EXCLUSIVE: V10 Entertainment‘s management business Towerhouse has opened its doors to a suite of YouTube content creators.
Culture Genesis, the LPGA, MotoAmerica, Japan Racing Association (JRA), syndicated series American Mayhem with Larry The Cable Guy and Gunpowder & Sky-owned channels Cut and HiHo Kids have all struck digital management deals with Towerhouse, which brands itself as a “content creation and platform rights management company.”
The deals will see Towerhouse providing services such as YouTube rights management, content ID monetization and protection, backend channel operations and audience growth strategies.
The largest deal is with YouTube channel network Culture Genesis, which reaches 43 millon-plus U.S. households and generates more than two billion views per month across its portfolio. Towerhouse will exclusively manage content rights for its high-profile client roster, with V10 supporting upcoming content initiatives across channels.
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The deal includes content ID support across more than 170+ channels, including Dad Jokes, All Def, and a roster of Gen Z and millennial creators and publishers.
“We’re building on two fronts at once — deepening our sports roster with the LPGA, MotoAmerica, and JRA while growing our creator business alongside it,” said Parker Jones, CEO of Towerhouse. “Teaming up with Culture Genesis massively grows our creator business and significantly improves our channel monetization.
“We bring YouTube infrastructure and operations, they bring an outstanding sales team, and we’re also developing original content together. This kind of large-scale, symbiotic partnership is exactly what we’re set up for and want more of.”
V10 bought Towerhouse last year, five years after former YouTube exec Jones founded the company to manage and monetize digital rights for online creators.
“Partnering with Towerhouse, a leader in rights management, allows us to protect and grow our expanding network of 170-plus channels,” said Shaun Newsum, CEO and founder of Culture Genesis. “As our network scales, safeguarding our creators’ content and unlocking its full value across YouTube has never been more important.
“Towerhouse brings world-class rights management infrastructure and controls, freeing our team to focus on what we do best — connecting brands to the new majority audiences through creator-led media on YouTube.”