Newly-launched Wheelhouse DNA — the digital and audio arm of multi-faceted entertainment company Wheelhouse — has inked a deal with rapper and social media phenom 24kGoldn, whose real name is Golden Landis Von Jones.
The deal is roughly similar to the one Wheelhouse recently forged alongside the transgender beauty vlogger Nikita Dragun, and will see Wheelhouse DNA managing and creating all of the content for Jones’ YouTube channel. On the advertising front, Wheelhouse’s marketing division, Wheelhouse Labs, will broker brand deals. Avi Gandhi, Wheelhouse’s EVP of digital, will manage day-to-day operations of Jones’ channel.
“Goldn is a breakout talent, transcending platforms and demos, and his universal appeal just keeps growing,” Wheelhouse chief strategy officer Ed Simpson said in a statement. “That’s the sweet spot that represents the mission of Wheelhouse as we look to collaborate with artists living at the center of entertainment and culture.”
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24kGoldn launched his debut studio album, El Dorado, in March, catapulted by smash single “Mood,” which hit No. 1 on the Billboard Hot 100 and went platinum three times. The wild success of that track was due in large part to virality on TikTok, which also happens to be Jones’ biggest platform, with 5.1 million followers. He also counts 2.1 million YouTube subscribers — with his channel being predominantly home to music videos and vlogs — and 1 million Instagram followers.
In addition to its deal with Nikita Dragun, Wheelhouse — which was founded in 2018 by producer-entrepreneur Brent Montgomery and late-night host Jimmy Kimmel — is also working with the Hype House on a forthcoming Netflix reality series, as well as on the paranormal podcast Internet Urban Legends, hosted by YouTube stars Loey Lane and Snitchery.
