Wheelhouse DNA has struck a deal with hip hop superstar 24kGoldn that will see the digital media company manage the rapper’s YouTube channel and exclusively create its content.
The channel has so far amassed 2.1 million subscribers, and Wheelhouse will look to help the artist expand his reach further through the company’s in-house creative and marketing division Wheelhouse Labs. The division will broker partnerships with brands eager to work with the music star on YouTube.
Wheelhouse DNA — standing for digital and audio — is the digital media division of Brent Montgomery’s entertainment, marketing and investment company Wheelhouse. The company’s chief strategy officer Edward Simpson oversees Wheelhouse DNA.
“Goldn is a breakout talent, transcending platforms and demos and his universal appeal just keeps growing,” Simpson said.
“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. In our partnership with Goldn, we’re eager to help grow his YouTube platform in a way where he can continue to thrive, take risks and shine.”
Wheelhouse DNA recently secured partnerships with social media influencer Nikita Dragun for management and content creation on Dragun’s YouTube channel, the TikTok collective Hype House for a Netflix series, and paranormal podcast Internet Urban Legends, which launched in April on Spotify.
The deal comes less than two months after 24kGoldn released his debut album El Dorado in March, featuring his platinum single “Mood,” which went to the top of Billboard’s Hot 100 chart in 2020. The single has been streamed more than 1.5 billion times to date.
The deal was brokered by Wheelhouse vice president of business development, West Coast, Fanny Baudry and William Morris Endeavor, which represents 24kGoldn. Day-to-day operations for the YouTube initiative will be overseen by Wheelhouse executive vice-president Avi Gandhi.
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