Wheelhouse’s Additive Creative Partners Signs 12 TikTok Food Content Creators Under New Culinary Vertical (EXCLUSIVE)
Brent Montgomery’s digital and influencer media brand Wheelhouse DNA has signed 12 food content creators to its new food talent vertical at Additive Creative Partners.
Additive senior manager Adden Laughlin will run day-to-day operations for the new food vertical, with head of Additive Michael Senzer and Wheelhouse DNA (a division of Montgomery’s larger media company Wheelhouse) managing director Fanny Baudry continuing to oversee the talent management group.
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The new Additive clients include:
Social media chef known for her ASMR tutorials Alina Prokuda (@alinaprokuda)
Food and travel YouTuber Derryel Anderson also known as First in Flight Foodie (@firstinflightfoodie)
Viral food reviewer known for his grocery store finds, Dave Schratz, also known as KingSchratz (@kingschratz)
TikToker known for her fast food mukbangs, Jane Barcena, also known as Janemukbangs (@janemukbangs)
Self-taught social media chef Chad Rosenthal (@chefchadrosenthal)
Fast food reviewer Nik Metcalf (@nikmetcalf)
Social media chef sharing his recipes and kitchen tips Trigg Ferrano (@triggtube)
Food and hospitality expert Eric Hammer (@theerichammer)
Friend duo eating their way through New York City, Cristopher Bruce and Samuel Kaplan, also known as Cookiesncreameats (@cookiesncreameats)
TikToker known for his crazy food and running stunts Reece Schmidt (@ImpossibleRuns)
Viral private chef for professional athletes Mike Kubiesa (@ChefMikeKubiesa)
Fan-anointed “king of mukbangs” Xin Huang (@ShhhhImEating)
With a combined total of nearly 20 million followers across all social media platforms, Additive new list of food-centric clients join Wheelhouse’s growing list of culinary projects, including a production pact with Chef David Chang and his Majordomo Media, and producing credits on Hulu’s “Secret Chef,” Food Network’s “Next Baking Master: Paris,” Roku’s “Celebrity Family Food Battle,” digital series ‘Cookin’ with Brooklyn” starring Brooklyn Beckham, and podcast “Comfort Food with Kelly Rizzo.”
In addition to launching its foodie vertical and bringing on culinary-focused clients, Additive has signed several new creators under its lifestyle talent lineup, including top Twitch streamer Nadia Amine (@nadia); queen of “CringeTok” Riri Bichri (@riribibi_); travel content creator Desmond Clancy (@SalamiSammy); roommate duo Fabio Farati and Ben Reid (@FabioandBen); TikTok comedian known for his “frat bro” parodies Sam Hutchinson (@sam_hutchinson); architecture and interior design enthusiast Reeves Connelly (@ReevCon); street interviewer Jahad Chris Carter, also known as Hopeless Romantic Society (@hopelessromanticsociety); car industry expert Brian Mello (@realbrianmello); coach’s wife and mommy influencer Katrina Fernandez (@mrskatrinafernandez); and the unofficial LGBTQ family of Buffalo Bills mafia Rocco and Corey Forge (@RainbowDads).
“Within the nonstop, trend-based environment of media and entertainment – not to mention all the shifts from AI and new platforms across the digital landscape – we’re eager to work with so many talented creators and aggressively lean into this vertical which we see as disruption-proof,” Senzer said. “Food-centric content will continue to resonate across all screens, and with our incredible partners across the entire Wheelhouse business, we’re excited to leverage our capabilities for our roster of creators.”
Laughlin added: “Food is something everyone can engage with, and the communities cultivated by these creators are built around inspiring others to try a recipe or a dish, themselves – that experience is so relatable and what gives this space boundless opportunity.”
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