Whalar Group Launches Lighthouse Studios to Empower Creator-Led Content

Whalar Group has launched Lighthouse Studios, a new entertainment production arm aimed at creating a network television-like weekly schedule of creator-led series. This initiative is part of Whalar's broader strategy to establish content development and creation hubs in key locations, including Brooklyn and Los Angeles. Akshay Mehta, formerly of Bron Ventures and CAA Media Finance, has been appointed CEO of Lighthouse Studios and will oversee operations from Los Angeles.

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Lighthouse Studios' inaugural project is a partnership with Cole Bennett's Lyrical Lemonade, a digital media venture known for its significant following on YouTube, boasting over 24 million subscribers. This collaboration will provide Lyrical Lemonade with capital, production infrastructure, and strategic support to expand its video network, which focuses on music, culture, and lifestyle programming. Mehta envisions a consistent output of content, aiming to produce two episodes daily for 48 weeks a year, thereby establishing a routine for viewers.

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Mehta emphasized the importance of YouTube as the primary platform for long-form content, stating, “The stickiness of YouTube as a platform is so strong now that if we’re going to build this sort of scale, we think we need to create one space to come to.” While shorts will also be distributed across TikTok, Snap, and Instagram, the focus for primetime programming will remain on YouTube. The partnership model allows creators to retain their brand identities while benefiting from Lighthouse's distribution and advertising capabilities.

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Under Bennett's direction, Lyrical Lemonade has established a leadership team that includes Joseph Rocha as CEO and Elliot Montanez as Head of Content & Programming. Bennett will serve as executive producer, guiding the network's creative vision. He stated, “Expanding into a network has always been the long-term vision, and now is the clear and intentional next step in our evolution.” The goal is to create a cohesive network that explores diverse interests while maintaining a consistent brand identity.

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The launch of Lighthouse Studios comes at a pivotal moment in the entertainment industry, as creators increasingly seek to leverage their relationships with audiences for long-term success. Mehta noted the recent success of YouTuber Markiplier's DIY horror film "Iron Lung" as indicative of a growing trend where digital creators transition into broader entertainment roles. He believes that the time is ripe for such ventures, paralleling the earlier boom in the gaming industry.

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James Street and Neil Waller, co-founders of Whalar Group, expressed their commitment to supporting creative visionaries like Bennett, stating, “The launch of Lighthouse Studios is the ultimate realization of that belief and is a continuation of our commitment to back creative visionaries.” Ray Brown, appointed as chief partnerships officer, highlighted the potential of Lyrical Lemonade TV to shape culture and launch artists, reinforcing the strategic importance of this partnership.

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• “Through Lighthouse Studios, we’re building our version of network television channels that are led by YouTube creators that already have audience and trust in the space, be it music or lifestyle or any sort of genres,” — Akshay Mehta, CEO of Lighthouse Studios

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• “Lyrical Lemonade TV represents exactly the kind of creator-led network Lighthouse Studios was built to support,” — Ray Brown, Chief Partnerships Officer

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• “Expanding into a network has always been the long-term vision, and now is the clear and intentional next step in our evolution,” Bennett said.” — Cole Bennett, Executive Producer of Lyrical Lemonade

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The establishment of Lighthouse Studios marks a significant step in the evolution of creator-led content, positioning Whalar Group at the forefront of this emerging landscape.

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