Wheelhouse Entertainment, part of the production and investment firm launched by former ITV America CEO Brent Montgomery, has struck an exclusive overall deal with Adam Levine, the frontman of band Maroon 5.
The singer-songwriter will produced scripted and unscripted content for all platforms through his 222 Productions banner, with the prodco’s president Josh Gummersall and VP of development joining Levine and Wheelhouse in the venture.
Levine and 222 will gain access to Wheelhouse’s brand and marketing arm, Wheelhouse Labs, as part of the deal as well as Wheelhouse Partners, the company’s investment division.
The deal was brokered by Wheelhouse’s chief creative officer and president of Wheelhouse Entertainment, Eric Wattenberg, and attorney Jeff Worob.
Wattenberg said: “Beyond his musicianship, [Levine’s] commercial instincts are spot on, complementing Wheelhouse’s mission to help artists realize their entrepreneurial ambitions. We’re thrilled to be in business with Adam, Josh and Jason and can’t wait to get going on what 222 is already bringing to the table.”
Montgomery launched Wheelhouse Group in 2018, which now houses content and production division Wheelhouse Entertainment; Wheelhouse Labs; Wheelhouse Partners; and Wheelhouse Properties.
The entertainment division includes Jimmy Kimmel’s label Kimmelot, Campfire – which is behind HBO Max’s Heaven’s Gate and Netflix’s The Innocent Man – and production label Spoke Studios (Compton Cowboys, I Quit).