commenting on the new talent sign-ups, Wheelhouse DNA managing director Fanny Baudry said: “Additive Creative curates an incredible roster of creators with unique points of view and a clear understanding of their audiences. We look forward to helping this diverse group of tastemakers develop, produce, distribute and monetise content that moves culture forward.”
Last year, when Additive Creative was launched, Wheelhouse DNA chief strategy officer Ed Simpson said: “We originally launched Wheelhouse DNA because we saw how influencers had drastically changed the content landscape in engaging directly with their massive fan bases. Though the appetite for influencer content remains strong, many creators lack the professional production experience, relationships and guidance necessary to establish legacy careers. We’re confident that through Wheelhouse’s development and producing apparatus, we will be able to help talent navigate these waters and build out their businesses.”
Other talent in the Additive Creative family includes online creators such as Jack Wright, Nicky Champa, Pierre Boo, Nick Bartels, Sarah and Leah Talabi, Bianca Antisera, Cassie Sharp and Jordyn Rolling – an eclectic mix working across platforms such as YouTube, TikTok, Twitch, Snap, Instagram and Spotify. Part of the strategy for the talent is to build long-form programming franchises.
