Gen-Z Content Studio Brat Adds Three New Partners From Founders’ Pasts

Gen Z-focused digital studio Brat has added three partners — two of whom served as executives at Brat founders Rob Fishman and Darren Lachtman’s earlier venture, Niche.

The three new partners include Asher Levin, Nick Millman, and Kristen Lachtman, as reported by Deadline. Both Millman and Kristen Lachtman previously helped lead Niche, a company that connected brands and social influencers. In 2015, Twitter purchased the company for around $30 million, and both Millman and Kristen ended up working at the social platform.

At Twitter, Kristen served as head of global creators. She’ll oversee both talent and human resources departments at Brat. Millman worked on sales and accounts at Twitter, and his role at Brat will involve managing finances, partnerships, and licensing. Both were among Niche’s first employees, with Millman actually serving as the company’s initial staffer.

“Reuniting our executive team is incredibly exciting,” said Fishman and Darren, according to Deadline. “Nick and Kristen were instrumental to Niche’s success, and will be equally as impactful as we re-create that magic. Along with Asher’s creative vision and deep expertise, we’re well equipped to build this new, generational company.”

Levin also previously worked with both Brat founders, collaborating with the pair when they were still at Niche on Alexander IRL, a YouTube Red feature film that debuted on the subscription service in late 2016. The film featured lots of young digital influencer talent, including former Vine star Jason Nash and YouTube and Vine influencer Brent Rivera. At Brat, Levin will head production of creative content that features similar talent rosters.

Recently, Brat has tapped plenty of social talent to star in its new shows. Last month, the digital studio announced that “Baby Ariel” Martin, a top performer on music video platform Musical.ly, would lead the cast of its series about an underground record label called Baby Doll Records. In March, Brat named vlogger Lauren Orlando, actress/model Emily Skinner, and Mackenzie Ziegler of Dance Moms as the stars of a new series called Total Eclipse.

Previously, Fishman has described Brat’s series as “‘must-see TV’ for Gen-Z.” The studio’s YouTube channel currently has over 1.5 million subscribers.