Wheelhouse to acquire Millennial-focussed Portal A | Deals | News | Rapid TV News
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Brent Montgomery-owned content company Wheelhouse Entertainment has inked an investment and partnership deal with digital content studio Portal A.

portal a 11 jan 2018Founded by childhood friends Nate Houghteling, Kai Hasson and Zach Blume, Portal A works with a new generation of emerging talent to develop, produce and distribute branded and original content. It recently announced a string of major projects for brands such as HBO, Universal Pictures, Amazon and Lenovo, among others.

As part of the new deal, Wheelhouse will combine its large-scale production capabilities, and industry and talent relationships with Portal A’s expertise in youth-driven and Millennial-focused content, and branded entertainment expertise.

Through this collaboration, Wheelhouse and Portal A will offer their combined resources – including Wheelhouse’s creative and– to traditional and new media platforms, and to brands, CMOs and ad agencies. The deal also represents the first time Portal A has taken on an outside investor since its founding in 2008.

Portal A launched its eighth consecutive “Rewind” with YouTube in December, and its breakout work for Clorox included multiple collaborations with top digital creators and NBA Superstar Stephen Curry – leading Portal A to launch Curry’s YouTube presence with new original series. Portal A’s originals division, which is represented by WME, announced two new projects with YouTube Originals, the unscripted dance special One Shot and the documentary feature profiling LGBTQ communities across the country, State of Pride.

“Having looked seriously at a lot of digital companies, Portal A is a unicorn; its success is driven by the trifecta of client service, exquisite creative and unique culture – and they run a profitable business, which is rare in the wild west of digital,” said Montgomery. “Together, we will develop an aggressive plan for growth for these incredible content creators who can work at a high level with brands, as well as with talent that can evolve into brands. It’s exactly the kind of investment and partnership that drove me to create Wheelhouse. And while those of us who hail from the TV world are psyched to get millions of impressions, the work these guys make reaches billions. Portal A is the first significant piece of a much larger marketing play for Wheelhouse."