On the 18-month anniversary of its original launch date, the talent management firm Additive Creative announced a wave of new signings. The offshoot of digital media company Wheelhouse DNA has inked deals with 18 creators, including TikTok standouts like Michael Sanzone, Ryan Benji (of The Benji Show), and Swedish couple Isa Heriksson and Nina Lundberg (aka Isa and Nina).
The new signees possess a collective audience of more than 22 million followers across all social platforms. They will be co-represented by managers Michael Senzer and Adden Laughlin.
Wheelhouse DNA, which is itself a spin-off of entertainment company Wheelhouse, established Additive Creative in 2022 to add talent management to its list of creator-facing services. Since its launch, the firm has preferred to announce its signings in waves. Influencers like Jack Wright and Nick Bartels headlined the initial roster, and Additive Creative partnered with an additional eight creators earlier this year.
Like those other signing batches, this wave cuts across multiple content categories, including food, fashion, and reality TV. The new Additive Creative charges include “Food King of Texas” Dre Hopkins, “get ready with me” guru Nicole DeLaFuente, and Too Hot To Handle personality James Pendergrass.
“Michael, Adden and our team specialize in working with the next generation of tastemakers to scale their businesses and expand their reach,” said Wheelhouse DNA Managing Director Fanny Baudry in a statement. “This remarkable group of creators is making tremendous impact across so many lifestyle verticals and the arena is only getting bigger. We’re ecstatic to leverage Wheelhouse’s ecosystem to grow the audiences and careers of this exciting talent.”
For all of its new signees, Additive Creative will provide representation in areas like entertainment, content, and brand partnerships. Baudry will continue to serve as the head of Wheelhouse DNA’s talent management division, with Senzer running day-to-day operations. A full list of the new signees is available via Variety.
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