Wheelhouse’s Additive Creative Partners S...

Brent Montgomery’s digital and influencer media brand WheelhouseDNA has signed 12 food content creators to its new food talent vertical at Additive Creative Partners

Published Time: 06.06.2024 - 20:31:31 Modified Time: 06.06.2024 - 20:31:31

Brent Montgomery’s digital and influencer media brand WheelhouseDNA has signed 12 food content creators to its new food talent vertical at Additive Creative Partners.

Additive senior manager Adden Laughlin will run day-to-day operations for the new food vertical, with head of Additive Michael Senzer and Wheelhouse DNA (a division of Montgomery’s larger media company Wheelhouse) managing director Fanny Baudry continuing to oversee the talent management group.

The new Additive clients include:

With a combined total of nearly 20 million followers across all social media platforms, Additive new list of food-centric clients join Wheelhouse’s growing list of culinary projects, including a production pact with Chef David Chang and his Majordomo Media, and producing credits on Hulu’s “Secret Chef,” Food Network’s “Next Baking Master: Paris,” Roku’s “Celebrity Family Food Battle,” digital series ‘Cookin’ with Brooklyn” starring Brooklyn Beckham, and podcast “Comfort Food with Kelly Rizzo.”

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inson); architecture and interior design enthusiast Reeves Connelly (@ReevCon); street interviewer Jahad Chris Carter, also known as Hopeless Romantic Society (@hopelessromanticsociety); car industry expert Brian Mello (@realbrianmello); coach’s wife and mommy influencer Katrina Fernandez (@mrskatrinafernandez); and the unofficial LGBTQ family of Buffalo Bills mafia Rocco and Corey Forge (@RainbowDads).

“Within the nonstop, trend-based environment of media and entertainment – not to mention all the shifts from AI and new platforms across the digital landscape – we’re eager to work with so many talented creators and aggressively lean into this vertical which we see as disruption-proof,” Senzer said. “Food-centric content will continue to resonate across all screens, and with our incredible partners across the entire Wheelhouse business, we’re excited to leverage our capabilities for our roster of creators.”

Laughlin added: “Food is something everyone can engage with, and the communities cultivated by these creators are built around inspiring others to try a recipe or a dish, themselves – that experience is so relatable and what gives this space boundless opportunity.”